How to Build a Perception of Greatness

It's hard to bottle the buzz about a hot college. But these five suggestions can help.

How to Build the Perception of Greatness 1

Yana Paskova for The Chronicle

Sometimes an institution lucks out with its location. "I think one of the reasons that NYU took off was because New York became a very hot city," says one higher-education expert.

Everyone can name the big, nationally known universities that have raised their profiles dramatically over the past couple of decades: Boston University, Drexel University, New York University, Northeastern University, and the University of Southern California, to name a few. Others might know smaller institutions that have either honed great reputations in their markets or are on the rise—places like Ball State University, Portland State University, Texas Christian University, the