Colleges and universities are operating in one of the most complex communications environments the sector has faced in decades.
Institutions are navigating political scrutiny, reputational risk, leadership transitions, enrollment pressures, and rapid news cycles—often all at once. In this environment, communication is not just about messaging. It is about institutional reputation, stakeholder trust, and the ability to lead with clarity in moments of uncertainty.
To meet this need, Carnegie has expanded its Strategic Communications practice, strengthening our ability to support colleges and universities with senior-level counsel in higher education public relations, crisis communications, media relations, internal communications, executive visibility, and change management.
While Carnegie has long partnered with institutions on brand strategy, enrollment marketing, digital engagement, and research, this expanded capability reflects the growing demand for experienced advisors who understand how reputations are built, protected, and strengthened in higher education.
Why Strategic Communications Matters More Than Ever
Higher education leaders today face a communications landscape defined by:
- Heightened public and political scrutiny
- Increased reputational risk
- Declining trust in institutions
- Faster media cycles and social amplification
- Complex internal audiences with competing priorities
- Difficult budget or operating environments
In this environment, institutions need more than tactical support.
They need experienced counsel from professionals who understand how colleges and universities operate—and how decisions will be perceived by students, faculty, alumni, policymakers, donors, and the public.
Carnegie’s Strategic Communications team works directly with presidents, cabinets, boards, and communications leaders to help institutions navigate high-stakes moments and communicate with credibility and confidence.
Core Strategic Communications Services for Colleges and Universities
Carnegie provides senior-level strategy and execution support across five key areas.
Crisis Communications and Issues Management
We help institutions prepare for, mitigate, respond to, and recover from crises, including campus incidents, leadership changes, political controversies, and reputational threats. Our work includes issues detection and management, crisis planning, message development, media strategy, stakeholder communications, and executive advising.
Internal Communications and Campus Alignment
Periods of change require clear, consistent communication with faculty, staff, students, and boards. We support leadership messaging, campus announcements, strategic initiatives, and complex internal conversations.
Higher Education Media Relations
We help colleges and universities earn meaningful media coverage that strengthens institutional reputation. Our team develops proactive story strategies, prepares spokespeople, builds relationships with reporters, and supports rapid response when news breaks.
Executive Thought Leadership
Presidents and senior leaders play a critical role in shaping institutional reputation. We help leaders develop op-eds, speeches, interviews, and social media strategies that elevate their voice and position their institution in the conversations that matter most.
Change Management Communications
From academic restructuring to budget reductions and new strategic plans, institutional change requires careful communication. We help leaders explain decisions, build understanding, and maintain trust during periods of transition.
A Senior-Level Team with Experience in Government, Media, and Higher Education
Carnegie’s Strategic Communications practice is led by advisors who have worked in senior roles in higher education, journalism, government, and corporate communications.
Our team brings firsthand experience managing national media coverage, advising institutional leaders, and working inside the environments our clients must navigate.
Matt Gerien advises college and university presidents, cabinet leaders, and boards on presidential visibility, reputation strategy, crisis communications, and high-stakes public issues.
He has counseled higher education leaders, helping institutions navigate leadership transitions, national media attention, reputational challenges, and complex policy environments.
Matt has led national media relations and thought leadership initiatives across the sector, including managing an op-ed campaign for the Double Pell Alliance and supporting major higher education advocacy efforts.
Before joining Carnegie, he served as Chief Communications Officer at Rhodes College, where he oversaw communications, marketing, and government relations and led a comprehensive brand refresh and strategic plan rollout.
Earlier in his career, Matt spent a decade as a broadcast journalist covering national politics as a credentialed member of the White House and Congressional Press Corps and previously served as communications director for a member of the U.S. House of Representatives.
Deb Fiddelke brings decades of experience leading communications in higher education, government, and the private sector.
She previously served as Chief Communication and Marketing Officer at the University of Nebraska–Lincoln, where she guided institutional strategy during major public issues, brand initiatives, and leadership priorities.
Earlier in her career, Deb worked in the United States Senate and the White House and held senior roles in the private sector with Edelman and SC Johnson, advising organizations on public affairs, reputation management, and strategic communications.
Her experience across political, corporate, and higher education environments allows her to provide seasoned counsel to institutional leaders facing complex and high-visibility challenges.
Adam Smeltz supports colleges and universities with media relations, institutional communications, and story strategy, drawing on experience in journalism and higher education communications.
Before joining Carnegie, he worked as a newspaper reporter and editor covering education, government, politics, and public affairs, including at the Pittsburgh Post-Gazette, where he led coverage of city government and was part of a Pulitzer Prize-winning reporting team.
He also served in communications roles at the Wharton School of the University of Pennsylvania and at research institutes within Penn State’s College of Earth and Mineral Sciences.
His background in both newsrooms and campus communications helps institutions identify stories that resonate with the media, respond effectively to public scrutiny, and communicate complex issues with clarity.
The Advantage of an Integrated Partner
Strategic communications is most effective when it is aligned with brand strategy, research, digital engagement, and enrollment communications.
Because Carnegie partners with institutions across all of these areas, our clients benefit from a coordinated approach that connects:
- Reputation and brand
- Media and marketing
- Internal and external communications
- Strategy and execution
Few higher education public relations firms can provide this level of integration. Carnegie can because strategic communications is part of a broader partnership focused on institutional success.
When Should an Institution Consider Strategic Communications Support?
Colleges and universities often engage our team when facing:
- A campus crisis or reputational issue
- A need to better assess and mitigate potential reputational risk
- A presidential transition or leadership change
- Increased political or public scrutiny
- A major strategic initiative or restructuring
- National media attention
- A need to raise institutional visibility and elevate reputation
- Internal alignment challenges
- High-stakes announcements or decisions
In each case, our goal is the same: Help leaders communicate with clarity, credibility, and confidence.
Let’s Start a Conversation
If your institution is facing a complex communications challenge—or wants to be better prepared for the future—Carnegie’s Strategic Communications team is ready to help.
Contact us to learn how we can support your leadership team.
Strategic Communications Questions for Higher Education Leaders
What is Carnegie’s Strategic Communications practice for higher education?
Carnegie’s Strategic Communications practice provides senior-level counsel to colleges and universities in areas including crisis communications, media relations, internal communications, executive thought leadership, and change management communications.
Why is strategic communications especially important for higher education right now?
Institutions are navigating heightened political scrutiny, declining public trust, faster media cycles, and complex internal audiences, often simultaneously. In this environment, strategic communications is essential for protecting institutional reputation and leading with clarity during uncertainty.
What types of crises or challenges prompt institutions to engage Carnegie’s team?
Institutions typically reach out when facing a campus crisis, presidential transition, increased political scrutiny, major restructuring, national media attention, or internal alignment challenges. Carnegie supports institutions in both preparing for and responding to these high-stakes situations.
How does Carnegie’s integrated approach benefit higher education clients?
Because Carnegie partners with institutions across brand strategy, research, digital engagement, and enrollment communications, strategic communications is aligned with those broader efforts. This coordination connects reputation and brand, media and marketing, and internal and external communications in a way few higher education public relations firms can offer.
Who leads Carnegie’s Strategic Communications team?
The practice is led by advisors with senior experience in higher education, journalism, government, and corporate communications, including Matt Gerien, Deb Fiddelke, and Adam Smeltz. Their backgrounds span roles such as Chief Communications Officer, White House and Congressional Press Corps journalist, United States Senate, and Pulitzer Prize-winning newsroom reporting.
What does Carnegie’s executive thought leadership service include?
Carnegie helps presidents and senior leaders develop op-eds, speeches, interviews, and social media strategies that elevate their voice and position their institution in relevant public conversations. Executive visibility is treated as a core component of institutional reputation.
How does Carnegie support institutions during periods of internal change?
Carnegie helps leaders communicate decisions around academic restructuring, budget reductions, and new strategic plans in ways that build understanding and maintain trust. Clear, consistent internal communication with faculty, staff, students, and boards is central to this work.
