How to optimise and amplify your web content

Free two part webinar series


Designed for communications and marketing professionals within business and higher education, this two-part webinar series will guide participants through the key steps needed to optimise the content on their website and then amplify it through media engagement and outreach.

Led by two of the most experienced public relations professionals within the industry, Stephanie Mullins and Kerry Ruffle, the sessions will provide immediately applicable advice to support universities, business schools and other associated educational bodies in maximising the potential of their web content, beyond their existing networks.

Webinar 1: How to optimise your web content

The first session focuses on how to optimise web content. The experts offer four key steps on producing effective web copy that supports its institution’s objectives. The steps that will be discussed are:

  1. Setting the goal
  2. Outlining content and themes
  3. How to optimise for SEO
  4. An introduction to amplifying content

Webinar 2: How to amplify your web content

The second session focuses on amplifying web content to make an impact in the wider world. The experts will instruct participants in how to best use the existing tools at their disposal to boost website exposure, engagement and highlight their institutions’ expertise. This covers advice on how to tailor content to specific social media platforms, create viral press releases, pitch op-eds to top tier media, and much more. The session will include best practice examples from one of the world’s leading communications agencies in this sector.

Both sessions allow time for any participants to directly ask their own questions to the experts.


Hosted by

Stephanie Mullins
Associate Director

A formally-trained journalist, Stephanie entered the realm of PR when she joined BlueSky. Utilising her personal experience as a reporter, she has extensive experience in managing communications outreach for business schools and universities around the world, working with recognised names such as; HEC Paris, Saïd Business School at the University of Oxford, ESMT Berlin, the London School of Economics’ Department of Management, University of Edinburgh Business School, NEOMA Business School, King’s Business School, Durham University Business School, ESCP Business School, UCL School of Management, and many more across the world.

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Kerry Ruffle
Head of Practice

A former BBC journalist, Kerry is recognised in the graduate management education arena as a leading authority on communications for the industry, and has more than a decade of experience in the media and public relations.

She is experienced in advising prestigious institutions on ambitious media strategies and delivering impactful results, working with high-ranking institutions that includes the likes of Imperial College Business School, HEC Paris, the Desautels Faculty of Management at McGill University, Durham University Business School, Nyenrode Business University, the University of St. Gallen and the London School of Economics’ Department of Management, as well as international programmes such as TRIUM, CEMS The Global Alliance in Management Education, and Henry Mintzberg’s IMPM programme.

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Please register here to watch on demand