As education becomes more globalised, business schools are at the fore-front of efforts to attract the best students from around the world. To enhance their reputations overseas, these schools have adapted their communications strategies, undertaken rebranding campaigns and reached out to the international press. The UK is one of the most important markets for many French business schools when they decide to communicate internationally.

Recruiting top students for master's and executive education programmes has become a high priority for French business schools as they try to extend their reach beyond France. Della Bradshaw, business education editor at the Financial Times, said in July 2010:

Coverage in the British media distinguishes these institutions from their peers, giving an edge to ambitious schools competing for top students. While French business schools often have solid reputations domestically, they rely on the international media to reach students overseas. They have not only sought editorial coverage in the British press, but have focused on advancing in the international business school rankings, especially those published by the Financial Times. Indeed, being ranked by a leading publication may have an impact on recruitment. A survey carried out by the Knowledge Partnership and reported in the Chronicle of Higher Education shows that top-ranked universities saw an increase in international applications as they rose in the Times Higher Education–QS World University Rankings and the Academic Ranking of World Universities. There was no similar rise in domestic applications. French schools have taken advantage of their press coverage and position in various rankings in their advertising campaigns and promotional materials for recruitment. Rankings such as those mentioned above provide a common language, as students from around the world, as well as their parents, recognise their significance.