Larry D. Lauer

It looks like I will be spending a lot of time in Austin this spring. As with most states, Texas is facing a major budget deficit. The word is that everything is fair game to be cut, including education. I work for a private institution, but even so, a state-funded financial aid program helps over 1,300 college-age Texan attend TCU.

How does one develop a communication strategy for this kind of situation?  Do you sound an alarm about how devastating a worst case scenario can be for these students and your institution? Or, is there a better approach?

I have faced financial crises on many levels in the past.  Sometimes it was a potential enrollment drop. Other times it was an anticipated institutional budget short-fall. More recently is was concerns about the potential impact of a declining economy on endowments.

Each time, even though each situation had its differences, what they all had in common was that the primary strategic message had to be: This institution is ready and able to manage the situation successfully, and it will be transparent about developments as the situation unfolds.

It is also critically important to demonstrate through these times that the institution’s leadership is talented and self-confident about staying the course. In other words, positive brand messaging becomes more important than ever.

In the case of what I will face in Austin, each student that enrolls in a public institution costs the taxpayer more than $7,500. With the Texas Tuition Equalization Grant (TEG), the taxpayer pays only $3,500 to help a student attend a private institution…saving more than $4,000 with each enrollment. Plus, it gives these students a choice, and helps maintain more financially-diverse student bodies in the private sector. In total, this program enables 30,400 Texas families with financial need to attend more than 35 private colleges, many with available spaces. This is a true win-win situation.

Because this program actually saves money for Texans, we will press ahead, asserting that we are confident that the state will continue to fund this program adequately. And along with this message, will be one that TCU’s leadership and best academic talent stands ready to be part of the solution.

Lesson learned: In any time of financial concern, be as transparent as you can, but also enhance the communication of your positive brand identity, and make sure that what ultimately comes though is that your institution has the talent and strength to continue moving a head.