The world of business education PR, as we all know, is fast-paced and quick-changing. A world where amazing new research is constantly being published, rankings are being managed and we have to maintain strong relationships with faculty and journalists.

Unlike other PR specialties, working in business education means balancing two contrasting worlds: the measured and deliberate pace of academia and the fast-paced, timely, news-driven cycle of the media. And, balancing them is a unique challenge – where professionals have not only their strategic, problem-solving skills tested, but also their intrinsic emotional intelligence, patience and poise.

It’s a job where ‘keep calm and carry on’ has never been so suited. But, when challenges come from all directions, while it is easy to feel overwhelmed, thriving in this environment isn’t about avoiding the chaos. It’s about embracing it with calm, confidence, and control.

My ‘live-by, die-by’ guide outlines strategies, tools, and habits specifically designed to empower PR professionals in business education to stay composed, and remain effective under pressure. Tried and tested – these insights will help you remain cool, calm and collected – delivering results for institutions and organisations which will build your reputation to be one derived from your steady presence.

Staying grounded in Crisis: The CALM Method

In business education PR, calm is not a luxury - it’s a necessity. Whether it's handling an urgent request from the Financial Times, ghost-writing for a professor or preparing a Dean for interviews, keeping clear-headed is essential. So, try to remain C.A.L.M. in the eye of the PR storm.

C – Check your priorities:

Not all tasks are as urgent as they initially look. Step back and assess – what needs your focus immediately? Is it a faculty member sending through new research or can it wait while you respond to a COB deadline set by The Economist?

A – Ask for clarity:

Miscommunication is expensive, especially when managing faculty expectations or interacting with journalists. If an email is unclear, ask the right questions early. There is no time like the present and clarity will be your best friend. This will ensure clear communication, which is especially important over time zones.

L – Loop in the right people:

Biz Ed isn’t a one-woman show. Involving faculty members and your own team will position you for more proactive responses. A problem halved is a problem shared – which will lead to more efficiency, not only in times of crisis but also just overall.

M – Make a plan (and stick to it):

A simple written plan – a to-do list, drafts, deadlines and timelines can structure the chaos. And will also ensure clearer communication, as you know the plan of action. By outlining your next steps, you hold yourself accountable to commit to action that guides your day.

By following the CALM approach, business education PR professionals can manage the pressure of both their productivity and own mental well-being without overworking and over-apologising.

Managing the Load: Tools and Techniques That Drive Efficiency

The world of business education PR, where there is an abundance of faculty members, journalists, deadlines and media cycle, is hard to balance for optimal efficiency. But it is essential.

At BlueSky Education, we use platforms like Muck Rack and ResponseSource to reach out to journalists, whether that be for pitching or press releases. Having the right tools for yourself and your team is critical to establishing and maintaining good relationships with journalists and the media.

However, efficiency isn’t just achieved by software; it’s a process. Keeping good habits will ensure consistent results, even when things get a bit chaotic. Here are three small-but-mighty habits to improve the load for us PR pros:

• The 3-Tier To-Do List: Categorise your day’s tasks into into three levels: Must-Do for those urgent responses and (hopefully limited) crisis comms, then your Should-Do creating press releases and pitching to journalists, and finally your Can-Wait, which is for those admin, ad hoc and non-urgent tasks.
• Morning Power Scan: Before you dive into your emails, spend 10 minutes to focus on coverage, news and trends in the business education media. Spotting those trends and reoccurring key words can be the difference between proactivity or reactivity and a missed opportunity.
• Take 15: Stop the potential for any burnout with a short break. Whether you pop out for some fresh air, vent with your colleagues or make yourself a coffee, resetting your mentality improves clarity and performance.
  
  

Protecting Your Most Valuable Asset: Professional Energy

In business education PR one of the most overlooked skills is managing your energy - it is what fuels creativity and supports relationship building with professors, colleagues, and journalists. But it is a finite resource - and must be protected.

The power of these three things will help you stick to the basics so you can conserve more energy in press releases and pitching – getting those hits and coverage for stakeholders:

• Tone: Communicating with clarity, warmth, and professionalism will not only make a smoother workload, but also maintain a good relationship with others. Setting the tone with calm authority, even in crisis comms.
• Timing: Know when to act – and when to pause. While the temptation there is to always reply ASAP, sometimes strategic timing is best. Rushing isn’t always the most effective - measured responses can deliver better results.
• Context: Always take a look at the bigger picture. Being consciously aware that people's expectations of you cannot always be met. Understanding client dynamics, faculty expectations, and media needs will help you be most successful.

Leading Through Uncertainty: Strategy Over Survival

In business education PR, success isn’t about doing it all – it’s about being purposeful, and doing it with purpose and poise. So, when the pressure rises, you can trust yourself and your skills to do the best thing for your clients. Handling the chaos in a cool, calm and collected manner will not only help you succeed, but will help protect your mentality at the same time.

And don’t forget, if you need support with your PR efforts, please get it touch. We’d be delighted to help.

Author: Lucy Whytock

Excelling in efficiency and proactivity, Lucy supports impressive global clients, from renowned organisations like AACSB International to prestigious institutions like ESSEC Business School, and many more. Boasting a First-Class Honours degree in Multimedia Sports Journalism, she has an in-depth, practical understanding of the media landscape. Her clients benefit from her knowledge of the crucial dynamics between organisations, journalists, and the public – and how effective communication can influence people.