how to lose {prospective} students

dear j-school,

i’m sure you mean no ill will but you’ve reminded me again just how important the way a message is communicated can be. you could have told me the same thing in similar terms and still retained my general feeling of goodwill. instead, your lack of initial communication added with your combative, rude, and slightly offensive e-mail tones that follow leave so much to be desired.

students — current and prospective — are your clients. for an institute that emphasizes communication above all else, perhaps it is time to take a cool appraisal of the communication and the message you send to your own stakeholders.


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