Abstract
Much has been written about the fast-changing media world and the proliferation of social media. What are the implications for higher education? How are issues management professionals to navigate through this new world? If the old advice — such as ‘get ahead of the story’ — is no longer applicable, how are higher education communications strategists to deliver value to their institutions? This paper discusses the features of the new media landscape, shares guiding principles to inform clear-eyed decision-making, discusses how and why a spark can turn into a conflagration — and what can or should be done if it does. This hard-won wisdom will equip professionals in the field of issues management with the tools and the confidence to prepare for the next issue and take a position of leadership with respect to their campus and community constituencies, asserting not only their enduring value but their new relevance to their colleges and universities.
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