The Role of the UK Media in the Communications Strategies of France's Grande École Business Schools

Abstract

As education becomes more globalised, business schools are at the forefront of efforts to attract the best students from around the world. To enhance their reputations overseas, these schools have adapted their communications strategies, undertaken rebranding campaigns and reached out to the international press. The UK is one of the most important markets for many French business schools when they decide to communicate internationally. Recruiting top students for master's and executive education programmes has become a high priority for French business schools as they try to extend their reach beyond France. Della Bradshaw, business education editor at the Financial Times , said in July 2010: At the Financial Times we have seen extraordinary changes in the focus of French business schools as they have sought to become European or global players. This has partly been because of their recognition that they need to teach postgraduate and executive programmes in English in order to compete globally. Coverage in the British media distinguishes these institutions from their peers, giving an edge to ambitious schools competing for top students. While French business schools often have solid reputations domestically, they rely on the international media to reach students overseas. They have not only sought editorial coverage in the British press, but have focused on advancing in the international business school rankings, especially those published by the Financial Times. Indeed, being ranked by a leading publication may have an impact on recruitment.