Beyond spin

Don't get me wrong; I am not against publicity or public relations. Marketing and advertising are important ways to educate the public. The more information available to them, the more sophisticated student consumers will become. University guides and league tables, despite their many flaws and exaggerations, are ways of creating educated consumers who can make informed choices. It would be wrong to try to curb university publicity machines. What we should do is try to make them more honest.

It is worth thinking about a code of ethics for university publicity. The code need not be elaborate or deeply philosophical but should contain a commitment to deal fairly and honestly with the public. Universities should eschew misleading or exaggerated claims and they should take care not to injure the reputation of other institutions. Finally, university public relations should be sensitive to the needs and values of applicants from non-traditional backgrounds.

Students and their parents need fair, honest, and accurate information about universities. It is up to those who work in universities to ensure they get it.