Walk through the corridors of any business school and you’ll find no shortage of interesting stories, incredible people and amazing innovations. It’s the place where conversations about ground-breaking research tackling real-world problems, students launching successful start-ups, and alumni leading change in industries across the globe can be heard.

And yet, so much of their remarkable work never quite makes it out into the world in a way that captures attention – or imagination.

And why? Because business schools are great at producing success, but not always at telling their success stories. And, in today’s age, where attention is precious and connection is essential; that’s a huge missed opportunity.

The Power of the Story

People remember stories. We are wired to engage with narratives, it’s how we make sense of the world around us. Stories are how we connect information with emotion, and that emotion prompts us to take action.

This is especially important in business education, an increasingly competitive landscape, where schools need to communicate not just what they do, but why it matters. Stories can bridge impact and understanding.

An engaging story has the power to:

• Make you stand out from what everyone else is doing
• Build relationships through emotion
• Show the outcomes, not just activities
• Inspire prospective students, faculty, and partners
• Strengthen reputation

So, what’s getting in the way?

If storytelling is so powerful, why aren’t business schools doing lots more of it?

Perhaps part of the issue is tradition? Many business schools are rooted in academic traditions that are fundamentally about objectives and evidence. And, while that’s vital, it can sometimes lead to communication that’s overly technical, which can lack emotion.

Another reason is sometimes internal structure. If stories fall between different departments, communications teams might not have the access or time to find the best material, academics may not feel confident shaping their own narrative for media, and students and alumni may have powerful experiences to share, but no path to follow to share them.

And, as a result, you might end up with:

• An online presence full of buzzwords but no voice
• Press releases
  that list facts but tell no story
• Research descriptions that highlight findings but skip the real-world application

What’s missing is the human connection.

Connecting To The Real World

Take a typical example: a ground-breaking research project. While the official description might list the objectives, outline methodologies, and reference peer-reviewed publications. It’s all of value – but not compelling enough for the media.

Now, imagine telling the story like this:

When Professor Davies began her research, she set out to answer a critical question: how fast is the UK losing their coastal communities to rising seas – and are we able to predict which ones are next? And, at first the data was patchy, results inconclusive. But collaborating with locals helped to uncover tidal patterns. Within months, Professor Davies and her team developed an early warning system which is being distributed nationally – already helping to save two towns during extreme weather events.

Same story. Totally different impact.

This is what stories do: they make abstract ideas tangible, they make results visible, they evoke emotion. And they travel, through social media, global news, word of mouth, because they mean something.

A Starting Point: Finding Stories

Business schools have an advantage, they don’t need to invent better stories because they’re already happening. But the challenge is finding them – and telling them.

Here’s how to start:

1. Shift the lens

Look at your faculty, programmes, and research not just in terms of what they are, but what is it they do? Who is impacted? Where’s the change? How’s it happening?

2. Build Bridges to Stories

Stories don’t always come neatly tied in a bow. Encourage alumni, faculty and students to share their stories – even if they don’t seem “media-worthy”, there’s always a story somewhere. What may feel ordinary to them, could be extraordinary to the public.

3. Support Storytelling

Not everyone is a natural born storyteller. Provide support: guided interviews, templates or even some editorial support goes a long way. This may especially be important for researchers who find it difficult to explain their work outside of academic terminology.

4. Blend Credibility with Emotion

The best stories find balance between emotional depth and intellect. So, start with the human element; a challenge, a breakthrough and reinforce with its data.

5. Repurpose with Purpose

One good story has the potential to go far. A success story can be a video, a pitch, a LinkedIn post, and a podcast.

Business schools don’t need to invent better stories; they just need help seeing the potential in the ones they have. And our role as PR consultants is to help frame those stories with clarity and direct it to the right audience in the right way.

Not Just Marketing

While it may be tempting to see storytelling as a job only for the communications department, truly impactful stories are everyone’s responsibility.

• Academics bring the ideas
• Students and alumni bring the experience
• Communications teams shape the stories
• Senior leaders champion them

When storytelling becomes embedded in how a business school thinks about its work, everything starts to align, and amazing things can happen.

The Bigger Picture

Better storytelling isn’t just about a school’s profile, it’s about purpose.

Business schools today face big questions: how are they preparing future leaders for an uncertain world? What kind of economy are we helping to build? What role do we play in bettering society?

Their stories help us explore those questions and help others believe in the answers. They connect the dots and make the abstract feel real. They make academia feel personal. And that’s what people will remember.

In a competitive, global landscape, business schools that want to stand out, establish deeper connection, and want to show their impact on the world – don’t necessarily need better stories, they need to tell their stories better.

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.