We All Love a Good Story

It started with a story.

When I was a child, my mother told me stories about her college experience at Rust College, a historically Black college in Mississippi. She was a cheerleader, and her stories of college life were filled with vivid detail. She spoke fondly of professors who both supported and challenged her, lifelong friendships forged with her roommates and peers, and the joys (and sometimes complications) of campus life. I remember poring over her yearbook, fascinated by the photos of her in her cheerleading uniform, her stylish skirts and boots, and the snapshots of students on campus. As I flipped through those pages, I imagined myself following in her footsteps, experiencing the same camaraderie, growth, and joy she described.

Fast forward to today, I find myself working in higher education, still captivated by the power of stories. Colleges and universities are teeming with them. Each student, faculty member, and alum carries a unique narrative of struggle, triumph, and growth. As public relations professionals, it is our job to bring these stories to life. In doing so, we not only inspire others to pursue higher education but also affirm the value and importance of colleges and universities in today’s world.

The Stories That Inspire

Every student who walks through our doors has a journey worth telling. Perhaps it’s the first-generation student who worked two jobs to pay tuition and still graduated at the top of their class. Or the student-athlete who balanced competition and coursework while mentoring younger teammates. These stories resonate because they’re human. They remind us that higher education is not just about earning a degree—it’s about personal growth, resilience, and building a future.

For institutions like Concordia University Texas, these stories are vital. We’re not just competing with other universities; we’re often competing with the choice to forego college altogether. The decision to attend Concordia Texas can be a life-changing one, and the stories we tell can make that decision feel not only possible but essential.

Telling the Bigger Story of Higher Education

Beyond individual journeys, higher education has a collective story to tell—one that is more important now than ever. In a social and political landscape that questions the value of college, we must remind people why institutions like ours matter. Higher education has the power to create long-term financial stability, broaden perspectives, and foster community connections. It’s not just about what students learn in the classroom; it’s about the lifelong skills and opportunities that come with a college degree.

However, we know the challenges. Rising tuition costs, student debt, and the allure of immediate income can make college seem like a luxury rather than a necessity. That’s where storytelling becomes a tool to change perceptions. By sharing real stories of impact and success, we can shift the narrative and demonstrate the irreplaceable value of a college education.

How Do We Tell That Story?

Telling compelling stories begins with authenticity. Here are a few ways we can elevate storytelling in higher education PR:

1. Highlight Student Journeys: Showcase diverse student experiences through blogs, videos, and social media. Let students tell their own stories in their own voices.
2. Paint the Bigger Picture: Connect individual narratives to the broader mission of higher education. Use data to illustrate how these stories reflect trends of success and opportunity.
3. Collaborate Across Campus: PR professionals should partner with admissions, faculty, and alumni offices to find the best stories. Everyone has a role in identifying the moments that matter.
4. Be Relatable: Focus on the human element. Share stories that audiences can see themselves in—whether it’s overcoming challenges or celebrating achievements.
5. Use Multi-Platform Storytelling: Meet your audience where they are. Leverage social media, podcasts, traditional media, and campus events to tell stories in different formats.

Why It Matters

At Concordia University Texas, we know that we’re not just educating students—we’re changing lives. But to make that clear to prospective students, their families, and the wider community, we have to tell our story better and louder than ever before. The stakes are high, and the competition isn’t just with other institutions; it’s with doubt, fear, and misconceptions about what college can offer.

As PR professionals in higher education, we hold the pen to an institution’s narrative. Through the stories we tell, we have the power to inspire, educate, and remind people that college is worth it—not just for the degree, but for the experience, the community, and the future it creates.

In case you were wondering, I did follow in my mother’s footsteps. When I went to college, I became a cheerleader, just like her. Her stories inspired me then, and they continue to inspire me today. They remind me of the transformative power of higher education and the importance of sharing that journey with others.

I invite you to reflect on the stories that have shaped you. What narrative could you tell to inspire someone else? At the heart of every successful PR campaign lies a story worth sharing. Let’s make sure it’s told.