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Vice-Chancellor Delegation Of The University Of Kent China Campaign

Vice-Chancellor Delegation of the University of Kent China Campaign

Briefing

In October 2014, Professor Dame Julia Goodfellow, Vice-Chancellor of The University of Kent, one of the top 20 educational institutions in the UK, led a delegation to Beijing to learn more about China’s policies and priorities in higher education in order to inform Kent’s own future direction.

EASTWEST PR was appointed to design a three-day China Campaign, and help maximize this visit of activities with both local media and relevant stakeholders for the VC delegation in Beijing.

EASTWEST delegated 3 PR consultants, 1 videographer and 1 photographer to be onsite support throughout the three-day visit to conduct various activities.

Kent university China press event

Kent university China press event

Strategy

EASTWEST suggested a comprehensive communication approach covering both PR and key stakeholder engagement, to increase Kent’s visibility among local media, drive media coverage and provide a platform for Kent’s spokespeople to deliver the message that Kent is the UK’s European university with focused areas in Science, Social Science and Humanity. This included, but was not limited to:

  • Suggested relevant media outlets to Kent according to the key messages discussed and 3 Spokespersons specialties
  • Translated and distributed one press release to local media right after the event
  • Drafted media invite, invited and secured a total of 9 tier one media outlets from general business, education and science sectors to attend 3 group press briefings
  • Prepared and printed press kits for journalists in attendance, including Kent’s backgrounder, spokespeople’s bio and pictures, other relevant press releases, video and media coverage
  • Organized and conducted press briefings
  • Offered on-site media and event management with the presence of EASTWEST’s bilingual consultants
  • Conducted professional photography of the Science Salon, from which photographs were later sent to both Kent and media outlets in attendance
  • Arranged and on-site supported 2 stakeholder meetings with Kent’s representatives
  • Invited, facilitated and on-site supported 10 guests including media and stakeholders to attend the Science Salon
  • Followed up with media and monitored on-going coverage

Results

  • 26 pieces of media coverage were generated following the China visit, including press briefings, press release and video interview
  • Out of which, 9 were generated as a result of the press briefings, and 14 were generated as a result of press release distribution and re-posts of the press briefings, 3 were generated from video interview online media placement
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