Attention education PRs: Don’t send that press release!

Perhaps your school climbed one place in the latest ranking. Should you send out a press release to tell the world, or hold off because next month you might drop in another ranking?


Bear in mind that reporters and editors receive a tsunami of emails announcing the latest rankings successes, so you are more likely to secure local editorial coverage, but beyond the numbers there might be an underlying reason for your strong performance.


An editor is far more interested in a wider trend that explains the results, or the return on a particular strategy that your school has pursued.


So if you do turn to the press release, remember to include context, and make your school’s performance part of a bigger picture. Remember that what goes up has every chance of coming down. Make the most of the latest results, and include them where appropriate on other press materials and social media, but be prepared for the day the school falls in the rankings and a journalist asks why. Promoting a ranking one year and dismissing it the next is unlikely to build a sustainable discourse in the eyes of the media.



For more advice on PR strategy for business schools and higher education, check out the latest issue of BlueSky’s Wildfire HERE.

Related Post

Getting ahead of the news cycle It is hard to remember a time when Donald Trump was not dominating the daily news cycle. Reporters at the NYTimes, BBC, Washington Post, and other med...
MaKi London 2018: EdTech and the future of biz-ed This week the annual MaKi London media conference rolled around and, as per usual, BlueSky Education was a proud sponsor of the event. For those th...
5 tips to make your pitch stand out from the crowd Journalist’s jobs are becoming more and more time-pressed, with their inboxes increasingly flooded with PR’s pitches. Now more than ever, for a journa...

Leave a Reply

Your email address will not be published. Required fields are marked *