Abs presentation 7 june 2011 new

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Fiona Leslie, Communications Management

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Abs presentation 7 june 2011 new

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

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