Navigating the PR minefield of Clearing

A level results day and the opening of Clearing for University PR teams is competitive in the best of years and this year by anyone’s standards is not the best of years.

The number of people applying for UK university places has fallen by more than 25,000 (4%) compared to last year. Top that with the lifting of the student number cap, Brexit, bad press around tuition fees and student perceptions around value for money and it’s tough out there.

The priority for the Press team at the University of Bedfordshire has been to stay on message. We recognise the challenges our students are facing but we champion the benefits of a university education, the support we can offer our students, and the life changing experiences available to those who choose to study at Bedfordshire.

In the build up to A level results days our strategy has been to put a human face to our messaging. The press team can shout about it but it’s much more effective if it’s a first-hand experience. To that end we showcase the experience of successful graduates who have come through Clearing to inspire potential applicants. We also field our student support staff to discuss all the help, support and advice available to our students, and help students who have benefited from that support tell their story.

On A level results day – it’s a whole new ball game - we’re pitching for broadcast media. Regionals are interested in the story after the opening of the results envelope, while nationals are looking for a broader sector message.

Luckily we were able to do both; while we may not have had Lenny Henry answering our phone lines aka Birmingham City  (yes I was jealous) we did manage interviews across national and regional broadcast media on the day letting applicants know we are here, we have places and to please give us a call.

However Clearing isn’t over in a day and the press team has continued to look how it can best support the University’s recruitment efforts through the long tail of Clearing with case studies, messages around student support , value for money and of course the wonder of Freshers!