Education PR Blog

Four communication tips that will help you get national media coverage

Four communication tips that will help you get national media coverage

When it comes to approaching PR, you should tailor your media approach based on the specific goals you would like to achieve, which can be incredibly varied. You might want to increase student uptake, publications mentioning your research, or international and trade media coverage.
7 tips to help get your faculty noticed by the media

7 tips to help get your faculty noticed by the media

The role of the media relations team within business and higher education institutions is not an easy one. Straddling the worlds of fast-paced news and considered academic exploration it can be tricky to match your institution’s expertise to a journalist’s needs at the right place and time.
Why PR shouldn’t be judged by the volume of coverage

Why PR shouldn’t be judged by the volume of coverage

When reporting back to your Dean or senior leaders, would you rather show them 20 individual pieces of PR coverage you’ve gained, or five? Naturally, you’re always going to say 20. Of course, the higher the number of coverage, surely the better the value for your client? But, is that always the case?
Why we are members of the Chartered Institute of Public Relations (CIPR)

Why we are members of the Chartered Institute of Public Relations (CIPR)

Would you hire a lawyer if they hadn’t passed their accreditation board exams? Would you consult with an accountant who wasn’t ACA, ACCA or CIMA accredited? Or would you seek the help from a doctor who was not approved by medical councils?
Do you really need to hire a public relations agency based in central London?

Do you really need to hire a public relations agency based in central London?

When it comes to hiring a new agency to support your business school with external engagement, the criteria can be pretty specific. After all, commissioning this agency to work with you will be an investment of sorts. The funds you allocate to paying for external PR support will inevitably be diverted from – or at least unavailable to – other initiatives or ventures. 
The real advantages and disadvantages of public relations

The real advantages and disadvantages of public relations

Public relations, or PR, is all about the way organisations communicate with the public, promote themselves, and how to build a positive reputation and public image.
Gender equality in higher education

Gender equality in higher education

My colleague Stephanie Mullins and I recently gave a webinar on how to why we must highlight the successes of women in higher education through the media - and how to do it (for those of you who missed it and would be keen to take a look – its available for free on-demand on our website!)
What is a public relations consultancy and how can they help a university?

What is a public relations consultancy and how can they help a university?

Student enrolment numbers for universities took a hit during the COVID-19 pandemic over anxieties about a lack of face-to-face teaching. Higher education institutions looking to recover or continue to excel need to get the message out that their courses are still worthwhile investments, and as such they need a strong public relations (PR) campaign.
Building a community of advocates (why, who and how)

Building a community of advocates (why, who and how)

In Education PR, there are a number of different approaches you can take to boost the profile of your business school or university in the media depending on what your specific goals are.
Marketing can exist without PR but why would you want it to?

Marketing can exist without PR but why would you want it to?

Wondering how PR and marketing work hand in hand? There is often confusion if PR is a part of marketing or is it an independent function. How much do they differ? Or is there a fine line between the two?
You said what to a journalist? Why media training is so beneficial

You said what to a journalist? Why media training is so beneficial

Faculty members who are comfortable and experienced at dealing with media relations are an invaluable asset – largely because they are so rare.
Why content marketing is key for boosting awareness

Why content marketing is key for boosting awareness

The graduate management education world is a competitive one, there’s no denying that. It doesn’t matter whether it’s for the top-ranking places, the best possible students or world-renowned faculty, institutions are all competing with each other to have the best of the best. And, in a small, close-knit industry, where many offer similar programmes, similar teaching and similar experiences, it’s hard to stand out of the crowd and really make noise.
Top PR mistakes and how to avoid them

Top PR mistakes and how to avoid them

“If I was down to my last dollar, I would spend it on PR,” as Bill Gates once said. When done successfully, a PR campaign is crucial to an organisation’s success, be it mopping up damage or establishing your place amongst more seasoned competitors.
Do business schools need content gurus?

Do business schools need content gurus?

“Content is king.” It may seem cliché and trite, or as my colleague Kerry put it in a recent blog, ‘over-touted’, but there’s no doubt about it: in this day and age, when it comes to marcomms, content can be your school’s greatest asset… if it’s crafted well. And that’s a pretty big ‘if’. For any business school, the need for quality content has never been more desperately-felt: as a marketplace it’s never been more crowded; long gone are the days of the local or regional derby as more and more institutions seek global superstardom. This is because prospective students are no longer considering only domestic options – no, applicants have never been more willing to up-root their lives and travel in pursuit of the best provider. So, as an institution, you’re no longer competing exclusively with counterparts in your region, but competitors from all four corners of the globe. The market really is the most cut-throat that it’s ever been. And this puts all the more pressure on in-house comms teams to create engaging, appealing and, ultimately, effective content for external engagement purposes. Enter the content guru As a growing number of schools – more specifically, in-house communications staff – continue to feel the pressure to create quality content en masse, more and more are turning to professionals whose remit exclusively encompasses content-creation. But is there a need for such individuals? It’s understandable that so many schools have turned to content gurus. Having a professional on-hand whose sole task is to create the best marketing / PR content possible to support brand awareness and recruitment goals seems a smart investment. But what about broader media / external engagement? It’s all well and good hiring someone to focus exclusively on content creation if you have the budget for it – but what happens when you don’t. That’s where PRs – like me – come in. The value of hiring external PRs From content-creation to liaising with targeted journalists and outlets, external PR professionals can significantly bolster your output in terms of external engagement, acting as an extension of your institution. They also offer a wealth of expert insight and understanding of both the media – domestic, sector-specific and international – landscape as well as the broader business education market. And, while it would take others significant periods of time to look for the right publications, source media contacts, and make introductions, PR professionals come with all of this in-hand. It’s one thing being able to create effective content, it’s another getting that content in front of the right people. PRs can do both: from press releases and targeted pitches to writing copy on behalf of your school’s key spokespeople – external PRs can ensure that your institution’s stories find their way into target press. Measuring that value It shouldn’t be hard to measure the value of external PRs – in fact, it should be clear as day to see the contributions of an external agency. Through depth of knowledge, communication skills, and sheer creativity the premium content – and subsequent high-value media opportunities – should start flowing not long after their arrival. And if it doesn’t, there’s a problem. But, that’s not to say that cold, hard numbers alone are enough to truly measure the full impact of your external content creators / media experts. No, sometimes working out the value of external PR support isn’t always that simple. As my colleague, Katie, put in one of her recent blogs, “just like anything else you pay for; you want to make sure that the service you are paying for is worth it. But in the PR industry, that is often easier said than done.” It's true – schools often mis-measure the contribution of external PRs. And, in doing so, they waste money. To learn more about measuring the value of PR, check out Katie’s blog on the subject. But, in short, when looking to measure the impact of external PRs, here’s three things to think about: Are you any closer to realising your PR / Media Relations goals? Has output increased beyond levels reached prior to hiring support? Have they advanced your school’s broader strategic goals?   Whether it's creating compelling content, or securing sought-after opportunities with leading publications, external PRs are able to help. Turning specifically to content-creation, if an agency is any good, it should be made up of highly-skilled communicators with a flair for taking ground-breaking but seemingly-inaccessible content and craft engaging and captivating copy to support your business school’s external relations efforts. Author: Jonny Stone
5 Things about writing compelling content you'll kick yourself for not knowing

5 Things about writing compelling content you'll kick yourself for not knowing

When it comes to writing online content we know we face stiff competition.
7 tell-tale signs you need a new marketing communications agency

7 tell-tale signs you need a new marketing communications agency

Finding yourself a marketing communications agency that works for your institution will enable you to achieve wonders when working together.
The evolution of press coverage

The evolution of press coverage

News has travelled around in one way or another throughout humanity, be that through word of mouth, messages written on stone or the more modern methods we use today.
How to get the best results out of your PR agency

How to get the best results out of your PR agency

So you’ve chosen a PR agency.
How much should you be spending on a digital PR agency?

How much should you be spending on a digital PR agency?

Hiring a PR agency isn’t a decision you should make lightly. Communicating your organisation’s goals and strategy in an effective and successful manner is a crucial part of business, and selecting an agency to accelerate and enhance this is an incredibly important decision.
7 things about media relations the Dean should know

7 things about media relations the Dean should know

As the Dean of an institution, you hold considerable responsibility for cultivating relationships with both internal and external stakeholders, including donors, alumni, and the community. You are also responsible for protecting and building your school’s reputation and faculty. Success in these areas is vital and it often hinges on maintaining and preserving good relationships.
3 common reasons why your media outreach isn't working (and how to fix it)

3 common reasons why your media outreach isn't working (and how to fix it)

Media outreach is a part of many institutions’ strategies, describing a range of activities designed to get the attention of media representatives who could be interested in your newsworthy stories and willing to share them with your target audience.
Which academic papers achieve the most media coverage?

Which academic papers achieve the most media coverage?

Research is important. Many universities and business schools describe themselves as ‘research-led’ or as institutions renowned for the calibre of research they put out.
5 real-life lessons about digital PR

5 real-life lessons about digital PR

The New Year provides the perfect time to reflect on what the past year has taught us in the world of digital PR. Whether that be understanding how it was that we were able to reach our goals or why we might have made a mistake and how we were able to rectify it, there is always a lesson to be taught through both positive and negative experiences we may have had. Real-life lessons provide a great way to help us perform better and achieve even more, and this for sure is a great resolution for the year 2022!
10 reasons NOT to invest in media relations

10 reasons NOT to invest in media relations

It may be counterintuitive, since we are a media relations company, to write a blog telling our audience why they simply shouldn’t bother engaging with the media – or employing an agency to do it for them. Sounds a bit like we’re shooting ourselves in the foot, doesn’t it?
Why it’s easier to succeed with press coverage than you might think

Why it’s easier to succeed with press coverage than you might think

When it comes to securing press coverage and working with the media, you may be apprehensive or unsure.
What are the best photos to use for media opportunities?

What are the best photos to use for media opportunities?

Photos are a really important part of every media opportunity. There are very few articles, press releases, or comment pieces that I have worked on that haven’t required a photo upon publication.
Why PR will keep student applications rolling in over the holidays

Why PR will keep student applications rolling in over the holidays

As the holiday season approaches, professors, students and staff are beginning to look forward to a much-needed relaxing break – especially after what has most-likely been a busy, challenging 2021.
If at first you don’t succeed…

If at first you don’t succeed…

You can’t always get it right. Sometimes, regardless of the amount of thought you put into an idea, the time you spend tweaking the pitch or the number of journalists you’ve contacted, the results you so desperately want just don’t come through.
Where now for international higher education?

Where now for international higher education?

COVID-19. Cuts. The climate crisis.
Are you under the curse of vanity PR?

Are you under the curse of vanity PR?

Would you like to see your name in flashing lights?
Top tips for academics writing for media

Top tips for academics writing for media

Writing for media can be a challenging task. It can be hard to translate thoughts onto paper. Knowing exactly what the media or your audience are interested in might not be obvious. How do you put an authentic spin on a topic?
BlueSky Education: taking a global view of the student experience

BlueSky Education: taking a global view of the student experience

In an increasingly globalised world, international study is considered by many to be more desirable and important than ever. With over six million students choosing to take up their studies in a new or different country, access and the ability to study and build invaluable relationships with people from all over the world is right at students’ fingertips.
Top tips for a successful pitch

Top tips for a successful pitch

A more personalised and targeted method of disseminating interesting information about your institution or organisation to journalists is through pitching. Pitching involves suggesting a potential story idea to a journalist for a piece that you can provide content or comment for.
How business schools can attract international students and increase revenue

How business schools can attract international students and increase revenue

International study is more popular than ever, with international students making up 20.7% of the total student population. Doors to countries are opening up following the isolation that COVID brought and students are more willing to travel around the globe to study on the best programmes at the best business schools. It can be hard to attract international students when there is such a huge market and the selection of business schools is vast. However, the international market should not be seen as a challenge but rather as an opportunity for business schools to showcase their brilliant programmes, faculty and reputation.
How business schools and universities can use SEO content

How business schools and universities can use SEO content

In recent years Search Engine Optimisation (SEO) has become a term that we have all heard more and more. Indeed, SEO is an essential digital marketing tool that businesses benefit from massively, yet even if you have a basic understanding of what it involves, it is still hard to grasp just how effective it can be, and what makes good content/SEO.
Top 5 tips for higher education PRs

Top 5 tips for higher education PRs

If you want to be a good PR person then you need an effective strategy. Working in the media is competitive and PR is often more of an art form than a sales technique. If you know how to use PR correctly, you can make your message stand out and boost your institution’s success. Here are my top 5 tips for PR professionals working in higher education to help you achieve your goals.
How to create content people actually search for

How to create content people actually search for

One of the first things you’re told when trying to create an online presence – whether for an institution, for a programme or for an individual, is that, to create an impact, you need content.
How to demonstrate the value of your press coverage

How to demonstrate the value of your press coverage

For as long as public relations has existed, the industry has needed to demonstrate the value of press coverage. At the end of the day, it showcases the value of the work, maintains interest in comms expertise, helps to justify investments in PR, and helps to prove it’s worth.
Who is the most followed on the Thinkers50 list?

Who is the most followed on the Thinkers50 list?

When launched in 2001, Thinkers50 was the first-ever global ranking of management thinkers. Since then, it has published a new list every two years, and remains the premier ranking of its kind.
Video media uploads increased 80% year on year in 2020 - are you utilising video content?

Video media uploads increased 80% year on year in 2020 - are you utilising video content?

Video content has become ever so popular these days, and it’s no surprise! It is an easy to digest format, that often gives our eyes a break from the overwhelming amount of text we look at all day long.
Content marketing: how to make the most of your content

Content marketing: how to make the most of your content

According to HubSpot’s 2021 State of Marketing Report, 82% of marketers actively use content marketing to achieve their branding goals. Up 17% since 2020, content marketing is recognised by many professionals as an effective, tried and tested means of attracting, engaging and retaining new audiences and customers – and in the case of business schools, prospective applicants.
6 tips on how to implement a long-term PR strategy effectively

6 tips on how to implement a long-term PR strategy effectively

Public relations is no quick win. Though first impressions certainly do count, you might not change people’s minds, their behaviour or make them act differently on your first engagement with them. It’s often a lengthy process, which takes time and patience – at the end of the day people don’t generally jump into decisions lightly.
How PR for research supports an institution's REF submission

How PR for research supports an institution's REF submission

It is absolutely vital that academic research has impact, especially for the Research Excellence Framework, the system for assessing the quality of research in UK higher education institutions – and PR can help academics reach people who can use the insights to make real changes in society and companies.
How to use news trends to gain great coverage for your clients

How to use news trends to gain great coverage for your clients

As many countries look to return to some sort of normality – businesses begin to reopen, workers start returning back to the office, and universities welcome students back onto campus – the media landscape is changing too. You’d be forgiven for thinking that covid-19 has completely dominated the news over the last year and a half – and you’d pretty much be right.
5 top tips for developing a PR strategy for business school rankings

5 top tips for developing a PR strategy for business school rankings

Barely a month goes by without a media league table of the world’s top universities and business schools. One month, it’s the rankings for business schools in Europe and the next it’s the rankings for MBAs, followed by rankings for Master’s programmes. The rankings for business schools and universities can feel constant and the wide variety of ranking tables published by a number of sources such as Forbes, The Economist, the Financial Times, and QS means that many schools can frequently see significant rises and falls.
How to boost applications to your EMBA using PR

How to boost applications to your EMBA using PR

Business schools around the world offer a vast selection of postgraduate courses, some of which are more commonly offered amongst institutions, such as Master in Management, Master in Finance, or MBA courses, as well as some uncommon, more specialised programmes, such as a Master of Management in Energy or a Master in Auditing. One postgraduate course that is offered at many different business schools is the Executive MBA (EMBA).
Top tips for creating a viral press release

Top tips for creating a viral press release

A press release is a vital tool when working in PR or comms for a university or business school. It is a great way to disseminate information quickly to a large number of people, whether that’s new or interesting research from your institution or information on new programmes that you want to share with journalists.
Understanding the media: tips for business schools and universities

Understanding the media: tips for business schools and universities

Another month, another influx of pioneering research papers. But which ones are destined for the headlines? The first step to securing phenomenal press coverage for business schools and universities is to identify exactly which research, and which student or alumni success stories, are most likely to catch the media’s attention. It’s equally vital to know when material lends itself to a press release, to an opinion editorial or to interview articles.
Industry 4.0 and the future of work

Industry 4.0 and the future of work

Industry 4.0: it’s a term that’s become pretty commonplace in recent years.
Business schools are like companies and so benefit from media exposure

Business schools are like companies and so benefit from media exposure

Today, there is more competition than ever between business schools as more and more are offering top-class programmes, innovative learning tools, and an extremely high-caliber of teaching. As such, international higher education markets are growing rapidly every year, which has indeed made the task of attracting leading academics and students more difficult than ever.