Higher Education PR and Marketing: What to Expect in 2025–26

Higher education PR and marketing are entering a pivotal year. Colleges and universities are confronting enrollment pressures, heightened public skepticism, and a national political climate that has placed higher education squarely in the spotlight. At the same time, technological leaps and shifting audience expectations are creating new ways to connect with students, alumni, and the broader public. In 2025–26, six trends will define how institutions communicate, protect their reputations, and tell their stories.

1. Faculty Expertise as the Core of Higher Education PR

One of the most powerful tools colleges possess is the credibility of their faculty. In an era where the legitimacy of higher education is questioned daily, faculty voices carry unmatched authority. From AI and climate change to public health and democracy, scholars remain trusted guides in national conversations. Elevating faculty expertise through op-eds, media placements, and thought leadership is not just a branding tactic, it is the foundation of higher education PR in 2025–26.

2. Reputation Becomes the Top Priority in Higher Education Marketing

The Trump administration’s rhetoric has made reputation management the battleground for colleges and universities. Questions of cost and access remain, but the sharper challenge is defending the values and legitimacy of higher education itself. Communications strategies must shift from reactive to proactive, building sustained campaigns that define what an institution stands for before others do it for them. Reputation is no longer an abstract concept; it is a primary driver of enrollment, fundraising, and long-term survival.

3. AI in Higher Education PR and Marketing Requires Guardrails

Artificial intelligence has moved from novelty to necessity. Institutions now use AI to draft content, monitor media, and segment audiences. But while these tools accelerate workflows, authenticity remains paramount. Successful higher education marketing teams will adopt human-plus-machine systems, where AI handles speed and scale but humans ensure empathy, accuracy, and voice. This balance will allow colleges to remain nimble without undermining trust.

4. Student and Alumni Storytelling as a Marketing Imperative

Prospective students and families trust the lived experiences of their peers and graduates more than traditional institutional messaging. In 2025–26, higher education marketing will increasingly depend on student and alumni storytelling. Structured ambassador programs and authentic content across TikTok, Instagram, podcasts, and short-form video will be critical. These voices, when supported but not over-scripted, can become a central driver of recruitment and reputation.

5. Hybrid and Immersive Experiences in Higher Education Marketing

The next generation of students expects experiences that seamlessly blend physical and digital. Campus tours, admissions events, and alumni gatherings will increasingly feature hybrid formats, AR/VR enhancements, and immersive video. Institutions that prioritize narrative first — and then apply the right technology — will stand out. Gimmicks won’t cut it; compelling stories delivered in innovative formats will define effective higher education marketing.

6. Data and Measurement Drive Accountability in Higher Education PR

Gone are the days when impressions and likes satisfied leadership. In 2025–26, higher education PR and marketing will be judged by their connection to outcomes: applications, yield, retention, and philanthropy. More institutions will invest in attribution models, predictive analytics, and shared dashboards that tie communications directly to enrollment and advancement. Building a culture of test-and-learn, and making decisions based on real-time data, will separate leaders from laggards.

Higher education communicators face enormous challenges in the year ahead, but also unparalleled opportunities. By elevating faculty expertise, proactively managing reputation, embracing authentic storytelling, and balancing technology with human judgment, colleges and universities can not only adapt to the current moment but shape the narrative of their future