As AI increasingly automates technical tasks across industries, students’ long-term career success will rely less on technical skills alone and more on durable skills or professional skills, often referred to as soft skills. These include empathy, resilience, collaboration, and ethical reasoning–skills that machines can’t replicate.
This critical need is outlined in Future-Proofing Students: Professional Skills in the Age of AI, a new report from Acuity Insights. Drawing on a broad body of academic and market research, the report provides an analysis of how institutions can better prepare students with the professional skills most critical in an AI-driven world.
Key findings from the report:
75 percent of long-term job success is attributed to professional skills, not technical expertise.
Over 25 percent of executives say they won’t hire recent graduates due to lack of durable skills.
COVID-19 disrupted professional skill development, leaving many students underprepared for collaboration, communication, and professional norms.
Eight essential durable skills must be intentionally developed for students to thrive in an AI-driven workplace.
“Technical skills may open the door, but it’s human skills like empathy and resilience that endure over time and lead to a fruitful and rewarding career,” says Matt Holland, CEO at Acuity Insights. “As AI reshapes the workforce, it has become critical for higher education to take the lead in preparing students with these skills that will define their long-term success.”
The eight critical durable skills include:
Empathy
Teamwork
Communication
Motivation
Resilience
Ethical reasoning
Problem solving
Self-awareness
These competencies don’t expire with technology–they grow stronger over time, helping graduates adapt, lead, and thrive in an AI-driven world.
The report also outlines practical strategies for institutions, including assessing non-academic skills at admissions using Situational Judgment Tests (SJTs), and shares recommendations on embedding professional skills development throughout curricula and forming partnerships that bridge AI literacy with interpersonal and ethical reasoning.
When I first stepped into my role overseeing student data for the Campbell County School District, it was clear we were working against a system that no longer served us.
At the time, we were using an outdated platform riddled with data silos and manual processes. Creating school calendars and managing student records meant starting from scratch every year. Grade management was clunky, time-consuming, and far from efficient. We knew we needed more than a patchwork fix–we needed a unified student information system that could scale with our district’s needs and adapt to evolving state-level compliance requirements.
Over the past several years, we have made a full transition to digitizing our most critical student services, and the impact has been transformational. As districts across the country navigate growing compliance demands and increasingly complex student needs, the case for going digital has never been stronger. We now operate with greater consistency, transparency, and equity across all 12 of our schools.
Here are four ways this shift has improved how we support students–and why I believe it is a step every district should consider:
How centralized student data improves support across K-12 schools
One of the most powerful benefits of digitizing critical student services is the ability to centralize data and ensure seamless support across campuses. In our district, this has been a game-changer–especially for students who move between schools. Before digitization, transferring student records meant tracking down paper files, making copies, and hoping nothing was lost in the shuffle. It was inefficient and risky, especially for students who required health interventions or academic support.
Now, every plan, history, and record lives in a single, secure system that follows the student wherever they go. Whether a student changes schools mid-year or needs immediate care from a nurse at a new campus, that information is accessible in real-time. This level of continuity has improved both our efficiency and the quality of support we provide. For districts serving mobile or vulnerable populations, centralized digital systems aren’t just convenient–they’re essential.
Building digital workflows for student health, attendance, and graduation readiness
Digitizing student services also enables districts to create customized digital workflows that significantly enhance responsiveness and efficiency. In Campbell County, we have built tools tailored to our most urgent needs–from health care to attendance to graduation readiness. One of our most impactful changes was developing unified, digital Individualized Health Plans (IHPs) for school nurses. Now, care plans are easily accessible across campuses, with alerts built right into student records, enabling timely interventions for chronic conditions like diabetes or asthma. We also created a digital Attendance Intervention Management (AIM) tool that tracks intervention tiers, stores contracts and communications, and helps social workers and truancy officers make informed decisions quickly.
These tools don’t just check boxes–they help us act faster, reduce staff workload, and ensure no student falls through the cracks.
Digitization supports equitable and proactive student services
By moving our student services to digital platforms, we have become far more proactive in how we support students–leading to a significant impact on equity across our district. With digital dashboards, alerts, and real-time data, educators and support staff can identify students who may be at risk academically, socially, or emotionally before the situation becomes critical.
These tools ensure that no matter which school a student attends–or how often they move between schools–they receive the same level of timely, informed support. By shifting from a reactive to a proactive model, digitization has helped us reduce disparities, catch issues early, and make sure that every student gets what they need to thrive. That’s not just good data management–it’s a more equitable way to serve kids.
Why digital student services scale better than outdated platforms
One of the most important advantages of digitizing critical student services is building a system that can grow and evolve with the district’s needs. Unlike outdated platforms that require costly and time-consuming overhauls, flexible digital systems are designed to adapt as demands change. Whether it’s integrating new tools to support remote learning, responding to updated state compliance requirements, or expanding services to meet a growing student population, a digitized infrastructure provides the scalability districts need.
This future-proofing means districts aren’t locked into rigid processes but can customize workflows and add modules without disrupting day-to-day operations. For districts like ours, this adaptability reduces long-term costs and supports continuous improvement. It ensures that as challenges evolve–whether demographic shifts, policy changes, or new educational priorities–our technology remains a reliable foundation that empowers educators and administrators to meet the moment without missing a beat.
Digitizing critical student services is more than a technical upgrade–it’s a commitment to equity, efficiency, and future readiness. By centralizing data, customizing workflows, enabling proactive support, and building scalable systems, districts can better serve every student today and adapt to whatever challenges tomorrow may bring.
Sara Douglas, Campbell County Schools
Sara Douglas is the District Data Leader for Campbell County Schools in Jacksboro, Tennessee.
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In the world of K-12 education, teachers are constantly making decisions that affect their students and families. In contrast, administrators are tasked with something even bigger: making decisions that also involve adults (parents, staff culture, etc.) and preventing conflicts from spiraling into formal complaints or legal issues. Therefore, decisions and actions often have to balance two competing values: truth and risk management.
Some individuals, such as teachers, are very truth-oriented. They document interactions, clarify misunderstandings, and push for accuracy, recognizing that a single misrepresentation can erode trust with families, damage credibility in front of students, or most importantly, remove them from the good graces of administrators they respect and admire. Truth is not an abstract concept–it is paramount to professionalism and reputation. If a student states that they are earning a low grade because “the teacher doesn’t like me,” the teacher will go through their grade-book. If a parent claims that a teacher did not address an incident in the classroom, the teacher may respond by clarifying the inaccuracy via summarizing documentation of student statements, anecdotal evidence of student conversations, reflective activities, etc.
De-escalation and appeasement
In contrast, administrators are tasked with something even bigger. They have to view scenarios from the lens of risk management. Their role requires them to deescalate and appease. Administrators must protect the school’s reputation and prevent conflicts or disagreements from spiraling into formal complaints or legal issues. Through that lens, the truth sometimes takes a back seat to ostensibly achieve a quick resolution.
When a house catches on fire, firefighters point the hose, put out the flames, and move on to their next emergency. They don’t care if the kitchen was recently remodeled; they don’t have the time or desire to figure out a plan to put out the fire by aiming at just the living room, bedrooms, and bathrooms. Administrators can be the same way–they just want the proverbial “fire” contained. They do not care about their employees’ feelings; they just care about smooth sailing and usually softly characterize matters as misunderstandings.
To a classroom teacher who has carefully documented the truth, this injustice can feel like a bow tied around a bag of garbage. Administrators usually err on the side of appeasing the irrational, volatile, and dangerous employee, which risks the calmer employee feeling like they were overlooked because they are “weaker.” In reality, their integrity, professionalism, and level-headedness lead administrators to trust the employee will do right, know better, maintain appropriate decorum, rise above, and not foolishly escalate. This notion aligns to the scripture “To whom much is given, much is required” (Luke 12:48). Those with great abilities are judged at a higher bar.
In essence, administrators do not care about feelings, because they have a job to do. The employee with higher integrity is not the easier target but is easier to redirect because they are the safer, principled, and ethical employee. This is not a weakness but a strength in the eyes of the administration and that is what they prefer (albeit the employee may be dismissed, confused, and their feelings may be hurt, but that is not the administration’s focus at all).
Finding common ground
Neither perspective (truth or risk management) is wrong. Risk management matters. Without it, schools would be replete with endless investigations and finger-pointing. Although, when risk management consistently overrides truth, the system teaches teachers that appearances matter more than accountability, which does not meet the needs of validation and can thus truly hurt on a personal level. However, in the work environment, finding common ground and moving forward is more important than finger-pointing because the priority has to be the children having an optimal learning environment.
We must balance the two. Perhaps, administrators should communicate openly, privately, and directly to educators who may not always understand the “game.” Support and transparency are beneficial. Explaining the “why” behind a decision can go a long way in building staff trust, morale, and intelligence. Further, when teachers feel supported in their honesty, they are less likely to disengage because transparency, accuracy, and an explanation of risk management can actually prevent fires from igniting in the first place. Additionally, teachers and administrators should explore conflict resolution strategies that honor truth while still mitigating risk. This can assist in modelling for students what it means to live with integrity in complex situations. Kids deserve nothing less.
Lastly, teachers need to be empathetic to the demands on their administrators. “If someone falls into sin, forgivingly restore him, saving your critical comments for yourself. You might be needing forgiveness before the day’s out. Stoop down and reach out to those who are oppressed. Share their burdens, and so complete Christ’s law. If you think you are too good for that, you are badly deceived” (Galatians 6:1-3). This scripture means that teachers should focus less on criticizing or “keeping score” (irrespective of the truth and the facts, and even if false-facts are generated to manage risk), but should work collaboratively while also remembering and recognizing that our colleagues (and even administrators) can benefit from the simple support of our grace and understanding. Newer colleagues and administrators are often in survival mode.
Dr. Yuvraj Verma, Bessemer City Middle School and William Howard Taft University
School leaders are under constant pressure to stretch every dollar further, yet many districts are losing money in ways they may not even realize. The culprit? Outdated facilities processes that quietly chip away at resources, frustrate staff, and create ripple effects across learning environments. From scheduling mishaps to maintenance backlogs, these hidden costs can add up fast, and too often it’s students who pay the price.
The good news is that with a few strategic shifts, districts can effectively manage their facilities and redirect resources to where they are needed most. Here are four of the most common hidden costs–and how forward-thinking school districts are avoiding them.
How outdated facilities processes waste staff time in K–12 districts
It’s a familiar scene: a sticky note on a desk, a hallway conversation, and a string of emails trying to confirm who’s handling what. These outdated processes don’t just frustrate staff; they silently erode hours that could be spent on higher-value work. Facilities teams are already stretched thin, and every minute lost to chasing approvals or digging through piles of emails is time stolen from managing the day-to-day operations that keep schools running.
A centralized, intuitive facilities management software platform changes everything. Staff and community members can submit requests in one place, while automated, trackable systems ensure approvals move forward without constant follow-up. Events sync directly with Outlook or Google calendars, reducing conflicts before they happen. Work orders can be submitted, assigned, and tracked digitally, with mobile access that lets staff update tickets on the go. Real-time dashboards offer visibility into labor, inventory, and preventive maintenance, while asset history and performance data enable leaders to plan more effectively for the long term. Reports for leadership, audits, and compliance can be generated instantly, saving hours of manual tracking.
The result? Districts have seen a 50-75 percent reduction in scheduling workload, stronger cross-department collaboration, and more time for the work that truly moves schools forward.
Using preventive maintenance to avoid emergency repairs and extend asset life
When maintenance is handled reactively, small problems almost always snowball into costly crises. A leaking pipe left unchecked can become a flooded classroom and a ruined ceiling. A skipped HVAC inspection may lead to a midyear system failure, forcing schools to close or scramble for portable units.
These emergencies don’t just drain budgets; they disrupt instruction, create safety hazards, and erode trust with families. A more proactive approach changes the narrative. With preventive maintenance embedded into a facilities management software platform, districts can automate recurring schedules, ensure tasks are assigned to the right technicians, and attach critical resources, such as floor plans or safety notes, to each task. Schools can prioritize work orders, monitor labor hours and expenses, and generate reports on upcoming maintenance to plan ahead.
Restoring systems before they fail extends asset life and smooths operational continuity. This keeps classrooms open, budgets predictable, and leaders prepared, rather than reactive.
Maximizing ROI by streamlining school space rentals
Gymnasiums, fields, and auditoriums are among a district’s most valuable community resources, yet too often they sit idle simply because scheduling is complicated and chaotic. Paper forms, informal approvals, and scattered communication mean opportunities slip through the cracks.
When users can submit requests through a single, digital system, scheduling becomes transparent, trackable, and far easier to manage. A unified dashboard prevents conflicts, streamlines approvals, and reduces the back-and-forth that often slows the process.
The payoff isn’t just smoother operations; districts can see increased ROI through easier billing, clearer reporting, and more consistent use of unused spaces.
Why schools need facilities data to make smarter budget decisions
Without reliable facilities data, school leaders are forced to make critical budget and operational decisions in the dark. Which schools need additional staffing? Which classrooms, gyms, or labs are underused? Which capital projects should take priority, and which should wait? Operating on guesswork not only risks inefficient spending, but it also limits a district’s ability to demonstrate ROI or justify future investments.
A clear, centralized view of facilities usage and costs creates a strong foundation for strategic decision-making. This visibility can provide instant insights into patterns and trends. Districts can allocate resources more strategically, optimize staffing, and prioritize projects based on evidence rather than intuition. This level of insight also strengthens accountability, enabling schools to share transparent reports with boards, staff, and other key stakeholders, thereby building trust while ensuring that every dollar works harder.
Facilities may not always be the first thing that comes to mind when people think about student success, but the way schools manage their spaces, systems, and resources has a direct impact on learning. By moving away from outdated, manual processes and embracing smarter, data-driven facilities management, districts can unlock hidden savings, prevent costly breakdowns, and optimize the use of every asset.
Shane Foster, Follett Software
Shane Foster is the Chief Product & Technology Officer at Follett Software.
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Back-to-school season arrives every year with a mixed bag of emotions for most educators, including anticipation and excitement, but also anxiety. The opportunity to catch up with friendly colleagues and the reward of helping students connect with material also comes with concern about how best to present and communicate that material in a way that resonates with a new classroom.
An annual challenge for K-12 educators is creating a syllabus that engages students and will be used throughout the year to mutual benefit rather than tucked in a folder and forgotten about. Today’s digital transformation can be a means for educators to create a more dynamic and engaging syllabus that meets students’ and parents’ needs.
While it can be overwhelming to think about learning any new education technology, the good news about a digital syllabi is that anyone who’s sent a digital calendar invite has already done most of the technical-learning legwork. The more prescient task will be learning the best practices that engage students and enable deeper learning throughout the year.
Step one: Ditch the PDFs and print-outs
Creating a syllabus that works begins with educators stepping into the shoes of their students. K-12 classrooms are full of students who are oriented around the digital world. Where textbooks and binders were once the tools of the trade for students, laptops and iPads have largely taken over. This creates an opportunity for teachers to create more dynamic syllabi via digital calendars, rather than printed off or static PDFs with lists of dates, deadlines, and relevant details that will surely change as the year progresses. In fact, many learning management systems (LMS) already have useful calendar features for this reason. Again, teachers need only know the best way to use them. The digital format offers flexibility and connectivity that old-school syllabi simply can’t hold a candle to.
Tips for creating an effective digital syllabus
Classroom settings and imperatives can vary wildly, and so can the preferences of individual educators. Optimization in this case is in the eye of the beholder, but consider a few ideas that may wind up on your personal best practices list for building out your digital syllabus every year around this time:
Make accessing the most up-to-date version of the syllabus as frictionless as possible for students and parents. Don’t attach your syllabus as a static PDF buried in an LMS. Instead, opt-in to the calendar most LMS platforms offer for the mutual benefit of educators, students, and parents. To maximize engagement and efficiency, teachers can create a subscription calendar in addition or as an alternative to the LMS calendar. Subscription calendars create a live link between the course syllabus and students’ and/or parents’ own digital calendar ecosystem, such as Google Calendar or Outlook. Instead of logging into the LMS to check upcoming dates, assignments, or project deadlines, the information becomes more accessible as it integrates into their monthly, weekly, and daily schedules, mitigating the chance of a missed assignment or even parent-teacher conference. Students and parents only have to opt-in to these calendars once at the beginning of the academic year, but any of the inevitable changes and updates to the syllabus throughout the year are reflected immediately in their personal calendar, making it simpler and easier for educators to ensure no important date is ever missed. While few LMS offer this option within the platform, subscription calendar links are like any hyperlink–easy to share in emails, LMS message notifications, and more.
Leverage the calendar description feature. Virtually every digital calendar provides an option to include a description. This is where educators should include assignment details, such as which textbook pages to read, links to videos or course material, grading rubrics, or more.
Color-code calendar invitations for visual information processors. Support different types of information processors in the classroom by taking the time to color-code the syllabus. For example, purple for project deadlines, red for big exams, yellow for homework assignment due dates. Consistency and routine are key, especially for younger students and busy parents. Color-coding, or even the consistent naming and formatting of events and deadlines, can make a large impact on students meeting deadlines.
Encourage further classroom engagement by integrating digital syllabus “Easter eggs.” Analog syllabi often contain Easter eggs that reward students who read it all the way through. Digital syllabi can include similar engaging surprises, but they’re easy to add throughout the year. Hide extra-credit opportunities in the description of an assignment deadline or add an invitation for last-minute office hours ahead of a big quiz or exam. It could be as simple as a prompt for students to draw their favorite animal at the bottom of an assignment for an extra credit point. If students are aware that these opportunities could creep up in the calendar, it keeps them engaged and perhaps strengthens the habit of checking their classroom syllabus.
While the start of the new school year is the perfect time to introduce a digital syllabus into the classroom, it’s important for educators to keep their own bandwidth and comfortability in mind. Commit to one semester with a digital syllabus and spend time learning the basic features and note how the classroom responds. From there, layer in more advanced features or functionality that helps students without being cumbersome to manage. Over time, educators will learn what works best for them, their students and parents, and the digital syllabus will be a classroom tool that simplifies classroom management and drives more engagement year-round.
Joep Leussink, AddEvent
Joep Leussink is the Head of Growth at AddEvent, a San Francisco-based platform that provides event and calendar marketing solutions. With a proven track record in driving growth for B2B SaaS companies from Series B to post-IPO, Joep leverages his expertise in demand generation and growth marketing to make AddEvent known and accessible to everyone.
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Timely college completion has benefits for both the student and the institution. Learners who graduate on time—within two or four years, depending on the degree program—hold less debt and have greater earnings potential because they’re able to enter the workforce sooner.
National data reveals that only 17 percent of students at public two-year colleges complete a degree in two years, and 40 percent of students at public four-year institutions graduate on time. While a variety of personal challenges can limit students’ timely completion, institutional processes can also have an impact. According to the course scheduling software provider Ad Astra’s 2024 Benchmark Report, which included data from 1.3 million students, 26 percent of program requirement courses were not offered during the terms indicated in pathway guidance, leaving students without a clear road map to completion.
A new resource from Ad Astra and Complete College America identifies ways institutions can reconsider class scheduling to maximize opportunities for student completion.
What’s the need: Students report a need for additional support in scheduling and charting academic pathways; a 2024 Student Voice survey by Inside Higher Ed and Generation Lab found that 26 percent of respondents want their college to create or clarify academic program pathways. An additional 28 percent want their institution to introduce online platforms to help them plan out degree progress.
Nontraditional students, including adult learners, parenting students and working students, are more likely to face scheduling challenges that can also impede their progress. A 2024 survey of online learners (who are primarily older, working and caregiving students) found that 68 percent of respondents considered time to degree completion a top factor in selecting their program and institution.
But making the switch to a better system isn’t exactly a cakewalk for higher ed institutions, and establishing strong top-down policies can create its own hurdles. “Because leadership changes in organizations and institutions, because we get more and more students enrolling and registering, we still have to continue to reiterate this message about how important academic scheduling is,” said Complete College America president Yolanda Watson Spiva. “But we’re happy to do it because it still remains one of the best levers for helping students to persist and complete college.”
Becoming a student-centered institution with predictable and flexible scheduling also benefits the institution because it means continuous enrollment, Watson Spiva said
“Whether it’s Uber or Amazon, all these things are meant to make life easier, and yet for some reason, in higher ed, we haven’t caught up to that, that convenience is a major factor” in improving student enrollment and retention, Watson Spiva said. “Until we change our mindset in terms of embracing students as agents of change and having agency in and of themselves, I think we’re going to continue to grapple with this pervasive issue.”
The new report is a playbook of sorts to help institutions prepare to make change, said Ad Astra’s president, Sarah Collins. “This is one of the next big things that institutions really need to get their arms around, I think, because it’s so culturally difficult and very big, very hairy and scary,” Collins said.
How to make change: For institutions that want to do better and overhaul current practices, Ad Astra’s report provides starting points that administrators can consider, including:
Assessing the institution’s readiness for change, including current scheduling practices, faculty concerns and priorities, as well as the institution’s context, such as previous efforts and resource constraints. Administrators should identify existing inefficiencies, as well as resources and staff capacity, to implement and sustain change.
Being aware that making adjustments requires more than technical training; it also demands capabilities to engage in change leadership practices and sustained support to ensure changes are embedded into the institutional culture.
Celebrating and recognizing positive changes. Data and storytelling can measure impact as well as affirm how practices make a difference in student success.
Evaluating the organizational structure of the institution is one key piece, Collins said, because colleges tend to be designed around a strategy rather than a student. Institutions should also prioritize data collection and distribution, because that’s a frequent sticking point in change-management practices.
“Making sure that the data tells a story, convincing people to believe the data, making sure that the things you’re trying to measure are the things that actually matter and they actually map to the bigger thing you’re trying to accomplish,” Collins explained.
Additionally, prioritizing the student voice in conversations about course scheduling can ensure that the institution is centered on learners’ needs. “It should not just be the traditional-age student,” Watson Spiva said. “It should also include post-traditional students—working learners, parenting learners—because their scheduling needs are going to be very, very diverse.”
The first few weeks of school are more than a fresh start–they’re a powerful opportunity to lay the foundation for the relationships, habits, and learning that will define the rest of the year. During this time, students begin to decide whether they feel safe, valued, and connected in your classroom.
In my work helping hundreds of districts and schools implement character development and future-ready skills programs, I’ve seen how intentionally fostering belonging from day one sets students–and educators–up for success. Patterns from schools that do this well have emerged, and these practices are worth replicating.
Here are three proven steps to build belonging right from the start.
1. Break the ice with purpose
Icebreakers might sound like old news, but the reality is that they work. Research shows these activities can significantly increase engagement and participation while fostering a greater sense of community. Students often describe improved classroom atmosphere, more willingness to speak up, and deeper peer connections after just a few sessions.
Some educators may worry that playful activities detract from a serious academic tone. In practice, they do the opposite. By helping students break down communication barriers, icebreakers pave the way for risk-taking, collaboration, and honest reflection–skills essential for deep learning.
Quick-think challenges: Build energy and self-awareness by rewarding quick and accurate responses.
Collaborative missions: Engage students working toward a shared goal that demands communication and teamwork.
Listen + act games: Help students develop adaptability through lighthearted games that involve following changing instructions in real time.
These activities are more than “fun warm-ups.” They set a tone that learning here will be active, cooperative, and inclusive.
2. Strengthen executive functioning for individual and collective success
When we talk about belonging, executive functioning skills–like planning, prioritizing, and self-monitoring–may not be the first thing we think of. Yet they’re deeply connected. Students who can organize their work, set goals, and regulate their emotions are better prepared to contribute positively to the class community.
Research backs this up. In a study of sixth graders, explicit instruction in executive functioning improved academics, social competence, and self-regulation. For educators, building these skills benefits both the individual and the group.
Here are a few ways to embed executive functioning into the early weeks:
Task prioritization exercise: Help students identify and rank their tasks, building awareness of time and focus.
Strengths + goals mapping: Guide students to recognize their strengths and set values-aligned goals, fostering agency.
Mindful check-ins: Support holistic well-being by teaching students to name their emotions and practice stress-relief strategies.
One especially powerful approach is co-creating class norms. When students help define what a supportive, productive classroom looks like, they feel ownership over the space. They’re more invested in maintaining it, more likely to hold each other accountable, and better able to self-regulate toward the group’s shared vision.
3. Go beyond the first week to build deeper connections
Icebreakers are a great start, but true belonging comes from sustained, meaningful connection. It’s tempting to think that once names are learned and routines are set, the work is done–but the deeper benefits come from keeping this focus alive alongside academics.
The payoff is significant. School connectedness has been shown to reduce violence, protect against risky behaviors, and support long-term health and success. In other words, connection is not a “nice to have”–it’s a protective factor with lasting impact.
Here are some deeper connection strategies:
Shared values agreement: Similar to creating class norms, identify the behaviors that promote safety, kindness, and understanding.
Story swap: Have students share an experience or interest with a partner, then introduce each other to the class.
Promote empathy in action: Teach students to articulate needs, seek clarification, and advocate for themselves and others.
These activities help students see one another as whole people, capable of compassion and understanding across differences. That human connection creates an environment where everyone can learn more effectively.
Take it campus-wide
These strategies aren’t limited to students. Adults on campus benefit from them, too. Professional development can start with icebreakers adapted for adults. Department or PLC meetings can incorporate goal-setting and reflective check-ins. Activities that build empathy and connection among staff help create a healthy, supportive adult culture that models the belonging we want students to experience.
When teachers feel connected and supported, they are more able to foster the same in their classrooms. That ripple effect–staff to students, students to peers–creates a stronger, more resilient school community.
Belonging isn’t a single event; it’s a practice. Start the year with purpose, keep connection alive alongside academic goals, and watch how it transforms your classroom and your campus culture. In doing so, you’ll give students more than a positive school year. You’ll give them tools and relationships they can carry for life.
Brandy Arnold, Wayfinder
Brandy Arnold is Chief Customer Officer at Wayfinder, where she supports schools nationwide in implementing character development and future-ready skills programs that help students thrive and lead purposeful lives.
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In the not-so-distant past, colleges and universities had tremendous control over how their brands were perceived. From glossy viewbooks mailed to high school students to well-crafted press releases, institutions shaped their reputations from the inside out.
The rise of digital media, the power of algorithms and now the proliferation of AI-generated content have fundamentally reshaped the reputation landscape. Today, your institution’s brand is built not just by what you say, but by what others say — and how machines interpret it.
This major shift was a focus of our recent webinar, Reimagine Higher Ed: Connecting Revenue and Reputation for Sustainable Growth. If you missed it, here’s a summary: Forward-thinking leaders recognize that reputation shapes not only enrollment outcomes, but philanthropy, faculty and staff recruitment, media visibility and institutional resilience. Take heart: You can manage and strengthen your institution’s reputation with the right approach and partners. First, let’s take a brief trip down a reputation memory lane.
A Historical Look at How Reputation Management Transformed Higher Education
The 1980s–1990s: Print and Prestige
If we look back to the 1980s-1990s, when some of us were around (I will admit it) to help tell it, the story one told was the story the public heard. Colleges curated narratives via brochures, campus tours and alumni magazines. Prospective students and parents rarely heard as many counterpoints to what a college wanted them to hear. The media coverage was more limited to local newspapers, occasional coverage in national outlets and at least one higher ed publication you may have heard of: The Chronicle of Higher Education.
Rankings began to chip away at this monopoly. When U.S. News & World Report published its first college rankings in 1983, Special Projects Editor Mel Elfin introduced a powerful player in the perception game. Institutions adapted begrudgingly, and many eventually developed strategies to boost their standing. Reputation was still primarily within institutional control, but cracks were forming.
The 2000s: Rise of the Website
By the early 2000s, the college website was the brand’s central hub. Information had to be continuously updated, visually compelling and accessible to increasingly tech-savvy audiences. Students and families could compare dozens of institutions side-by-side, all without speaking to an admissions officer. We referred to it as people doing their “stealth research.”
Still, institutions owned their domains, literally and narratively. Marketing teams curated words and images, yet they were certainly no longer the only storytellers.
The 2010s: Social Media Disrupts the Narrative
Social media decentralized brand authority and reputational control even further. A single tweet or post could go viral, or a family member’s or alum’s Facebook rant could spiral into a local news headline. Yelp and RateMyProfessor gave voice to myriad opinions, no matter how informed or unfounded. Remember when that was one of the worst things to happen, a bad rating on RateMyProfessor?
Reputation was co-created. Marketing teams needed to monitor, engage and adapt. Reputation management moved from sending press releases and posting web stories to real-time response.
For higher education, the stakes became exceptionally high. Campus incidents that may have once stayed local or at least close to internal could quickly play out nationally and globally. Institutional values, leadership decisions and student culture became fair game for public scrutiny and judgment. All laundry could be aired, and anonymity made it even harder.
The 2020s: The Machines Are Interpreting Your Brand
If social media “democratized” storytelling, AI is mechanizing it.
Search engines, generative AI tools and digital assistants now synthesize information from thousands of sources to summarize, even simplify what your institution appears to represent. AI scrapes your website, news articles, Reddit threads, government databases and third-party rankings. Go ahead and enter this overly basic and now common prompt, “Is my [fill in name of your college here] college a good college?” and prepare to see what we mean.
These AI tools are increasingly the first line of engagement for prospective students, donors or reporters. So, what does the digital world say about your institution? Do you know what’s out there? Are outdated rankings or older controversies showing up in summaries about your institution? Is your website giving the right signals to large language models? Is the content you prefer to share getting picked up, or is it buried?
The Right Reputation Partner Pays Off
This is a defining moment. The institutions that adapt now will build durable brands and resilient reputations. Those that don’t may find others writing, rewriting and rewriting their narrative again.
We work with campus communications and marketing teams that are doing more than ever, including working on enrollment, advancement, student engagement, crisis response, and day-to-day storytelling. Modern reputation management is an interdisciplinary, 24/7 task. It requires real-time media monitoring, data analysis, content optimization, stakeholder engagement and increasingly, AI fluency. That’s where the right partner comes in.
An effective reputation partner does more than defend against crises. You’re often kept busy with that, to be sure, but what about proactively monitoring sentiment, amplifying your institution’s wins, ensuring alignment across your digital footprint and preparing your team for the fast-evolving reputational challenges ahead?
Key Qualities of an AI-Ready Reputation Partner
When evaluating potential partners to help manage your institution’s reputation in this new landscape, consider these crucial qualities:
Specific AI Capabilities Do they leverage AI for sophisticated sentiment analysis, predictive analytics to foresee potential issues, or to help you understand how AI models are interpreting your institution’s online presence?
Comprehensive Data Integration Look for partners who can integrate and analyze information from a wide array of sources—news articles, social media, review platforms, and your own digital assets—to provide a holistic and accurate view of your reputation.
Proactive Monitoring and Strategy Beyond simply reacting to crises, a strong partner will offer tools and strategies for proactive monitoring. This allows you to identify emerging trends, address minor issues before they escalate, and seize opportunities to amplify positive stories.
Human Expertise and Oversight While AI is powerful, human insight remains indispensable. Inquire about their process for ensuring that AI-generated insights are reviewed and validated by experienced professionals to provide nuanced understanding and prevent misinterpretations or “hallucinations.”
Scalability and Adaptability The digital and AI landscapes are constantly changing. Your partner should offer solutions that can scale with your institution’s evolving needs and adapt swiftly to new technological advancements and shifts in online behavior.
Take Back Your Narrative
Colleges and universities never fully owned their institutions’ reputations, but they once controlled more of the variables. Today, this equation is far more complex. What hasn’t changed is the ability to set the tone, guide the conversation and invest in the tools and partners to shape your institution’s future resilience.
Your institution’s story is being written and rewritten daily. Make sure it is one you want to read and repeat.
Discover how we help institutions proactively shape their narrative in an AI-driven world. Contact us at RW Jones and EducationDynamics for a personalized discussion.
Cynt Marshall The Dallas Mavericks and Paul Quinn College have announced a partnership that establishes the nation’s first NBA team-sponsored sports management major at a historically Black college or university. The innovative “Mavs Sports Management Major” officially launched Friday with an opening convocation featuring former Mavericks CEO Cynt Marshall as the keynote speaker.
The program, formally titled “Leadership, Innovation, Sports Management, Technology, Entrepreneurship, and Networking” (LISTEN), represents a significant investment in diversifying the sports industry pipeline while addressing educational equity in higher education.
Paul Quinn College, Dallas’s only HBCU, will integrate the new major into its existing curriculum structure, with students receiving comprehensive support that includes Target-sponsored care packages containing dorm essentials and other student necessities.
The program distinguishes itself through extensive real-world application opportunities. Students will engage with Mavericks executives through weekly guest lectures and participate in hands-on projects addressing actual business challenges facing the organization. The curriculum includes case study analysis, creative brief development, and student-led presentations proposing solutions to current Mavericks business scenarios.
Beyond classroom learning, the partnership includes campus engagement initiatives with sponsored events throughout the academic year, entrepreneurship support through integration into the Mavs Business Assist program, and a planned residence hall renovation featuring custom Mavericks-designed murals.
The collaboration aligns with the Mavericks’ “Take ACTION!” initiative, which specifically targets racial inequities and promotes sustainable change in North Texas. Sports management and administration have long struggled with representation issues, particularly in executive and leadership positions.
According to industry data, while Black athletes comprise significant portions of professional sports rosters, representation drops dramatically in front office and management roles. This program aims to address that pipeline gap by providing structured pathways from education to industry entry.
As K-12 leaders look for ways to strengthen trust, engagement, and belonging, a growing number of districts are turning to a key partner in the work: their students.
A new national report from the National School Public Relations Association (NSPRA) and SchoolStatus reveals that districts that incorporate student voice into their communication strategies–through videos, messaging, and peer-created content–are seeing real results: stronger family engagement, increased student confidence, and more authentic school-community connection.
The report, Elevating Student Voice in School Communications: A Data-Informed Look at Emerging Practices in School PR, is based on a spring 2025 survey, which received 185 responses from K-12 communications professionals. It includes real-world examples from school districts to explore how student perspectives are being incorporated into communication strategies. It highlights the growing use of first-person student storytelling, direct-to-student messaging, and student internships as strategies to build trust, improve engagement, and strengthen school-community relationships.
“School communicators do more than share information. They help build connection, trust, and belonging in our communities,” said Barbara M. Hunter, APR, Executive Director of NSPRA. “Elevating student voice is not just a feel-good initiative. It is a powerful strategy to engage families, strengthen relationships, and improve student outcomes.”
Key findings include:
Video storytelling leads the way: 81 percent of districts using student voice strategies rely on video as their primary format.
Direct communication with students is growing, but there is room for improvement in this area: 65 percent of districts report at least some direct communication with students about matters that are also shared with families, such as academic updates, behavioral expectations or attendance
However, just 39 percent of districts copy students on email messages to families, and just 37 percent include students in family-teacher conferences, allowing them to be active participants
Internships on the rise: 30 percent of districts now involve students as interns or communication ambassadors, helping create content and amplify student perspectives
Equity efforts around student storytelling vary significantly. While some districts say they intentionally recruit students with diverse perspectives, fewer encourage multilingual storytelling or provide structured support to help students share their stories
Early results are promising: Districts report improved engagement, stronger student confidence, and more authentic communication when students are involved.
61 percent of districts that track comparisons report student-led content generates higher engagement than staff-created communications
80 percent of respondents observe that student voice positively impacts family engagement
A majority (55 percent) said direct communication with students improves academic outcomes
Building Inclusive Student Voice Strategies The report outlines a three-part approach for districts to strengthen student voice efforts:
Start with student presence by incorporating quotes, videos, and creative work into everyday communications to build trust and visibility
Develop shared ownership through internships, ambassador programs, and student participation in content creation and feedback
Build sustainable systems by aligning student voice efforts with district communications plans and regularly tracking engagement
The report also highlights inclusive practices, such as prioritizing student consent, offering mentorship and support for underrepresented students, featuring diverse stories, involving student panels in review processes and expanding multilingual and accessible communications.
“When districts invite students to take an active role in communication, it helps create stronger connections across the entire school community,” said Dr. Kara Stern, Director of Education for SchoolStatus. “This research shows the value of giving students meaningful opportunities to share their experiences in ways that build trust and engagement.”
The report also explores common challenges, including limited staff time and capacity, privacy considerations and hesitancy around addressing sensitive topics. To address these barriers and others, it offers practical strategies and scalable examples to help districts start or expand student voice initiatives, regardless of size or resources.
eSchool Media staff cover education technology in all its aspects–from legislation and litigation, to best practices, to lessons learned and new products. First published in March of 1998 as a monthly print and digital newspaper, eSchool Media provides the news and information necessary to help K-20 decision-makers successfully use technology and innovation to transform schools and colleges and achieve their educational goals.
