Abs presentation 7 june 2011 new
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Transcript of Abs presentation 7 june 2011 new
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JUNE 7, 2011
FIONA LESLIE
INTERNATIONAL PR CAMPAIGNS IN PRACTICE
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AGENDA
• Background and experience
• Your experience
• Examples of International PR campaigns in practice
• Any Questions?
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WHY INTERNATIONAL PR?
• What you say + what you do = how you are perceived
• PR is about managing favourable perceptions among those you know and those you need to reach and influence in order to be successful
• Need to widen student pool = increase overseas profile
• To attract international students you need to boost your reputation overseas
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WHAT IS REPUTATION?
“Reputation makes us feel comfortable with people and things, it attracts, reassures and inspires us to put our faith and often our hard earned cash into supporting a person, product, business or cause.”
Winning Reputations
by Chris Genasi
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FT audience determines reputation through rankings, accrediting bodies, faculty, media coverage and marketing
How do you find out about the reputation of a business school or programme?
2%
22%
22%
23%
25%
28%
30%
41%
50%
50%
57%
72%
Other
Meeting with business schools
Media coverage about alumni
Events/ Conferences held by Business Schools
University/ Career fairs/ events
Meeting alumni
Other word of mouth (not from alumni)
Biz school/ programme advertising/ marketing
Media coverage about schools/ programmes
Faculty reputation
Accrediting bodies
Rankings
Respondents interested in Business Education for themselves AND likely to undertake Business Education in future (N=522)
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International newspapers, School websites, Search engines and word of mouth
Which of the following sources do / would you consult for information on business education?
3%6%
8%
18%57%
17%19%
7%19%
8%27%
38%60%
81%
26%39%
41%39%
81%
1%5%
11%
24%43%
20%27%
12%21%
25%24%
39%54%
75%
15%36%
38%30%
70%
OtherRadio
TV
Career officeWord of mouth
On campus eventsEducational recruitment fairs (e.g. QS fair)
Online audio/video content (e.g. YouTube, iTunesU)Other websites
Social networks (e.g. Facebook or Twitter)News media websites
Professional social networks (e.g. LinkedIn)Search engines
University/ Business school websites
Alumni magazinesMagazines
University brochuresNational/ regional/ local Newspapers
International Newspapers
Business people
HR professionals
All respondents Business people (N=938) and HR professionals (N=277)
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DEVISING AN INTERNATIONAL PR CAMPAIGN
• Define your target market
• What do you have to offer there? What’s the story?
• Who has expertise in country?
• Do you have an event? Can you create an event?
• Current students? Alumni? Corporate clients?
• Relevant research?
• Create the story
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DEVISING AN INTERNATIONAL PR CAMPAIGN
• People – leaders + star faculty
• Customers – alumni + clients
• Delivery (new thinking/novel programmes)
• Peer ratings and rankings
• Environment – location and facilities
• International capability
• Research
• Events/lectures/visits
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INTERNATIONAL PR CAMPAIGN - CULTURE
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SOUTH AFRICA
Edinburgh Business School:
• Launching largest scholarship scheme from a university in sub-saharan Africa
• Tactics
• Media outputs
• Examples of coverage – international, in-country and UK
• Think local, national and global
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SOUTH AFRICA
The campaign involved:
• generating student and alumni case studies
• producing press packs and press releases for both the UK and South African media
• Sourcing quotes and arranging media interviews with representatives of the Canon Collins Trust and EBS
• Liaising with journalists both in the UK and South Africa to sell in the story
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SOUTH AFRICA
• Arranging interviews and photography
• Attending the launch event
• Setting up interviews after the event on South African radio and television.
• Post event media follow-ups
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RESULTS
In total 45 pieces of media coverage were achieved:
• Solus feature in the Financial Times
• Solus feature in the International Herald Tribune/NYT
• Solus feature in the Independent’s MBA supplement
• Feature coverage in the Wall Street Journal, The Times and The Guardian
• South Africa: features in Business Day and The Sowetan and interviews on radio and on Cape TV.
•
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IMPACT
• Mass media coverage = raising profile
• Immediate surge in interest in the scholarship programme, and an on-going increase in applications
• On-going media pick-ups of scholarships programmes and activities in Africa
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COVERAGE
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COVERAGE
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COVERAGE
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INDIA and CHINA– Bournemouth University
• Partnership approach with Bournemouth University’s PR team and International office and Communications Management’s ‘on-the-ground’ teams in India and China.
• Aim: the maximise PR opportunities created by the visit to India and China of Vice-Chancellor and International recruitment officers.
• Materials: info on BU activities in India and China, including research activities
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INDIA - Results
• Five face-to-face meetings with journalists
• 12 pieces of media coverage to date
• Plus two in-depth features
• Combined audience of 2.1million in India
• 100% of coverage = positive
• Achieved by personal pitches, not a press release
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Coverage
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CHINA
A variety of stories were pitched in China including:
• VC’s visit
• 30-day expedition by academic to study Chinese fish
• Chinese academic’s software for training medics
• Academic’s work in Chinese on Danxia landscapes
• BU partnership with Beijing International Studies University on e-tourism.
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CHINA - results
• 28 pieces of media coverage
• 4 face to face interviews
• 1 telephone interview
• Combined audience of 160million in China
• 100% positive
• 27 out of 28 articles = solus coverage
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CHINA - coverage
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LANCASTER UNIVERSITY - INDIA
• Visit by Chancellor to Lancaster University’s partner in India – Goenka
• First time Sir Chris Bonington had visited Goenka
• Lancaster is only university to deliver degree programmes at the education city
• First graduates presented to Chancellor
• Three new degrees launched
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INDIA - results
Event was on Friday June 3, 2011 (evening):
• 15 pieces of media coverage
• 3 journalists attended event
• 1 phone interview
• 2 profile articles of Chancellor forthcoming
• Goenka are already reporting an increase in calls and web hits about programmes
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LUMS - India
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MIDDLE EAST
• Times Business Education Supplement published and distributed throughout the UAE states
• In country media coverage in ‘local media’ to support MBA fairs
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MIDDLE EAST
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MIDDLE EAST
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MIDDLE EAST
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UTILISING RESEARCH
Hydrogen research: Professionals on the Move 2011
Target markets:
• UK/international
• Australia
• Hong Kong and Singapore
Localised research data, case studies and corporate spokespeople
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HONG KONG and SINGAPORE
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AUSTRALIA
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GERMANY – HENLEY BUSINESS SCHOOL
Aim:
Build reputation and profile
Tactics
• Press pack
• Student and alumni case studies
• One-to-one briefing for faculty with key journalists
• Targeting relevant supplements
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DON’T FORGET....
• Cultural differences
• UK-based overseas journalists
• Foreign and Commonwealth Office Press Team
Any questions?
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CONTACT DETAILS
FIONA LESLIE
Principal Consultant
Communications Management
01727 733884