Colleges Employ Marketing Strategies to Spin U.S. News Rankings Outcomes
U.S. colleges are actively engaging in marketing strategies to present their performance in the annual U.S. News & World Report Best Colleges rankings in a positive light, even when overall rankings decline. Following the release of the latest rankings, institutions issued numerous self-congratulatory press releases. For example, New College of Florida, which plunged 74 spots in the U.S. News rankings since a conservative overhaul began in 2023, highlighted improvements in specific metrics such as financial resources per student, academic profile of the incoming class, and full-time faculty. The college's news release omitted its overall U.S. News ranking and its performance compared to previous years, instead focusing on other ranking schemes where it showed improvement. Similarly, the State University System of Florida, despite most of its 12 member institutions falling in the U.S. News rankings, issued a statement trumpeting an 'upward trajectory' by pointing to performance across multiple national rank...