As the holiday season approaches, professors, students, and staff are looking forward to a much-needed break after what has likely been a busy and challenging year. While the festive period is a time for relaxation and celebration, it is also an excellent opportunity for business schools to make a lasting impression on prospective students.
Institutions that wind down their student recruitment efforts during the holidays may miss out on engaging with potential applicants at a critical time. Instead, implementing a proactive and strategic PR approach can help keep student applications rolling in during this reflective period.
Why the Holidays Matter for Business School PR
The holiday season is a unique time for working professionals. Free from the daily grind of their regular schedules, they finally have the space to reflect on their long-term career goals. For those considering an MBA or master’s program, this period is often spent researching schools, programs, and opportunities. This makes it essential for business schools to remain visible and provide valuable content that resonates with these potential applicants.
However, with many university staff members taking time off during the holidays, maintaining visibility and engagement can be challenging. This is where well-planned PR campaigns come into play.
By executing strategic PR efforts before and during the holiday period, schools can ensure they remain top-of-mind for prospective students. These campaigns should focus on sharing authentic, impactful stories that inspire potential applicants and demonstrate the value of their programs.
Real-Life Alumni and Student Experiences
At the core of any effective PR strategy for business schools is storytelling. Prospective students are far more likely to trust and connect with the experiences of real-life students and alumni than with traditional advertisements or marketing materials. Stories that showcase how a programme has helped graduates achieve their career goals provide valuable third-party endorsements of a school’s offerings.
For example, alumni stories can highlight the transformative impact of an MBA or master’s program, providing detailed insights into the learning experience, networking opportunities, and career outcomes. These narratives give potential applicants a clear picture of what they can expect, which helps them imagine themselves in their shoes.
During the holiday period, schools should focus on pushing such stories to influential news outlets and platforms where prospective students are likely to be searching for information. The goal is to ensure that the school’s name, programs, and student success stories appear prominently and consistently across trusted sources.
Here’s a few examples of schools doing exactly that
Here are a few examples from last December, of how top schools have leveraged PR to stand out around this period;
This article in the Financial Times’ European Business School’s report in early December looks at the experience of numerous students, including those from Aalto University School of Business, NHH and Alliance Manchester Business School, discussing the positives of the programme and the impact it’s had on their careers.
In this Study International article, an alumnus from Frankfurt School of Finance and Management discusses how her Masters helped her transition into a completely new career.
Whilst a piece on the AMBA news site interviews an alumnus of the MBA programme at Imperial College Business School as part of their ‘MBA Success Stories’ series, which looks at the impact of studying at a top business school.
And in global Indian news outlet, Free Press Journal, a student at BI Norwegian Business School talks in this article about her international study experience in Norway and the culture shocks she experienced since moving from India.
Maximizing PR Impact During the Holidays
To make the most of the holiday period, business schools should plan their PR efforts well in advance. This involves:
- Identifying Key Stories: Highlight alumni or current students whose journeys are particularly inspiring or relevant to prospective applicants.
- Targeting Relevant Outlets: Collaborate with journalists and editors from key publications to ensure the stories reach the right audience.
- Timing Content Strategically: Publish and promote content just before or during the holiday season to capture the attention of individuals actively researching programs.
- Leveraging Social Media and Online Platforms: Share features and stories across social media channels to amplify their reach and engage directly with potential students.
The Holiday Advantage
For working professionals, the holiday season provides a rare opportunity to step back and think about their future. This reflective period is when they actively seek information on programs that align with their goals. Business schools that invest in PR during this time can significantly enhance their visibility, establish credibility, and ultimately drive more applications.
By focusing on authentic storytelling, targeting influential publications, and maintaining a strong presence throughout the holiday season, schools can turn this festive downtime into a strategic advantage. After all, when it comes to attracting top talent, consistency and visibility are key—and the holidays are no exception.
Author: Peter RemonPeter achieves prominence for clients across a breadth and depth of significant publications, from trade specific media like International Finance Magazine and QS TopMBA, to national and international goliaths such as Handelsblatt, Le Monde, US News and World Report, and the Financial Times. He also writes under his own name for key publications such as HRZone, Medium and Data Driven Investor.
Originally published December 2021, updated December 2024
