CorpComms Magazine

(1) REMEMBER THAT UNIVERSITIES ARE DIFFERENT

The days of universities being ivory towers are long gone. Nevertheless, universities are very different from other public sector institutions and the commercial world. For a start, they are home to academics who will strongly defend their right to say what they like and when they like. There is also a tradition of consensus management, which means that, sometimes, change can happen very slowly. However, it is important that this does not mask the fact that universities are economic powerhouses and if push comes to shove, are capable of acting very quickly and decisively.

(2) AVOID DEATH BY COMMITTEE

See above. If you want to ensure that any change is slowed down to a snail's pace, form a committee.

(3) REMEMBER THE BIG PICTURE

Most institutions have a relatively clear idea of where they want to be at a local, national and/or international level. If you have global aspirations then think global in terms of your PR. If the local community is important then focus resources on it. In other words, good publicity is relatively pointless if it doesn't hit the right audiences.

(4) UNIVERSITIES CHANGE THE WORLD

The most important way that universities can raise their profile is by highlighting research. Indeed, they have a public duty to do so. University research changes the world and the media is always hungry for good research stories. But remember that research stories require academics to speak to the press. Always try to ensure that they are available and not incommunicado in some rainforest or conference on the other side of the world. You would be surprised how often this happens, and it is embarrassing, to say the least, to get a journalist interested in a story, which then has to be shelved due to lack of quotes.

(5) UNDERLINE A FEW ACHIEVEMENTS...AD NAUSEAM

Every institution has a few key successes that are outstanding. Don't be shy about repeating them at every opportunity. The great British public probably know far less about your institution than you can ever imagine. If you can instil a few relevant facts into the public imagination then you are winning.

(6) ALWAYS ASK 'WHAT'S IN IT FOR US?'

A news story or documentary that cites an academic as 'an expert' without identifying their home institution does you (and your employer) no favours. A television crew that wants to film an interview 'in a lab' that is not about your university's research brings you no benefit. There are robust Anglo-Saxon technical terms that you may use in such instances (which are depressingly regular requests) to suggest they go elsewhere.

(7) IT'S NOT ALL ABOUT INCHES

It is too easy to become obsessed by column inches in the broadsheets. But you may reach a larger target audience organising an interview on Radio 5 Live or doing a piece on the Discovery Channel. For example, getting large articles in the broadsheets about widening participation initiatives is great for the approval from political masters (not to mention your own board members) but potential students are unlikely to see them and are much more likely to be influenced by, say, an interview with a current student on Radio 1 Newsbeat or, even better, mentions in a reality show or soap. In the past few months King's College London has been mentioned in both Coronation Street and Hollyoaks. Okay, so it's subliminal product placement... but it is also great PR!

(8) GUARD THE BRAND

This may appear obvious but people in universities do like to do their own thing. If you take your eye off the ball for even a second you will find that every department and research group in the place will have developed their own logo, name and strapline without even acknowledging the home brand.

(9) ACCEPT THAT THERE WILL BE BAD NEWS

Some things you can control but there will be many others that you cannot. For every distinguished alumnus who hits the news you may well have a terrorist/fraudster alumnus who does the same for all the wrong reasons. Such is life and does not necessarily amount to reputational damage.

(10) HAVE A SENSE OF HUMOUR

A 'disaster' is rarely such. In fact, if no one dies then it cannot really be called a disaster. Laugh when you can, and learn from mistakes. 

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