KP Commentary: MBA programs live (or die) by reputation

Sep 19

On September 13, 2023, Bloomberg BusinessWeek released their annual MBA program rankings. Many MBA programs across the U.S. and around the world may be seeking ideas about what can be done to improve reputation and influence rankings. Below is an excerpt from a recent commentary from Patrick George, partner at KP Public Affairs, on the subject of MBA reputation. The full commentary posted for subscribers on MBA news website Poets & Quants (link to article: click here).

MBA programs live (or die) by reputation

MBA programs live or die by their reputation. A positive reputation can foster trust and ensure long-term success. Loyalty and referrals are born out of a good name. Graduate business programs that are serious about building a positive reputation, experience increased enrollment, better job placement opportunities, and stronger relationships with employers.

MBA programs should think long and hard about their approach to enhancing reputation. Here are five ways MBA programs can enhance their credibility and produce sustained results:

Highlight real thought leadership. Productive thought leadership centers on insightful, forward-thinking ideas that contribute to meaningful discussion and challenge existing norms. Poorly executed thought leadership conveys shallow or recycled ideas that fail to offer genuine insights, contribute to the conversation, or provide meaningful value. MBA programs should work with their communications teams and consultants to identify research, novel opinions and insightful perspectives that break through the noise.
Establish a strategic media outreach program. The saying goes: “no one goes to The Wall Street Journal to read the advertisements.” Media coverage lends credibility and authenticity to brands, messages, and stories. Being featured in reputable news sources implies that the MBA program content or expertise is trustworthy and noteworthy. A strategic media program should focus on business, trade, and local media coverage that is helpful to key audiences and benefits the program.
Communicate with peer MBA programs and industry leaders. Popular MBA rankings, such as US News & World Report’s annual top business schools, are formed based on opinions by business schools, corporate recruiters, and company contacts on overall program quality. Maintaining a list of leadership contacts at all accredited business schools requires attentiveness and rigorous cross checking. However, schools I’ve worked with have benefitted from the high level of engagement - more than 40% open rate from the outreaches to MBA deans. More importantly, we inspired fruitful dialogue that aided in rankings.
Choose substance over hype. Overstated hyperbole – promising life-altering experiences, inflated salaries, immediate senior management jobs – are initially captivating but the reality is fleeting and hollow. Emphasizing substance shows how the MBA program delivers on promises. Examples of alumni success and case studies consistently demonstrating expertise are more persuasive than exaggerated claims.
Market successes. Sharing success stories highlights an MBA program’s values, expertise, and benefits to students and stakeholders. “In-Case-You-Missed-It” follow up emails, blogs, and newsroom entries offer the opportunity to reiterate messages to stakeholders. These communications instill confidence in potential students and demonstrate a track record of delivering on promises. Effective marketing of successes can also foster a sense of loyalty and shows how the program achieves its goals.

To make sure all these things work, MBA programs need to have a strategy and a plan. A comprehensive communications strategy is pivotal in maximizing impact. A multifaceted approach ensures messages reach the right audience with clarity, consistency, and relevance.

MBA programs need to think about how to tell people they are good in a way that is clear and true. They need to prove what they are doing to help students. When MBA programs do all these things together, they can make more people interested and show that they are successful delivering what they promise. Establishing and protecting trust is the most important aspect of building a positive relationship. Violating that trust at any stage can be a terminal event. In that regard, MBA programs do, in fact, live or die by their reputation.

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