Evan Kropp comments on how effective communication helps students make college choices

Evan Kropp, University of Florida College of Journalism and Communications (UFCJC) executive director of Distance Education, is the author of “How more relevant communication creates more college applicants” published on universitybusiness.com on Jan. 9.

In the Op-Ed, Kropp discusses the disconnect between how institutions communicate and how students and parents actually make decisions.

“During my most recent experience navigating the college search process with my oldest child, one thing became clear very quickly. Nearly every campus visit and information session sounded the same,” writes Kropp. “Schools highlighted internships, study abroad opportunities and career outcomes—all important elements of the college experience. But after the third or fourth school visit, my son stopped listening. Not because he did not care about college, but because no one was addressing the questions he was asking”

Kropp suggests that students are evaluating identity and belonging in the context of both emotional and academic settings and that they want to know if they will feel comfortable and supported, and whether their academic interests will be nurtured.

“Academic leaders, student affairs professionals, marketing teams, faculty, and enrollment managers all influence the story students hear. When those stories are misaligned, students notice. When they are coherent and responsive, students feel understood,” he writes. “When colleges and universities listen more carefully, they communicate more effectively. And when students and parents feel heard, they are far more likely to take the next step.”

Category: College News
Tagged: Distance Education Evan Kropp
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