University reputations are fascinating – and fragile – things. Made up of thousands of individual experiences, driven by a surprisingly deep sense of competition and sometimes overshadowed by athletic brands, a university reputation takes decades to build and sometimes mere hours to undo.

It’s no secret that the era of college and university rankings has pushed institutions to chase elusive and sometimes even arcane metrics – such as alumni giving rates and faculty “terminal” degree holders – in an attempt to quantify the unquantifiable: proof of a life-changing, excellent education.

For many generations, the public has granted universities this “license to lead,” trusting that universities knew best how to define and fulfil their mission in society. And for many generations, those in academia looked inward – and to each other – for the standards of reputation. Just as this generation is discovering, however, the drive for a top reputation is not just about rankings.

Societal change – the same changes that have knocked at the door of corporations, governments, churches and non-profit institutions – is now upon higher education. New expectations of transparency, dialog and “return on investment” are challenging university leaders to find new ways of demonstrating their institutional value to those outside of academia, even to those who question the value of a college degree.

Edelman’s new survey, “University Reputations and the Public” is showing that while the challenges are real, the public isn’t necessarily questioning what universities are actually doing, or offering. Interestingly, the disconnect lies more with how universities are communicating what they are doing.

This is the new heart of university reputations. Reputation does not stop at the university’s door – it also lies where the university meets the public it serves, whether it is preparing graduates for careers or advancing research that improves society. Communicating this consistently is the key to changing hearts and minds.

To do this, university leaders need to pivot their focus beyond the metrics that drive rankings and recognize that academic excellence is something the public expects from a good university. Beyond this expectation, the public wants assurances that universities are impacting personal lives and society for the better. In this brave new era of radical transparency, university leaders that embrace and communicate with the public they serve will find new allies, new friends and new advocates. As a result, they will discover a reputation that is far less fragile.

View the full survey below for more insight.

Julia Weede is an executive vice president and Education sector lead in the Edelman Dallas office.