Strengthening universities' reputation in the global educational community. Presentation given at the World Communication Forum in Davos. 12nd March 2014, by Christian Dougoud

1. How can BRICS universities move up
the global university rankings?
By Christian Dougoud
EASTWEST PR - London www.eastwestpr.com

2. EASTWEST Public Relations
Public Relations services in Asia since 1995
Bangalore | Beijing | London | Singapore
www.eastwestpr.com
Christian Dougoud, Director
+44 (0)7453706475
christian@eastwestpr.com
Promoting Higher Education in Asia
since 1995

3. www.eastwestpr.com
Bangalore | Beijing | Singapore | London
• 18 years experience in Asia
• 400+ clients and counting
• Affiliates in 12 Asian countries
Company overview
EASTWEST PR is a public relations agency based in Asia since 1995,
with offices in Bangalore, Beijing, London and Singapore.

4. Client Portfolio

5. Many types of University ranking
• Times – World University Rankings
• Times - World Reputation Rankings
• Times - BRICS & Emerging Economies Rankings
• Shanghai - Academic Ranking of World Universities
• QS World University Rankings
• QS University Rankings: BRICS
• Etc.

6. Methodology
Times - BRICS & Emerging Economies Rankings
Teaching: the learning environment (worth 30 per cent of the overall ranking
score)
Research: volume, income and reputation (worth 30 per cent)
Citations: research influence (worth 30 per cent)
Industry income: innovation (worth 2.5 per cent)
International outlook: staff, students and research (worth 7.5 per cent).

7. Methodology
QS University Rankings: BRICS – Methodology
1. Academic reputation (30%) – based on a major global survey of academics, who are asked
to identify the top-performing universities in their own field.
2. Employer reputation (20%) – based on a major global survey of graduate employers, who
are asked to identify the universities that produce the best graduates.
3. Faculty/student ratio (20%) – based on the number of students enrolled per academic
faculty member employed (this aims to give an idea of commitment to teaching quality).
4. Staff with a PhD (10%) – based on the ratio of academic staff members with a PhD.
5. Papers per faculty (10%) – based on the number of research papers published per academic
staff member.
6. Citations per paper (5%) – based on the frequency with which the institution’s research is
cited by other researchers.
7. International faculty (2.5%) – based on the percentage of faculty members who are
international.
8. International students (2.5%) – based on the percentage of students who are international.

8. Low hanging fruits to improve position on ALL rankings
1. Attract more international students
 Condition: Systematic investment in agent relationships
2. Graduate employment
 Condition: invite more employers to the campus
3. Improve learning environment
 Condition: reduce faculty-student ratio

9. Ranking Reputation

10.  Where are the conversations happening?

11. top universities in the world
1,600 searches every month

12. Students
Parents/mothers Journalists
High Schools
teachers
Agents
FairsAlumni
Bloggers
Associations
Forums
Rankings
Professors
PhD

13. www.eastwestpr.com
Bangalore | Beijing | Singapore | London
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14. Between 1978 and 2011, China sent 2.25 million
students abroad.
 Where are the new conversations happening?

15. Source: Caixin “China Becomes World's Top Source of Overseas Students”
Between 2000 and 2010 the number of Chinese students
abroad grew by 28.2% per year.

16. • Case study

17.  Oxford University: news releases
- 10x month

18.  Oxford University: Twitter
- 10x week

19.  Oxford University on Linkedin (277 million users)

20.  Oxford University on Sina Weibo (500 million users)

21.  Oxford University on Wechat (300 million users)
 Contact
 Official announcement
 Events
 Internship opportunities
 Campus News

22. Conclusion:
Be familiar with ranking methodology
Start with low hanging fruits
Take control of your reputation

23. Thank you
Director, International
London, UK
christian@eastwestpr.com
Mob: +44 (0)74 5370 6475
Christian Dougoud