Interview from Nathalie Hosay, Head of External Relations & Communication at HEC Liège – ULiège Management School
Challenge
How to demonstrate your international influence with effective KPIs in an environment as competitive as that of the Business Schools?
A need for accurate monitoring
HEC Liège has been monitoring its visibility in the online and offline press for a long time. To identify its media presence well, the School of Management has chosen to have its own monitoring and targeted analysis schemes.
An international recognition
Besides, HEC Liège is the first complete Belgian business school (from bachelor to doctorate, including executive education) to have the accreditation by AACSB and by EQUIS, which is a great asset in this very competitive sector. These international recognitions require a lot of work and HEC Liège must report about its visibility in the media with objective facts and figures.
Solution
HEC Liège benefits from a monitoring of its brand in the media and the daily mailing of its selections. Its team also benefit from an annual benchmark analysis to get a clear view of its situation compared to its direct competitors.
“This makes it possible to objectify, to put facts and figures behind the feelings about the visibility of HEC Liège in the media.” says Ms. Hosay
Added value
The added value of this solution is twofold, according to Ms. Hosay. On the one hand, the reporting is a management tool that allows her to judge both the strengths and weaknesses of her strategy and to adapt it when it is necessary.
On the other hand, benchmarking with competitors and press reviews allows Ms. Hosay to report on the visibility of the Business School, the influence of its communication activities and their impact.
« Being able to measure these key performance indicators allows us to adapt our strategy, to highlight the progress and influence of our activities, which are constantly increasing and thus have a positive impact on the development of the School.”
