In a time where attention spans are shrinking, tuition fees are rising, and an ever-growing number of schools want to be talked about, business education PR has never been so challenging – or important.
It’s often difficult, in a world of endless LinkedIn advice to know where to look for how to approach PR, but let’s look closer to home, to a familiar face - an endlessly lovable hero who somehow defeats Daleks with their eyes closed – Doctor Who. Because, beyond flying around in the history of the universe, the show is a masterclass in what captures attention and remains relevant over so many decades.
Since it was first broadcasted on the BBC all those years ago, the show has outlasted trends, survived a 16-year hiatus, and reinvented itself multiple times — emerging each time (with a new face) identity intact and a loyal fanbase growing.
For PR professionals in business education, the lessons from the TARDIS are hard to ignore.
One of the show’s signature elements is regeneration. Every few years, the Doctor transforms into a new actor, refreshing the character while maintaining continuity. For business schools, this is synonymous to evolving programmes, new research and even fresh branding without losing core values.
For example, a business school may modernise its MBA curriculum to include AI, ESG or hybrid work modules. But, at the same time it must preserve its academic reputation and core teaching philosophies, just like Doctor Who reinvents itself while staying recognisable, business education PR must balance new innovations with maintaining credibility.
Doctor Who has been a cornerstone of British television, forming part of the UK’s cultural fabric since it first aired in 1963. Despite its longevity, the show has continually evolved to stay relevant, successfully appealing to generations of viewers – and it is this ability to engage with its old and new fans which offers a valuable lesson for business education PR.
Much like Doctor Who, business schools must communicate with multiple audiences, including prospective students, alumni, faculty, and the media and they all have different expectations. Effective PR teams can take a page out of Doctor Who’s book by carefully segmenting their messaging. For example, a business school might share a graduate success story in alumni newsletters to reinforce prestige, while promoting hands-on learning experiences on their social media to attract prospective students. The trick is making every audience member feel like they're the companion.
Powerful storytelling works because it often balances familiarity with fresh, engaging narratives. In Doctor Who, each episode follows a recognisable structure — the Doctor, the TARDIS, and an extraterrestrial threat to confront. And despite the countless characters and storylines, (and a changing face every few years), everything still makes sense, with each piece fitting seamlessly into a cohesive whole.
The same principle applies to business education: while there are many moving parts — professors, research, students, alumni, and partnerships — they all must be woven into a single, compelling narrative. Campaigns and media engagement could celebrate a school’s heritage and achievements while also spotlighting new initiatives and innovation.
For example, announcing a partnership with a tech company becomes far more impactful when it is framed within the institution’s long-term vision, creating continuity across its story. This blend of consistency, variety, and cohesion strengthens credibility and builds anticipation for what comes next. See it as every press release, every LinkedIn post, every newsletter is another episode in a school's ongoing series — and nobody wants a storyline that goes nowhere. Keep the narrative clear and audiences will keep tuning in.
In Doctor Who, the Doctor is known to enemies across the universe as "the Oncoming Storm" — a reputation built not just on power, but on the ability to think quickly and act decisively under pressure. Business schools can, at times, face their own storms: controversial research findings, policy changes, or negative media coverage. And PR professionals must respond strategically and maintain credibility when the Daleks — metaphorically speaking — come knocking.
The lesson from Doctor Who is to be prepared, act decisively, and be clear in communication. By anticipating potential risks, having clear messaging, and responding consistently will help institutions maintain trust and authority in challenging situations.
Beyond time travel and adventure, Doctor Who resonates with so many because the audience, quite simply, cares. The audience is made to care so deeply about the Doctor and their relationships with companions and allies. The time machine is just the vehicle but it's the people inside it that keep viewers coming back. Business schools can apply the same principle: storytelling that highlights students, alumni, faculty, and research which will create genuine emotional connections to their audience.
Profiles, case studies, and thought-leadership articles are powerful ways to humanise a school's brand, making it relatable and memorable. Just as viewers follow the Doctor through triumphs and struggles, business education audiences engage with authenticity: stories of transformation, achievement, and learning.
Whether that be a first-generation student who landed a dream role, a professor whose research shaped national policy, an alumna who founded a social enterprise — these are your companions. Institutions should focus on the people first and reputation will naturally follow.
The challenges that business education faces are real and growing – more competition and more scrutiny. But what makes effective communication hasn’t changed, because knowing your brand identity, speaking to your audience, managing crises with clarity and always, always leading with human connection stand the test of time. Doctor Who has done this for over 60 years, and across changing faces, changing times and changing expectations, and has a loyal, multigenerational cult following. For PR professionals in business education, that kind of endurance is the ultimate case study. Stay consistent, stay human, and keep the story going.
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