Primex Media Services Wins Parul University's Digital PR Mandate
Primex Media Services has secured the digital public relations mandate for Parul University in Vadodara, Gujarat. The agency will manage digital dissemination of the university's corporate announcements, institutional updates and media releases across online news platforms.
- Agency: Primex Media Services
- Client: Parul University, Vadodara, Gujarat
- Scope: digital dissemination of corporate announcements, institutional updates and media releases across online news platforms
- Structure: communication strategy remains in-house at the university
- Subjects covered: academic achievement, institutional milestones, student and faculty achievements, research, innovation, industry collaborations and community initiatives
A Deliberately Narrow Brief
The most interesting feature of this mandate is what it excludes. Pujan Shah, Head of Outreach and Public Relations at Parul University, was explicit that the communication strategy continues to be driven in-house, and that strategic collaborations play a role in expanding reach.
Splitting strategy from dissemination is not the conventional PR arrangement, and it is a rational one for an institution. A university's communications are tied to academic calendars, admissions cycles, accreditation and faculty relationships, which is knowledge that sits internally and does not transfer easily to an agency. Distribution across online news platforms, by contrast, is a capability that is genuinely better bought than built.
Shah described the university as globally focused and committed to strengthening its digital presence and engaging audiences across geographies, saying Primex will support it in showcasing academic excellence, institutional milestones, student and faculty achievements, and the impact of its research, innovation, industry collaborations and community initiatives.
Education Marketing's Particular Problem
Higher education is one of the more difficult communications categories in India, because the purchase decision is made once, involves a family rather than an individual, and is researched over months against rankings, placement records and peer opinion.
Visibility in online news carries disproportionate weight in that process, since it is one of the few third-party signals a prospective student's family encounters while comparing institutions.
Ankur Parikh, Account Director at Primex Media Services, said the focus will be on ensuring timely and effective dissemination of the university's announcements across relevant digital media platforms, helping enhance visibility of its achievements among diverse audiences.
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