On the back foot – BlueSky Education’s top 3 tips to turning around your school’s bad media coverage

In 2010, the Desautels Faculty of Management at McGill University in Canada decided to break free of Quebec’s taxation-funded model in order to self-fund, and significantly raised its MBA tuition fees. The government did not like this and not only fined the school $2million but also forced it to sacrifice a further $1.2million in subsidies. Peter Todd, the school’s Dean at the time (now at HEC Paris), had to come forward and deal with the inevitable press queries, and did so with some aplomb. In almost every piece of coverage he came across as thoughtful, understanding and having the school’s best interests at heart.


Here are our top three tips we have learned from Todd to help you deal with bad media coverage:

Make yourself available!

To defend your position you have to be visible. There will be plenty of people willing to fill the void if you’re not present – and you can’t control what they say. Commentators from the government along with the education and private sectors were lining up for their say on the McGill issue, but Todd always made himself available to give his side of the story and thus featured majorly.

Stick to your guns!

The MBA fee rise was a controversial decision, with both sides of the debate feeding their opinions vigorously. Todd was adamant throughout that the ends justified the means, in order to remain ‘world class’ and ‘internationally competitive’ it was imperative the school changed the way it was funded. He did not budge on his stance even slightly or give in to pressure from the media or government, rather justifying the decision at every opportunity.

Focus on the positives!

Todd’s advantage was the significant upsides that raising fees provided. Students would receive better facilities whilst the school could compete for the best faculty and invest in world class research. Furthermore it helped the school jump 38 places in the annual Financial Times MBA rankings, which Todd highlighted as often as possible. After all, why turn down such a good opportunity?


So, the phrase there is no such thing as bad publicity rings true even in this instance, it is not a case of the nature of the attention you are receiving, but it is how you confront and deal with that attention. Using these tips can turn bad media coverage into valuable publicity for your school and help boost your reputation.

Subscribe to the BlueSky Blog

The personal information you provide will help us to deliver, develop and promote our products and services. Submitting your details indicates that you have read and agree to our privacy policy and cookie policy.

And don’t worry, we hate spam too! You can unsubscribe at any time.

Related post

Are PRs doing their homework? What we learnt from MaKi 2019

The BlueSky Education team have just returned...

How PRs should prepare for business education conferences

Business education conferences can be very...

How to secure media interviews for travelling faculty

International coverage is, arguably, the most...

What can PR’s learn from the Shamima Begum story?

One pregnant teenager. So much controversy...

0 thoughts on “On the back foot – BlueSky Education’s top 3 tips to turning around your school’s bad media coverage