Yale engages in global PR
‘Branding’ efforts use international media to increase visibility
Dedicated readers of The Guardian, a major British newspaper, would know that Yale President Richard Levin is not a fan of goat cheese. A Chinese college student who subscribes to the magazine China Campus might be familiar with Levin’s academic degrees from Stanford, Oxford and Yale.
When Levin travels abroad — which is usually several times a semester — his name and face often appear on television and in local newspapers. This publicity is part of the administration’s carefully cultivated strategy to raise the University’s international profile.
The branding efforts,...
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