In today’s media landscape, universities and business schools can come under scrutiny from multiple directions - whether through social media, local or international news outlets, or from their own stakeholders.

There is also a growing number of topics that universities and business schools could come under scrutiny for. The world feels more polarised and divided than ever - therefore the topics that people feel passionate about also feels ever-increasing.

Universities and business schools have to consider a number of topics like diversity, sustainability, campus security, student safety, mental health and more as important issues for their stakeholders, but important reputational risks too.

Senior spokespeople, like the Dean, are often the most visible representatives of an institution, and their interviews, quotes, and public commentary can significantly shape public perception. For PR managers, ensuring that key spokespeople are well-prepared for media interactions is no longer optional - it is essential.

Why Media Training Matters

These spokespeople are experts in their fields, not necessarily in media or communication. Without proper guidance, even well-intentioned comments can be misinterpreted, taken out of context, or amplified in ways that cause reputational risk.

Media training equips spokespeople with the tools to communicate clearly, confidently, and consistently on sensitive topics, safeguarding both their personal credibility and that of the institution.

Consider issues like DEI. Universities in Europe are increasingly expected to provide thought leadership on inclusion, equity, and belonging. Yet, a single badly phrased comment in an interview can ignite backlash on social media, drawing national attention and affecting recruitment, funding, and partnerships.

Student Safety and Wellbeing

Another area where media training is crucial is student safety and wellbeing. Mental health, sexual harassment, campus security, and wellbeing initiatives are topics that often make headlines, especially when institutions are involved in controversial or high-profile incidents.

Senior spokespeople may be asked to comment on incidents or ongoing policies, and the stakes are high. Unprepared responses can be misinterpreted, while well-trained faculty can convey empathy, authority, and institutional commitment. This builds trust with students, parents, alumni, and the broader community.

Conversely, inconsistent or unprepared messaging causes confusion and damages reputations, even when the underlying policies were sound.

Crisis Preparedness

Media training is an integral component of crisis preparedness. From campus protests to security incidents, universities must respond quickly and coherently. Faculty who are media-trained know how to bridge to key messages, avoid speculation, and provide accurate, concise information. This not only protects the institution but also enhances its credibility in the public eye.

Best Practices for Media Training

1. Tailored Workshops: Generic media training is less effective than sessions tailored to specific faculty roles and likely media scenarios. It’s important to tailor the training to those senior spokespeople’s specific roles and talking points.
2. Role-Playing Interviews: Simulated interviews with journalists help faculty practice staying on message, handling challenging questions, and avoiding common pitfalls. Recording these sessions provides valuable feedback.
3. Message Creation: Developing key talking points in advance ensures faculty communicate consistent, institutionally-aligned messages on complex topics such as DEI initiatives, student wellbeing programmes, or campus safety strategies.
4. Social Media Awareness: Faculty increasingly engage with journalists and the public via social media. Training should cover how to show up on social media, including how to handle real-time questions, maintain professional tone, and protect the institution’s brand online.
5. Cultural and Political Sensitivity: Faculty should understand the wider societal context in which their comments may be received. Sensitivity to issues like political divides, racial equity, and inclusion ensures that statements are appropriate and impactful.

For PR and communications managers at universities and business schools, media training for faculty is no longer a luxury - it’s a strategic necessity.

Well-prepared faculty can communicate complex ideas clearly, represent institutional values effectively, and navigate sensitive topics without creating unnecessary risk.

By investing in targeted, scenario-based training, institutions not only protect their reputations but also leverage media interactions to enhance credibility, attract talent, and demonstrate leadership in the academic and wider communities.

If you’re interested in our bespoke media training, get in touch today.

Author: Peter Remon

Peter achieves prominence for clients across a breadth and depth of significant publications, from trade specific media like International Finance Magazine and QS TopMBA, to national and international goliaths such as Handelsblatt, Le Monde, US News and World Report, and the Financial Times. He also writes under his own name for key publications such as HRZone, Medium and Data Driven Investor.