Targeting your Message to the International Press

Experience from the European University Association

Press relations have long been a central part of the universities’ communications portfolio, but efforts and resources have traditionally focused on working with the local, regional and national media. Whilst these ‘national journalists’ continue to be the focus of proactive and reactive press relations, directors of communication (particularly in business and engineering schools) are increasingly exploring the benefits of working with the international press to respond to the changing strategic needs of their institution. Using the experience of the European University Association – a member organisation which represents more than 800 European universities and 34 national rectors’ conferences – this article looks at some of the key aspects to working with the international media. It seeks to give practical tips on the strategic issues to consider before starting such work, but also looks at some of the ways to ensure an institution’s message is adapted to international markets.