If you were to ask a group of people, “What does business school PR involve?” you’d probably get one of these three answers:
- Producing press releases about academic research
- Publicising the appointment of a new Dean or Vice Chancellor
- Gaining media coverage in international markets to attract a global audience
At first glance, these tasks might seem to sum up what business school PR is all about. They are, indeed, crucial components of the job, forming the backbone of day-to-day activities in this field. But they only scratch the surface.
While accurate, these activities don’t capture the true heart of what business school PR entails. Beneath these routine responsibilities lies a broader, more strategic mission that defines the essence of the role.
So, what is it truly about?
The core of Business School PR
In simple terms, business school PR is about finding ways to make your school or university stand out – identifying and highlighting your institution’s unique selling point (USP).
In an intensely competitive and saturated marketplace, it’s vital for business schools and universities to differentiate themselves.
But securing meaningful media coverage is becoming increasingly challenging. Media exposure is not just an added bonus; it’s the cornerstone for enhancing an institution’s reputation and maintaining its relevance in a crowded field.
Without it, schools risk fading into obscurity, overshadowed by institutions that are louder or more inventive in promoting their stories.
To outsiders unfamiliar with your institution’s inner workings, most business schools appear identical. They offer similar courses, tout similar values, and promise similar outcomes.
The perception is often: “If you’ve seen one business school, you’ve seen them all.” This lack of distinction can make it nearly impossible to leave a lasting impression on potential students, alumni, or stakeholders.
The simplest way to break the mold here and achieve the media attention your institution desires is to present journalists with something compelling and, most importantly, something genuinely different.
Standing out means going beyond the standard narratives and showcasing a truly distinctive angle that resonates with the audience and redefines expectations.
How to truly stand out from the crowd
How can a business school successfully differentiate itself?
Some institutions default to emphasising their excellence in teaching, or diversity in faculty and student demographics. But while these are positive attributes, they’re no longer enough to capture attention.
Why excellence and diversity won’t cut it
Nearly every reputable business school boasts (fairly, no doubt) having exceptional teaching standards and offering a diverse, inclusive environment. But these aren’t unique selling points anymore – they’re baseline expectations. For business schools, they’ve become the price of entry into consumer consideration/mindshare.
Discovering your school’s USP
Your school does have unique qualities. It’s just a matter of uncovering and showcasing them. Sometimes, this requires a shift in perspective, or some out-of-the-box thinking.
This could mean focusing on:
- Innovative uses of new technology in the classroom
- Unconventional teaching methods from a professor with a distinctive approach
- Ground-breaking research conducted by a postgraduate student, rather than a senior faculty member
Or, it could mean stepping away from teaching and research entirely to highlight:
- Inspiring stories of alumni who have achieved remarkable things
The goal is to back up your claim of being different with concrete examples. When you do this successfully, you won’t just attract the attention of those already interested in business education. You’ll also resonate with a much broader audience, drawing in new followers and potential students.
The payoff of standing out
In a market that’s always evolving with new trends in teaching and business, staying relevant is crucial.
By consistently promoting truly unique stories, you’ll position your school as a hub for innovation and fresh ideas. And this will make it easier to secure the media coverage your school craves.
After all, the media thrives on what’s new and different. A steady stream of innovative and engaging stories not only draws attention but also builds credibility, helping your institution become a trusted voice in the business education landscape.
And, most importantly, by showcasing what sets your institution apart, you’ll attract a wider audience of prospective students. These students will be drawn to your unconventional teaching methods, cutting-edge technologies, or the inspiring success of your alumni.
Beyond prospective students, such stories also resonate with industry leaders, academic collaborators, and funding bodies, further enhancing your school’s standing. In doing so, you’ll reinforce your school’s reputation as a leader in the field, ensuring its relevance, appeal, and position in the spotlight for years to come.
If your business school would benefit from PR support, contact BlueSky Education today.
Author: Jonny StoneJonny delivers impactful PR results using an evolving network of essential media contacts, from national newspapers like Forbes, The Guardian, the Financial Times and The Telegraph, to specific trade editors such as PIE News, QS Top Universities, We Are The City and University World News. He is committed to helping more ambitious institutions reach international media goals.
Originally posted September 2019, updated January 2024
