The External Relations department at the University of Sheffield aims to (1) protect, manage and enhance the University's reputation to enable it to achieve its strategic goals, (2) communicate positive messages internally and externally through various channels, and (3) manage negative messages. They do this by positioning the University's brand, managing relationships with various stakeholders including the local community, regional groups, government, media and prospective students, and creating opportunities with these stakeholders. The department faces challenges in measuring its return on investment, managing unpredictable external events, keeping track of interactions across the University, and adapting to the changing speed of media.

1. External Relations Overview
Presentation for CiCS
November 2011
Carrie Warr – Director of External Relations

2. 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
01/12/2011 © The University of Sheffield

3. 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
01/12/2011 © The University of Sheffield

4. Our stakeholders
Media
Policy
Local makers
community and
influencers
Companie
Regional University
stakeholders s wanting
of Sheffield
graduates
Prospective
Prospective partners
and current (research
students and
education)
Our staff
01/12/2011 © The University of Sheffield

5. 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
01/12/2011 © The University of Sheffield

6. 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 opportunities
01/12/2011 © The University of Sheffield

7. 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?
01/12/2011 © The University of Sheffield

8. 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
01/12/2011 © The University of Sheffield

9. 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)
01/12/2011 © The University of Sheffield

10. 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
01/12/2011 © The University of Sheffield

11. 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
01/12/2011 © The University of Sheffield

12. Questions?