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Fiona Leslie, Communications Management

Fiona Leslie, Communications Management

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    Abs presentation 7 june 2011 new Abs presentation 7 june 2011 new Presentation Transcript

    • FIONA LESLIE INTERNATIONAL PR CAMPAIGNS IN PRACTICE JUNE 7, 2011
    • AGENDA
      • Background and experience
      • Your experience
      • Examples of International PR campaigns in practice
      • Any Questions?
    • 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
    • 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
    • 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)
    • 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)
    • 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
    • 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
    • INTERNATIONAL PR CAMPAIGN - CULTURE
    • 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
    • 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
    • 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
    • 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.
      •  
    • 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
    • COVERAGE
    • COVERAGE
    • COVERAGE
    • 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
    • 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
    • Coverage
    • 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.
    • 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
    • CHINA - coverage
    • 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
    • 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
    • LUMS - India
    • MIDDLE EAST
      • Times Business Education Supplement published and distributed throughout the UAE states
      • In country media coverage in ‘local media’ to support MBA fairs
    • MIDDLE EAST
    • MIDDLE EAST
    • MIDDLE EAST
    • 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
    • HONG KONG and SINGAPORE
    • AUSTRALIA
    • 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
    • DON’T FORGET....
      • Cultural difference s
      • UK-based overseas journalists
      • Foreign and Commonwealth Office Press Team
      • Any questions?
    • CONTACT DETAILS
          • FIONA LESLIE
          • Principal Consultant
          • Communications Management
          • [email_address]
          • 01727 733884