Tag: Media

  • Importance of Media Training Students in Politically Charged World

    Importance of Media Training Students in Politically Charged World

    With student-led campus protests on the rise and polarization intensifying on both sides of the political spectrum, the need to have students media ready is mounting. For example, in recent weeks students rallied across the U.S. because of the Trump administration’s assault on higher education; protests broke out at the University of California, Berkeley, during an event held by Turning Point USA; and students at the University of Florida protested the university’s deal with ICE. Since October 2023, U.S. colleges and universities have seen 3,700 protest days across 525 campuses, including more than 130 encampments. In fact, one in three college students have been involved in a protest. 

    As a PR professional, you can equip students on your campus with the skills and confidence to excel in interviews. Here are four reasons why you should invest the time and resources in media training your students.

    1. It makes your life easier. When a reporter contacts you and asks for a student to weigh in on the news of the day or your institution’s latest initiative, you will have a pool of students to pick from at the ready rather than reaching out to deans or faculty to find a student and vet them that day.

    While it will make your life easier in the long run, it does require you to put in the time up front. Meet students on their timelines. Most student group meetings are outside of class time, so it might mean you are attending a student government association meeting at 8 p.m. or doing a Zoom training with the College Democrats or Republicans on your lunch break.

    1. It helps students and the community navigate crisis situations. With protests becoming regular occurrences on our campuses and in our communities, media training students will help them remain calm under pressure. When a reporter is looking for a comment, students won’t just say the first thing that pops into their mind. They will know how to get their key messages across to the audiences they are trying to reach.

    It’s not just national and local media students need to respond to; student reporters are often the first to approach peers for quotes. All student newspapers are online, can be accessed by anyone and are an extension of your institution and its values. Engaging with student media isn’t just a learning opportunity—it shows how students will represent themselves, which in turn has a direct impact on the reputation of your institution.

    Many students don’t know they can choose to not talk to the media or say no to interview requests. We’ve all seen the videos of reporters knocking on students’ doors and the students saying something unfavorable rather than just not opening the door in the first place, or of students having a microphone put in their face as they are walking to class to weigh in on a subject they don’t know about instead of saying, “I don’t know.” Media training can help students realize they have the option to respectfully decline interviews and interactions, which can help alleviate the pressure they might feel to respond in the moment.

    1. Students build career-ready competencies. Whether it’s an internship or job interview, being able to succinctly articulate their points will help students for the rest of their lives. From public speaking to leadership roles to internships, media training gives students skills for their future.

    We want our students to be able to weigh in on important issues, and media outlets are always looking for a student perspective. For example, my team was recently on campus for faculty and staff media and op-ed training when a professor asked if his students could sit in. Afterward, one student drafted an op-ed that she successfully placed. I’ve also provided op-ed writing training to seminar classes in which students learn the nuts and bolts of writing an op-ed and how to get published as an undergrad.

    1. Name, image and likeness (NIL) has changed the game for student athletes. It takes students out of the arena and into the public eye where their reputation will be on the line. If you are at a larger school, some of your student athletes may have their own publicist, but if you are not at school where the NIL money is flowing, media training helps prepare student athletes for local commercials, being the face of the pizza shop down the street or even a postgame interview.

    When a scandal occurs—a coach is fired, or student athletes are gambling or being hazed—you want students to know they can come to you for advice and guidance when reporters descend on campus.

    Students are the most prominent ambassadors of your institution. Media training isn’t about making them a professional correspondent; it’s about making them feel prepared when they are in the spotlight. Whether they are engaging in a protest, talking with a peer reporter at the school newspaper or navigating a postgame interview, media training can serve them in the moment and long term. It’s worth your time to engage with your best spokespeople.

    Cristal Steuer is associate vice president at TVP Communications, a national public relations and crisis communications agency solely focused on higher education.

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  • Duke Asked Some Faculty to Avoid Talking to Media

    Duke Asked Some Faculty to Avoid Talking to Media

    Duke is facing a $108 million federal funding freeze and multiple federal investigations. 

    Duke University file photo

    As Duke University navigates a $108 million federal research funding freeze and multiple investigations by the Trump administration, administrators want faculty to avoid talking to the media about institutional operations, The Chronicle, Duke’s student newspaper reported Monday.

    According to an August email obtained by The Chronicle, Jenny Edmonds, associate dean of communications and marketing at Duke’s Sanford School of Public Policy, encouraged faculty to “continue to engage with the media to disseminate [their] research as [they] have always done,” while also cautioning that “media attention to institutions of higher education and discussions about institutional responses to policy changes have become more prominent than ever.”

    “In this moment in particular, questions about Duke and current events are being answered by Frank Tramble and his team,” Edmonds wrote. “If you are contacted by the media about overarching issues confronting the University, please forward the requests to [Sanford’s Senior Public Relations Manager Matt LoJacono] and me.”

    Although it wasn’t a universitywide directive, The Chronicle obtained emails that show some other departments also gave their faculty similar instructions to route media requests through the university’s central communications channels.

    At an Academic Council meeting in October, Duke’s president, Vincent Price, and council chair, Mark Anthony Neal, commended faculty members for not speaking to a New York Times reporter; the reporter had visited the campus while working on a story about the Trump administration targeting Duke’s diversity, equity and inclusion program.

    “It was pretty amazing that [the reporter] actually got no commentary from Duke officials and Duke faculty,” Neal continued. “Even if it wasn’t overtly communicated to the community, the community understood the stakes of that mode of inquiry.”

    At that meeting Price also called Trump’s higher education compact—which would allegedly give universities preferential funding in exchange for making sweeping institutional policy changes— “highly problematic,” according to The Chronicle. Despite public pressure, Duke hasn’t officially rejected the terms of the compact.

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  • How one young woman broke free of a media addiction

    How one young woman broke free of a media addiction

    I knew every word to the saddest songs on my playlist. Not because I loved music, but because depression had become my language. I was 14, lying in my room with my family just beyond the door, close enough to hear their voices, far enough that they might as well have been in another country.

    I had been expelled from school months earlier. “Disciplinary issues,” they called it. My family’s disappointment sat heavy in our home, unspoken but everywhere. We lived together, ate together, but there was no closeness, no one I could talk to.

    I tried to find help. I downloaded mental health apps, desperate for someone, anyone, to talk to. Every single one wanted money: subscriptions, fees, payments I couldn’t afford. I stared at those payment screens feeling like I was drowning, watching help float just out of reach.

    That’s when the screen became my only escape. It started two years earlier, in Primary 6, when house workers casually showed me explicit images on their phones. I was just a child; curious, confused, not understanding what I was seeing. Then it continued at school with friends, and something awakened in me that I didn’t know how to name or control.

    Now, alone and depressed, pornography became my refuge. Not because it made me happy, but because for a few minutes, it made me feel something other than suffocating sadness. It was free. It was always available. And unlike everyone in my life, it didn’t judge me.

    A cycle begins

    I didn’t wake up one morning and decide to be addicted. At first, it felt harmless, a way to escape. I told myself, It’s just this once. I’m in control. But addiction is a liar. Soon, it wasn’t me making the choices, the choices were making me.

    I became a professional actor: smiling, joking, saying “I’m fine.” Inside, I was drowning. Mornings brought disgust and broken promises. “This is the last time,” I would whisper. By evening, I was back in the same cycle.

    Being a Christian made it worse. How could I worship on Sunday and fall back into the same pit during the week? I carried my Bible with trembling hands, wondering: Does God still want me? Is He tired of forgiving me?

    What made everything harder was the silence; not just mine, but from my entire community.

    In many African homes, conversations about struggles don’t happen. Children are raised to “be strong,” “obey,” and “not bring shame.” So, when addiction creeps in, we already know: I can’t tell my parents because we know the response is often punishment and disappointment rather than compassion and feeling secure.

    The things we don’t discuss

    My family was no different. We shared meals, went to church together. But I couldn’t tell them about the depression that made me want to die, or the addiction consuming me. Not because they were cruel, but because we’d never learned how to talk about things that hurt.

    In many communities, struggles like pornography are labeled as spiritual weakness rather than human pain. Youth are told to “pray harder” while root wounds remain untouched. Girls especially face pressure to be “good daughters” because any confession can bring family shame.

    After my expulsion, I carried not just my own shame, but my family’s disappointment, the fear of being labeled a failure, the burden of disgrace.

    Addiction thrives in that silence. It feeds on fear; fear of punishment, of shame, of losing respect. So, we hide behind grades, church attendance, fake smiles. Inside, we are prisoners.

    For Christians struggling with addiction, the battle isn’t linear. One day you pray and feel close to God; the next, guilt crashes down. You confess, repent, hope but relapse comes again. I can’t get free. I’m weak. I keep failing.

    Faith meets struggle.

    Each fall reinforces the lie that you’re beyond redemption. You watch others grow in faith and compare your hidden failures to their visible victories. The church can make this harder. Fear of gossip or rejection stops you from seeking support. If they knew, would they still respect me?

    I struggled with this constantly. Sundays brought worship and hope. By Tuesday, I’d be back in the cycle, convinced I’d disappointed God one too many times. Everyone seemed to have faith figured out while I failed again and again.

    It’s strange having a full contact list but feeling completely alone. People assume you’re fine. “You’re always smiling,” they say. That image becomes a trap. If you break the mask, they might judge.

    The worst I’ve discovered is that the more people around you, the lonelier you feel. Addiction thrives in isolation. Your mind becomes a battlefield of self-condemnation and guilt. You wonder if anyone could love you as you are not as the image you show.

    When you reach out, friends often laugh it off or assume you’re exaggerating. Each failed attempt reinforces that isolation is safer than vulnerability. Trust issues build. You question whether anyone can handle your truth.

    Small steps forward 

    I haven’t stopped struggling. But I’ve discovered steps that help me keep moving forward. God’s presence never left me, even when I couldn’t feel it. Even in the darkest moments, there was a whisper: You are not finished. I’m still here.

    I’ve learned to pray honestly. One night I prayed: “God, I’m tired. I failed again.” That messy prayer brought relief. God doesn’t need eloquence, He wants honesty.

    Scripture became my anchor: “My grace is sufficient for you, for my power is made perfect in weakness” (2 Corinthians 12:9). These words remind me that weakness doesn’t disqualify me.

    I’ve sought godly friendship. Sharing my struggle with a mentor brought prayer, guidance, and relief I hadn’t felt in years. Accountability isn’t about judgment; it’s about having allies who speak truth when you’re too weary.

    I celebrate small wins: resisting harmful content one morning, admitting a relapse to a friend, choosing honesty over shame. These moments prove God is working, even if change feels slow.

    Most importantly, I keep returning to God. After rough weeks, I kneel and whisper, “I’m here again, God,” and find quiet peace. The journey isn’t linear, but persistent return is how healing begins.

    Lessons and hope 

    Silence makes struggle worse; speaking lifts the burden. Faith doesn’t remove struggle, but gives hope and a path forward. Vulnerability is strength. Grace works in the mess. Small wins matter.

    If you feel trapped by addiction, shame or loneliness: you are not alone, and your story isn’t finished. God sees every hidden struggle, every tear, every relapse, every moment you’ve smiled while breaking inside. His love is stronger than any fear or guilt you carry.

    Change may be slow. You may stumble again. But every honest step toward God, every whispered prayer, every confession is victory. The times you felt weakest may be when God was shaping your heart for strength.

    Do not be discouraged by setbacks. Healing is a process. God’s timing is perfect, his grace persistent. You are not defined by your struggles; you’re defined by the God who pursues you relentlessly and turns brokenness into testimony.

    To my fellow young Africans carrying battles in silence: I see you. Your pain is real. The silence in your home is real. But so is God’s grace, the possibility of healing, and the chance that your story could be the hope someone else needs.

    I am still on this journey. There are days when old habits call, when depression threatens, when I feel eight years of struggle. But I’m learning that every day I turn back to God, I choose life over death, hope over despair, truth over silence.

    Remember: hope is not passive. It’s a daily choice to trust that God sees you, values you and has a purpose for you. Your story is not over. It is still being written, and your struggles are chapters, not the conclusion. Break the silence. Reach out. Trust that there is grace enough for every fall, love enough for every shame and hope enough for every tomorrow.

    You are not alone.

    Questions to consider:

    1. Why might someone turn to media, like pornography, as a way to escape depression or loneliness?

    2. Why do you think media addiction is so difficult to break from?

    3. If you knew of someone with an addiction, how might you help them free themselves from it?

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  • George Mason demands pro-Palestinian student group remove video from social media, but public universities can’t do that

    George Mason demands pro-Palestinian student group remove video from social media, but public universities can’t do that

    Late last month, the student chapter of Students for Justice in Palestine at George Mason University posted a video on a social media account that criticized U.S. foreign policy and Israel. The video (now removed), which apparently stylistically mimicked a Hamas video, included phrases such as “genocidal Zionist State,” “the belly of the beast,” and “from the river to the sea.” It also specifically addressed conditions in Gaza and GMU’s alleged oppression of pro-Palestinian protestors. 

    Regardless of one’s views on Israel and Gaza, all of this is protected speech. But rather than protecting student political discourse, GMU demanded the SJP chapter take down the video explicitly because its language ran afoul of the International Holocaust Remembrance Alliance’s vague definition of antisemitism, which has been incorporated into GMU’s anti-discrimination policy. The school warned that failure to comply could result in disciplinary action.  

    Student groups at public universities have the First Amendment right to post videos expressing their views on international conflicts, even if some members of the campus community are offended by the viewpoints expressed. We’ve seen no evidence the video constituted incitement, true threats, intimidation, or student-on-student harassment — narrow categories of speech unprotected by the First Amendment.

    When campus administrators invoke the IHRA definition and its examples to investigate, discipline, or silence political expression, the distinction between conduct and speech becomes meaningless.

    This is not the first — nor will it be the last — instance of universities relying on vague, overbroad anti-harassment definitions to censor speech some members of the campus community find offensive. In fact, overbroad anti-harassment policies remain the most common form of speech codes on college campuses. But it does point to the clear and growing threat the use of the IHRA definition poses to campus discourse about the Israel-Palestine conflict. It’s a danger about which FIRE has warned of since 2016, a danger we’ve seen in application, and one that the IHRA definition’s supporters routinely brush aside. As more and more states adopt IHRA for the purpose of enforcing anti-discrimination law, we’re likely to see increasingly more instances of campus censorship in the future.

    IHRA defines antisemitism as:

    a certain perception of Jews, which may be expressed as hatred toward Jews. Rhetorical and physical manifestations of antisemitism are directed toward Jewish or non-Jewish individuals and/or their property, toward Jewish community institutions and religious facilities.

    The document also provides a list of examples of antisemitism that include, among others:

    • Applying double standards by requiring of [Israel] a behavior not expected or demanded of any other democratic nation.
    • Drawing comparisons of contemporary Israeli policy to that of the Nazis.

    Language that does this (and that does not also fall into a specific category of unprotected speech) may offend some or many people. It nevertheless constitutes core political speech. Supporters of the use of the IHRA definition on campus insist that the definition does not restrict free speech, but rather helps identify antisemitic intent or motive when determining whether a student has created a hostile environment in violation of anti-discrimination laws. But this attempted distinction collapses in practice. 

    When “intent” is inferred from political expression — as it has at GMU and other campuses across the country — speech itself becomes evidence of a violation. Under this framework, students and faculty learn that certain viewpoints about Israel are per se suspect, and both institutional censorship and self-censorship follow. Despite its defenders’ claims, when campus administrators invoke the IHRA definition and its examples to investigate, discipline, or silence political expression, the distinction between conduct and speech becomes meaningless.

    Analysis: Harvard’s settlement adopting IHRA anti-Semitism definition a prescription to chill campus speech

    Harvard agreed to settle two lawsuits brought against it by Jewish students that alleged the university ignored “severe and pervasive antisemitism on campus.”


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    The problem is compounded by the Trump administration’s Title VI enforcement. Its unlawful defund-first, negotiate-second approach places universities’ federal funding — sometimes hundreds of millions or even billions of dollars — at the mercy of the administration’s Joint Antisemitism Task Force. That threat alone is enough to force campus administrators to make a choice: censor student speech critical of Israel, or risk losing access to federal funding. All too often, as we have seen repeatedly, institutions choose access to money over standing up for student rights.

    Instead of relying on IHRA’s vague definition for anti-discrimination purposes, FIRE has long supported efforts to constitutionally and effectively address antisemitic discrimination on college campuses by passing legislation to: 

    • Prohibit harassment based on religion.
    • Confirm that Title VI prohibits discrimination based on ethnic stereotypes.
    • Codify the Supreme Court’s definition of discriminatory harassment. 

    These options would better address antisemitic harassment and would do so without suppressing free speech.

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  • Why Even Harvard’s Smartest Graduates Can’t Get a Job Now (Economy Media)

    Why Even Harvard’s Smartest Graduates Can’t Get a Job Now (Economy Media)

     

    Generation Z faces a challenging labor market as unemployment among recent graduates reached 8.6% in June 2025. Entry-level jobs often demand two to three years of experience, creating a catch-22 for young workers. Stagnant starting salaries, rising living costs, and student debt averaging $33,500 per borrower add economic pressure. Companies prioritize retaining staff, while tariffs, inflation, and hiring freezes limit new opportunities. Gig work and delayed financial independence are common, with only 29% of Gen Z workers feeling engaged. Long application processes, reduced internships, and intense competition further hinder career entry, creating widespread professional anxiety and underemployment.

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  • A week of media literacy across the globe

    A week of media literacy across the globe

    From 24 to 31 October, the world marks Global Media and Information Literacy Week, an annual event first launched by UNESCO in 2011 as a way for organizations around the world to share ideas and explore innovative ways to promote media and information literacy for all. This year’s theme is Minds Over AI — MIL in Digital Spaces. 

    To join in the global conversation, over the next week News Decoder will present a series of articles that look at media literacy in different ways.

    Today, we give you links to articles we’ve published over the past year on topics that range from fact-checking and information verification to the power of social media and the good and bad of artificial intelligence. 

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  • Act now: Condemn IU’s censorship of student media

    Act now: Condemn IU’s censorship of student media

    TAKE ACTION

    On October 14, Indiana University abruptly fired Director of Student Media Jim Rodenbush after he refused to enforce unconstitutional content restrictions on the student paper the Indiana Daily Student. The very next day, IU ordered IDS to halt print publication.

    This illustrates why IU ranked dead last among public universities — and third-to-last overall — in FIRE’s 2026 College Free Speech Rankings. Firing a student media adviser for refusing to censor a student newspaper, then banning print editions of that paper, sends a message that would chill even the most courageous young journalist: Cover stories we don’t like, and you’ll lose your ability to print — and your faculty support.

    What did the Indiana Daily Student do to provoke this reaction?

    They used their front page to attack IU’s track record on free speech, citing IU’s suspension of the Palestine Solidarity Committee and IU’s ranking as the worst public university in the nation for free speech. In the wake of these stories hitting newsstands, administrators summoned Rodenbush to a meeting to discuss “expectations” for what belongs in the paper. 

    IU’s Media School instructed the student paper to publish an edition exclusively devoted to homecoming flattery with “no other news at all.” When Rodenbush stood his ground, administrators then said they “lost trust” in his leadership — and immediately fired him.

    But public universities can’t order students to publish puff pieces. They can’t shut down newspapers for coverage that makes administrators uncomfortable. And they can’t fire advisers who refuse to play the censorship game. 

    Firing Rodenbush and banning the paper are textbook First Amendment violations that IU claims are part of a digital-first media strategy. But that’s a smokescreen. Cutting the print edition and removing a longtime adviser after critical coverage isn’t a strategy. It’s retaliation. And it’s illegal.

    IU is failing its students, its faculty, and the Constitution it is bound to uphold. FIRE is demanding that IU reverse the print ban, offer Rodensbush reinstatement, and make a public commitment to restore student press freedom on campus.

    Stand with us and tell IU President Pamela Whitten to end this censorship crusade.

     

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  • Act now: Condemn Indiana University’s censorship of student media

    Act now: Condemn Indiana University’s censorship of student media

    TAKE ACTION

    On Oct. 14, Indiana University abruptly fired Director of Student Media Jim Rodenbush after he refused to enforce unconstitutional content restrictions on the student paper the Indiana Daily Student. The very next day, IU ordered IDS to halt print publication.

    This illustrates why IU ranked dead last among public universities — and third-to-last overall — in FIRE’s 2026 College Free Speech Rankings. Firing a student media adviser for refusing to censor a student newspaper, then banning print editions of that paper, sends a message that would chill even the most courageous young journalist: Cover stories we don’t like, and you’ll lose your ability to print — and your faculty support.

    What did the Indiana Daily Student do to provoke this reaction?

    They used their front page to attack IU’s track record on free speech, citing IU’s suspension of the Palestine Solidarity Committee and IU’s ranking as the worst public university in the nation for free speech. In the wake of these stories hitting newsstands, administrators summoned Rodenbush to a meeting to discuss “expectations” for what belongs in the paper. 

    IU’s Media School instructed the student paper to publish an edition exclusively devoted to homecoming flattery with “no other news at all.” When Rodenbush stood his ground, administrators then said they “lost trust” in his leadership — and immediately fired him.

    But public universities can’t order students to publish puff pieces. They can’t shut down newspapers for coverage that makes administrators uncomfortable. And they can’t fire advisers who refuse to play the censorship game. 

    Firing Rodenbush and banning the paper are textbook First Amendment violations that IU claims are part of a digital-first media strategy. But that’s a smokescreen. Cutting the print edition and removing a longtime adviser after critical coverage isn’t a strategy. It’s retaliation. And it’s illegal.

    IU is failing its students, its faculty, and the Constitution it is bound to uphold. FIRE is demanding that IU reverse the print ban, offer Rodensbush reinstatement, and make a public commitment to restore student press freedom on campus.

    Stand with us and tell IU President Pamela Whitten to end this censorship crusade.

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  • How unis can do more on social media – Campus Review

    How unis can do more on social media – Campus Review

    Too many universities overlook the richness of the human stories that define them, relying instead on polished marketing campaigns and generic social media content to attract the next generation of students.

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  • How Social Media Shapes College Planning for Students

    How Social Media Shapes College Planning for Students

    Social media is a front door for student outreach.

    Let us be honest: College planning is not just about campus tours and glossy brochures anymore. These days, it is about late-night scrolling. It is about finding your future in a 15-second TikTok or watching a day-in-the-life dorm vlog on YouTube, possibly squeezed between a skateboarding dog and a viral dance challenge. And let us admit it, none of this is mindless. Students make real decisions right there in the middle of the scroll, about where they belong, who they want to be, and what opportunities are out there (Astleitner & Schlick, 2025).

    That is the story the 2025 E-Expectations Trend Report tells us. Social media is not a bonus channel for student outreach; it is the front door. In fact, 63% of students are on Instagram, but only 53% see college content there. That is a missed opportunity (RNL, Halda, & Modern Campus, 2025). Here is the twist: Colleges know social is powerful, too. The 2025 Marketing and Recruitment Practices Report for Undergraduate Students shows that enrollment teams rank social media, retargeted, and video ads among their most effective digital tactics. Still, when it comes time to pull out their wallets, colleges spend most of their spending on Instagram and Facebook, while TikTok and YouTube, where teenagers spend much of their time, are left underused (RNL, 2025).

    Social media is where the search begins

    The E-Expectations data shows that for 56% students, social media matters most when they start thinking about college. Before they ever request information or take a tour, they are watching you. They are searching for clues, hints, and maybe a sign that this could be their future home.

    We know they are asking themselves:

    • “Could I see myself there?”
    • “Do these students look like me?”
    • “Would I fit in?”

    This lines up with findings from the Pew Research Center (2024), which reports that over 90% of teenagers use social media every day, and platforms like Instagram and TikTok are where they are most active. More importantly, teenagers rely on these platforms for support in decision-making, including school decisions (American Student Assistance, 2021).

    For first-generation and underrepresented students, that early scroll matters even more. Social media often serves as their first “window in,” a way to explore campus life and build confidence before they ever reach out (Wohn, Ellison, Khan, Fewins-Bliss, & Gray, 2013; Brown, Pyle, & Ellison, 2022). Maybe they are wondering if the dining hall food is as good as those Instagram stories claim, or if the students in the videos hang out together.

    Your social media should say:

    “We see you. We want you to feel welcome before you even set foot on campus.”

    Yet, the 2025 Marketing Practices Report suggests that many institutions lead with brand identity campaigns, polished facilities videos, or rankings rather than authentic student stories that help them feel like they belong (RNL, 2025). Students are looking for belonging; colleges are still showing off prestige. That gap is where connections can get lost.

    What makes students follow?

    2025 E-Expectations Trend Report. Explore the online expectations, experiences, and behaviors of college-bound high school students2025 E-Expectations Trend Report. Explore the online expectations, experiences, and behaviors of college-bound high school students

    The E-Expectations data makes one thing clear: Students want more than glossy photos. They want real, raw, relevant content that speaks to their life and dreams.

    • 37% follow colleges for student life content.
    • 31% want “the lowdown” on how to apply.
    • 30% are all about content in their major

    That desire for honesty is backed up by research: High school students value user-generated content for authenticity but still expect official accounts to provide reliable information. The sweet spot is when both work together (Karadağ, Tosun, & Ayan, 2024). Emotional validation from peers does not just spark a like; it deepens their sense of connection (Brandão & Ramos, 2024). In other words, students are not just following but searching for a place where they feel understood.

    Not just where, but when

    The E-Expectations data details a crucial truth: Social media matters most when students start college planning. More than half (56%) are scrolling and watching before picking up a brochure or visiting a website. After that, social media’s influence drops steadily as they move through applications, visits, and acceptance. By the time they are accepted, only 21% say social media still plays a significant role (RNL, 2025).

    The Marketing Practices Report, however, shows that many colleges still dial up their social spend around yield campaigns (RNL, 2025). That timing mismatch means institutions may miss the critical “imagination phase” when students decide if a school even makes their list. We want to meet them at the beginning, not just at the finish line.

    Other research backs this up: Universities with consistent, active presences across platforms are far more likely to stay on students’ minds (Capriotti, Oliveira, & Carretón, 2024), and aligning posts with algorithmic sequencing ensures they see the content when it matters (Cingillioglu, Gal, & Prokhorov, 2024). We want to make sure we are in their feed when they need us the most, not just when institutions need them.

    Human connections start with digital ones

    Behind every follow, like, and story tap is a student looking for an exciting and safe future. Research on elite universities shows the highest engagement comes from Instagram content that blends professionalism with authenticity (Bonilla Quijada, Perea Muñoz, Corrons, & Olmo-Arriaga, 2022). Prospective students use social media to assess fit, culture, and belonging in admissions (Jones, 2023).

    When we lean into authentic stories on students’ platforms, we can transform social media from a megaphone into a welcome mat. The 2025 Marketing and Recruitment Practices Report shows that social ads are effective, but they work best when they align with the raw, real, and relevant content students say draws them in (RNL, 2025).

    This is what we should be doing

    Institutions should aim to do more than hope students do not scroll past. Encourage exploration, curiosity, and the search for stories that sound like their own. Teenagers are not interested in polished perfection alone; they are looking for something real that feels possible for them.

    You, as institutions, need to show up where students are. Meet them in their late-night scroll, not just in a campus brochure. Answer their questions about laundry machines and dining hall mysteries, as well as the questions about belonging and opportunity. When you share genuine stories and welcome every curiosity, no matter how unusual, you help students see themselves on your campuses.

    Our collective mission goes beyond applications and acceptance rates. We want students to find their people, place, and purpose. We care about more than numbers; we care about each student’s journey. Let us help them write the next chapter, not just enroll for the next semester.

    Be the reason a student stops scrolling and starts imagining a future with you!

    Students are already scrolling. The question is: Will they stop on your story? Get the data, benchmarks, and practical recommendations in the 2025 E-Expectations Report. The late-night scroll is real. Let’s make sure students find you there! Explore the 2025 E-Expectations Report for practical strategies to build authentic, high-impact connections with prospective students.

    Talk with our marketing and recruitment experts

    RNL works with colleges and universities across the country to ensure their marketing and recruitment efforts are optimized and aligned with how student search for colleges.  Reach out today for a complimentary consultation to discuss:

    • Student search strategies
    • Omnichannel communication campaigns
    • Personalization and engagement at scale

    Request now

    References

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