In this interactive session, we will explore some of the most challenging reputational issues in the higher education sector today, and build practical toolkits for managing these issues with alumni and supporters. We’ll get under the skin of some of the most frequent criticisms levelled at our institutions, from ‘woke students’ to ‘social engineering’, ‘rewriting history’ and ‘money-hungry recruitment’, and we’ll then explore how Advancement professionals can use their unique position to shift damaging narratives whilst maintaining and driving forward valuable relationships.