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.
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.
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?
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.
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.
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.
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:
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:
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.
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.