Abstract
Increasing skepticism was identified as a key trend in a recent American Journalism Review assessment of media coverage of higher education. However, this trend is hardly new, as American colleges and universities have been subjected to intense media scrutiny for at least the last two decades. This article examines the frequently adversarial relationship that exists between higher education and the media, concluding that despite increasing media skepticism, media relations should still be a key component of an institution's integrated marketing efforts.
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