Don't blame Ward Churchill for the University of Colorado's plunging freshman applications. The ruckus over his comments didn't start until most students had already applied to CU. Not that the Churchill flap helps our flagship university recruit faculty and students, but that is another issue.

CU's application problems have two main sources, money and press. CU has raised its out-of-state tuition 35% in the last five years, to $20,592. If I were a middle class parent of a college-bound student in Kansas, why would I pay CU four times more than I'd spend at the University of Kansas? What's more, CU Boulder's non-resident tuition, according to the University, is $3000 per year higher than the mean tuition of other public universities.

Looking at in-state tuition, which has also risen, but is still $2000 below the mean of public universities, my Colorado student now has only a voucher to subsidize her tuition, and that doesn't pay as much as state subsidies used to. Financial aid has increased dramatically, but, according to the College Board, much of that is distributed on merit rather than need, so goes to higher income students. And, that aid is shifting from grants to loans, so most college graduates face large debts.

But, CU's real problem is-the problems! CU has had a year-long barrage of negative publicity, from football recruitment scandals, to being the country's number one party school, to alcohol-related student deaths. Once these stories gain momentum, it's difficult to stop them. They circulate widely as the nation's press jumps on them, making parents think hard before sending their children off to a school allegedly drenched in alcohol and sex.

For our premier university to have this national reputation is bad news for all of us. We want the best students and faculty to come to the University of Colorado. The mix of people and ideas from everywhere is essential to a top quality education. The pity is that the good stories are not getting out. And, that is no surprise. The press goes after big, often negative, news. It does no good to bemoan that reality and it certainly is foolish to ignore, discount, or blame a bad story on others. Remember John Kerry whose wishful thinking only made the Swift boat veterans more lethal to his candidacy.

Here are some thoughts for CU's beleaguered leaders. Make clear that you want no surprises, that you want to know about problems before the press does. Plan in advance how you'll manage crises. People expect crises to happen, but a weak response alarms them. Be prepared to hold people accountable and to set deadlines for answers and solutions. Don't hide behind process. Take action. Nobody cares if you've followed procedures. They care if you've solved the problem. Be as open as you can. If you look like you have something to hide, you're in for a long siege.

Build relationships with reporters and editorial boards. If reporters know you and believe you'll be straight with them, they are more likely to cover your side of the story fully and fairly. Forget wishful thinking. Better to be prepared for whatever strikes. Better yet to find the problems and deal with them before they hit the press. Continue to build a great university. The press may rush to tell about scandals, but they also are proud to report on Nobel laureates, Rhodes scholars, and significant contributions to science and knowledge.

Finally, I remember when the governor and the head of the Commission on Higher Education felt responsible for promoting Colorado's universities, with the sensible thought that a strong, respected higher education system is good for the state. Remarkably, just the opposite is happening today. That makes it even more important for university leaders to be more alert, tough-minded, and prepared to tackle problems than ever before. There are always crises. It's how you deal with them that makes or breaks you.