Throughout the Autumn Term 2018, the University of South Wales (USW) has held a series of public lectures titled 'Global Choices - Talking Points' by leading diplomats, politicians and campaigners, who have ‘addressed some of the most complex and pressing challenges facing the World today’. Key stakeholders of USW were invited to attend, including present and past students and staff, Members of the CBI, local school groups and members of the surrounding community.
Such events are held for a number of reasons, least of which is to define and promote the USW brand. One of the key aims of brand experiences such as this, is to positively influence the recognition and perception of stakeholders towards the University of South Wales. The USW brand is an intangible asset, incorporating the name and perceived qualities and attributes that are attached to it. Such events can be problematic in that they are intangible, inseparable, variable and perishable. Events need to not only meet, but exceed people’s expectations, building the influence and reputation of USW.
‘Reputation represents organizational past and present performance and portrays the ability to deliver reliable, desirable results to various stakeholders.’ (Gibson, Gonzales et al, 2006, p. 15).
Public Relations is the means by which the corporate brand, i.e. University of South Wales is promoted and distributed to its stakeholders. This includes defining the organisations attributes, its purpose, commitments and values, i.e. what it exists to do. Its performance, what it does? and how it delivers upon its aims and objectives? Its ability to provide information to its targeted audience, the outward face of USW ensuring that both its internal and external brand perception are aligned.
The 14th of November, 2018 saw the highlight of 'Global Choices-Talking points' when Sir John Major, Former Conservative Prime minister, visited the University to provide a keynote speech entitled ‘A World in Transition’.
The irony of such an event needs to be acknowledged. A Conservative Prime Minister being welcomed , within the heartlands of the South Wales Valleys would until recent times have been unthinkable. Yet Brexit has led to a crossing of traditional political party lines. The rise of nationalist and populist rhetoric has led to a change in the paradigm. The lack of opposition to Brexit from the Labour party, has left ‘Remainers’ without a visible leader. ‘Labour members hate Brexit and are calling for another referendum, ‘taking the question back to the people’.
John Major is seen to have stepped up and taken the call for a ‘people’s vote’ stating
I have no constituency vote clouding my view of Brexit. I have no ambition driving my support for it. I have no party whips demanding loyalty before conscience. I have made no false promises about Brexit that I must pretend can still be honoured, even though – in my heart – I know they cannot. I am free to say absolutely and precisely what I believe about Brexit. (John Major, 2018)
Universities including USW have identified the huge threat of ‘a no-deal Brexit’. University heads are warning a no-deal Brexit is "one of the biggest threats" that educational institutions have ever faced. Undermining universities £21bn contribution to the UK economy. In such circumstances, it is vital for USW and all other universities to support and promote calls for a People's vote by whatever means possible. This includes the holding of events such as public lectures by high profile supporters of the People's vote , including former Prime Minister John Major.
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