“We cannot be all things to all students, and to pretend otherwise is both bad business and ethically dubious,” writes Thomas Durso, associate vice president of marketing and communications at Delaware Valley University and president of CUPRAP.

Read about his unique perspective as he views the world of higher education marketing not as a university professional, but as a father to a high school student deciding on which college to attend. And see why he is imploring higher education marketing and communications professionals to say something different in this Volt piece.