The Commons

Years ago, NBC had a slogan that went, “Let’s All Be There.” Many fans of community colleges have already decided the network’s new fall show, titled Community, is the last thing they want to be there to see.  They’re worried that it’ll be a retread of tired, negative stereotypes about community college students and teachers.  Their suspicions are heightened by the fact that Chevy Chase—he of the classic bumbling Gerald Ford routine—is one of the stars.

TV is a powerful cultural influence. The Love Boat, for instance, is credited with practically inventing the modern cruise ship industry. In the late ’80s, law schools experienced a massive increase of students, which at least one law school dean attributed to the then-popular show L.A. Law—this despite the fact the show hardly put the legal field in a positive light. Even Supreme Court nominee Sonia Sotomayor says that her early interest in the law came from watching Perry Mason.

So what are community colleges to do? They can hope no one watches the show (a distinct possibility given NBC’s ratings these days).  Here are a few more proactive ideas, based on my time in local TV that might help community colleges manage the impact of Community:

• NBC is a major network comprised of local affiliates in every community.  These local stations are run by managers who must maintain a connection with the community as part of their job.  Reach out to these people. Invite them onto your campus.  Let them see what a community college looks like today.

• As part of this outreach, suggest that the news department produce a report about the “real” community college.

• If the NBC station is especially interested in your story, see if you could explore a partnership with the station.  Invite the news anchors to guest lecture or teach a writing or English class.  Ask the sales manager to provide an overview of the TV industry to marketing students.

• The station will be looking for local advertisers for the program (most likely a local car dealer).  Find out who the local advertisers will be and invite them on your campus and educate them about your value.

Community debuts on September 17, and I will be giving you my own review and more perspective on the show and its impact then.

- Adam Shapiro, Vice President, Public Affairs

Tags: chevy chase, community colleges, higher education, joel mchale, NBC, nonprofit communications, nonprofit marketing