international pr in practice june 2011 1

International PR in practice

The Nottingham Context

• 40,829 students in the UK, Malaysia and China

- 32,999 (Nottingham) - 3,399 (Malaysia) - 4,431 (China)

150 countries represented on campus in Nottingham

The University of Nottingham in Malaysia

Founded in 2000 and ranked amongst the country’s elite

The University of Nottingham Ningbo

First foreign university to establish a full university campus in China (in 2005)

Our marcomms toolkit is global

Marketing

Communications

Online media monitoring

Interviews Video

Publications production

Photography

Campaign planning

Web and digital support

PR and media placementCopywriting

Press releases

Photography

Publications

Media relations

Stakeholder engagement

Thought leadership

Social media• Facebook www.facebook.com/TheUniofNottingham• Twitter www.twitter.com/uniofnottingham• Flickr www.flickr.com/groups/universityofnottingham• LinkedIn

www.linkedin.com/company/university-of-nottingham• YouTube www.youtube.com/nottmuniversity• iTunes U www.nottingham.ac.uk/itunesu• Wikis www.wikipedia.org/wiki/University_of_Nottingham

Digital is key

The Conversation Prism

is globalImage courtesy of Brian Solis 2008

Digital trends and statistics by country

UK USA Brazil China India Malaysia Singapore

Internet penetration 82.5 % 76.3 % 37.8 % 31.6 % 6.9 % 64.6 % 77.8 %Average time online per week 22 hours 21 hours 16 hours 23 hours 10 hours 20 hours 23 hours

% of people using internet for…EmailComputerMobile device

86 %52 %

87 %66 %

78 %51 %

67 %33 %

39 %45 %

86 %36 %

85 %57 %

Social networkingComputerMobile device

51 %46 %

50 %44 %

55 %39 %

52 %39 %

27 %36 %

69 %36 %

56 %48 %

Knowledge/educationComputerMobile device

34 %20 %

34 %24 %

46 %30 %

49 %25 %

22 %31 %

54 %21 %

45 %30 %

Planning and organisingComputerMobile device

20 %20 %

18 %26 %

21 %21 %

22 %20 %

10 %14 %

21 %17 %

26 %27 %

Average number of ‘friends’ 164 178 231 67 72 233 183Most ‘important’ activities (SNS = social networking)(K&P = knowledge & planning)

Email (47%)SNS (24%)

Admin (7%)

Email (53%)SNS (17%)

Admin (9%)

Email (59%)SNS (17%)K&P (10%)

SNS (28%)Email (19%)

Interests (13%)

Email (48%)SNS (36%)K&P (13%)

Email (49%)SNS (24%)

Admin (6%)

Email (54%)SNS (21%)

Interests (6%)

Most popular SNS Facebook Facebook Orkut RenRen Orkut Facebook Facebook

Digital media

Podcasting

UoN content

Subject-specific content

iTunes U

Blogging

• Work ongoing to develop research strand blogs, focused on Research Priority Groups

• Promoting excellence in teaching and learning• Student experience: peer-to-peer• Combine with Twitter/Facebook to drive traffic

Shanghai Expo

About the campaign

Aims

• Develop international partnerships and connectivity

• Raise awareness• Deliver recognition (University and region)• Increase international student recruitment

Objectives

• Business engagement targets• Student recruitment targets• Brand/profile raising• Alumni and development links

Research

Target audiences

Channels

• Events• Dual-language printed collateral • Branded merchandise (URL)• Systematic PR

Press releases

Collateral

Challenges

Internal communications

• Exchange magazine• Staff/student portal news• Message of the day• Social media• Student e-newsletter• NSS – key focus for students• From students to alumni

Outcomes

• + 62% on event delegates• 1,000+ new global contacts• 200+ business enquiries• + 400% on target visitor numbers

Outcomes

• 1,000 VIP visitors• PG applications to UNNC up 20%• Brand awareness — @ 40m reach

via PR

Lessons

Thank you for listening

emma.leech@nottingham.ac.uk