Dive Brief:
- The Chronicle profiles four colleges, Quinnipiac University, Monmouth University, Marist College and Siena College, which have served as nationally-regarded polling centers for local and national elections.
- The schools, which have for years received national attention and marketing for their roles in political polling, have been highly rated for sound methodology and utility in reflecting public opinion.
- The tenor of the election has created backlash for some of the institutions, but overall, school pride and branding have exponentially increased through exposure created by the polling.
Dive Insight:
In the way that athletics generates public interest and goodwill for an institution, unique public contributions in research or community outreach can create similar outcomes. But political polls speak to a wider cross-section of stakeholders, and this diverse reach of exposure which can transcend race, class and geography creates a culture of interest and dialogue around the university's influence.
Institutions should make efforts to pair public relations resources with academic or outreach strengths, in order to increase town-gown relations, brand awareness and opportunities to engage new supporters. Politics may be a volatile topic upon which to do it, but access with polling and candidate debates reap dividends with families and potential donors after outcomes are decided and the brand resonance remains.