Pesented by Beatrice Szalas, Vice President for Client Services
Lisa Brosky, Vice Chancellor, External Relations, Pima Community College, AZ
Thursday, June 27, 2019 at 2:30pm Eastern
For years, the headlines didn’t stop. There were stories of a mass murderer who had once attended Pima Community College. There was negative coverage when the college stopped its open admissions practices. There were allegations of sexual harassment and intimidation by the chancellor. And then the college was placed on probation by its accreditor. Not surprisingly, Pima’s brand crumbled, and enrollment plummeted. The college even cut marketing and student recruiting. Today, things have turned around, but it took three years of intense hard work under a new chancellor to reshape the college into one that is well on its way to becoming a “premier” institution. New headlines tout national awards, student success and thriving partnerships. This presentation shows how the college did it by becoming ridiculously transparent, dedicating itself to a culture of continuous improvement, engaging the PR battle head-on, and embarking on building a promising new brand.