Background
Through a proactive media relations programme, JBP provides PR support for Bristol Business School’s (BBS) postgraduate programmes, specialist academic research and business executive programmes.
Strategic approach
A multi-media channel has been adopted which focuses on:
- Raising awareness of the high quality of BBS programmes amongst prospect UK and international postgraduate customers
- Facilitating business engagement with HR directors, a key purchasing group
- Using former students to champion the expertise and high quality business education expertise at the Business School
- Position academics as thought leaders through commentary on business issues
- Promote research excellence through high profile media coverage
Tactics
- Proactive media relations in the regional, business, professional national and online media used by UK and international students
- Creation of a BBS media guide of acaemics and subjects they can comment on
- Organisation of press reception and one-to-one media visits with key journalists
- Case studies of students and business executive programmes highlighting the impacts of a BBS business education to the individual and the employer
- Research to identify target companies in the South West in order to facilitate active business engagement
- Organised a joint forum event with the CBI, attended by HR directors from the region, which debated the management development needs in the South West.
- Production of a magazine aimed at existing and prospect students, alumni and the business community
Results
- JBP has been held up by the Association of Business Schools as delivering the highest level of media coverage (for Bristol Business School) across all the UK’s Business Schools
- Bristol Business School academics, research, students, and business education programmes have regularly featured in the national media
- Fast Forward, which has secured two awards for best newsletter at the Chartered Institute of Public Relations Awards, is now established as the Business School’s magazine of choice amongst academics, existing students and alumni. It is also widely distributed to employers and prospect students
- Student case studies created for media opportunities have also been reused on the website and in the School’s marketing collateral
- BBS was able to engage with 10 HR directors at the BBS/CBI Forum on management development needs in the, including representatives from BUPA, Airbus and major construction business Midas
