Press Services Introduced to Best Global Practices at Workshop in St. PetersburgOctober 2, 2015
On 21-22 September, the city of St. Petersburg hosted a training seminar (workshop) for the personnel of Project 5-100 universities who are in charge of corporate communications. Leading Russian and foreign specialists shared their know-how and advice on how to help effectively promote university brands.
Joe Avison (Director of International Cooperation at Chronicle of Higher Education) outlined the problems which the editorial board of his periodical and their readers find interesting. “We are looking for stories which shed light on current trends in higher education,” Avison said. The expert then shared his knowledge of cooperation with media and showed his audience some examples of successful branding and promotion campaigns organized by European, US and Australian Universities.
Zoya Zaytseva (Regional Director for Eastern Europe and Central Asia at QS) delivered a workshop on event marketing. She explained how to build successful relationships with various university audiences and how to improve the results of both online and offline events. Zaytseva provided QS research data regarding the impact of various factors which students rely on when choosing a university or a study program.
The meeting continued with the study of particular cases involving Project 5-100 universities. Best practices were presented by heads of communication departments of universities: Olga Kosareva (Deputy Director for PR at Higher School of Economics), Yulia Shalneva (Head of Marketing and Communications at MISiS University), Yulia Emer (Head of Information Policy at TSU), Olga Yakovleva (Head of Marketing at NSU) and Dmitry Malkov (Head of Academic Communications at ITMO University).
The second day of the event began with the announcement of the results of the audit of communication activities of Project 5-100 universities. The audit involved the analysis of publishing activities and the data obtained from a reputation survey. Alexei Glazyrin (General Director of Newton), who presented the results of the audit, noted the overall improvement in the work of university press departments.
How to make a university a more effective promotion instrument and how to get ahead in the Webometrics Ranking (which evaluates the web presence of universities) was explained by Isidro Aguillo (Head of Webometrics). The Spanish expert urged his audience to publish more in English and to involve everyone at the university in the production of content for the websites, not just the IT and PR specialists.
The conference concluded with a presentation made by Khlo Munju Cho (Senior PR Specialist at Seoul National University (SNU)). She spoke about the structure of internal and external communications at SNU, in particular, of how information is disseminated daily to internal users and how university news, including academic and scientific news, are displayed on plasma screens in the university building. Ms. Cho delivered a workshop where she analyzed four real cases from her university’s practice. Participants in the workshop then were assigned to find a quick solution to an imaginary ‘crisis’. Ms. Cho was pleased with the results of the workshop and commended the professionalism of the employees of press departments of Project 5-100 universities.