Queen’s University plans £600k PR drive in America
Queen's University is set to spend £600,000 to raise its profile in the United States.
The Belfast seat of learning is seeking to engage a US-based public relations agency "with a track record of working with universities" as it bids to gain a foothold across the Atlantic.
The university said it hoped the move will enhance the range of research and collaborations for both students and staff. The contract is worth £600,000.
Queen's said: "Higher education exists in a rapidly changing and highly-competitive landscape, requiring universities to build market visibility and brand reputation globally.
"The university intends to develop its reputation in the US to enhance its range of research and education collaborations.
"This will present unique opportunities for Queen's students and staff that will augment their university experience as well as the international reputation of the institution as a whole.
"The US tender is initially for one-year, and if a supplier is appointed, will be reviewed.
"The purpose of the tender is to help raise the profile of Queen's University Belfast globally by promoting world class academic research and forging international links.
"The advertised value of the tender is for a potential six-year period but the university is not committed to this at this stage."
Queen's is the ninth oldest university in the UK. It already has a major presence on the world stage and is listed as a global top 200 university.
It is one of the elite UK universities in the Russell Group, a 24-member organisation of research-intensive universities.
Other members include Cambridge, Oxford and the London School of Economics.
Queen's already boasts students from 82 countries and has developed links with 250 universities and more than 3,000 companies around the world.
The US is seen as the next major step in developing that worldwide presence.
The university said it hoped to increase media coverage in US news outlets, increase the presence of its experts for comment, secure new media platforms, increase brand awareness across the US and increase the number of speaking engagements for its academics across the Atlantic.