Blackboard Inc. hired Qorvis to manage its media and analyst relations programs as it began the process to reposition itself as an education company rather than solely a technology company.


We moved to strengthen Blackboard’s relationships with media and analysts, as well as increase awareness of its utilization of technology to improve learning, training and teaching. We executed public relations plans for each of Blackboard’s business interests in higher education, K-12 and professional education — securing high-profile media coverage, in-depth feature stories, and executive op-eds in publications that greatly influence the decision makers in education technology procurement.


Over the past two years, Qorvis supported Blackboard through many of its corporate communications announcements, including the acquisition of its largest competitor, ANGEL Learning. We helped implement a strategy to minimize the controversy surrounding the buy, and highlight the positive impact and outcomes for both organizations and their end-users.


In addition, we played an integral role in the launch of several new products, including Blackboard’s flagship product, Blackboard Learn, as well as Blackboard Mobile, Blackboard Transact and Blackboard Collaborate.


The positioning, media and analyst outreach, and resulting coverage helped validate Blackboard’s position as an education company, and differentiate its technology solutions from the competition.


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