Universities and educational institutions are competitive bodies, who need to develop a reputation in order to deliver their strategies, build and recruit students, and grow their alumni and donor groups. Reputation lies at the heart of research power, rankings, and strong stakeholder engagement. 

Improving your reputation depends on clarity of who you are, and where you are going. It requires focus and an agreement of strengths and brand messages. And it requires an institutional approach.

You also have to keep your ear to the ground, to understand what stakeholders think of you, and what they don’t understand.