A presentation exploring universities effective reach and communications with employers and business leaders.

1. The Importance of Building a
Reputation Among Business
Justin Shaw & Richard Edwards

2. PURPOSE
TO EXPLORE EFFECTIVE REACH AND
COMMUNICATIONS WITH EMPLOYERS
AND BUSINESS LEADERS

4. KEY REPORT COMMENTS
“Universities are not generally regarded as ‘marketing
organisations’ – that is organisations that endeavour to
study customers requirements and then set out as best
they can to fulfil them in a way which makes best use of
their distinctive expertise and resources.”
“Strategically oriented marketing organisations not only
proactively identify customers to which they will be
attractive, they also consider how best to organise
themselves to provide the best way of managing external
relationships from the customers’ rather than their own
expertise.”

6. THE IMPORTANCE OF BUSINESS CONTACTS
Customers
Students Sponsors
Parents Networkers
Associate
lecturers Alumni
Suppliers Employers
Governors

7. THE IMPORTANCE OF REPUTATION

8. REPUTATION FAILURE

9. REPUTATION AND THE WAR FOR CLIENTS

10. RULE 1: UNDERSTAND YOUR BUSINESS

11. RULE 2: THINK ABOUT WHAT THEY NEED

12. RULE 3: DEFINE BUSINESS

13. RULE 5: BE IN OUR WORLD

14. RULE 6: THINK CAREFULLY ABOUT WHAT YOU SAY
AND WHAT YOU DO

15. YOUR CHALLENGE AS COMMUNICATIONS
PRACTITIONER