Established in 1956, HKBU School of Business has been the vanguard of business education in Asia, moulding generations of business leaders. The school is amongst the 1% of business schools worldwide accredited by the three leading international accreditation bodies focused on business education.
Through its extensive local partnership, the School has a number of local annual surveys, which have successfully profiled its local research excellence and thought leadership by interacting with local media. However, the School had limited exposure in international and regional media s.
Sinclair was tasked with raising the profile of the School internationally and regionally by implementing a content creation strategy built on HKBU’s research papers into press-friendly formats to profile different scholars and professors, in order to attract global talents to join the school and extend its partners’ network globally.
Strategy: Adapt an always-on approach to understand trends for international and regional media, and transform relevant research papers into press materials to garner media’s attention.
Spotlight: Put the focus on the findings and policy implications for research papers from HKBU School of Business, and create meaningful insights for our target audience in our communications materials, including business leaders, management consultants and academics etc.
Engage: Engage with journalists continuously to profile professors and scholars by sharing updates on HKBU latest research excellence, and strategically conduct newsjacking to ride on trending topics to look for commentary opportunities.
