(NewsNation) — Sorority rush week has become an increasingly high-stakes process for thousands of college students nationwide, with professional coaches now helping prepare young women for what experts describe as "psychological warfare."

A new Lifetime show, "A Sorority Mom's Guide to Rush," features rush coaches Bill Alverson and Brandis Bradley, who work with families to help daughters navigate the competitive selection process.

The show also follows Morgan Cadenhead, a University of Alabama senior who was rejected by sororities twice despite extensive preparation.

"It's life. It's everything you do," Alverson, a lawyer who compares rush preparation to preparing for trial, told NewsNation. "The person that did it the smoothest got the initial upper hand."

Professional rush coaches h

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