Presentation on reputation management given in Davos at the World Communication Forum. March 2014.

1. How can BRICS universities move up
the global university rankings?
By Christian Dougoud
EASTWEST PR - London www.eastwestpr.com

2. EASTWEST Public Relations
Public Relations services in Asia since 1995
Bangalore | Beijing | London | Singapore
www.eastwestpr.com
Christian Dougoud, Director
+44 (0)7453706475
christian@eastwestpr.com
Promoting Higher Education in Asia
since 1995

3. www.eastwestpr.com
Bangalore | Beijing | Singapore | London
• 18 years experience in Asia
• 400+ clients and counting
• Affiliates in 12 Asian countries
Company overview
EASTWEST PR is a public relations agency based in Asia since 1995,
with offices in Bangalore, Beijing, London and Singapore.

4. Client Portfolio

5. Many types of University ranking
• Times – World University Rankings
• Times - World Reputation Rankings
• Times - BRICS & Emerging Economies Rankings
• Shanghai - Academic Ranking of World Universities
• QS World University Rankings
• QS University Rankings: BRICS
• Etc.

6. Methodology
Times - BRICS & Emerging Economies Rankings
Teaching: the learning environment (worth 30 per cent of the overall ranking
score)
Research: volume, income and reputation (worth 30 per cent)
Citations: research influence (worth 30 per cent)
Industry income: innovation (worth 2.5 per cent)
International outlook: staff, students and research (worth 7.5 per cent).

7. Methodology
QS University Rankings: BRICS – Methodology
1. Academic reputation (30%) – based on a major global survey of academics, who are asked
to identify the top-performing universities in their own field.
2. Employer reputation (20%) – based on a major global survey of graduate employers, who
are asked to identify the universities that produce the best graduates.
3. Faculty/student ratio (20%) – based on the number of students enrolled per academic
faculty member employed (this aims to give an idea of commitment to teaching quality).
4. Staff with a PhD (10%) – based on the ratio of academic staff members with a PhD.
5. Papers per faculty (10%) – based on the number of research papers published per academic
staff member.
6. Citations per paper (5%) – based on the frequency with which the institution’s research is
cited by other researchers.
7. International faculty (2.5%) – based on the percentage of faculty members who are
international.
8. International students (2.5%) – based on the percentage of students who are international.

8. Low hanging fruits to improve position on ALL rankings
1. Attract more international students
 Condition: Systematic investment in agent relationships
2. Graduate employment
 Condition: invite more employers to the campus
3. Improve learning environment
 Condition: reduce faculty-student ratio

9. Ranking Reputation

10.  Where are the conversations happening?

11. top universities in the world
1,600 searches every month

12. Students
Parents/mothers Journalists
High Schools
teachers
Agents
FairsAlumni
Bloggers
Associations
Forums
Rankings
Professors
PhD

13. www.eastwestpr.com
Bangalore | Beijing | Singapore | London
OWNED
Media
EARNED
Media
PAID
Media

14. Between 1978 and 2011, China sent 2.25 million
students abroad.
 Where are the new conversations happening?

15. Source: Caixin “China Becomes World's Top Source of Overseas Students”
Between 2000 and 2010 the number of Chinese students
abroad grew by 28.2% per year.

16. • Case study

17.  Oxford University: news releases
- 10x month

18.  Oxford University: Twitter
- 10x week

19.  Oxford University on Linkedin (277 million users)

20.  Oxford University on Sina Weibo (500 million users)

21.  Oxford University on Wechat (300 million users)
 Contact
 Official announcement
 Events
 Internship opportunities
 Campus News

22. Conclusion:
Be familiar with ranking methodology
Start with low hanging fruits
Take control of your reputation

23. Thank you
Director, International
London, UK
christian@eastwestpr.com
Mob: +44 (0)74 5370 6475
Christian Dougoud