Friday five: college wranglings

It’s that time of year again: students returning to class, and U.S. News & World Report‘s annual rankings of America’s “best” colleges. Campus admissions officers, deans, presidents, faculty and PR folks across the nation are now scrutinizing the lists, comparing where they fall on the list to the rankings of their competitors, wondering why they slipped or rose in a certain category and lamenting the unjustness of a system that would exclude their institution from, say, the “best values” list. No doubt factions at every university in the nation — other than Princeton, that is — will spend hours critiquing the U.S. News methodology today.
So, before I begin my earnest investigation into how my employer rose from No. 51 in last year’s ranking of best engineering programs to 48 this year but dropped from No. 109 to 112 among national universities, let’s see what the blogosphere and mainstream media have to say about the rankings:

  1. From Tony’s Kansas City, an opinion about the tie in the rankings between two Big 12 universities known for their “border wars” in sports: Equally worthless schools tie in meaningless list.
  2. U.S. News rankings: What they mean for RIT is a post from a PR staffer at Rochester Institute of Technology. It’s a valiant attempt to make sense of the whole rankings hubbub and offer some perspective. “The U.S. News report is only one list and should be put into context with many other variables when determining the reputation and prestige of any university.” That’s pretty much our standard line, too.
  3. An op-ed piece from Ohio State’s student newspaper comparing OSU’s U.S. News ranking from last year (60th) with its No. 27 designation in yet another publication’s list. The op-ed piece wrongly asserts that “U.S. News’ much maligned college ranking system is based solely on academic quality.” It is not. Reputation, exclusivity, fund-raising and other factors come into play in the U.S. News rankings, too.
  4. Look beyond ‘U.S. News’ for college quality, an opinion piece by John A. Roush, president of Centre College, who criticizes U.S. News and other rankings organizations for relying on “flawed research methodology and inaccurately reported data.” He adds: “My real worry about the rankings and the guides is that they are based almost exclusively on ‘inputs’ — the size of a college’s endowment, for example, or the percentage of Ph.D.s on the faculty, or the median GPA of incoming freshmen. Such quantitative criteria, while important, say nothing about what actually takes place when a student attends and graduates from your institution.”
  5. Only in Chicago: Recount helps university rise in magazine’s ranking.

Feds investigate ‘fake news’ (aka VNRs)

In a move that could spell trouble for purveyors of video news releases (VNRs), the Federal Communications Commission is investigating 77 TV stations about whether they “failed to tell viewers about the sponsors behind corporate video releases presented as news, a practice criticized by watchdog groups who say showing ‘fake news’ is an illegal breach of trust with local communities” (Mediaweek story, via FlackLife, who doesn’t like VNRs).

Jonathan Adelstein of the FCC says: “The public has a legal right to know who seeks to persuade them so they can make up their own minds about the credibility of the information presented. Shoddy practices make it difficult for viewers to tell the difference between news and propaganda.”

So where does the fault lie? With the news organizations, or with the PR agencies and offices that send them out? We’ve used VNRs a few times, but with mixed results. Small-market TV stations that don’t have the staff to travel the 60-100 miles to our campus to cover an event appreciate the footage. Big-city stations will have nothing to do with them.
These days, we don’t even try. We’ve concluded that VNRs just aren’t worth the time and energy they require. When we send out news releases to TV stations and have some video available, we let them know. But usually if they want to do the story, they send their own crews.

Over the past year, we’ve been setting up accounts and posting promotional video on all the high-profile video sites (YouTube, MySpace, Google Video and Current TV) and on our video website.
How about you? How do you get video out to the masses?