Education PR Blog

Content marketing vs copywriting: 5 questions you should ask

Content marketing vs copywriting: 5 questions you should ask

To borrow a phrase from Bill Gates, “Content is King”. Content marketing and copywriting are commonly used terms in a marketing context, but they often get confused for each other. While they are related activities, it’s helpful to draw a sharp line between them. So, what are the differences, and where do they overlap?
Why should professors build their personal brand in the media?

Why should professors build their personal brand in the media?

Chances are, at some point in your career, someone will Google you. While you can’t ever completely control what appears at the top of the search engine results page, you can help to shape what information is available about you online. This can be done by building a strong personal brand.
Why PR planning is important

Why PR planning is important

In the fast-paced world of public relations, where the news agenda evolves rapidly, professionals often find it challenging to keep up with an ever-changing landscape. Nonetheless, planning in PR is crucial to success! By developing a comprehensive PR plan, you can effectively navigate the media environment, align your messaging, and capitalise on opportunities. And a PR plan does not have to underscore every last detail! In fact, in such a dynamic world, being adaptable is a huge advantage…
“They didn't quote what I said! Why should I bother?”

“They didn't quote what I said! Why should I bother?”

5 reasons why you didn’t get quoted… The bread and butter of any public relations strategy is media engagement – securing opportunities to speak directly with journalists from a wide range of outlets, across your target audiences and geographies. Sharing your voice, your institution’s values, your expertise and successes with credible media gives you a greater platform to be seen and heard, as well as actively demonstrate your worth.
How to do media interviews when you don't know what to say

How to do media interviews when you don't know what to say

The media landscape is ever-changing, which is why it’s important to implement updated strategies that will keep you connected to your audience. One of the best ways to do so is through regular media interviews. Not only do they provide a platform to share your message, but they also help put a human connection to your institution, particularly if you’re the Dean or a key spokesperson.
The best business profile slots and how to secure them

The best business profile slots and how to secure them

It goes without saying that everyone wants to reach top tier media. It is also widely known that it is easier said than done. In this edition of our blog, drawing on insights from Roxhill Media and our own work, we’ll take a look at some of the best business profile slots in the UK, and I will provide some advice on how to gain success when pitching to the journalists who write the features.
How to promote research on social media

How to promote research on social media

As an academic at a university or business school, you may spend countless hours researching, analysing data, and writing papers. Is this effort only worthwhile if your work is promoted and distributed to the audience to who it is aimed at? I imagine you’d answer yes to this. Well, social media is an amazing way for academics to publicise their research, the media coverage it gets, and engage with people beyond their institutions and peers.
Journalists are opening fewer emails from PR professionals – here’s what to do about it

Journalists are opening fewer emails from PR professionals – here’s what to do about it

We truly love working with journalists. There is an incredible amount of value to building and maintaining those working relationships, and it really can make working in PR even more enjoyable. Although, journalists can get quite a bad “rep” from other industries. Whether it’s for being unapproachable, or for never responding to emails, there can be a lot of grumbling when journalists come up in conversation. We believe that when pitching to journalists, there are some key things to do that will make both your life and theirs easier, creating a smoother process for all involved.
How can your institution promote itself on YouTube?

How can your institution promote itself on YouTube?

Did you know YouTube is the second largest search engine next to Google? People upload more than 100 hours of video per minute to YouTube! It’s one of the best ways to communicate to a wide audience, whether you’re promoting programmes or providing information to current students. It is an amazing tool for both your school and your students.
Why a compelling brand message is needed for PR

Why a compelling brand message is needed for PR

Some business schools that are world-renowned – whether that’s the likes of Harvard, Stanford or Wharton – can simply rely on little else than their reputation to attract the world’s best faculty, students and corporate partners.
The Do’s and Don'ts of Working with Journalists

The Do’s and Don'ts of Working with Journalists

Working with journalists can be daunting, especially if you are in a new position or have not done it before. However, journalists are also just normal people doing their job. Still, there are a couple of things you should consider when working with a journalist or setting up a meeting for another member of faculty. These “do’s and don’ts” are here to provide a guide for you when working with journalists.
Top tips for engaging with the media

Top tips for engaging with the media

A timeless truth, understanding what the media is after will always be fundamental to media success, irrespective of the specific year.
How to work with journalists in Italy

How to work with journalists in Italy

Italy is well-known for many things; Pizza, pasta, and gelato in the culinary sense; da Vinci and Michelangelo for artists; Armani and Versace in the fashion world; or Lamborghini and Ferrari if you’re into cars.
How universities can use hashtags properly

How universities can use hashtags properly

Hashtags are a feature of social media that can be difficult to understand, use, and keep up with. But, once you get the hang of them, the results are clear to see.
How to pitch to the UK business desks

How to pitch to the UK business desks

Business desks are notoriously difficult to pitch to; they receive a high volume of pitches on a daily basis, leaving editors tasked to find the stories that are truly newsworthy. With strict deadlines, an audience to think about and often very limited resources – this can make news desks very hard to reach for PR professionals, like you and me.
How to engage students on social media

How to engage students on social media

To the Gen Z community, the world of social media and online engagement is part of everyday life and has been for their entire teenage and adult years. It is something that, to a large extent, is their primary form of communicating with each other.
3 ways it pays to keep your competitors close

3 ways it pays to keep your competitors close

Higher education institutions often strive to set themselves apart from the crowd. For their programmes to be viewed differently – more innovative, more industry-focused, more competitive, better respected – from similar market offerings. The ideal of being “unique” is highly sought.
Key takeaways from Meltwater's State of Social Media 2023 EMEA

Key takeaways from Meltwater's State of Social Media 2023 EMEA

Social media has now become one of the main platforms for people to not only interact with each other, but with brands as well – this includes universities and business schools! However, this comes with increasing pressure for brands to compete with one another. Here are a few ways marketers can successfully use social media, with insights from Meltwater’s State of Social Media 2023 EMEA report. This report shares findings from 750 marketing and communications professionals located in the EMEA region.
How to communicate with and influence potential students

How to communicate with and influence potential students

Students are at the heart of every business school or university. They are the future leaders of our society, and the drivers of change in many institutions. A university or business school’s success lies with the constant flow of eager, inspired, and motivated students. This is why it is essential that all communications teams know how to entice and influence potential students to their campuses and courses.
How to get coverage in Nordic countries

How to get coverage in Nordic countries

You would not wear the same clothes to visit Alaska and the Golden Coast, nor would you send the exact same press release to journalists in Norway, Sweden, and Denmark. Underlying both scenarios is the simple understanding that it is unsensible to approach a new environment if you are not properly prepared.
This is why ChatGPT thinks you should work with BlueSky Education

This is why ChatGPT thinks you should work with BlueSky Education

Unless you’ve been living under a rock you can’t have escaped talk of ChatGPT. You can’t browse any blog or social media site these days without seeing the answers to questions people have asked the AI bot, tips on how to use it, concerns over plagiarism, and fear that students will take advantage of the tool for essay writing.
Tips for universities to respond to negative reviews and comments on social media

Tips for universities to respond to negative reviews and comments on social media

The concept of ‘word of mouth’ reviews has changed dramatically now that the internet and social media is an integral part of our lives. Years ago, disgruntled students and applicants would express their dissatisfaction by telling their friends and family. Now, they tell the world via a frustrated tweet, withering LinkedIn comment or damning Google review. The speed at which these comments can be shared means that your institution can suffer reputational damage, even though we know these complaints are usually rare, which is why it is important to manage them with care. So, what can you do? Well, firstly, social media makes it harder to distinguish genuine reviews as some networks like Twitter make it easy for people to set up fake profiles, and the anonymity that people can achieve on the internet makes some more comfortable with losing their sense of decency, respect, and good manners. So what's the best way for universities and business schools to overcome these hurdles when dealing with negative reviews and comments?
Why should faculty be media trained? What does it involve?

Why should faculty be media trained? What does it involve?

We’ve all seen disastrous media interviews before. A politician, a business person, or even a sports person comes on to the TV and you can tell they are unprepared. They’ve not planned what they want to say, they are coming across as incompetent and unprofessional and they are saying ‘no comment’ to all of the difficult questions. It doesn’t look good for the spokesperson or the organisation.
What PR is all about

What PR is all about

Have you ever considered hiring or working with a PR agency, but you’re not entirely sure of what PR entails?
What did BlueSky Education achieve throughout 2022?

What did BlueSky Education achieve throughout 2022?

BlueSky Education has had an incredible year! 2022 was a busy one and we are constantly evolving and growing, with over a 40% increase in clients, and so many other amazing statistics that we’re keen to share with you.
Stakeholder communication plans for Deans, CEOs and Senior Leadership

Stakeholder communication plans for Deans, CEOs and Senior Leadership

Whether at a business school, university, start-up or multinational conglomerate, the men and women that sit in the C-suite are more than just leaders.
How to increase your business school’s LinkedIn followers

How to increase your business school’s LinkedIn followers

LinkedIn is the place where business gets done online. For your business school, your LinkedIn Page could really be the hub of your institution’s online presence. Of any social media platform, it has the most relevant demographics in terms of users and, being focussed on the world of work and careers, it’s therefore a great platform for schools to engage with target audiences. It’s where you can amplify your brand and culture, carve out thought leadership, stay in touch with alumni, and make meaningful connections with target audiences such as potential students and corporate partners.
Trade media matters in PR and here's why

Trade media matters in PR and here's why

Here at BlueSky Education, our main goal is to not only get our clients a certain quantity of coverage, but to deliver quality coverage.
Instagram Reels: What business school marketers need to know

Instagram Reels: What business school marketers need to know

Has your institution tried using Instagram Reels?
How universities can get the right communication mix

How universities can get the right communication mix

It’s a fair assumption that many people only have a vague idea of what publicity is and why it’s useful for universities and businesses alike.
Pitching the story: why PR and sales are not so different…

Pitching the story: why PR and sales are not so different…

Public relations and sales are often two essential arms of an organisation; one directly drives up revenue, the other maintains a reputation people want to invest in. Whilst they may be situated in different departments, the skills and work behind both PR and sales may not always be so distinct from one another.
Pitching tips from the third quarter of 2022

Pitching tips from the third quarter of 2022

PR is, for the most part, a game of words. Sometimes, however, it’s necessary to crunch the numbers to work out how effectively you are writing and distributing pitches. Luckily, PR consultants aren’t always forced to whip out a calculator themselves – publications like Propel’s quarterly Media Barometer are valuable aggregators of statistics. Here are some of the most interesting trends and tips from the latest Propel report, spanning the third quarter of 2022 (July-September).
Universities and business schools: it’s time to understand TikTok!

Universities and business schools: it’s time to understand TikTok!

Is it time for your institution to get on the TikTok bandwagon? TikTok witnessed incredible growth in during the pandemic, as people sign up to the app to join in with challenges, learn dance routines and be entertained in what was a challenging time for us all. So, should your institution get in on the trend and start using TikTok? Here's what you need to know about one of the most popular platforms today.
What business schools need to know about the APAC media landscape

What business schools need to know about the APAC media landscape

For top international business schools, understanding the media landscape in various corners of the globe is key to securing top-tier press coverage in those regions. Business schools are home to thousands of international students and faculty, and produce ground-breaking research that can be of huge relevance all over the world. One region that has one of the most diverse array of cultures and one of the most varying media landscapes is the APAC region. Asia-Pacific (APAC) is the part of the world near the western Pacific Ocean. The Asia-Pacific region varies in area depending on context, but it generally includes East Asia, Russian Far East, South Asia, Southeast Asia, Australasia and Pacific Islands. Indeed, the APAC region is home to many business schools, and many higher education institutions outside of this region now have flourishing partnerships with schools within this area. It is therefore vital that any PR and communications teams working with partners in the APAC territory understand these differences and nuances to fully unlock APAC’s potential. Below, we highlight a few key trends in the media landscape in four key markets in East Asia – China, Hong Kong, South Korea and Taiwan.
How to write an effective pitch

How to write an effective pitch

While a press release can work great for the launch of a new school or interesting findings from a new research paper, some topics will be more successful if pitched as an idea for a wider article.
3 public relations techniques universities often overlook!

3 public relations techniques universities often overlook!

Learning from your success is great – but learning from your mistakes? Even better.
A guide to ghost-writing

A guide to ghost-writing

Ghost-writing involves writing an article or other piece of copy on behalf of somebody else who will be the named author. For example, this could involve using a research paper and notes to write an article for a brilliant professor lacking the English fluency to do their research justice or unable to reach a publication’s deadline due to other commitments. View this post on Instagram A post shared by BlueSky Education (@bluesky_edu)
PR fails your institution must avoid

PR fails your institution must avoid

In the world of PR and media relations, perception is everything. Optics are all that matter. Nothing is as important as what you see.
4 creative ways to amplify your news beyond the press release – a new take on CISION’s eBook

4 creative ways to amplify your news beyond the press release – a new take on CISION’s eBook

Press releases are a fantastic tool for PR professionals, they can get your brand’s messaging and your business school’s research in numerous publications – including top tier. But this only happens as long as they are crafted effectively.
Should business schools use influencer marketing and PR?

Should business schools use influencer marketing and PR?

Watching Love Island, the home of influencers, which this year was sponsored by ‘Just Eat’, I was reminded of the true power of PR. Despite ‘Just Eat’ spending huge amount on a TV marketing campaign, they were unfortunately outshone as in the final episode, watched by 3.4 million people, a contestant claimed they ‘couldn’t wait to get home and order a ‘Deliveroo’, ‘Just Eats’ main competitor. A pretty powerful statement.
5 public relations tactics to manage your university’s reputation

5 public relations tactics to manage your university’s reputation

Results, sadly, do not speak for themselves. Make no mistake, they are still an important part of an institution’s prestige, but relying solely upon them to uphold a reputation is like constructing a one-legged chair: recline upon it at your peril.
How to work effectively with media in Spain

How to work effectively with media in Spain

Spain boasts a great deal: second largest country in Europe, third most UNESCO world heritage sites, one of the globe’s largest wine producers, to name just three. It is amongst the most visited countries in the world, and its citizens have an extraordinarily powerful nationality to travel with, able to visit 190 other countries visa free – more so than the US, France or the UK. Its colonial legacy in parts of Africa and Asia, but mostly in Latin America, has left Spanish as one of the most spoken languages in the world, second to none but English.
We are more likely to remember a fact when it is part of a story

We are more likely to remember a fact when it is part of a story

For centuries, humans have been telling stories as a way to connect – it’s in our nature. And today, stories are still at the centre of all that we do. From the stories we share with our friends at the weekend, to the anecdotes we tell our colleagues in the office, stories help us forge connections and build meaningful relationships, both personally and professionally.
How to secure media interviews for travelling faculty

How to secure media interviews for travelling faculty

International media coverage is one of the goals which business school PR departments can target with their PR campaigns. Not only does international recognition build a school’s brand at a much larger scale, international coverage can also be used to reach new markets for student recruitment, promote new courses, and showcase successful alumni, among other things.
The original pandemic: Dangers of the viral cliché

The original pandemic: Dangers of the viral cliché

Effective PR is about generating those opportunities for fruitful publicity; the proof is always in the pudding.
Building virtual relationships with journalists

Building virtual relationships with journalists

Takeaways from Cision’s 2022 State of the Media Report As the world continues on its new path of hybrid working, entering deeper into a metaverse, our relationships are changing all around us. It’s impacting how we interact with our colleagues, our clients, and for us PR consultants – journalists.
Why you should use social media to boost your PR engagement

Why you should use social media to boost your PR engagement

Social media is an effective tool. Not only can you engage instantly and directly with a large amount of your customer base, but you can also shape the narrative and key messaging around your brand and have control over what is posted.
What is a 360 PR campaign?

What is a 360 PR campaign?

When it comes to planning your next PR campaign, you need to consider all aspects of your approach. PR is more than just media relations, it often involves all aspects of external communications and, with the increase in digital platforms to share content on, it is important that your campaigns are managed strategically.
What you need to know about niche communications

What you need to know about niche communications

For many PR agencies, the instinct to run a firm that appeals to as many clients as possible through generalising their expertise is common. However, at BlueSky Education we believe that the most effective form of communications comes when you concentrate your efforts on defining your ‘niche’. In other words, we think that it is important to become an expert in your chosen industry – and in our case, that is business education.