Larry D. Lauer

Vice Chancellor Emeritus

Larry D. Lauer is vice chancellor emeritus, senior fellow in the John V. Roach Honors College, and senior fellow in the Bob Schieffer College of Communication, at TCU. He is also adjunct fellow at the Center for Strategic and International Studies (CSIS), in Washington, DC.

Lauer came to TCU in 1966 as a faculty member in radio, TV film, and later switched to strategic communication. He became head of continuing education, the summer school, noncredit programs, and executive seminars in 1974 in order to enhance both the university’s degree and non-degree programs for adults and commitment to lifelong learning. In 1980 he joined central administration as director of university relations, and in the years following held positions overseeing strategic communication, university marketing, government affairs, athletics marketing, and alumni relations. Eventually he became vice chancellor for marketing and communication, followed by vice chancellor for government affairs.

In 2000, he led TCU’s first truly comprehensive strategic planning project, The Commission on the Future of TCU. The yearlong project featured 17 task forces representing all segments of the institution, and brought faculty, staff and students inside the university together with alumni, donors, trustees and community leaders to make suggestions for the institution’s future.

Among Lauer’s recognitions and awards: The Council for the Advancement and Support of Education’s (CASE) Frank L. Ashmore Award for lifetime achievement and service to the profession; CASE District IV’s lifetime achievement award; the Alice L. Beeman Award for research in communication (twice): a CASE Crystal Apple for excellence in teaching; the president’s award from Independent Colleges and Universities of Texas (ICUT).

Lauer’s books: The Transition Academy; Seizing Opportunity in the Age of Disruption CASE 2016; Learning to Love the Politics: How to Develop Internal Support for Advancing the Academy (CASE 2010); Advancing Higher Education in Uncertain Times (CASE 2006); Competing for Students, Money and Reputation: Marketing the Academy in the 21st Century (CASE 2002); and Communication Power (Jones and Bartlett 1997).   

Over the years Lauer traveled to more than 18 countries of the world to teach in study abroad programs, speak at conferences and consult with other academic institutions about strategic and international communication, and institutional marketing.

Blog: Media and Social Change

John V. Roach Honors College
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John V. Roach Honors College
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