UW stakeholders say better communication with the public key to building trust in higher ed

A group of former University of Wisconsin officials and one lawmaker said better communication is key to building trust among Wisconsinites. (Photo by Baylor Spears/Wisconsin Examiner)
A group of former University of Wisconsin officials and one lawmaker said better communication is key to building trust among Wisconsinites and overcoming disinvestment in the university as federal and state funding declines.
“The challenges [the higher education system] faces are on multiple fronts: ideological, financial, social professional,” said Michael Bernard-Donals, president of Public Representation Organization of the Faculty Senate (PROFS) and a professor of English and Jewish Studies at UW-Madison. “Much of the public doesn’t trust higher ed anymore or at least doesn’t think it’s worth the price. Costs have increased. The economy is changing, and the job market is shifting and colleges are a useful political punching bag for populists. The compact between the federal government and the universities… has broken down, maybe irreparably, and all of this has made navigating the internal politics of the institution that much harder.”
A 2025 Gallup poll found that confidence in U.S. two- and four-year higher education institutions was up slightly to 42% from a record low of 36% in the previous two years.
The panel featured a Democratic state representative as well as two former UW employees, and much of the conversation centered around how universities and colleges need to improve their communication with Wisconsinites and their political leaders in order to build investment.
Rep. Angela Stroud (D-Ashland), who served on the Assembly Colleges and Universities committee and formerly taught at Northwoods College, said that it has been “stunning” to her to see the politicization of universities, but it is important that they figure out how to “change the discourse on what higher ed means to the state.”
Stroud said she sees some lawmakers grappling with knowing the importance of higher education when it comes to jobs and economic development, while also making “politically useful” attacks on higher education.
“Those two things don’t go together very well,” Stroud said.
In recent years, the relationship between the Republican-led Legislature and the UW system has been marked by disagreements over cutting the system’s budget versus investing in it, debates over DEI and the First Amendment and most recently, the firing of the UW System President Jay Rothman.
Raymond Taffora, emerita vice chancellor for legal affairs at UW-Madison and former chief legal counsel for Gov. Tommy Thompson, listed the issues that he views as most affecting higher education including diversity, equity and inclusion (DEI) efforts, the cuts to federal funding that institutions are facing, changes to student visas due to the Trump administration, concerns about freedom of speech and academic freedom and uncertainty over changes in leadership.
Addressing the recent tumult over the Rothman firing, Taffora questioned “how could the Board of Regents… decide to remove the president of the university and not designate an interim president of the system?” After the firing, the regents announced that Chris Patton, UW’s vice president for university relations, would serve as acting executive-in-charge prior to the appointment of interim president.
“It’s not the way to lead a university,” Taffora said.
Greg Summers, an employee of the Milwaukee-based marketing agency BVK and emeritus provost at UW-Stevens Point, said part of the challenge for colleges is that while colleges do well communicating internally, communication with the general public could be better.
“Lots of colleges do a really good job communicating with their stakeholders, but that communication is very narrow. It tends to be very transactional in nature,” Summers said. “Institutions like to talk about themselves. They like to talk about recruitment — getting students to enroll at those institutions, because that’s incredibly financially important. They also talk a lot about getting donors to donate to their campuses, but there’s not a lot of conversation as an industry about the public common good that higher ed brings to American life.”
Summers said the field of higher education needs to come up with a strategy to speak to the American public with one voice. He said that is the goal of his ad agency’s campaign called “Why College Matters.” It is a free public service campaign, he said, that any college and university can use.
“The campaign that we have created we think resonates with exactly the stakeholders that we need to reach: rural Americans, people without college degrees and political conservatives,” Summer said, adding that those groups have been among the most skeptical of higher education in the last 10 or 15 years.
Summers said the campaign gets at the idea of communicating better with Americans about why faculty research matters to them.
“Higher ed cannot solve its problems and its trust issues with communication alone. That’s absolutely true, but higher ed has a real communication problem and has to get outside of its usual bubble and usual audience and to talk to people in different ways about the value that they bring to American life,” Summers said.
Stroud, noting her prior research on concealed carry and her job as a Democratic lawmaker, said she understands how difficult it is to have conversations that don’t become partisan and divisive.
“I’m just a partisan hack now in many people’s minds. They’re just completely dismissive of the evidence on gun violence… It’s going to be challenging to figure out how to enter into these conversations without being seen as being reduced to just partisan hackery,” Stroud said, adding that walking that line is essential for these conversations.
Taffora said UW faculty and staff could improve on putting their expertise to use out in the state and living out the “Wisconsin Idea.” He brought up Walter Dickey, a faculty member of the University of Wisconsin Law School who also served as the Wisconsin Department of Corrections secretary under former Gov. Tony Earl, as an example.
“There was a time when the University of Wisconsin faculty were not only noted for their expertise, but their expertise was deployed,” Taffora said. “The best way to showcase expertise is… to get busy and to lend your expertise.”
Taffora said the showcasing needs to extend to lawmakers and decision makers and it could be beneficial for the UW system to further expand its lobbying efforts.
“If that was a private company, you’d have batteries of lobbyists that would descend on the Legislature to tell stories. Interacting with decision-makers is key” Taffora said. “The story is a good one to tell, but it has to be told with facts and it has to be told with a degree of humility, not condescension.”
GET THE MORNING HEADLINES.























