External Relations OverviewPresentation for CiCS

November 2011Carrie Warr – Director of External Relations

Purpose of External Relations

• To protect, manage and enhance the reputation of the University to enable it to deliver its vision, mission and strategic plan KPIs

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We achieve this by:

• Positioning and brand management• Communicating positive messages internally

and externally, through variety of channels• Managing the impact of negative messages• Managing relationships:

• Community relations, City/Regional, Governmental, Media, internal etc

• Creating opportunities for all of the above

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Our stakeholders

University of Sheffield

Media

Policy makers and

influencers

Companies wanting

graduates

Prospective partners

(research and education)

Our staff

Prospective and current

students

Regional stakeholders

Local community

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External Relations – Community and Local • City engagement

• Building effective relationships with key City contacts such as the Council, Sheffield First, Creative Sheffield, Community Assemblies and Neighbourhood Action Groups

• Local community groups/Neighbours• Attending local residents meetings• Community Reps• Student-led initiatives

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External Relations – Regional

• Specialist Projects and Initiatives• Dream Bigger Dreams events• Sheffield Showcase

• Building strong links with business community• To support Knowledge Exchange activities• To secure employer support for graduate development• To develop collaboration opportunities12/04/2023© The University of Sheffield

External Relations – National

• Influencing Government policy• What policy decisions may

impact us?• What policy decisions can we

influence?

• Building relationships with key policy makers / influencers• What policy decisions may

impact us?

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External Relations – Media/PR

• Sourcing stories from around University and preparing features/news releases

• Generating media interest• Monitoring and managing

negative press coverage• Developing links with news outlets

– home and overseas

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External Relations – Corporate Marketing• Ensuring the University’s brand is

communicated to best effect• Working with UEB and faculties to

develop and deliver marketing strategies (e.g., Real Stories, Dream Bigger Dreams)

• Creative Team – production of marketing collateral (online and print)

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External Relations – Internal Communications• Support the Vice-Chancellor and other

UEB members in their communications• Produce Overview – monthly University-

wide e-newsletter – and other “central” comms

• Advise faculties and departments in good practice, and develop University’s internal communications skills

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Our challenges

• Measuring our ROI• Managing unpredictable things – particularly

the many things outside of our control • Incidents• Unexpected negative press stories

• Keeping track of interactions across the University

• The changing speed of media

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Questions?