Caleb Hulme-Moir was given a mandate to harness the power of public relations to grow the School's brand and reputation.
Over a six-year period, Caleb put in place a communications strategy that saw the School go from having minimal share of media voice to being the second most quoted business school in the UK. Over this time, the School cemented its reputation as the intellectual heart of the City of London, outgrew its Bunhill Row premises and saw applications increase by 20 – 40% across all programmes.
When the world was struggling to understand the unfolding 2008/2009 financial crisis, Cass Business School enacted a strategy to provide commentary and analysis on events as they happened. Alex Ritson, then journalist with the BBC's flagship current affairs programme, Newsnight, said at the time, "Cass Business School is the most talked about business school in the UK".
Cass Business School was able to unlock the power of public relations to significantly grow its reputation due to number of factors: instigating a process of cultural change, development of a cadre of media spokespeople, enactment of a sophisticated and proactive PR strategy over a sustained period.
Realising that others could benefit from the discoveries made during this time, Caleb has since packaged these learning's into The PR-Powerful Organisation programme, which teaches organisations to unleash the power of outstanding communications by becoming more PR-friendly.