Reaching out to Indian students Using a PR agency Alison Tebbutt European Officer

Why use a PR agency? India is a key market for international students who want to study in the UK The International Office and academic staff make regular visits to India The University has a number of research partnerships with Indian institutions Yet: –The University of Southampton had a relatively low profile in India –The University wanted to increase student recruitment and collaboration with Indian institutions –The University had limited resources to cover a country the size and complexity of India –Recent negative media coverage in India had resulted in negative percptions of the UK.

The PR campaign To raise the profile of the University To counter negative publicity about the UK in India Initial brief –Focus on 7 Indian metro cities –Target audience: Potential students Decision influencers eg parents, teachers Educational institutions – Involve all academic departments Timing: –Initial pilot project June – August 2009 –Extended to a further yearJanuary – December 2010 –Currently on a rolling contract

Campaign coverage Press coverage: –National, regional, vernacular newspapers –Trade magazines and wire agencies Non-print coverage: –Online media activities: prominent web portals Content: –Admissions information; Course updates; Scholarships –Research Press releases –Faculty staff interviews; Testimonials / Case studies; –Events and media invites

How The University generates materials: –Academic Departments, Marketing Officers, the International Office and Corporate Communications The International Office forwards them to the agency The agency –rewrites the materials (where required) for an Indian audience –places the articles in the press and non-print media –sends the University copies of the articles when placed –provides a monthly report

Examples

Monthly report February 2011 –2 x scholarship announcements –1 new MSc programme –3 Press releases –1 student interview –1 interview with staff Coverage –15 print articles –14 online articles

Results Difficult to measure exact impact of the campaign Agency perspective –Initially a lukewarm reception from editors of major publications –Now requests are treated differently – the media are showing a tangible change in attitude and greater interest in the University –Initially only 7 articles guaranteed monthly, now regularly place average of 10 monthly –In 2 years, a total of 433 articles placed for 15 academic departments (out of 20) –Started receiving direct requests from Indian publications –Now extending the circulation to Tier 2 and Tier 3 cities.

Results University perspective The Indian PR campaign is just one element of a targeted strategy to increase the University’s activities in India, Increase in applications from India 2008/ / % 2010/ % Increase in enrolments from India 2008/ / % 2010/ % Of particular benefit to the Academic Departments who have engaged the most

Key success factors Good communication within the University Good communication with the PR agency Engagement by Academic Departments Co-ordination by the International Office No cost to Academic Departments – paid for by the International Office Flexibility and ability to respond quickly to take advantage of opportunities and meet deadlines In-country knowledge of the PR agency

Thank you for listening!