Lessons from the US… universities, geopolitics and reputation

Led by Professor Sir Anton Muscatelli, Principal and Vice-Chancellor of the University of Glasgow, the CASE Global Leaders Programme takes its inaugural UK cohort to the East Coast of the United States from 16 - 21 March 2025. Here, the UK Faculty makes the case for universities adopting a more strategic, front-foot approach to political reputation management informed by what works (and what doesn’t) from higher education systems across the world.

Across the world, universities increasingly find themselves on the back foot as they try to manage a surge of reputational issues driven by geopolitical turbulence, culture wars and fundamental changes to the global world order. In the United States, Australia, New Zealand and Canada universities find themselves at the centre of an increasingly febrile political, social and regulatory climate, with caps on international students becoming increasingly popular with governments prioritising the politics of immigration over arguments around economic growth.

Globally, the higher education sector finds itself having to fundamentally rethink how it approaches the management and stewardship of their institutional reputation. But how are we learning from each other? How do we avoid reinventing the same wheels, making the same mistakes and trotting out the same playbook? It is increasingly apparent that keeping our heads down and hoping it will blow over is not a sustainable solution in the long-term.

Compared with North America, where 77% of institutions surveyed had the most senior leader for reputation, communications or advancement on their cabinets, only 17% of UK universities have an equivalent role at board-level. With councils and governing bodies around the world increasingly focused on the impact of reputational issues on their financial sustainability, risk and stakeholder perception – many universities are seeking to develop more new leadership roles, more sophisticated governance and strategic approaches in response.

Highlights of the inaugural CASE Global Leaders Programme study tour from 16 - 21 March include visits to:

• Harvard University, to learn about how they’re approaching research partnerships, advancement and education in a new political and cultural era in the US – as well as a focus on their new place-based approach to innovation and economic growth

• British Consulate General to Boston for a Residence fire-side chat on universities, geopolitics and knowledge diplomacy

• Boston University, to learn about leadership transition, global reputation and research communications

• The New York City Economic Development Corporation to hear how they promote and defend the reputation of the world’s most famous city and work with universities to attract growth and investment

• The United Nations for a communications and stakeholder relations masterclass with the Under-Secretary General for Communication

• Princeton University for discussions on public perceptions of elitism, research and international advancement

• Johns Hopkins University to hear how they worked with their donors, alumni and academics to launch a new Washington DC campus and reposition their brand;

• The Washington Post for an evening’s debate on changing trends in media coverage and public trust in institutions;

• Georgetown University to learn about their changing approach to managing international donor and research partnerships;

• A roundtable with Washington DC-based university associations about approaches to the new US Administration.

Following exceptional levels of interest from the sector, there are now only two places remaining for the inaugural cohort. So please register your interest to join this unique professional development opportunity for university executive board members with an interest in global reputation, geopolitics, communications, branding and marketing, advancement and fundraising.

Find out more about Global Leadership Study Programme including the full agenda of the study tour from 16 - 21 March.

We are also accepting registrations of interest for future cohorts from the UK including study tours to Australia, US West Coast and Canada in the coming three years.

As the UK Faculty for this inaugural cohort, we would be delighted if you could join us.  

Professor Sir Anton Muscatelli, Principal & Vice-Chancellor of the University of Glasgow                                      

Alistair Jarvis CBE, Pro Vice-Chancellor (Partnerships and Governance) of the University of London, and former CEO of Universities UK 

Rachel Sandison, Deputy Vice Chancellor - External Engagement and Vice Principal – External Relations, University of Glasgow 

Andrew Monk, Executive Director of Global Engagement, University of Bristol 

Alex Favier, Founder and Director of Favier Ltd and former Director of Global Reputation and Relations at the University of Nottingham