Structures, strategies and resources for reputational advancement

We first visited this topic in 2008 when we gathered valuable insight into reputation management from 95 external relations and international directors working in world-class universities across the globe.

We believe this was the first survey of its kind to scope the reputation and communications processes of World 100 universities. 40% of all directors of communications (or nearest role) and 29% of international directors responded - an exceedingly high response rate to an international survey with reputational issues at its core.

The positive response shows a great deal of interest in benchmarking against truly world class universities, a need for a greater understanding of the conception of reputation, and international communications, and a desire for networking amongst the group. We were also pleased to see a wide range of universities responding, including five ranked in the World Top 10: Yale, MIT, Chicago, UCL and Imperial.

We revisited the topic for our 2014/15 research project to see how things had developed since our initial surveys. This time around our surveys were complemented by video interviews with four senior directors and a series of case studies from additional qualitative interviews (available in the Members' Area).

(Please note that access to the videos is restricted to W100 Network members (Research and Discover) and a password is required. If you are a member and do not have the password please contact

Research members received an added bonus report comparing their survey responses to the wider set.

Members: click here to access the project files in the Research Library. Only 2014/15 Research Members have full access to this project, other members can access the summary only. Contact to find out more about purchasing full access to this research.

Non-members: contact for more information about Network membership to gain access to this research