strengthening universities' reputation in the global educational community
DESCRIPTION
Presentation on reputation management given in Davos at the World Communication Forum. March 2014.TRANSCRIPT
How can BRICS universities move up the global university rankings?By Christian DougoudEASTWEST PR - London www.eastwestpr.com
EASTWEST Public RelationsPublic Relations services in Asia since 1995Bangalore | Beijing | London | Singapore
www.eastwestpr.comChristian Dougoud, Director+44 (0)7453706475 [email protected]
Promoting Higher Education in Asia
since 1995
www.eastwestpr.com
Bangalore | Beijing | Singapore | London
• 18 years experience in Asia
• 400+ clients and counting
• Affiliates in 12 Asian countries
Company overview
EASTWEST PR is a public relations agency based in Asia since 1995, with offices in Bangalore, Beijing, London and Singapore.
Client Portfolio
Many types of University ranking
• Times – World University Rankings• Times - World Reputation Rankings• Times - BRICS & Emerging Economies Rankings• Shanghai - Academic Ranking of World Universities• QS World University Rankings• QS University Rankings: BRICS• Etc.
Methodology
Times - BRICS & Emerging Economies Rankings
Teaching: the learning environment (worth 30 per cent of the overall ranking score)
Research: volume, income and reputation (worth 30 per cent)
Citations: research influence (worth 30 per cent)
Industry income: innovation (worth 2.5 per cent)
International outlook: staff, students and research (worth 7.5 per cent).
MethodologyQS University Rankings: BRICS – Methodology
1. Academic reputation (30%) – based on a major global survey of academics, who are asked to identify the top-performing universities in their own field.
2. Employer reputation (20%) – based on a major global survey of graduate employers, who are asked to identify the universities that produce the best graduates.
3. Faculty/student ratio (20%) – based on the number of students enrolled per academic faculty member employed (this aims to give an idea of commitment to teaching quality).
4. Staff with a PhD (10%) – based on the ratio of academic staff members with a PhD.
5. Papers per faculty (10%) – based on the number of research papers published per academic staff member.
6. Citations per paper (5%) – based on the frequency with which the institution’s research is cited by other researchers.
7. International faculty (2.5%) – based on the percentage of faculty members who are international.
8. International students (2.5%) – based on the percentage of students who are international.
Low hanging fruits to improve position on ALL rankings
1. Attract more international students
Condition: Systematic investment in agent relationships
2. Graduate employment
Condition: invite more employers to the campus
3. Improve learning environment
Condition: reduce faculty-student ratio
Ranking Reputation
Where are the conversations happening?
top universities in the world
1,600 searches every month
Students
Parents/mothers Journalists
High Schools teachers
Agents
FairsAlumniBloggers
Associations
Target groups
Forums
Rankings
Professors
PhD
www.eastwestpr.com
Bangalore | Beijing | Singapore | London
OWNEDMedia
EARNEDMedia
PAIDMedia
Between 1978 and 2011, China sent 2.25 million
students abroad.
Where are the new conversations happening?
Source: Caixin “China Becomes World's Top Source of Overseas Students”
Between 2000 and 2010 the number of Chinese students
abroad grew by 28.2% per year.
Case study
How Oxford University communicates
Oxford University: news releases- 10x month
Oxford University: Twitter- 10x week
Oxford University on Linkedin (277 million users)
Oxford University on Sina Weibo (500 million users)
Oxford University on Wechat (300 million users)
Contact Official announcement Events Internship opportunities Campus News
Conclusion:Be familiar with ranking methodology
Start with low hanging fruitsTake control of your reputation
Thank you
Director, InternationalLondon, [email protected] Mob: +44 (0)74 5370 6475
Christian Dougoud