Today, I want to do a postmortem on a news release that in my opinion underperformed. I discovered the story in August, but did not appreciate the release’s lack of performance until I was writing the Q3 2017 Trends Report. The news release relates to KPMG expanding from two to nine the number of B-Schools participating in their Master of Accounting with Data and Analytics Program. In my opinion, media coverage of this major program announcement is lacking.

History

Let me provide the information sharing sequence I found via multiple web searches.

• August 3, 2017
  • KPMG issues a news release titled: “KPMG Expands Award-Winning Master of Accounting with Data and Analytics Program.”
  • *Baylor University adds to the Media Communications webpage a news release titled: “Baylor University’s Hankamer School of Business Joins Expanded Award-winning KPMG Master of Accounting with Data and Analytics Program.”
  • Arizona State University’s W.P. Carey School of Business adds to the News & Media webpage a news release titled: “Arizona State University’s W. P. Carey School of Business joins expanded award-winning KPMG Master of Accounting with Data and Analytics program.”
  • ASU Now adds a story to the website titled: “ASU partners with firm to help prepare accounting students for the digital marketplace.”
  • *Virginia Tech adds to the News webpage a news release titled: “Virginia Tech’s Pamplin College of Business joins expanded KPMG Master of Accounting with Data and Analytics Program.”
  • *Mizzou Business News adds to the News webpage a news release titled: “Trulaske joins expanded award-winning KPMG Master of Accounting with Data and Analytics Program.”
  • University of Mississippi News adds to the News webpage a news release titled: “UM Accountancy School Joins Expanded KPMG Master of Accounting Program.”
• August 4, 2017
  • Terry College of Business adds to the Newsroom webpage a news release titled: “Terry joins KPMG’s expanded, award-winning Master of Accounting with Data Analytics Program.”
• August 8, 2017
  • Athens CEO publishes an article titled: “UGA’s Terry College Partners with KPMG for Master of Accounting with Data Analytics Program.”
  • The Oxford Eagle publishes an article titled: “Ole Miss’ Accountancy School joins expanded KPMG Master of Accounting program.”
• August 9, 2017
  • MetroMBA publishes an article titled: “KPMG Master of Accounting Program Arrives at Terry College of Business.”
• August 16, 2017
  • USC Marshall School of Business, The New Accountant publishes an article titled: “USC Leventhal partners with KPMG to create new Master of Accounting with Data and Analytics program.”
• August 18, 2017
  • Poets & Quants publishes an article titled: “KPMG Data Analytics Effort Now At 9 Schools.”
• September 7, 2017
  • Daily Trojan publishes an article titled: “Leventhal and Marshall partner for master’s degree.”

What Happened?

I found the chronological list of articles informative. Even more informative is to read the articles. My observations include:

1. Except for one or two articles, the content is almost word-for-word from the news release that seems to have been written by KPMG. Thus, the release’s emphasis is on KPMG.
2. At the campus level, other than refocusing the title, there was little tailoring to make the release relevant locally or regionally.
3. There was no regional news coverage.
4. Several programs only posted the retitled news release to their news webpage.

Was there too much reliance on the KPMG news release to garner coverage? Was there a lack of understanding of how important this program is to the B-School and the university? I need help to understand what happened.

Join the Conversation

Question: What is your assessment? What do you think should have been done? Click here to share your response or email me at RGAlsup@MBANewsDigest.com if you prefer to respond without sharing.

Rodney