International coverage is, arguably, the most important product of business school PR departments. Not only does international recognition build the brand at a much larger scale, coverage can also be used to reach new markets for student recruitment, to promote new courses and to showcase global alumni, amongst many other things.
When we think of influencer marketing and PR, some may wonder what use it really holds outside of promoting charcoal toothpaste or online clothing brands. One assumption we make is that those with the most followers are the most valuable. And, perhaps, they are. Even for business schools, having a shout out from Kylie Jenner, with her 130 million Instagram followers, would surely cause a surge in applications from around the globe. Some may not be candidates that would usually be considered, but we know that Generation Z is especially entrepreneurial and it’s hard to miss the inspiration they may take from someone who, at 21 years old, is the world’s youngest self-made billionaire.
Business and politics have intertwined for thousands of years, to the point where they are almost impossible to unpick. For PRs working within the business sector, it is crucial to have an awareness of current events, particularly at a time when the future of our trade and relationship with the EU hangs in the balance. Capitalism This week, some of Britain’s top business leaders took part in an FT City Network panel, where they decried management greed, corporate tax dodging and investor short-termism as factors rendering the current state of capitalism defective and in need of reform and modernisation. Baroness Shriti Vadera, the former minister who now chairs Santander UK, commented that, “The underlying promise of western capitalist economies — that a rising tide lifts all boats — has been broken.” It was Aristotle who proposed a welfare state to appease the poorer parts of the population, which hugely outnumbered the richest, who were often politicians and businessmen. Over 2,000 years later, a grossly underfunded welfare system and the paradox of economic inflation whilst many face pay caps means that the gap between the rich and poor grows ever-wider. Baroness Vadera has a valid point when she says that ‘a better system’ is needed. Perhaps this is the source of civil discontent that many believe influenced the ‘Leave’ Brexit vote, a rebellion reportedly against underdelivering politicians and untrustworthy business ‘experts’. Brexit