INTRODUCTION
BE IDEAS developed a strategic communication consultancy and press office project for ISCAL – Instituto Superior de Contabilidade e Administração de Lisboa, a leading higher education institution in the areas of accounting, management, finance and public administration.
With a strong link to the business community and the economic debate, ISCAL was looking to strengthen its institutional reputation, enhance its training and scientific offer, modernize its public image and consolidate strategic communication that was consistent and aligned with its academic objectives and organizational
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CHALLENGE
In a context of growing competitiveness in higher education and greater media exposure of economic, financial and public policy issues, ISCAL faced the challenge of asserting its institutional relevance to different audiences.
The challenge was to strengthen the institution’s notoriety and academic reputation, while at the same time valuing scientific production and internally developed knowledge, as well as positioning teachers as references in their areas of specialization. The aim was also to increase ISCAL’s relevance among decision-makers, strategic partners and target audiences, guaranteeing modern, structured and consistent institutional communication.
COMMUNICATION STRATEGY
BE Ideas has defined an institutional communication and reputation strategy, based on a continuous, qualified and strategically oriented media presence.
The strategy was based on implementing a sustained approach to press relations, guaranteeing a regular presence in the national media, both generalist and specialized, and valuing the expertise of the professors from the various departments, promoting them as specialists and leading commentators.
It also included the development of in-depth editorial content, such as major interviews, reports and regular articles or opinion columns, as well as the media coverage of topics such as accounting, management and finance, economics and taxation, and public administration and public policies. All the work was aligned with ISCAL’s institutional objectives, ensuring coherence and consistency in communication.
This approach has made it possible to transform media visibility into a solid academic reputation and institutional recognition.
RESULTS ACHIEVED
The communication strategy implemented has generated consistent and sustained results over time, reinforcing ISCAL’s position on the academic and professional scene.
The results achieved resulted in a significant increase in institutional awareness in the national media and the consolidation of ISCAL’s academic reputation, as well as the positioning of its lecturers as benchmarks in the areas of accounting, management and finance. At the same time, there was an increase in the institution’s relevance to decision-makers, strategic partners and target audiences, enabling media visibility to be transformed into institutional recognition and measurable impact.
This project demonstrates BE Ideas’ experience in strategic communication, institutional reputation and press relations for higher education institutions and knowledge organizations.