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Crafting the Perfect Presidential Bio

Crafting the Perfect Presidential Bio

A university president's biography message should effectively convey his (or her) leadership experience, academic credentials, and commitment to the institution's mission. Ideally, it highlights his vision for the university's future, his accomplishments in key areas, and his ability to foster a positive and inclusive campus community. And sometimes, a brief personal touch can help connect the president with the audience.

So, to what degree is the university president part of the institution’s overall brand? And how does this fit into the larger question of an administrator’s influence on school branding?

Eric Kelderman explores the importance of the presidential bio in his article,“What Can You Learn From a College President’s Bio?,” in The Chronicle of Higher Education. Kelderman acknowledges that college presidents' bios vary widely in terms of content and tone. Some emphasize the president's personal background and experiences, while others focus solely on their professional accomplishments.

There is debate about whether a president's bio should be more personal or formal. Some presidents and consultants cited by Kelderman argue that a more personal bio can help connect the president with the campus community, while others believe that it can distract from the president's professional qualifications.

The ultimate goal of a presidential bio is simply to present the president as a competent and effective leader. However, the specific approach can vary depending on the individual president and the institution's goals, and today’s article provides contrasting examples of different approaches.

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