Targeting your message for the international press

Andrew Miller Deputy Director of Communications

European University AssociationEUPRIO Conference

June 13-15, 2008

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European University Association (EUA)

The European University Association (EUA) : membership organisation representing and supporting 800 universities and national rectors’ conferences in 46 countries, providing them with a unique forum to cooperate and keep abreast of the latest trends in higher education and research policies.

Created in March 2001 at Salamanca following merger between: the Association of European Universities (CRE) - 1959 – rectors & other

executive heads the Confederation of European Union Rectors’ Conferences – 1973 –

national associations

Aim: a stronger association representative of the whole HE sectorMerger pushed through by the Bologna process

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Mission

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Mission and aims

Promoting policies which contribute to the development of a European knowledge society Higher education and Research

Informing members of key policy debates (Bologna, EIT, Rankings, Tuition fees, financing, autonomy…etc)Developing expertise and knowledge through projects and studiesStrengthening the governance, leadership and management of universities across EuropeDeveloping partnerships in HE and research with the rest of the world

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EUA Communications ActivitiesInforming & disseminating information : target audiences include, EUA Member universities European actors/policymakers & press Stakeholders outside Europe

Organising Conferences and eventsNetworking Partner organisations (EAIE, IAU, European Students

Union, ESU..) HE networks ( informal meetings in brussels) Press

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EUA Press relations: Setting the scene

Why is the international HE press so important to EUA?

Informing members from 46 different countries about events, studies, and policy work (reaching out to new members)Reinforcing work of organisation and influencing policy debates nationally (and at regional and European level)Unlike individual universities EUA does not have a local or national media (specificities of Brussels media)The voice of European universities : Strong universities for EuropeStill a ‘young organisation’ (only 7 years old and need to build and reinforce reputation)Attracting new members

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EUA Press relations: setting the scene

How does EUA carry out press work? (What resources do we have?)

One person working on press relations (and not full time) but try to involve as many people from the organisation as possible (trying to gradually build ‘buy in’ that press relations involves everyone)Group of experts for interviews (management team – many give regular interviews – decided by topic and language)Involve colleagues in drafting of press releases, press monitoring and establishing contactsWorking with member organisations ( particularly during events)

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EUA Press relations : setting the scene 2

Standard tools : press releases, newsletter (fortnightly), reactive interviews. But also distribution of story idea lists, and inviting journalists to key events, and meetings with President/key staff while travellingPress releases : (translated and adapted internally where necessary)Press database : Database of more than 1,000 journalists developed and maintained internally – around one third are correspondents in Brussels (so not necessarily specialists in higher education)

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EUA Press relations : setting the scene 2

“Inner core” of international journalists (around 100) with whom we try to work actively and specialists in higher education (EUA key target audience)Interviews and and 400 press requests (plus around 100 telephone face-to-face interviews per year and growing rapidly)Story list ( distributed to inner core) and particularly targeted at freelance writers and supplement editorsInternational media calendar ( FT, Time, Newsweek, Economist…)Relationship building – using every possibility to meet journalists (when travelling – when key staff travelling- needs to be improved) Nothing beats the personal touch

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EUA Press coverageNearly 400 cuttings per year (not including broadcast) Figure much higher as we do not use a cuttings agency *

Looking to increase considerably this coverage over next 24 monthsBy building on first year’s work and particularly by growing database and activities in countries where traditionally EUA is not known by MediaMost 2007 cuttings come from 8/9 countries In 2007, mainly driven by Bologna Process year and flagship EUA report : TRENDS and key EUA events and reports

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Where does EUA get most coverage?(2007)

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What generates EUA press clippings?

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Article subjects

Article subjects

30%

17%21%

8%

3%2%

19%

Bologna Process

Trends V and Bologna

EUA Lisbon Convention

National Higher Educationreforms

EIT

Wroclaw meeting

Other

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Why target the international press?Starting point: Why do we need an international press campaign?To recruit more international students /academicsTo support our recruitment effort/student fairs etc, or perhaps academics (research staff)To reinforce my position in the national/international rankings? (You don’t have to be ranked to feature in the international rankings)To raise the profile of my institution internationally

……. Define the ‘raison d’être’ before starting and set realistic and quantifiable goals..

(accept that you will not get the same amount and quality and type of coverage internationally as you do nationally)

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Getting started: Define your markets and resources

Which countries should you target – there needs to be a realistic discussion about what is feasible (Are you are more likely to get press coverage in some markets than others?) What links do you have to this country? What makes you interesting to their national press? Which countries give most coverage to international higher education issues. What budget and resources do you have? (and what internal resources)Can you do this internally? and how can you use internal resources best (students, professors etc in your campaigns)Working with a press relations agency? And how best to use your money

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Getting started : establishing databases and editorial calendar

Decide which media to target? Again be broad enough to get results but be realisticContact and build database of journalists – who cover higher education, and all the areas you targetFind out as much as possible about their work: and when they do special supplements (studying abroad, working abroad, rankings, higher education) and make an editorial calendarWhat stories/ideas do you want to push to the journalists selectedEstablish a detailed and coordinated plan/calendar “of attack” (Timing of stories, countries, key actions including linking to possibilities for meeting with journalists – or your rector etc) What additional information should be I armed with before starting? (Foreign language speakers, students, statistics)

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How to communicate with the international press

International press relations is difficult ( compared to national press relations) but really not impossible if you take into account the specific cultural and political characteristics of each country.

Could we call this « Glocal » media communication: Global communication for local markets ?

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Adapting your message to the marketRule number 1; Its not just about translating press information is about adapting all of your work to the media and the culture of that country

Each country has its own distinct media system, and journalists their own way of collecting and receiving information (Again find out as much as you can before getting started)

English may be the language of business but it may only get you so far…

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Some little practical examples Try to find out as much as possible about how the

media and journalists in that country work (working hours, how to receive info, deadlines, times to avoid etc)

UK: Take some time to get to know supplement editors and freelancers covering higher education

Germany : Be precise, concise and practical with the information you give

US : Make sure information is timely and linked to news China : It is customary to pay the (« Transportation fees ») of journalists coming

to press conferences

Spain : Beware of working hours: lunchtime is approx (14h30 to 16h00) ; the importance of getting to know people and one to one meetings

Italy : How does your strategy/news affect my country.

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Things to bear in mindPress releases:What is the news « scoop » angle : Make sure something is really news in that country before startingTrends and counter trends :Try and look at trends and counter trends ( and see how you can add value in this way – examples – mergers of universities, tuition fees, mobility of students – can you demonstrate you are part of a wider trends or go against the ‘norm’. )

Affinity :- Always ask the question/ Why should this interest somone in X or Y country? reading about higher education ( examples of good practice, new trends they should be aware of, possibilities for their students/staff in your country)

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Some examples of ‘global’ issues that work well everywhere

Exciting new programmes (something unique, ‘quirky’, or something really relevant to target population)Or ‘innovative’ teaching methods (mobile phones…links to companies)Campaigns to recruit student and staff from that country (with background)Interesting research (that impacts one or more countries: e.g. Problems of email communication, football + how that affects the stock exchange, or case studies)International Ranking supplements (make use of the full editorial)

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Case study: EUA Trends reportFlagship EUA study : A survey of more than 900 universities from across Europe analysing how the Bologna process has been implementedPublished every two years. Visually translates well across national borders, as Maps showing how each country has implemented degree reforms, ECTS, diploma supplement (and how this is evolving over time)A ‘recognised’ study presented to higher education ministers during the Bologna Ministerial SummitLends itself to a pan European press campaignPress release translated and adapted into six different languages ( focussed on major findings) working languages of EUANext time (six unique press releases with national analysis)

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Trends V maps

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EUA Trends Campaign2007 Results; accounted for around 20% of all EUA coverage (and continues to be quoted and referred to through into 2008)Reinforced EUA’s reputation as media expert on Bologna (50% of all coverage in 2007) in the run up to 2010 and the end of the Bologna processMaps cross cultural communication – simple to understandLessons learned for next time – more national analysis is needed for journalists so they can have more national context

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ConclusionsFirst and foremost: Decide why you need to target international press and what you hope to achieve?Define ‘realistic’ resources, budget, and markets for campaignBuild an appropriate database, contact journalists. Set up a detailed calendar for the campaign and stick to it (make sure that the news will be delivered)Set realistic targets and try to ‘hit them’Define issues that are likely to be timely and of interest

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Conclusions 2

Make sure you adapt your message to the marketBe flexible and available to answer topics that are not related to your core planAbove all, be persistent. Make sure you build and maintain relationships with journalists (be a point of contact for them)