Bethune-Cookman’s provost brings unique blend of journalism experience and educational innovation to higher education

Dr. William Berry’s ascension to Senior Vice President and Provost at Bethune-Cookman University represents more than a career milestone — it embodies a transformative vision for modern higher education rooted in real-world media expertise and cross-cultural academic excellence.

Since assuming his leadership role in January 2021, Berry has leveraged his distinctive background spanning journalism, telecommunications, and international education to reshape how students engage with mass communications and media studies. His approach reflects a growing trend among universities seeking leaders who can bridge traditional academia with industry demands.

Foundations in media and communications

Berry’s academic journey at Bethune-Cookman began in August 2015, when he joined as a tenured full professor in the Department of Mass Communications following a competitive national search. His classroom extends beyond conventional teaching methods, emphasizing hands-on research experiences that have propelled numerous students to prestigious graduate programs and professional careers.

The ripple effects of his mentorship became evident when his students consistently gained acceptance to compete in the Florida Undergraduate Research Conference. This success rate reflects Berry’s philosophy that undergraduate education should prepare students for immediate professional impact while fostering critical thinking skills essential for advanced study.

Illinois years shape leadership philosophy

Berry’s tenure at the University of Illinois from 1991 to 2011 established his reputation as a versatile academic leader. His appointments across multiple departments — Advertising, Journalism, Latino Studies, Media Studies, and the Institute of Communications Research — showcase his interdisciplinary approach to education and research.

During his Illinois years, Berry’s leadership extended beyond the classroom through his role as Associate Chancellor of the Urbana campus beginning in 2000. This position required him to evaluate strategic plan outcomes for the entire University of Illinois System while serving as a crucial liaison between campus operations and both the Board of Trustees and Illinois Board of Higher Education.

The university’s decision to bring Berry out of retirement in 2014-2015 to serve as Interim Director of the Institute of Communications Research underscores his enduring value to academic institutions. Throughout his Illinois career, Berry supervised numerous master’s and doctoral students while serving on degree committees, contributing to the development of the next generation of communication scholars.

Industry experience enriches academic perspective

Berry’s career in telecommunications with AT&T and Illinois Bell provided him with senior management experience in corporate communications, advertising, and consumer research — expertise that now informs his academic leadership approach. This industry background distinguishes him from many academic administrators who lack private sector experience.

His journalism career began with the Associated Press in New York City, followed by six years in Chicago that included editorial roles at Johnson Publishing Company. As senior staff editor of Ebony and managing editor of Jet, Berry gained intimate knowledge of media operations targeting diverse audiences — experience that proves invaluable in today’s discussions about representation and inclusion in media.

His later work as editorial consultant and writing coach for Morningstar FundInvestor magazine demonstrated his adaptability across different media sectors and his commitment to maintaining professional connections beyond traditional academic boundaries.

International scholarship and global perspective

Berry’s research focuses on strategic reputation management, crisis communication, and the intersection between advertising theory and professional practice in the Spanish-speaking Caribbean. This specialization reflects broader trends in communication studies toward understanding global media landscapes and cross-cultural communication strategies.

His Fulbright Scholar awards in 1999-2000 and 2007 to work in the Dominican Republic exemplify his commitment to international education. During these residencies, he conducted research and lectured in both English and Spanish at Universidad APEC in Santo Domingo and Pontificia Universidad Católica Madre y Maestra in Santiago.

Community engagement and service

Berry’s service on the Board of Directors of Provena Health Corporation from 2006-2011 illustrates his commitment to community engagement beyond academia. His involvement with this health system, which included six hospitals and multiple healthcare facilities operating across Illinois and Indiana, provided him with insights into large-scale organizational management.

Educational foundation and continuing impact

Berry’s educational credentials reflect his commitment to excellence across multiple institutions. His bachelor’s degree in English from Morehouse College, combined with his master’s degree in journalism and doctoral degree in communications from the University of Illinois, established his scholarly foundation. His experience as a Charles E. Merrill Scholar at the University of Durham in England demonstrates his commitment to international academic engagement.

Students at Bethune-Cookman refer to him affectionately as Dr. B, reflecting the personal connections he maintains despite his administrative responsibilities. His interests in fishing, sailing, and water sports provide balance to his demanding professional schedule while connecting him to Florida’s coastal culture.

Berry’s career trajectory from Associated Press reporter to university provost illustrates the evolving nature of academic leadership in the 21st century, where successful administrators increasingly combine scholarly expertise with practical industry experience and global perspectives.