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.