The University of Wolverhampton received its Royal Charter in 1992 and is now a leading university with 96 per cent of students going on to jobs or further training. A large majority of the students come from within the West Midlands. The university is one of several in a fairly small geographical area and so needs to be proactive in seeking publicity in order to attract students and impress potential partners. The brief was to media train a mix of academics, officers and service directors to be able to promote the university in the best possible light and protect its reputation if there was the risk of negative publicity.
Capital B Media worked with the university to design a bespoke training course that covered the exact topics they felt were important. These included demonstrating the importance of engaging with media and how to handle media interviews. Each participant was asked to fill in a questionnaire about their experience of, and attitude towards, the media, so the training could be pitched at the right level.
The training was delivered to several dozen staff over five separate courses. The university reported that the feedback from each session was excellent.
The media training encouraged staff to volunteer for media interviews with several appearing on radio and television over the next few months. As the media training also covered the issue of what makes a news story it prompted staff to be more proactive in bringing possible news stories to the attention of the corporate communications team and thus a better flow of information between departments and the PR team. The resulting increased media exposure helped raise the profile of the university, particularly within the target area of the West Midlands and led to a measurable increase in student enquiries.