University Faculty
Over several years CP Communications has implemented a thought leadership program for the Macquarie University Faculty of Business and Economics which has resulted in significant financial returns and over 200 pieces of positive media coverage.
Macquarie University Faculty of Business and Economics offers undergraduate and postgraduate courses in addition to strong academic research in the fields of accounting and finance, actuarial studies, business, economics and business law.
Objectives
Macquarie University Faculty of Business and Economics appointed CP Communications to raise its profile in Australia as a leading business and economics faculty in the academic and business community and to drive business research investment. The faculty also aimed to attract quality academic staff and students at both a postgraduate and undergraduate level.
PR Strategy
A key focus of the PR strategy was raising the profile of key members of the Faculty, many of whom were experts in their fields. This included securing interviews and using expert articles from staff such as the Dean and Heads of Departments, while also drawing on other media talent when opportunities arose.
Media announcement
Media releases were used to inform key media on new courses, senior level staff appointments and other newsworthy events. Media releases were distributed to carefully selected media based on the topic of the announcement; common examples are higher education, economics, business and accounting.
Media pitching
Media pitching based on the current news agenda was a key tactic. This involved identifying opportunities where faculty professors could provide commentary and interviews on key news topics.
Case studies
Current and former students of the faculty were interviewed on a regular basis about their experiences while studying. These were used to create case studies which could be used as the basis of a media story.
Expert articles
Research reports from the faculty’s professors were edited and used for expert articles and then secured in key publications.
Speaking engagements
Numerous speaking engagements were secured to leverage and highlight the experience and expertise of the faculty’s professors. These speaking opportunities successfully raised the profile of the faculty and its professors.
Results
CP Communications has been working with Macquarie University Faculty of Business and Economics for over four years and considerable media coverage was secured for Macquarie University Faculty of Business and Economics through proactive media pitching, media releases, expert articles and case studies.
This coverage successfully raised the profile of the faculty in Australia as a leading business and economics faculty in the academic and business community.
Significant media coverage includes ABC radio, the Australian Financial Review, BRW, HR Daily, Human Capital, In the Black, Insto, The Conversation, The Sun-Herald and The Australian.