National
Unsportsmanlike Conduct: The Exploitation of Black Athletes – Part III
By Everett L. Glenn
NNPA Special Contributor
LAST OF A 3-PART SERIES
(As a sports agent, Attorney Everett Glenn has negotiated contracts for some of the biggest names in sports, including NFL Hall of Famers Jerry Rice, Richard Dent and Reggie White as well as 11 first round draft picks. He has also had a front-row seat observing how Black athletes and the Black community are exploited, enriching others while leaving the community and, ultimately, the athletes themselves destitute. Sports are a $500 billion per year industry, but few of those dollars return to the African-American community. According to Sports Illustrated, by the time former NFL players have been retired for two years, nearly 80 percent of them “have gone bankrupt or are under financial stress because of joblessness or divorce.” Within five years of retirement, approximately 60 percent of former NBA players are broke. After more than three decades of looking at this tragedy on the collegiate and professional level, Attorney Glenn pulls back the cover on these practices in a 3-part series for the NNPA News Service and, more importantly, outlines what can be done to halt the wholesale exploitation and initiate economic reciprocity.)
WASHINGTON (NNPA) – A description of Rice University’s stand-alone major in sports management describes the enormity of the sports business: “Experts conservatively estimate the sport industry at $500 billion a year making it one of the top 10 industries in the nation.”
Touting its sports management program, George Washington University in the District of Columbia observes: “No single aspect of our culture receives as much media attention nor has the power to bring people together as sport.”
It is clear from above that universities are following the money in hopes of their students getting a larger slice of it and, along the way, praying that alumni will not forget their alma mater when they write checks to charity.
However, as we’ve seen in Part I and Part II of this series, Black athletes are primarily fueling this money-machine at the collegiate and professional levels yet African-Americans are excluded from everything from getting in on construction contracts, agent representation, media advertising and accounting to financial planning.
This must change.
In its TV commercials, the NCAA accurately states that most college athletes will turn pro in a field other than athletics.
I hereby submit Community Action Plan #1:
Petition the NCAA to finance a study to determine what happens to the 99 percent of Black student-athletes in college basketball and football who do not go pro.
Some who do turn pro are ill-equipped for life.
One of the saddest spectacles I have ever witnessed was former All-Pro defensive end Dexter Manley of the Washington Redskins testifying before Congress in 1989 that he could not read, write or spell. He was failed at every point in his life – from high school and university coaches who allowed him to play football without mastering basic academic skills to the NFL that allowed him to continue on his dead-in path to nowhere.
That’s one of the reasons we at the National Sports Authority established our Business of Sport Success program (BOSS). Essentially, we use sports as a vehicle to motivate middle and high school students to complete high school and go on to college by exposing the students to the business side of athletics.
To get our young Black males pointed in the right direction, we hereby submit Community Action Plan #2:
As part of the BOSS initiative, convene a national conference, to be jointly sponsored by such organizations as 100 Black Men and male Greek organizations for the fall of 2014 to address Black male issues, including Black male student-athletes.
As was pointed out in Part I of this series, Black athletes represent 52.9 percent of Ohio State University’s basketball and football rosters and dominate among its star players, fueling a nearly $130 million athletic department budget on a campus where Black males represent only 2.7 percent of the student body. The disparity between the graduation rate for OSU’s Black football players, at 38 percent, and all student-athletes, at 71 percent, represent the highest disparity in the Big-10.
Community Action Plan #3:
Petition the NCAA and each of the six major conferences (ACC, Big East, Big-10, Big-12, Pacific-12 and SEC) to impose sanctions on their members, including the loss of scholarships and/or a ban on bowl appearances, if the graduation rate of Black student-athletes in basketball and football is not within 20 percent of the graduation rate of all student athletes in their respective institutions, commencing in 2016 when the NCAA’s new eligibility standards for prospective student-athletes go into effect.
In Part II, we cited examples from the long list of professional athletes who earn millions of dollars yet, in the case of Allen Iverson, for example, he had reached to point where he said he could not afford to buy a cheeseburger.
Again, this is where family and friends – true friends, not vultures looking for a soft landing spot – can assist.
It was inspiring to see that Philadelphia 76ers rookie Michael Carter-Williams, who is being managed by his mother and her best friend, is placing his entire salary in a trust fund that he cannot touch for three years. Instead of dipping into his salary of $4.5 million over his first two season – with the possibility of earning $10 million if the 76ers pick up the final season of his two-year deal – Carter-Williams is living off of the money he is making from endorsement deals with Nike and Panini trading cards. Other pro athletes should follow his example.
Of course, athletes need stadiums and arenas in which to play. And, like everything else related to the business side of sports, Blacks are Missing in Action.
Our taxes are used to help finance new or modernized sports facilities, but we do not get a return on our investment.
Approximately two-thirds of the $21.7 billion spent on the 95 stadiums and arenas built between 1990 and 2000 were heavily subsidized or entirely financed by tax revenues. The carnival of construction taking place today is proceeding without an effective strategy to ensure meaningful participation by Black construction professionals. The National Sports Authority (the “Authority”), of which I am president, was established in last year, in large measure, to reverse this trend.
The entire Black community will benefit if we can redirect just 10 percent of the sports industry spend on goods and services. Such a shift will create new and exciting opportunities for Black accountants, construction professionals, consultants, financial and real estate professionals in the sports industry.
It will also have the trickle down effect of increasing discretionary income available to Black professionals and businesses to support institutions and organizations in our community, from the NAACP, the National Urban League, the National Action Network and the Rainbow/PUSH Coalition to Black churches that have been the backbone of our community.
We know from first-hand experience this can work.
The National Sports Authority was able to secure more than $25 million in contracts for people of color on the Levi’s Stadium project, the new home of the San Francisco 49ers, even though the project was already 60 percent complete and contracts for more than 80 percent of the work had been awarded.
On the heels of that experience, our organization has initiated conversations with the principals on the new $500 million Sacramento Kings arena and the $1 billion-plus Atlanta Braves stadium/entertainment center project, with a view towards creating even more opportunities by being engaged from the very start of those and other projects.
Our effort was supported by more than 12 million Blacks who are members of the California Black Chamber, the National Association of Minority Contractors, the Empowerment Experiment, the Fritz Pollard Alliance, the NAACP, National Action Network, the National Association of Real Estate Brokers, the National Baptist Convention, the National Urban League and the U.S. Black Chamber, Inc., as well as the San Francisco and Oakland African-American chambers.
Of course, the problem extends beyond sports.
A Nielsen report, produced in cooperation with the National Newspaper Publishers Association (NNPA) titled, “Resilient, Receptive and Relevant: The African-American Consumer 2013 Report,” disclosed that although annual Black spending is projected to rise from its current $1 trillion to $1.3 trillion in 2017, advertisers allot only 3 percent of their $2.2 billion yearly budget to media that target Black audiences.
To address this and related problems, we offer Community Action Plan #4:
Convene a national conference in July of 2014 jointly sponsored by major civil rights organizations and the U.S. Black Chamber to develop strategies for holding colleges, professional leagues and major corporations accountable for the lack of economic reciprocity in their goods and services they purchase.
As Cheryl Pearson-McNeil, senior vice-president, public affairs and government relations for Nielsen, said, “Until we do a better job as consumers in the choices we make and invest in companies that invest in us, we are not going to have any changes.”
We hope you’ll join our nationwide effort at the National Sports Authority to empower our community by letting everyone know that sports in more than a game – it’s a business.
Everett Glenn of the National Sports Authority can be reached at 562.619.8460 or [email protected]
Black Press
Statement from the President of the National Association of Black Journalists on Press Ban
TEXAS METRO NEWS — The National Association of Black Journalists (NABJ) condemned President Donald Trump’s decision to deny access to MS NOW journalists and his threats against CNN and Politico due to unfavorable coverage. The NABJ stated that journalists hold power accountable for the American people, and government officials cannot grant or withhold access based on reporting they like or dislike.
NABJ condemns President Donald Trump’s decision to deny access to MS NOW journalists and his threat to exclude CNN and Politico because of coverage he dislikes. The role of journalists is to hold power accountable on behalf of the American people. Government officials cannot reward reporting they find favorable with access, or withhold access as punishment for journalists who have scrutinized or criticized them. This retaliation is a threat not only to the news organizations being targeted, but to every journalist working to report independently and without fear of government reprisal. The White House belongs to the American people, and they have a right to know what their government is doing. Journalists must be free to ask difficult questions and report the answers. A free and independent press is not a privilege granted at the discretion of any president. It is a cornerstone to a healthy and functioning democracy. The First Amendment can never be optional.
Based on reporting by Texas Metro News.
Black Press
America’s Reading Crisis Demands More Than Concern. It Demands Action.
JACKSON ADVOCATE — A national literacy crisis is emerging as reading achievement continues to decline across the United States. Nearly 40% of fourth graders read below the basic level, and roughly one-third of eighth graders are below basic, marking the highest share ever recorded.
By Marc H. Morial
National Urban League President & CEO
New York City’s troubling decline in reading scores, despite one of the most ambitious literacy reform efforts in the nation, is a wakeup call for the entire nation.
Across the country, reading achievement continues to decline. Nearly 40 percent of fourth graders read below the basic level and roughly a third of eighth graders are reading below basic, the highest share ever recorded.
Taken together, these numbers reveal a national literacy crisis that threatens economic opportunity, educational equity, and our nation’s future competitiveness.
Reading is not merely another subject in school. Reading is the foundation upon which all learning rests. A child who struggles to read struggles to learn history, science, mathematics, and civics. A young person who cannot effectively read and analyze complex information faces barriers to college completion, workforce success, and informed participation in our democracy.
That is why the growing literacy crisis is fundamentally an opportunity crisis. Behind every percentage point is a child whose future opportunities hang in the balance. Persistent achievement gaps mean that Black and Latino students continue to bear a disproportionate share of the consequences when reading instruction falls short. If we are serious about economic mobility and educational justice, literacy must be at the center of the conversation.
For more than two decades, many schools embraced Balanced Literacy approaches that sought to cultivate a love of reading by putting books in students’ hands and encouraging independent reading. The approach was well-intentioned, but too often foundational skills instruction, particularly phonics and decoding, suffered.
The evidence is increasingly clear that explicit, systematic instruction helps more children become successful readers. States and school districts that are embracing these principles deserve credit for moving in the right direction. But millions of students are already in middle school, high school, and even college struggling to read complicated texts, analyze difficult arguments, and complete entire books.
What is our plan for them?
Too many students arrive in high school lacking the reading stamina necessary to engage deeply with literature, history, or complex informational texts. College professors increasingly describe students who struggle with lengthy assignments that previous generations navigated more comfortably.
To be clear, Balanced Literacy alone cannot explain these trends. Increased screen time, constant digital distractions, shortened attention spans, and the dominance of algorithm-driven content all influence students’ reading habits and learning experiences.
Yet recognizing these factors cannot become an excuse for inaction.
Instead, it should compel us to think more broadly about literacy.
The challenge before us is not simply helping children sound out words. It is helping them develop the capacity to wrestle with complex ideas, sustain attention, evaluate evidence, and build knowledge through reading. It is helping them become informed citizens and lifelong learners.
And that requires a comprehensive, systemic strategy.
We need high-quality literacy instruction beginning in early childhood settings and extending throughout elementary school. We need to strengthen early intervention so that struggling readers receive support before learning gaps become entrenched. We must carefully examine the quality and effectiveness of programs serving our youngest learners, including Head Start and other early childhood initiatives.
At the same time, we need a national commitment to literacy recovery for older students. Districts and states should be developing evidence-based strategies that help adolescents strengthen comprehension, vocabulary, knowledge-building, and engagement with complex texts. Students who fell behind during the pandemic and those who continue to struggle deserve intensive support, not lowered expectations.
We should also have serious conversations about the role of technology in children’s lives. Restricting unnecessary screen exposure, particularly in the early grades, should be part of a broader effort to rebuild reading habits and attention spans that support learning.
More concerning than the decline in reading scores is the absence of a clear, large-scale strategy to address the growing crisis. Every year that a struggling reader falls further behind increases the likelihood that they will face lifelong educational and economic disadvantages.
The recent reading results from New York City are a warning. The national NAEP results are an even louder one. Together, they tell us that incremental change is not enough.
We know more about how children learn to read than ever before. We know that literacy is the gateway to opportunity. What remains to be seen is whether we have the collective will to act with the urgency this moment demands.
Our children cannot afford for us to wait.
Based on reporting by Jackson Advocate.
Art
Peter Magubane: a Camera Against Apartheid
THE POSITIVE COMMUNITY — Peter Magubane, a pioneering South African photographer, dedicated his life to documenting the realities of apartheid. Born in 1932, Magubane began his career at Drum magazine in 1954, initially as a driver before becoming a photographer.
Peter Magubane was more than a photographer. He was a witness, storyteller, historian and courageous chronicler of one of the most turbulent periods in South African history. Born on January 18, 1932, in Vrededorp, Johannesburg, and raised in Sophiatown, Magubane discovered photography as a young boy after receiving a Kodak Brownie camera. That simple camera would eventually become his instrument for documenting the lives, struggles and determination of Black South Africans. He died on January 1, 2024, at the age of 91, leaving behind one of the most important photographic archives of South Africa’s apartheid era.
Magubane’s professional journey began at Drum magazine in 1954. He initially worked as a driver and messenger, but his ambition was to become a photographer. Under the mentorship of Drum’s legendary chief photographer Jürgen Schadeberg, Magubane developed his skills and began photographing major political and social events. His first significant assignment involved covering the 1955 African National Congress convention. From that point forward, photography became his way of documenting a country undergoing enormous change.
The South Africa that Magubane photographed was governed by apartheid, a system that legally enforced racial segregation and discrimination. For Black South Africans, everyday life was shaped by restrictions on where they could live, work and travel. Magubane did not limit himself to photographing politicians or famous leaders. He photographed ordinary people—children, workers, families and communities—giving the outside world a visual record of what apartheid meant in everyday life.
One of the defining moments of Magubane’s career came in 1960, when he photographed the aftermath of the Sharpeville Massacre. His photographs helped bring international attention to the violence surrounding resistance to apartheid. He also photographed the 1956 women’s anti-pass march, the Rivonia Trial involving Nelson Mandela and other activists, and numerous other events that became part of South Africa’s historical record.
Magubane paid an enormous personal price for his work. In 1969, he was arrested while photographing protesters outside Pretoria Central Prison. He was subsequently held in solitary confinement for 586 days. After his release, the apartheid government placed him under a banning order that severely restricted his ability to work and move freely. Yet the restrictions did not convince him to abandon photography. Instead, they demonstrated just how powerful the authorities believed his photographs could be.
In 1976, Magubane documented the Soweto Uprising, when thousands of Black students protested against the apartheid government’s education policies. His photographs captured young people confronting police violence and became some of the most internationally recognized images of the uprising. Despite the danger, Magubane continued photographing what was happening around him. His work transformed individual moments of protest into permanent historical evidence that could not easily be erased.
His creativity was matched by his determination to get the picture. Because authorities restricted photographers and attempted to prevent journalists from documenting certain events, Magubane sometimes concealed his camera in unusual places, including a hollowed-out Bible, bread and other objects. These methods allowed him to continue working when openly carrying a camera could attract police attention. His photographs demonstrated that documentary photography sometimes requires not only technical ability but extraordinary courage and resourcefulness.
After Nelson Mandela was released from prison in 1990, Magubane entered another important chapter of his career. He became Mandela’s official photographer and documented the transition toward democracy, including significant moments surrounding South Africa’s first democratic election and the Truth and Reconciliation Commission. The photographer who had spent decades documenting resistance now had the opportunity to photograph a country moving toward a new political era.
Magubane’s legacy extends far beyond the individual photographs he made. He published numerous books, exhibited internationally and received major honors, including an honorary Doctor of Literature from the University of Cape Town in 2010. His photographs remain part of the historical record because they show not only the brutality of apartheid but also the humanity, resilience and determination of the people who lived through it.
Peter Magubane ultimately demonstrated the extraordinary power of photography. He understood that a photograph can preserve a moment long after the people who witnessed it are gone. His camera recorded injustice, resistance, suffering, courage and eventually freedom. For photographers today, his life offers an enduring lesson: photography is not simply about making beautiful pictures—it can also be about seeing clearly, standing close to history and making sure that important stories are never forgotten. Magubane’s photographs gave South Africa a visual memory, and his life’s work reminds every photographer that sometimes the most important picture is the one that history needs someone brave enough to make.
Based on reporting by The Positive Community.
Black History
HBCU Leaders, Corporate Partners Convene in D.C. to Strengthen Support for Black Colleges’ Athletic Programs
COLUMBUS TIMES — HBCU athletic conference commissioners, university presidents, and corporate leaders gathered in Washington on Tuesday, September 15, for the Salute to HBCU Sports Leadership Reception. This invitation-only event, hosted at Gensler’s K Street office, aimed to deepen investment in historically Black colleges and universities.
Commissioners from HBCU athletic conferences joined university presidents and corporate leaders in Washington on Tuesday, Sept. 15, for the Salute to HBCU Sports Leadership Reception — an invitation-only gathering aimed at deepening investment in historically Black colleges and universities.
Hosted at Gensler’s K Street office, the evening brought together conference commissioners, campus presidents, and executives from sports, media and design organizations under the theme “Building Partnerships. Celebrating Excellence. Advancing HBCUs.” Gensler highlighted its partnership with Paxton Baker on the event in a post on Instagram, showcasing the room full of HBCU presidents and conference leaders.
Five Conferences, One Room
Commissioners from four NCAA conferences and one NAIA conference were on hand, representing institutions that compete across Division I, Division II and the NAIA:
Anthony Holloman — Southern Intercollegiate Athletic Conference Charles McClelland — Southwestern Athletic Conference Jacqie McWilliams Parker — Central Intercollegiate Athletic Association Sonja Stills — Mid-Eastern Athletic Conference Kiki Baker Barnes — HBCU Athletic Conference
Their presence linked leadership from across the HBCU athletics landscape with campus administrators and organizations working in event management, design and media.
Presidents and Black Press Leadership in the Room
Among the university presidents in attendance were Prairie View A&M’s Tomikia P. LeGrande and Bowie State’s Aminta H. Breaux.
LeGrande’s appearance came just days after the Thurgood Marshall College Fund named her the recipient of its Educational Leadership Award, as announced by Prairie View A&M. She was honored at TMCF’s 39th Anniversary Gala on Sept. 12 in Washington. LeGrande has served as Prairie View A&M’s ninth president since June 2023.
Breaux, who has led Bowie State since July 2017, previously chaired the CIAA’s board of directors, according to her university biography.
Benjamin F. Chavis Jr., president and CEO of the National Newspaper Publishers Association, also attended — fitting, given the NNPA’s role as one of the reception’s presenting partners. Chavis and HBCU GO’s Lawrencia Moten conducted two 30-minute interview sessions with the conference commissioners, covering topics ranging from the NIL era to conference growth and the experience of leading HBCU athletics, according to HBCU GO President Curtis Symonds, who spoke with HBCU Legends about the sessions.
Corporate and Institutional Partners
Five organizations presented the reception together:
Gensler — the architecture and design firm that hosted the event Events DC — the District’s convention and sports authority USA Track & Field — the sport’s national governing body National Newspaper Publishers Association — representing Black newspaper publishers HBCU GO — the network dedicated to HBCU sports and culture
That mix of partners pointed to a range of possible collaborations ahead, from athletic facilities and event operations to sports programming and media coverage.
Building Beyond the Scoreboard
What stood out most was the mix of people in the room — conference commissioners setting strategy for their leagues, university presidents shaping institutional priorities, and corporate partners bringing resources and expertise from multiple industries.
With college athletics undergoing rapid change, particularly for HBCUs navigating the NIL era and shifting conference dynamics, the reception offered a venue for candid conversation and relationship-building. Its underlying purpose went beyond athletics: using sports as an entry point to broader opportunities in education, workforce development and economic growth for HBCUs.
Based on reporting by Columbus Times.
Black History
At CBCF Conference, a Panel Asks What Black Public Figures Owe the People Who Follow Them
COLUMBUS TIMES — The Congressional Black Caucus Foundation’s Annual Legislative Conference featured a panel titled “Platforms & Purpose: A Conversation With Black Men Leveraging Their Reach.” Actor and activist Kendrick Sampson, Rep. Jasmine Crockett, media personality Jason Lee, singer Eric Benét, and rapper Yung Joc discussed how public figures can translate influence into real-world change.
WASHINGTON — Among the more than 100 policy forums and brain trusts at this year’s Congressional Black Caucus Foundation Annual Legislative Conference was a conversation about influence itself: who has it, and what they do with it.
"Platforms & Purpose: A Conversation With Black Men Leveraging Their Reach" brought together actor and activist Kendrick Sampson, Rep. Jasmine Crockett, media personality Jason Lee, singer Eric Benét and rapper and radio host Yung Joc. The session looked at how entertainers, creators and elected officials can turn public attention into real-world change.
The panel took place at the 55th Annual Legislative Conference, a five-day event in Washington that began Wednesday. This year’s theme is "Rooted, Ready & Rising," and the conference coincides with the CBC Foundation’s 50th anniversary. CBCF President and CEO Nicole Austin-Hillery has said the gathering is meant to "combine celebration with purpose," while taking up issues including voting rights, economic opportunity, education, health disparities and criminal justice.
That mix of celebrity and policy is a long-running feature of the conference, which brings lawmakers, advocates, entrepreneurs, students and entertainers into the same rooms. The panel’s premise reflects a broader question as creators reach audiences that rival traditional media.
A career built on both stage and street
Sampson is a natural fit for that conversation. The Houston native is known for television and film work, including HBO’s Insecure, and for his activism off screen. He co-founded BLD PWR, a 501(c)(3) nonprofit that combines entertainment, education and activism.
The organization says its mission is to "reimagine and realize the liberated future we know our people deserve." It works to mobilize entertainment-industry figures and organize communities around racial, gender, immigration, economic and environmental justice, mental health and wellness, and opposition to state violence. BLD PWR emphasizes storytelling and community healing, and it centers the voices of Black, Indigenous and other marginalized communities.
What to watch
The conference runs through Sunday at the Walter E. Washington Convention Center. Details on sessions and registration are available through the CBC Foundation.
Based on reporting by Columbus Times.
Black Press
Clickbait: the Toll of a Bad Headline
SOUTHERN UNIVERSITY – SOUTHERNDIGEST — Southern University is widely known for its Human Jukebox, a celebrated part of HBCU culture. However, the university also boasts a highly-ranked nursing school, recognized by Nurse.org as the best in the U.S. for two consecutive years, with a 100% first-time pass rate on a national certification exam in 2025.
Ask someone outside of Louisiana what they know about Southern University, and there is a good chance the conversation will eventually lead to HBCU culture and the Human Jukebox. And rightfully so. The Human Jukebox has earned its reputation through generations of hard work, discipline and excellence. It represents more than halftime entertainment; it is part of the heart of Southern University and HBCU culture. But after the Jukebox, what comes next? That is where Southern has a public relations problem.
Southern University is home to a nursing school that was named Best Nursing School in the United States by Nurse.org for the second consecutive year in 2026. The program also reported a 100% first-time pass rate on the 2025 American Academy of Nurse Practitioners certification examination. Accomplishments like those should be just as inseparable from Southern’s name as its band and culture.
Instead, Southern’s positive story is too often forced to compete with another narrative: housing shortages, unanswered questions, aging infrastructure, power outages and the familiar feeling among students that something else has gone wrong. The recent power outages made that especially difficult to ignore.
Southern lost power on Sept. 1, forcing classes to be canceled. Days later, another outage affected campus operations, eventually leading the university to close campus for multiple days and shift classes remotely. Students told local news stations about losing food, struggling without air conditioning and Wi-Fi, and trying to keep up with schoolwork while the campus dealt with electrical problems. Watching frustrated students explain their experiences to local reporters made me ask a simple question: Is this bad PR? At first, I thought the answer was obvious. Communication during the outage felt too slow. Students wanted to know when power would return, whether classes would continue and when campus life would return to normal. When information is limited, rumors fill the gap. One person says the power is back. Someone else says it went back out. Students begin relying on each other before they rely on the institution. But learning more about what happens behind the scenes complicated my original opinion.
The people responsible for communicating cannot simply release whatever information is circulating. They may be waiting on utility companies, facilities officials, emergency management or university leadership to confirm what is actually happening. Publishing an estimate that turns out to be wrong can create even more confusion. That does not mean communication should stop.
There is a difference between saying, “We don’t know,” and saying nothing. Even when there is no new information, students can still be told that there is no new information. An update saying officials are still waiting for confirmation, explaining what is currently known and telling students when to expect another update creates something extremely important during a crisis: certainty about the communication process, even when there is uncertainty about the situation itself.
But the more I thought about “Bad PR?” the more I realized Southern’s problem is bigger than how quickly an email goes out. Public relations cannot turn the electricity back on. It cannot build a residence hall overnight. It cannot make every office answer its phone. It cannot win a football game. At some point, an institution’s reputation has to be supported by the institution itself.
Southern entered Fall 2026 with campus housing completely occupied and its housing waitlist at capacity. The university is responding by moving forward with new housing that is expected to add approximately 850 beds. That investment matters. But it also represents a larger pattern Southern cannot afford to continue: waiting until a problem becomes part of the student experience before the solution becomes visible. Southern cannot continuously rely on the resilience of its students as part of its operating model.
There is almost a collective “struggle bus” mentality that can develop on campus. Something is broken. Something is delayed. Another office is not answering. Another unexpected problem appears. But at least we are still here, getting our education and figuring it out. Southern certainly develops character. But students should not have to develop character by constantly learning to navigate problems that an evolving university should be working to eliminate.
That is especially important because Southern does not exist in isolation. Across Baton Rouge sits LSU, one of the most recognizable universities in the state. Comparisons between the two institutions are almost inevitable, whether those comparisons are fair or not. Southern should not try to become LSU. It should become the strongest possible version of Southern.
There is something different about attending an HBCU. There is value in entering classrooms where students who look like you can be recognized for their intelligence without first having to prove that they belong there. There is value in being surrounded by people who may come from completely different backgrounds while sharing an experience rooted in Black history, culture and achievement. Southern has that. It has legacy. It has culture. It has nationally recognized programs. It has students worth celebrating. It has one of the most recognizable bands in college culture. The problem is not that Southern lacks a brand. Southern’s problem is keeping that legacy intact while building an institution capable of carrying it into the future. Construction around campus shows that change is happening. New housing is coming. Infrastructure is being addressed. But physical construction cannot be the only visible evidence of progress. Students should be able to experience that evolution in customer service, communication, technology, facilities and the everyday systems they depend on.
The Human Jukebox does not need less recognition. The rest of Southern needs to reach the same standard of excellence that makes the Jukebox so easy to celebrate. If Southern wants to control its narrative nationally, the answer cannot simply be better marketing whenever something goes wrong. Southern already has the story.
The nursing students achieving nationally recognized results are part of the story. The students earning degrees are part of the story. The culture is part of the story. The Jukebox is part of the story. The history and generations of alumni are part of the story.
But so are the outages, housing frustrations and institutional problems students experience. Public relations can decide how a story is communicated, but it cannot permanently separate reputation from reality. Maybe Southern does not have a “bad PR” problem after all. Maybe Southern has an institution with an incredibly strong brand that is sometimes being asked to carry more weight than it should. If Southern truly wants to control its narrative, that work cannot begin and end with a press release. It has to begin within.
Based on reporting by Southern University – SouthernDIGEST.
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