The operational dimension of digitization
Digital PR makes WOW, how the university’s social media creates its brand. session was conducted by Anna Kiryjow-Radzka, PR specialist at the Warsaw University of Life Sciences, and the President of the “PRom” Association. The invited experts shared their knowledge and experience with the conference participants.
The panelists were:
- Dr hab. Marta Mendel, Vice-Rector for International Cooperation, Warsaw University of Life Sciences
- Paulina Boroń-Kacperek, Head of Admissions Office, Wrocław University of Environmental and Life Sciences / Marketing Star 2021
- Maciej Krzyczkowski, Head of International Cooperation and Promotion, Collegium Civitas
- Oleksandr Zakharchuk, Social Media Strategist and Content Curator, Ready Study Go! Poland, NAWA Research, Poland / Gwiazda Marketingu 2019
The discussion presented a three-stage student journey.
During the “before” phase, universities build a brand image and communicate with potential recipients – the crowning accomplishment is the recruitment of the best candidates. After they become students, the “in progress” phase is launched; the young people’s contact with the university is of multidimensional nature, the new experience of studying not only in the classes, but also in the dean’s office, social media and the Internet absorbs them completely. This shapes the opinion about our universities among the most authentic brand ambassadors – the students. Their opinion is usually considered by the prospective candidates. The finale is an “after” phase, when the alumni receive their diplomas … Do they intend to stay with us? Are we going to be important to them? It depends on our communication – combined with a dialogue, digital and university openness in the COVID-19 era. Those topics were discussed by experts representing the key levels of building the university’s brand.
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