CLEVELAND: Case Western Reserve University's Weatherhead School of Management has taken on PR help in the guise of Stanton Crenshaw to raise the business school's national profile.
The 1,700-student school is known in the Cleveland area and the Midwest, but wants to become better-known nationally. One of its goals is to be rated in the top 25 business schools in the country.
"As much as you would like to think PR is not a part of that, it clearly is, said Richard Bennett, director of development at the school.
Deans at other business schools vote in national rankings of business schools, so PR efforts will be aimed at the education community as well as the media, he explained.
Stanton Crenshaw beat Hill & Knowlton and Dix & Eaton to the business.
The work it had done with the University of Michigan impressed Case Western, Bennett said.
The agency will have five people working on the account. CEO Alex Stanton will head the team.
He wants to draw attention to the entrepreneurial courses offered by the school, as well as to the innovations of various faculty members.
He said he plans to use media relations, and send information directly to other educators.
The school is moving into a new building in the fall. "That will be one of the most advanced business school centers anywhere, said Stanton.
The agency will assist with event planning for a week-long October dedication of the new facility.