The Role of Media & Press Coverage in Boosting University Reputation
With the changes in the world, universities are no more confined to being just the centers of
learning. They have turned into global brands. More than 25,000 universities across the globe are trying to lure
top faculties, get research grants, and attract a handful of highly talented international students. In such a
scenario, the "ivory tower" style of communication, which is out of touch with reality, is completely gone. The
truth is, the news about your institution that others read carries more impact than your own website.
University public relations and media coverage interaction is, therefore, the turning point. It is not only about
making a name in the paper; it is about organizing university reputation management. When a high-profile media
outlet writes about the new discovery in your lab or interviews the dean on a burning issue of the world, they
are giving something that cannot be bought by money: the confirmation from the third party. At
UniNewsletter , we see this kind of earned media as a
powerful driver of trust among prospective international students and their families, helping institutions
amplify their stories where it matters most.
Why University Reputation Matters More Than Ever
We are currently living in times of "reputation economies." A move of a prospective student to a
university abroad, say from Seoul or Mumbai, and you are talking about a very high-stakes investment.
International student research is the source of this assertion. According to that research, one of the main
things
foreign students look for in a university during the whole research is always
institutional prestige and perceived "rank."
One of the best brands not only does the job of filling the seats. Besides that, it:
Attracts High-Caliber Faculty: A good piece of research is always in the pipeline at the top
institutions in the concerned field, and top researchers want to be at those institutions so they get the
benefit by association.
Secures Funding: Donors and government bodies are more willing to put money in an institution that
has a strong university brand visibility.
Influences Rankings: Among the
QS World University Rankings , the "Academic Reputation" survey, based on peer
perception, typically makes up to 30% or more of the total score.
Media Coverage as a Credibility Amplifier
Why is a news story more effective than a paid advertisement? The answer is psychology. An advertisement is a
self-serving claim. But media coverage for universities is like an endorsement. So, when a journalist covers
your research, they are basically saying to the world, "This institution is the one that is making a
difference."
As per the 2024
Edelman Trust Barometer ,
technical experts and "people like me" are trusted much more than traditional institutional leaders. Hence,
expert-led media coverage becomes a strong trust signal.
This confirmation from a third party is the main lever of a successful university PR strategy. It is the thing
that changes the academic output into public impact. The
Council for Advancement and Support of Education (CASE)
study indicates that institutions that actively engage in media relations have alumni engagement and
philanthropic support as the result of their efforts.
Key PR Strategies for Boosting University Reputation
In order for institutions to really change how they are perceived globally, they have to stop
simply releasing an occasional press release. The media relations strategy for higher education that is well
thought out is quite complex and has a lot of interconnected components.
1. Thought Leadership & Expert Commentary
Branding in higher education through faculty can be done very quickly if the faculty members are made the 'go-to'
experts for the press. Professors are the ones who should be providing the commentary when a news cycle changes,
for example, a new climate report or a shift in the global economy, etc. By positioning the university as a
source of fresh and innovative ideas through op-eds in The Guardian or The New York Times, the university
establishes itself as a leader of intellect.
2. Highlighting Research Breakthroughs
Scientific discovery is the main factor that can elevate the reputation of a university. However, academic
journals are not easily accessible as they are usually behind paywalls and are written in a complicated
language. A competent PR team takes the scientific work that is done "on the bench" and creates an
understandable and interesting story around the research for the popular media to report. If the research has a
significant impact and is covered by global newswires like Reuters or AP, then it can be accessible to millions
of people, and thus, the university's digital footprint can grow exponentially.
3. Showcasing Student and Alumni Success
Students filing for admission will be most interested in your advertising if they can see the future version of
themselves through it. The real-life success stories help to establish an emotional bond with the audience,
which cannot be done by data. This works exceptionally well for recruiting international students; demonstrating
how a student from South America succeeded at a European campus is evidence of the institution's 'global'
promise being kept. By now, we are fully aware of the
role that social media plays in the international student mobility through the
amplification of these authentic stories of success.
4. Leveraging Rankings and Accreditations
Rankings may be a subject of debate, but, nevertheless, they exist. The
Times Higher Education
World Reputation Rankings are proof that most of the time, the difference between 'survival and success'
in highly competitive markets is made by prestige. In many cases, raising the university's status in the eyes of
the public is done by announcing in a very deliberate way the move up in the rankings or the attainment of new
AACSB or EQUIS accreditations. It is important to emphasize that these achievements are not only for the
administration to celebrate a win but also to show that the students and partners will be the ones to benefit
from it.
Digital PR: Expanding Reach Beyond Traditional Media
The term "the press" has changed its meaning. Nowadays, digital PR is equally significant as traditional
newspapers. Quality backlinks from reputable news sources increase the SEO of your university, thus making it
more accessible for students to find you when they are in the research phase of their studies.
Also, the way you speak is of great importance. Studies show that universities publishing in
multiple languages gain more global exposure as they are able to reach parents and other
influencers who do not speak English and are the ones that normally have the "veto power" in a student's
decision-making process."
The Role of Crisis Communication
Any institution, including those at the higher education level, is not immune to controversies. It might be a
campus protest, a financial audit, or even a research scandal, but the way in which a university addresses the
"bad news" is what truly shows its strength. Communicating openly, quickly, and in a responsible manner is the
only way to keep a brand safe. Not controlling the narrative during a crisis can result in the loss of as much
as ten years of university public relations work in just a few hours.
As per the PR specialists at
Agility PR , the main aim of crisis management is not only to "conceal" the problem but
also to show the institution's morals through its reaction.
Building Long-Term Media Relationships
An efficient PR job is not a one-time deal; rather, it is a relationship. Colleges that make it over a long
period of time see reporters as partners. Therefore, it implies:
Accessibility: A well-functioning "Media" section on the site with res photos and direct lines to
experts.
Consistency: Giving good and useful story ideas even if they don't lead to the university's immediate
marketing goals.
Reliability: Getting back to the reporters asking for information within an hour, instead of the
week.
Measuring the Impact
What are the ways of finding out that the PR strategy of your university is effective? You need to see beyond
"vanity metrics" such as press releases. Institutions that succeed keep track of the following:
Share of Voice: What is the frequency of the mentions of your university in comparison to your
competitors?
Sentiment Analysis: Are the comments positive, neutral, or negative?
Engagement Metrics: As per CASE Insights, one of the main factors that drives alumni loyalty and
financial support is their communication, especially if it is proactive.
Inquiry Spikes: Is it possible to draw a direct connection between a major news story and a surge in
website traffic or applications from a particular region?
Referral Traffic: The process of counting how many prospective students come to the pages of your
university partnership via news articles.
The Future of PR in Higher Education
The competition to be visible worldwide is going to become even tougher. PR is becoming more data-driven as a
result of this trend, where universities employ AI to monitor their reputation in real-time in several
languages. Nevertheless, the essence of the work is still human. It is a matter of storytelling, ethics, and the
search for knowledge.
Colleges and universities that spend money on PR in the higher education sector now are not only acquiring
"fame"; they are creating a "reputation moat" that will shield them from future changes in the market and
demographic shifts.
Conclusion
Mass media and communication are not 'optional things' in the modern academic world, they are the
very means by which an institution is seen worldwide. By combining a university's public relations plan with
your research, student success, and faculty expertise, you can elevate your status from that of a local secret
to a global leader.
Being consistent is the main thing. One headline doesn't make a reputation; it is made by a thousand small
stories that are gradually told. If you want to amplify your institution’s global voice, then you should start
giving the same level of attention to your media relations as you do to your classrooms.
26-05-2023
American University of Ras Al Khaimah 
Featured Video
