Public relations graduate Chris King returned to BU this week to meet the first recipient of a scholarship backed by the tech-PR firm he now leads.

Chris graduated from BU in 2001 and is now Joint Managing Director of Wildfire, which was named Tech PR Agency of the Year in 2024 and 2025. Last September, the company awarded the first Wildfire Future Communications Foundation Scholarship to final-year marketing  communications student Tilly Kumar.

The visit on Monday (9 February) gave Chris, and colleague Beth Jones, the chance to meet Tilly and to share a guest lecture with second-year students on the suite of BA (Hons) Marketing Communications degrees, who will be eligible to apply for the scholarship next September.

Chris said: “I loved my time studying PR at Bournemouth. The course was broad and it is amazing how even the specialist modules, on topics such as finance and business planning, continue to benefit me in my career as I have moved into senior leadership roles. What really stood out to me was the value of the placement year, and how it gave me a sense of focus as I came back to complete my third and final year of studying. I always encourage students to consider a placement, as that experience can give you the edge over someone applying for the same role once you graduate.”

Chris’ decision to partner with the Future Communicators Foundation to launch the scholarship at BU was driven by a desire to give back and support the next generation of talent. He said: “As a B Corp organisation, one of our values is to do good and to make a positive difference. The scholarship is one of the ways we can do that, by recognising emerging talent and providing financial and career support to help them achieve to the best of their potential.”

To win the scholarship, Tilly developed and submitted a low-cost campaign to help students understand the environmental impact of AI – a theme which continued to be explored during Chris’ visit to campus. He said: “During the guest lecture it was good to explore with students how AI can help to complement and enhance the work of PR and communications agencies, such as ours, and what the future might look like as they enter the workplace.”

Dr Sae Oshima, Principal Academic in Corporate Marketing and Communications at BU, said: “My heartfelt thanks to Chris and Beth for visiting us at Bournemouth University. Our students gained so much from Chris’ lecture, and it was reassuring to see that our programmes align closely with industry expectations, particularly regarding the value of the placement experience and the importance of ‘knowing what good looks like’ to ensure that AI is a valuable addition. Hearing this was a great reminder that we should continue nurturing essential skills for students’ success, including critical thinking, research skills, professional curiosity and the ability to ask the right questions.”

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