Leading article: A lesson in PR

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The Independent Online

So, Leeds University is recruiting its first marketing director, a development that is being seen as a sign of the times.

So, Leeds University is recruiting its first marketing director, a development that is being seen as a sign of the times. The new director will be the "guardian of the brand", reporting directly to the vice-chancellor. This trend and the language in which it is couched may make academics blanch, but it is necessary in a world in which universities are competing ferociously and students pay fees. You might think that Leeds has a pretty classy brand - good for nightclubs and for academic excellence - but reputations have to be jealously guarded and no university can rest on its laurels in today's dynamic marketplace.

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