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Disney, DeSantis, and Corporate Dilemmas

The Florida state legislature recently voted to end the Walt Disney Co.’s special tax district, which has permitted the Orlando amusement park to govern its land and save millions each year in taxes. The decision followed a clash between Disney executives and Florida Gov. Ron DeSantis over recent legislation that prohibits instruction on sexual orientation or gender identity for children in kindergarten through Grade 3. UConn's Professor Robert Bird, the Eversource Energy Chair in Business Ethics and past president of the Academy of Legal Studies in Business, sat down with UConn Today to talk about clash between the corporation and Florida government as well as the implications for other companies that may be facing similar moral and ethical dilemmas: Q: There are so many layers to this story, from taxation to self-governance, political power to human rights. What strikes you as most significant? From one perspective, this is a debate over the role of LGBTQ+ education in schools. From another perspective, this raises the broader issue of the implications of private companies speaking and acting on matters of public policy. Corporations can no longer remain neutral or silent on major issues facing American society. Consumers, employees, shareholders, and the public are increasingly expecting companies to take a stand on controversies that matter to them. Just as some companies are being punished for not severing their relationships with Russia, because of Russia’s invasion of Ukraine, so are companies like Disney expected to speak out against public policies that contradict the values of its stakeholders. Q: Why does Disney play an important role in this issue? Disney is an important participant in the underlying “Don’t Say Gay” dispute. Disney has a powerful public brand and takes care to cultivate a family-friendly image worldwide. Disney has also been a long-standing leader in supporting LGBTQ+ rights. Disney has provided health benefits to same-sex partners since 1995, and allowed “Gay Days” at Walt Disney World since 1991. Public opinion was more hostile toward LGBTQ+ rights then, and Disney stood by its values even with the ensuing controversy. For Disney to “stand down” when so many people were advocating for Disney’s support in opposition to the bill, would have eroded its long-standing support of gay rights generally. Q: What message does this send to other CEOs who might be caught in a moral, ethical, or environmental debate with government leaders? The message sent to other companies is that politicians will not remain idle if a company opposes favored legislation or enters the sphere of public debate. Firms need to walk a fine line between standing up for their values and eroding relationships with political leaders. This is an important story, and if you're a reporter looking to know more or would like to schedule and interview with Professor Bird, then let us help. Click on his icon now to arrange an interview today.

Expect More from Your Experts: How a “Faculty Audit” can help Universities more strategically engage their faculty members

With an estimated 1.5-million faculty in the US and a near 50,000 growth in UK-based academics in the last decade (to 225,000), universities and colleges have a whole range of interests and expertise on offer. In fact, despite rumours to the contrary, academia is a large and growing global ‘industry’. If you’re responsible for external relations, communications, marketing, civic engagement, knowledge exchange - or any other aspect of external engagement or “connectedness” in a university or college - then the ability to choose which faculty experts you selectively promote and publicise can be a very tough assignment. I’ve had first-hand experience with this. I was once in that very position - trying to keep up with the opportunities and the expectations afforded by 800 academics at just the one mid-sized UK institution where I worked. With the benefit of that firsthand experience and having since worked with more than 100 higher education institutions in the UK, Europe and North America, here are a few observations and also a few tips on how to organize your expertise: Approach #1: The Focus on Expertise Clusters An approach taken by some universities nowadays is to promote their expertise as a group of “grand challenges” or “beacons of excellence” - drawing together as many areas of research expertise under (usually) three or four headings. While identifying “token clusters” of expertise for focus and prioritisation may seem logical, this approach doesn’t really work. It may help with internal politics but it fails to generate enough precision to be relevant to various communities such as the media and industry. Approach #2: Selectively Promoting Key Experts One trap that universities can also fall into is to focus on a small group of academics who appear to be more suitable to promote. The reasoning for this approach is often driven by the need to have a manageable number for internal communications/press office staff to work with. The easy route to take is to just work with academics who are more keen to work with comms staff in promoting their work and who are already at ease in speaking to the media. Selection of experts on these factors, while important, isn’t the optimal way to build up the profile for the institution with key audiences. First off, this approach often doesn’t yield the diversity that audiences such as journalists and potential student and faculty recruits want to see represented. This approach will also miss the mark if it just plays to popular disciplines or hot topics. Being more inclusive to promote a wider range of disciplines and specialized topics is better value all round. Approach #3: The Faculty “Expertise Audit” I’ve seen institutions make many mistakes in positioning their faculty as experts, given it’s a proven way to differentiate brand, build profile and reputation. That’s why I’ve started to work with several universities on what I refer to as a “faculty expertise audit”. This brings a more structured process that helps prioritize key areas of research expertise and identify specialist experts. The audit also looks at the resources and overall capacity that universities have available to support an “expertise marketing” program that optimizes all these elements to significantly boost performance. Start with The Business Case for Expertise At the heart of this more structured, targeted audit approach is ensuring you are generating “return-on-investment” and “value-for-effort.” A good starting point is to ask: Where is the budget coming from? Where is current and expected demand for your programs? When starting this assessment, you have to think longer than a year out. Instead, look very hard and in detail at the next three to five years (the typical cycle of research investment and university strategies) and identify which expertise is most likely to solve the problems and consequential explorations that governments, industry, benefactors/donors, and funding agencies will want to support. I’m not saying that research areas without such sizable levels of predicted investment should be ignored - far from it - but we are in a competitive climate and universities now have to secure ‘orders’ (for applied and contracted expertise) that will ensure institutional sustainability and success. In turn, that success will allow investment in other areas that are socially vital but financially a weaker bet as regarded by funding sources. Having proven where research funding is most available, pressing and externally directed, then the audit is designed to identify and match the institution’s research talent to these requirements. These audits involve shortlisting, enlisting and then coaching the appropriate academic experts. The best results come from one-to-one sessions with academics which create buy-in and yield a more detailed marketing plan to leverage your experts. While more inclusive, this is an efficient process designed to create a “shared roadmap” for where the university and the academic both want to take their expertise. A large part of this roadmap then covers off other important activities such as creating a more discoverable and engaging online presence with enriched academic profiles that perform far better than the traditional “faculty directory.” Keeping online academic profiles fresh, content-rich, jargon-free, and compelling makes the job of expert ‘mining’ so much easier. Developing a sustained program of content with an organized lead generation process is also necessary. These extra steps are where many universities miss the mark. The result is a significant loss of inbound opportunities for research grants, consulting revenues, academic collaborations as well as local and global media coverage. I recently spoke with a Vice Chancellor of a prominent UK University who admitted that they as an institution deserved a failing grade when it came to promoting their faculty research achievements, saying that he “doubted any of their academics would be happy with the way their work was being promoted online.” This is an important aspect of the faculty audit. As a consultative process, it is non-threatening and we’re listening to staff and academics. That not only enriches the information the University has to promote its brand better, it also helps to enlist the support of the academic community who see that the university cares and that it is getting their input to put together a plan – both for the university and for individual academics. The academic is happy (they understand the value for them personally and for their institution); the University is happy (it is able to focus and prioritise its expertise in an evidence-based manner), and Communications and press office staff are happy (they have so more to work with in connecting the work of the University to a variety of local and global communities). The Benefits of A Faculty Audit Having completed many of these, I’ve seen very clearly, the results of a well run Faculty Audit process that without exception yield an excellent return on investment. Here are just some of the benefits to consider: Greater Insights: Gain a deeper understanding of the hidden strengths and opportunities within your academic ranks. Better Planning: A detailed report from a Faculty Audit enables a more strategic approach to planning where faculty research and expertise can support various programs within the University - such as industry engagement, media coverage and recruitment. Building Trust: When conducted by a third-party, a Faculty Audit is seen as more credible and less prone to perceptions of internal bias. More Engaged Faculty: Increased collaboration with faculty is gained through a more consultative process that builds “shared awareness” and enables more proactive support of their research. Increased Capacity: Producing more proactive content with faculty yields better results in terms of media coverage, research engagements, etc. Demonstrate Diversity: A better understanding of expertise that goes beyond the “usual suspects” to engaging a more diverse set of faculty to promote the University. News Coverage: Positioning your faculty and their research in a more relevant way aligns with the interests of the outside world and what's on the mind of outsiders. Less Stress: A more proactive, well structured plan helps everyone to synchronise activities better versus scrambling too much to meet deadlines in the “here and now.” Is a Faculty Audit Right for Your Institution? Here are some key considerations when evaluating the value of a Faculty Audit for your institution. You are ideally suited to undertake a faculty expertise audit if: You have a stretched workload where there's little capacity for proactive comms. You're tending to turn to the same academics for expert commentary in the media or elsewhere. You tend to get complaints (or mild mutterings) about not supporting academics enough. You don't have time to get to know the range of academic experts in your institution - especially new arrivals or eager early career academics. You've adopted an 'inside out approach' rather than one that engages with the interests of the outside world and what's on the mind of outsiders. There's weak management of expectations with the academic community - and a need for clarity and shared pathways for publicity. You're operating too much in the here and now and don't have the time to plan for future events, milestones and opportunities. You want to be more strategic in your comms and engagement - and make a real difference via attracting interest, income and investment. You don't have an integrated approach to comms (where content can be repurposed and recycled). You want more global reach and presence and can exploit digital tools to enable this. Additional Resources Academic Experts and the Media (PDF) This report, based on detailed interviews with some of the most media-experienced academics across the UK and United States draws on their experiences to identify lessons they can share in encouraging other academics to follow in their path. Download the UK Report Here Download the US Report Here The Complete Guide to Expertise Marketing for Higher Education (PDF) Expertise Marketing is the next evolution of content marketing. Build value by mobilizing the hidden people, knowledge and content you already have at your fingertips. This win-win solution not only gives audiences better quality content, but it also lets higher ed organizations show off their smarts. Download Your Copy Click Here for Additional Resources

How to network virtually: What newcomers in Canada need to know

Newcomers to Canada already faced an uphill task of adjusting to their new life and starting a career in Canada, but COVID-related restrictions made things even harder. However, after an initial period of adjustment, virtual networking and remote job interviews have become the norm. Now, even with COVID-19 restrictions easing and people getting vaccinated, some aspects of the “new normal” are expected to continue for the foreseeable future. Due to its relative convenience, virtual networking will likely remain a popular means of building professional connections. This article covers key aspects of how to network virtually and the things you need to know about virtual networking for professional success as a newcomer in Canada. Advantages of virtual networking Start building your Canadian network before you land Before the COVID-19 pandemic, networking was mostly done in-person, which meant that newcomers to Canada could only start building their network after arriving in the country. However, with virtual networking, newcomers have the opportunity to start building their network well in advance of their arrival in Canada. You can start attending virtual networking events or meeting people for online coffee chats while preparing for your move. It can take months to cultivate meaningful professional relationships, so the sooner you start, the better prepared you’ll be to enter the Canadian job market when you land. Opportunity to look beyond your city One major disadvantage of in-person networking is that it geographically limits the people you can meet. With virtual networking, you can connect with experts or professionals, regardless of where they live. If you’re still preparing for your arrival, this gives you a chance to speak to people in different cities and figure out where the best job opportunities are for your industry in Canada. You can also learn about different job markets within Canada and plan your career path based on insights from a more geographically diverse set of people. The convenience of networking from home Attending events and networking meetings is time-consuming. By networking virtually, you can save the time it would take you to travel to the event venue or meeting place. This means that you can accommodate more coffee chats in a day and build your network faster. Many newcomers find it much easier to network from the comfort of their homes, compared to the unfamiliar and chaotic environment of a coffee shop. Since you are the person requesting the meeting, it is expected that you’ll be paying the bill for coffee during in-person meetings. These amounts can quickly add up and might impact your budget, especially if you’re meeting several people each week. In most cases, virtual meetings are also more convenient for the professionals you’re meeting, so your acceptance rate for virtual coffee chats may be higher than for in-person meetings. Easier to follow up and stay in touch Once you’ve made a connection and had an introductory meeting, it is important that you stay in touch with your new contact. However, as your network grows larger, it can become challenging to follow up with everyone on a regular basis—especially if you’re doing these meetings in-person. It’s much easier to stay connected and engage virtually over follow up coffee chats, emails, or social media. This will allow you to follow up more often and build stronger, more meaningful connections. How to build your network virtually as a newcomer in Canada Whether you’re looking to network or find a job, it is important that you keep your LinkedIn profile up-to-date. Your Linked In profile will likely be the first thing people see when they connect with you. Unlike a resume, which is customized for each job, your LinkedIn profile should be generic and should highlight all your skills, experiences, and certifications. Be sure to use a professional headshot and grab people’s attention with a compelling headline. Use LinkedIn’s advanced search filters to find new connections based on their organization, job title, and other criteria. Always personalize your LinkedIn connection request messages. You can also increase your visibility and promote your personal brand by being active on LinkedIn. Post, share, and engage with relevant content to get noticed by other professionals. Interact over social media As a newcomer, LinkedIn is not the only social network you can use to build a network. You can also find professionals you’d like to connect with on Twitter and initiate a conversation. Depending on your industry, Instagram and Facebook groups might be useful platforms for networking—but make sure your profile is professional! Clubhouse is another app where you can virtually meet and share ideas with like-minded people, listen to expert speakers, and ask questions. If your initial interactions go well, ask for a follow up coffee chat to take the conversation forward. Online networking platforms and virtual events Due to the ongoing COVID-19 pandemic, most networking events have moved to a virtual setting. Virtual networking platforms bring together people from similar industries and give you an opportunity to start making connections. Events hosted by industry associations are a great place to meet other professionals in your field. You can also find virtual networking events for different industries and interests on websites like Eventbrite and Meetup. Arrive webinars and workshops are also a great place to learn from and connect with experts. Leave a positive impression on others attending the networking session by behaving professionally and asking intelligent questions. Virtual coffee chats Online coffee chats (also called informational interviews) using tools like Zoom, Google Meet, and Webex, are a great way to build your network virtually. Once you’ve connected with someone on LinkedIn or at a virtual networking event, ask if they’d be open to a one-on-one meeting. Virtual coffee chats give you an opportunity to introduce yourself to established professionals in your industry, showcase your skills, and position yourself as an ideal candidate for future job openings. You can also seek recommendations on other people you should add to your network. If you’re looking for information about a specific organization, role, or industry, informational interviews can be particularly helpful. Be sure to do your research beforehand and have a list of questions ready. Reactivate your existing network As a newcomer, you’ll have to start building your network from scratch in Canada. However, there might be others in your network who are already in Canada. Speak with your friends and family to find out who you might already know here. You can also use LinkedIn to find alumni from your school or colleagues from your previous organizations who’ve since moved to Canada. Leverage your existing network to get introductions to other people in your industry or for job referrals. How do you effectively network virtually? Do your research. Learn what you can about the person you’re meeting beforehand and customize your questions accordingly. Going in prepared will make it more likely for you to get the information you’re looking for, and to make a good impression. Do check your technology. Make sure your internet connection, microphone and camera are in perfect working order before your virtual meeting. Take some time to familiarize yourself with the video call platform prior to your meeting. Always keep your camera on during meetings and if there’s noise in your background, put yourself on mute when the other person is talking. Do be professional. Go in with a list of topics you’d like to discuss and don’t ask personal questions. Be punctual and dress the way you would for in-person networking meetings. Create an appropriate work setting and keep your desk and background distraction-free. If you don’t have a dedicated workspace, apply a professional virtual background in your video call tool. Do be authentic and offer value. Express genuine interest in what people have to say and learn from their experience. Find ways to help the people you’re meeting—it’s a great way to demonstrate your skills in practice! Don’t skip the small talk. In Canada, small talk is a cultural practice, so make sure you allocate some time for it while creating your meeting agenda. It’s also a great way of breaking the ice and getting to know people you’re meeting and relate to them outside of their professional life. Don’t mistake your elevator pitch for a sales pitch. Your elevator pitch is a brief 30 second introduction meant to capture the other person’s interest. Highlight your skills, strengths, and achievements, but don’t oversell yourself. Don’t interrupt or multitask. Appreciate the fact that someone has taken the time to talk to you and pay attention to what they have to say. It’s rude to interrupt or check your phone when someone else is speaking. It can be very distracting, and more importantly, it gives people the impression that you aren’t interested in what they have to say. Be sure to put your phone on silent during networking meetings. There might be other distractions around you at home, such as children or pets, so find a quiet place for meetings. Don’t forget to follow up. If you’re meeting several new people every week, it can be hard to keep the conversation going with all of them. However, regular follow up is the best way to maintain professional relationships. Keep track of all your virtual meetings and create a realistic follow up schedule. Virtual networking has made it easier and more convenient for newcomers to expand their professional networks. As a newcomer to Canada, there are many online platforms and events you can leverage to start building your personal brand and growing your network virtually一even before you come to Canada. Original article located here, published by Arrive. About Arrive Arrive is powered by RBC Ventures Inc, a subsidiary of Royal Bank of Canada. In collaboration with RBC, Arrive is dedicated to helping newcomers achieve their life, career, and financial goals in Canada. An important part of establishing your financial life in Canada is finding the right partner to invest in your financial success. RBC is the largest bank in Canada* and here to be your partner in all of your financial needs.

12 tips to help you build your networking skills in Canada

Your professional network will be one of your most valuable assets in the Canadian job market. Whether you’re trying to land your first job or are looking for a mentor, your network can play an important role in helping you achieve professional success in Canada. As a newcomer to Canada, you’ll have to work harder and refine your networking skills to build connections from scratch in your new country. This article will provide you with tips to help you build your networking skills, so you can start nurturing meaningful professional relationships. 1. Understand that communication is two-sided One of the many advantages of networking is that it’s as much about promoting your personal brand as it is about learning from the experience of others. When someone takes time to speak with you, give them a chance to talk. Active, attentive listening is an essential networking skill that ensures you absorb the information being shared with you. You can then ask intelligent, relevant questions and get insights that might be useful for your professional success in Canada. Keep distractions away and focus on the conversation. It is rude to interrupt when someone is talking, so save your questions until they’ve finished speaking. 2. Improve your public speaking skills Many newcomers avoid networking or public speaking as they lack confidence in their English language or interpersonal skills. However, practice is the best way to overcome the fear of speaking in public. Take the time to work on your language skills. There are many English as a Second Language (ESL) resources and community groups available across the country to help newcomers improve their speaking and listening skills. Practice speaking in front of a mirror or with your friends. Don’t feel insecure if you have an accent or have trouble understanding some words. Remember, Canada is a diverse, multicultural country, and most people are accepting of the fact that English may not be your first language. 3. Practice both verbal and non-verbal communication What you say is only half the image you present—non-verbal communication is just as important. Your body language conveys a lot about your personality and how engaged you are in a meeting. Avoid crossing your arms, closing your fists tightly, or hunching your shoulders, as this can make you seem unfriendly. Practice smiling and gesturing with your hands as you talk in front of a mirror. Be aware of your posture and make eye contact with the people you are talking to. While networking in-person, speak confidently. Respect people’s personal space and avoid standing too close to them. 4. Learn the art of small talk Small talk is culturally important in Canada. It serves as an icebreaker before you get to the actual topic of conversation. Since small talk is meant to create a safe, comfortable environment, be sure to choose non-controversial, light topics. Some common small talk topics include the weather, sports, arts, entertainment, hobbies, and current events. Stay away from topics like politics, personal or family matters, income, and religion. As a newcomer, you can build your small talk skills by staying up-to-date on the news, developing an interest in Canadian arts, culture, and, of course, sports. 5. Ask for constructive feedback An easy way to build your networking skills is to get an honest opinion on what you maybe doing wrong or need to improve. Before an important networking meeting, do a practice run with some friends and ask them for feedback on your small talk, elevator pitch, questions, and overall communication skills. You can also ask for constructive feedback towards the end of your networking meetings. Be open and humble when you ask for tips to help you build your networking skills. In most cases, people are willing to offer guidance and insights that you can leverage in future meetings. 6. Give before you get One mistake many newcomers make is to only think about what they can get out of a connection, without considering what they may be able to offer in return. Networking is not one-sided, so be sure to make a list of your unique skills and strengths before you start. Even if you are new to the Canadian job market, review the LinkedIn profile of the person you’re going to meet to understand their role and see where you can contribute. During your meeting, convey your willingness to help and ask if there’s anything you can support them with. By offering to give before you get, you can build meaningful connections and also prove your value to your network. Once they’ve seen your skills in action, they’ll be more likely to offer guidance, connect you to others, or refer you to job opportunities. 7. Attend networking events and workshops One way to build your networking skills is to jump right in and start networking. Look for both virtual and in-person networking events on industry association websites or on platforms like Eventbrite and Meetup, and attend as many as you can. In addition to making connections, this will also give you a chance to observe the way other people network. You’ll be able to pick up best practices related to small talk, ways to introduce yourself, verbal and non-verbal communication, and questions to ask. If you meet someone particularly impressive, don’t hesitate to follow up and ask if they would be willing to share some tips to help you network better. 8. Prepare, prepare, prepare When it comes to networking meetings, preparation can make all the difference. Put your research skills to good use and learn as much as you can about the background, role, and career path of the individual you’re going to meet. Know what you want to get from your networking meetings—further connections, guidance, or referrals. Prepare a list of questions accordingly, and customize your list based on each person’s industry, skills, and position. Finally, spend some time creating an engaging, authentic elevator pitch. Remember that an elevator pitch is not a sales pitch, but a chance to tell your story and highlight your skills in an impactful way. 9. Ask for recommendations and introductions In Canada, every professional you meet will likely have their own network. As a newcomer, it might not be easy to ask the people you meet to connect you with others. This is a networking skill that you’ll need to build as you start to grow and nurture your network. Before you meet someone for a coffee chat, go through their LinkedIn network and see if they know someone you’d like to be introduced to. If you’re looking for specific information or trying to build a particular skill, it is a good idea to ask your connections if they can recommend someone in their industry or organization who might be able to help. If you’ve cultivated a meaningful relationship, you might also be able to get an introduction to someone in their network. When you are introduced to a person by someone they know and trust, they are more likely to take out time to speak with you. 10. Keep track of your networking meetings For most newcomers, the first few months of networking can be overwhelming. Since you’re building your network from scratch in Canada, you might be meeting as many as four or five people each week. This makes it hard to keep track of who you’ve met and what you discussed. As a result, you might forget valuable insights or miss out on following up with some people. Keeping track of your meetings is an important networking skill. Create a list with names of people you meet, meeting dates, their designations and organization, discussion points, and follow-up actions. When you set up follow-up meetings, you’ll be able to refer to your list to review points that you had discussed with them earlier. This list can also help you identify connections who might be useful when you’re applying for a job. You’ll also be able to clearly see gaps in your network, such as industries you don’t have connections in, so you can focus on those in the future. 11. Follow up and follow through Building meaningful professional relationships takes time and in most cases, the first meeting is only an introduction. The value you can leverage from your connections often depends on how much time and effort you invest in maintaining them. You can start by sending a personalized thank you note within 24 hours of your meeting. If you’ve agreed upon any action items during your meetings, don’t forget to deliver on them. After your initial meeting, you can keep the conversation going by regularly sharing relevant developments and insights, engaging on their social media posts, or asking for their opinion on topics related to the ones you discussed. 12. Don’t give up Finally, patience is another skill you’ll need as you start building your network in Canada. It’s easy to become demotivated when your LinkedIn connection requests go unanswered or when the people you connect with online are unwilling to meet you. Even after the initial coffee chats, some of your connections may not be able or willing to offer you the advice, guidance, or contacts you need. It takes time to nurture relationships and identify how and where someone might be able to add value. You might also have to demonstrate your own willingness to help before someone agrees to support you. Even if some meetings don’t go as well as you had hoped, don’t give up. Each new meeting is a learning opportunity, so keep an open mind. Remember that it only takes one connection or referral to land your dream job in Canada. Networking plays a crucial role in the Canadian job market. However, networking may not come naturally to everyone. As a newcomer to Canada, improving your networking skills will help you build meaningful relationships with people who can bring you closer to achieving your career goals. Original article located here, published by Arrive. About Arrive Arrive is powered by RBC Ventures Inc, a subsidiary of Royal Bank of Canada. In collaboration with RBC, Arrive is dedicated to helping newcomers achieve their life, career, and financial goals in Canada. An important part of establishing your financial life in Canada is finding the right partner to invest in your financial success. RBC is the largest bank in Canada* and here to be your partner in all of your financial needs.

5 Ways Expertise Marketing Supports Digital Transformation

Digital transformation is much more than merely redesigning your website or moving your files to the cloud. It’s about harnessing digital technologies to elevate your business. Specifically, digital transformation is strategically adapting your business processes to change company culture, empower your staff and keep up with rising consumer demands. Organizations of all sizes are taking on transformative initiatives to meet today’s expectations in the digital space, but research by IDG has concluded that we still have some growing to do: “IT leaders are making steady and sequential progress to becoming digital-first organizations – though not at the same breakneck speed that the technologies themselves are proliferating. For many organizations, the foundational pieces are in place, and they’re actively working on adopting newer technologies like AI and IoT. But successful digital transformation will also require equal attention to change management and workforce strategy for the entire organization.” Supporting the Bigger Picture It’s easy to get hung up on the technology but successfully transforming your business means thinking about everyone involved – including your experts. Here are five ways expertise marketing supports digital transformation: It aligns people. Most companies aren’t particularly good at telling their people that their expertise is valued and many employees don’t understand the role they play as brand ambassadors. On top of that, outdated biographies on the company website fail to share the work that these experts with the audiences who are looking for it. A well-constructed expertise marketing program helps get experts and executives aligned on how they can help the brand – and it helps marketing teams feed the content beast. It tracks data. Metrics on visitor behaviour are critical to calculating ROI and ensuring your content is working. That said, most organizations don’t have an intuitive way of tracking internal contributions to the corresponding engagement data – making it difficult to determine which people and topics are driving results. Expertise marketing programs are designed to capture essential metrics on employee contributions and ensure that leads are captured and routed to appropriate individuals and departments for prompt follow up and reporting. It enhances search and SEO. Part of digital transformation is creating a sustained online presence. By harnessing your collective expertise, you can quickly publish a large volume of quality, searchable content that boosts your owned content footprint. It also provides a way to capitalize on earned media opportunities related to breaking news and emerging trends. It drives collaboration. Many organizations corporate policies and standards tend to lack guidelines for generating and promoting individual experts. As a result, individual groups within the organization are forced to fill the void and essentially, do their own thing. This leads to a disconnected set of expensive, custom projects. Organizations with structured expertise marketing programs consistently report an increase in collaboration and organizational alignment. It minimizes risk. It’s becoming more and more important to ensure adherence to corporate brand standards and editorial guidelines, as well as regulatory standards such as accessibility compliance. By centralizing your content and utilizing a federated content management structure, you’re not only providing your employees with a common source for branded assets and templates, but you’re empowering them to get things done in the simplest way possible. This approach mitigates risk, speeds time to market and dramatically lowers costs to implement a program. Filling the Gaps with Expertise As mentioned above, digital transformation is a comprehensive business strategy with many moving parts. While expertise marketing is one component of this organizational change, it works in tandem with your other programs and complements any initiative aimed at boosts your digital presence. In fact, it’s proven to support many of the activities that organizations have yet to complete. IDG’s 2018 State of Digital Transformation Expertise marketing is a powerful tool for enabling and elevating digital transformation. By encouraging company-wide participation, it’s shown to increase internal uptake, generate higher-quality content and ultimately, drive better results in terms of ROI. If digital transformation is in your future, then you need to start thinking about your experts today.  Download the Complete Guide to Expertise Marketing For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download a copy of ExpertFile’s Complete Guide to Expertise Marketing: The Next Wave in Digital Strategy or download one of our tailored Guides for Corporate & Professional Services, Higher Education Institutions, Healthcare Institutions or Association & Not-for-Profits.

Building Trust with Expertise Marketing

With advancements in technology and a number of new channels, it’s important to remember that at the end of the day, people want to deal with people. Studiesconsistently show that we’re more likely to trust other humans when making decisions. While many organizations leverage brand personas to fulfill that human connection, they often overlook the power of their people to lead and support conversations. If your audiences are looking to connect with people, then it only makes sense to give them our best.  Who Is Looking for Expertise? As mentioned in last week’s blog, the ‘About Us’ section of a website is the second most visited area next to the homepage and the reasons for this are simple: people want to see who is behind the scenes. From prospective customers to journalists looking for an expert source, there are a wide range of audiences who want to know who you really are before they engage with your business. Here are just some of the audiences who are taking a close look at your expertise: Customers & Partners: Subject-matter experts are consistently rated as one of the most influential sources of information for buyers (Source: ITSMA), and a whopping 78% of B2B buyers start with a Google search (Source: Demand Gen). Media: Experts who serve as media sources are in high-demand with newspapers, broadcasters and digital outlets – and it’s not just research they want. They often require a plain language explanation of how something works, or insights to help them localize a story for a regional audience. Conference Organizers: Conference organizers and industry associations are constantly looking for experts who can educate their attendees as a panellist, workshop leader or keynote speaker. Alumni & Donors: For institutions, showcasing the relevant work that experts and staff are doing helps alumni better connect to your mission and makes it easier to fundraise and drive larger donations. Government & Foundations: Government bodies and foundations rely heavily on experts to conduct research, develop policy and implement the various programs they fund. They are increasingly focused on reporting the social and economic impact stories of the research they are funding. Better Digital Conversations When we look at audience engagement, your success boils down into three critical stages: Attention, Interaction and Trust. Each of these areas can be addressed by making experts and their content more visible with a sustained, amplified digital presence. Don’t underestimate the value of rich expert profiles; today’s audiences will quickly scroll past a list of names and titles. Expertise marketing is about providing individual credentials and sharing what their collective experience represents for your organization. The richer offering, the more trust you can build. Plus, experts who serve as brand ambassadors are more likely to drive personal, relevant and authentic connections with key audiences. The following framework outlines how you can create an expertise marketing program that empowers your people to better navigate the customer journey: Creating Touchpoints for Expertise Whether it’s a research page on your website or an upcoming speaking engagement, you need to develop touchpoints for key audiences to interact with your experts and their content. This often requires businesses to step back and determine how visible your experts are across your physical and digital environment. As you go through the auditing process, you not only surface gaps in your delivery but in many cases, you’ll also find a wealth of expert content hidden in personal websites, social media and external publications. It surprises many businesses to discover that your experts are already engaging with audiences – just not from within your organization. Make your expertise more coherent by turning a disconnected group of experts into a powerhouse of brand ambassadors. In addition to aggregating their existing content, you’ll need to speak directly with your experts and develop an expertise marketing program that aligns with their professional objectives and incentivizes their continued efforts. This collaborative approach will mutually benefit both your business and your experts while simultaneously generating excitement and buy-in throughout the whole organization. Download The Complete Guide to Expertise Marketing For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download a copy of ExpertFile’s Complete Guide to Expertise Marketing: The Next Wave in Digital Strategy

Thought Leadership 2.0: A New Approach

The term “thought leadership” has been exploited by self-proclaimed experts and overuse of the phrase has made the market weary of its practice. But before it was a buzzword, thought leadership was the crown jewel of content marketing. According to the Oxford Dictionary, thought leadership is “intellectual influence and innovative or pioneering thinking.” In practice, thought leaders leverage research and experience-based content to draw in audiences and support their organization’s reputation as an industry authority. This marketing concept has the power to transform product pitches to strategic insights and approaches into best practices, but not everyone found the same success with their programs – and there are a couple of good reasons why. This Is A Classified Project While it’s still true that thought leadership boosts customer engagement, some programs simply lack the depth needed to connect with audiences and see meaningful results. Many organizations are quick to jump on the latest marketing trend, but they don’t always have the vision to turn their expertise into a viable solution for their business. In fact, a leading research and consulting firm, Sirius Decisions, has suggested that “the purpose and process of thought leadership are widely misunderstood and misapplied, causing mixed results.” One of the most significant issues with thought leadership is that the C-Suite and other top-level teams tend to lead programs in a silo from the rest of the organization. It’s not uncommon for executives to outsource their thought leadership activities to special teams and agencies as a series of projects. This approach leads to disconnected outputs that miss the mark when it comes to audience engagement. It not only prevents subject-matter experts from elevating your content, but it also dismisses the wealth of knowledge they have about your audiences. Experts know who is looking for content, where they’ll go to find it and which topics they’ll follow. So when you exclude them from the process, you’re going to miss out on opportunities to drive market visibility, brand reputation and new customer connections. Your Experts Are People Too When you put something on a pedestal, you make it easy for people to see but hard for them to reach – and that’s a problem in the digital world. People want to deal with organizations who provide the information they need on the channels they use, and in a voice they understand. To be successful with thought leadership, it’s vital to understand these needs and take a human approach to your marketing and communications. Unfortunately, many thought leadership programs take a campaign-oriented approach and can mimic the dated marketing practices that centre around products rather than people. They come off as too formal and use “corporate speak” which makes them far less approachable. Worst of all, they often lack the authenticity audiences are looking for – so why not let your people do the talking? Your in-house experts make great brand ambassadors for your organization. By expanding your notions of thought leadership, you open the door for many voices to share your message in a manner that’s inclusive, genuine and accessible. This also makes it easier for you to maintain your online presence and insert diversity into your content marketing. Rather than repeating the same ideas over and over, your broader team of experts will be able to capture varying perspectives and insights – supporting your position as a leader in that domain. Evolving Thought Leadership While the concept of thought leadership still resonates with audiences, it’s time to make a few changes. Here are just a few reasons to transition dated thought leadership projects into profitable expertise marketing programs: Excerpt from the Complete Guide to Expertise Marketing As you can see, expertise marketing takes the best parts of thought leadership and makes it more inclusive, sustainable and agile – and all at a lower cost. On top of this, expertise marketing incorporates human connections as a fundamental component of both the strategy and execution. It surfaces diverse expert perspectives, delivers authenticity and creates two-way conversations between you and your audiences. Most of all, it can easily be adapted as our environments change and new audience needs emerge. If your thought leadership program lacks results, you’ll likely have to broaden your views on expertise and leadership. Take a closer look at all of your people and the value they bring to your business. This inclusive approach to expertise marketing will not only make it easier to manage thought leadership, but it will also deliver the long-term success you want from your marketing. Download The Complete Guide to Expertise Marketing For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download a copy of ExpertFile’s Complete Guide to Expertise Marketing: The Next Wave in Digital Strategy or download one of our tailored Guides for Corporate & Professional Services, Higher Education Institutions, Healthcare Institutions or Association & Not-for-Profits.

“More Brains – Less Bots: Driving Reputation & Revenue with Expertise Marketing” – Collision 2019 Keynote [VIDEO]

On May 22, in Toronto, ExpertFile’s CEO and Co-founder Peter Evans presented at the Collision Conference in the “Growth Summit Track.” As the fastest growing tech conference in North America, Collision drew over 25,000 attendees. As one of the world’s largest and most influential tech events, Collision attracted CEOs of the world’s largest companies, founders of the most exciting start-ups, leading investors and media, from more than 120 countries. Click here to watch the keynote. In his keynote session titled “More Brains, Less Bots: Driving Reputation & Revenue with Expertise Marketing,” Peter speaks to how organizations can better engage their internal experts to competitively differentiate their brand and drive new revenues. The session outlined how trends such as the erosion of consumer trust and increasingly complex buyer journey are driving enterprises and institutions to make experts more approachable to key audiences as media sources, speakers and customer advisors. Peter also shared key insights learned from working with top organizations in sectors such as corporate, healthcare, higher education and industry associations.

Provincial Nominee Program (PNP): Moving to Canada as a permanent resident (PR)

Canada has specific immigration programs designed to enable individuals with different skills, education, and work experience to settle in Canada and contribute to the Canadian economy. For those intending to move to Canada as a permanent resident (PR), the permanent residence programs managed through the Express Entry system are the most popular options, but not the only ones. There are other options such as the Provincial Nominee Programs (PNP), Family sponsorship, Atlantic Immigration Pilot (AIP), the Rural and Northern Immigration Pilot (RNIP), the Caregiver program, and the Start-up Visa program. In this article, we will be focusing on the Provincial Nominee Programs (PNP) to help you understand how the various processes work, and the steps to be followed to apply for permanent residency through a PNP. How do Provincial Nominee Programs (PNP) work? According to Immigration, Refugees, and Citizenship Canada (IRCC), Provincial Nominee Programs (PNP) are primarily aimed at individuals who: 1. Have the skills, education and work experience to contribute to the economy of a specific province or territory, 2. Intend to settle permanently in that province or territory, and 3. Want to become permanent residents of Canada. Each province and territory has its own Provincial Nominee Program streams (immigration programs that target certain groups such as new graduates, business people, skilled workers in specific professions, or semi-skilled workers), and unique requirements. Understanding PNP application options There are two ways to apply for PR through the PNPs: 1. Paper-based process (involves submitting a physical application and supporting documents) 2. Express Entry (online application) The mode of application will depend on the PNP stream under which you apply. How to apply for PNP: Paper-based process The paper-based process involves two stages: Stage 1: Receiving a nomination certificate from the province or territory you intend on settling in permanently. Stage 2: Applying to IRCC for PR status after the province or territory nominates you. Here’s a step-by-step approach on how to apply for permanent residency as a Provincial Nominee, through the paper-based process. Stage 1 includes steps 1 to 4, while steps 5 and 6 are part of stage 2. Step 1: Identify where you want to live in Canada Canada has ten provinces and three territories. To apply for PR status as a Provincial Nominee, it is important to decide where you want to settle – more specifically, in which province or territory. You might want to take into consideration factors such as the cost of living, employment opportunities, and the type of lifestyle you want to adopt. Step 2: Check the PNP eligibility criteria To be nominated by a province or territory, you must follow the instructions on their website and contact them directly. To check the eligibility criteria, here are the PNP websites for each province/territory: • Alberta Immigrant Nominee Program (AINP) • British Columbia Provincial Nominee Program (BCPNP) • Manitoba Provincial Nominee Program (MPNP) • New Brunswick Provincial Nominee Program (NBPNP) • Newfoundland and Labrador Provincial Nominee Program (NLPNP) • Northwest Territories Nominee Program (NTNP) • Nova Scotia Nominee Program (NSNP) • Ontario Immigrant Nominee Program (OINP) • Prince Edward Island Provincial Nominee Program (PEI PNP) • Saskatchewan Immigrant Nominee Program (SINP) • Yukon Nominee Program (YNP) Nunavut is currently only accepting applications for entrepreneurs wanting to start their business in the territory. Applicants intending to settle permanently in the Province of Quebec should contact the province directly for instructions on how to apply for PR status – they should not use the below guidance. Step 3: Apply to the Canadian province or territory where you intend to live Each province has various PNPs designed to fill their specific labour market needs. Applicants should review the PNP streams for their province of interest carefully, as each will have unique eligibility criteria, and application intake processes. In general, applicants can either: 1. Apply to the province directly for a provincial nomination, OR 2. Be invited to apply to the province for a provincial nomination. Tips: While applying to a specific province/territory through the paper-based process, you must select a non-Express Entry stream AND meet the eligibility requirements of the chosen stream for the province/territory. Many provinces have very specific deadlines for application submissions. Applicants may wish to begin gathering necessary documents before they are invited, so they can ensure everything will be available within the deadline imposed by the province. Step 4: Wait for the nomination After submitting an application, if you meet the program’s eligibility criteria including demonstrating an intention to settle in that province, you will receive a provincial nomination certificate. You may refer to specific provincial or territorial PNP websites for processing timelines. Step 5: Apply Once you’ve been nominated by a province or territory, you can submit your application for Permanent Residence to Immigration, Refugees and Citizenship Canada. The application package for Provincial Nominees includes the instruction guide, document checklist, and all the forms you need. Tip: Be honest, accurate, and truthful while completing your application. If you are found to have misrepresented any information in your application, it may lead to a refusal of your application, and you could be found inadmissible to Canada and barred for up to five years. The next step in the application process is to pay the fees. As of April 30, 2020, these fees have increased from $1,040 CAD per adult applicant and an additional $150 CAD per child, to $1,325 CAD per adult applicant and $225 per dependent child. This amount includes: • Processing fees for you and anyone you include on your application. • The Right of Permanent Residence Fee (RPRF) – $500 CAD which must be paid by all adult applicants on the application; you can opt to hold on to it and pay at the next step. Although the application is paper-based, you must pay the fees online and print out a copy of your payment receipt to be included in the application. For biometrics: You must also pay a biometrics fee of $85 per adult applicant, to a maximum of $170 per family. You must include proof of having paid these fees in your application. After your application is received, you will receive a confirmation letter with instructions on how to submit your biometric data. Biometrics (fingerprints and photo) are required to be given in-person at various collection centres worldwide. You will have 30 days from the date of the letter to complete this process. You must book an appointment at a collection point close to you and show the confirmation letter when you give your biometrics. Third-party fees: Depending on your situation, you may need to pay third parties for medical exams, police certificates, language testing, and educational credential assessment (ECA). The instruction guide for your application will help you understand which fees apply to you. After completing the application package and gathering all the supporting documents, you have to mail your application along with the online payment receipt to the address in the instruction guide. Remember, do not send the application to your local visa office; it must be sent to the Centralized Intake Office in Canada, after which it may be transferred to your local visa office abroad. Tip: To avoid rejections, before you send your application, ensure you answer all questions, sign your application and all forms, and include the correct processing fee, and supporting documents. You must also include a copy of the valid nomination certificate that the province or territory sent you. If your nomination has expired, you should contact the issuing province or territory. Step 6: Receive the Confirmation of Permanent Residence and arrive in Canada The processing time for each application depends on which visa office is processing it. After submitting your application, at any time, you can check the application processing times and status of your application online. As of April 2020, the average processing time for paper-based applications is 15 to 19 months. While your application is being processed, you will be informed when to submit medical exams and police certificates if they were not provided with your initial application, or have expired since submitting. Medical exams: You and all dependent family members (even if they are not moving to Canada with you) will be required to complete a medical examination from a designated panel physician. Police certificates: You may need a police certificate from any country or territory in which you have spent six months in a row or more since the age of 18. In some countries, it can take a long time to get a police certificate. Therefore, you may want to get them early. If you meet program and admissibility criteria, IRCC will reach out to request the documents required to finalize the application, including your passport (or passport copies) and photos. You’ll also need to pay your Right of Permanent Residence fee, if you haven’t already. At this stage, you must update IRCC on any significant changes to your circumstances, such as family status or new medical concerns. If no changes are reported, IRCC will finalize your application and issue you a: • Confirmation of permanent residence (COPR) document • Permanent resident visa (if you are from a country where you need a visa) • Letter with important information about your COPR and other requirements Tip: Keep your COPR document in a safe and secure place. Do not alter your COPR in any way, and do not sign the document until your arrival in Canada as a permanent resident. Arrival in Canada Once your application has been approved, you must travel to Canada to complete the Permanent Resident landing process – this is the final stage in processing, and once complete, your permanent residence status will be granted! During the landing process, upon your arrival to Canada you must present your COPR, and your PR visa (if you need one). You will also need to show your passport, and you may be asked for proof of funds to support yourself and your family. The officer will ask you a few questions to make sure you still meet the terms to immigrate to Canada. They will be similar to the ones you answered when you applied. Once satisfied that you remain admissible to Canada, the officer will allow you to enter Canada as a PR. The officer will also confirm your Canadian mailing address, and your PR card will be mailed to you at this address. Note: You don’t have to apply separately for a PR card, if you provide a Canadian mailing address. The application for a PR card is submitted by the officer at the time of completing your landing formalities. If you are already in Canada, you can make an appointment at an IRCC office near where you live in Canada to complete the landing process and have your permanent resident status granted. You can also leave Canada and return through a Canadian port of entry (an international airport or a Canadian land border) to complete the landing process. How to apply for PNP: Express Entry process There are two ways to apply for PNP through the Express Entry process: Option 1: You contact the province You contact the province or territory and apply for a nomination under their Express Entry stream. If the province or territory agrees to nominate you, you can then proceed to create an Express Entry profile (or update your profile if you already have one) and show you have been nominated. Option 2: Province contacts you You create an Express Entry profile first and indicate the provinces and territories you are interested in while creating the profile. If a province or territory sends a notification of interest to your account, you can contact them directly and apply through their Express Entry stream. Tip: In both cases, you will need to create an Express Entry profile during the process, so you should do it right from the start. Here’s a step-by-step approach on how to apply for PNP through the Express Entry process. Each step outlines the approach for option 1 and 2. Tip: In our blog, Express Entry: Moving to Canada as a PR, we’ve outlined a step-by-step approach to creating and submitting an Express Entry profile. We encourage you to read it and follow the instructions mentioned. Step 1: Get provincial nomination For option 1: If you are already in the Express Entry pool, and you wish to be considered for the PNP, certain streams allow you to apply to the province/territory directly through the Express Entry stream. For option 2: If a province/territory contacts you with a notification of interest for PNP and you want to be nominated by that province or territory, you must contact them directly and apply to their PNP Express Entry stream. (This process will happen between you and the province or territory – you will not use your IRCC account). Note: The notification of interest is not a provincial nomination and does not guarantee you will be nominated. The next steps for both options are similar to Step 2 and 3 of the paper-based process as outlined above, with the only exception of specifically choosing the Express Entry immigration stream while applying on the provincial/territorial PNP websites. Once the province/territory agrees to nominate you, • You must update your profile with the nomination and share your Express Entry profile number and Job Seeker Validation Code with the province/territory; OR • Wait for the province or territory to confirm your nomination with IRCC and accept or reject the nomination in your IRCC Express Entry account within 30 calendar days. Step 2: Apply for PR Once you receive your nomination, there are two things to consider – 1. If you accept the nomination • o The Express Entry system will generate a letter in your account that confirms your nomination. o You will be awarded 600 additional points in your Express Entry profile, which will help you get invited to apply. Note: 600 points is the maximum number of points you can be awarded under the ‘additional’ factors. If you were previously awarded points for having a job offer and/or study in Canada, these points will not be listed in your CRS score. However, as they may be relevant to your ability to meet the criteria of the Express Entry program, you should provide proof of this in your Express Entry application. Upon receiving the invitation to apply, you will have 60 days to submit your online application for PR. Average processing times for Express Entry applications are generally 6 months – you can check the status of your application in your Express Entry account. 2. If you reject the nomination o Your profile will remain in the Express Entry pool, and you may be invited to apply under any other program. o You won’t be eligible for the PNP unless another province nominates you. Step 3: Receive the Confirmation of Permanent Residence and arrive in Canada Refer to Step 6 of the paper-based process. Preparing to settle in Canada Once you receive your COPR and PR visa (if required), there are things you can do to prepare for life in Canada. Pre-arrival • Use free pre-arrival services, which help you find out more about living and working in Canada. • Take steps to get recognition in Canada for your education, work experience, and professional licences/certificates. • Read about living and finding work in Canada. • Learn about the networking culture in Canada, work on your resume, and start building your personal brand. Post-arrival • Find immigrant services which will help you settle and adapt to life. • Read the Welcome to Canada guide to help you adjust. • Use the Living in Canada tool to find the right services. You can use the following Arrive resources to prepare for your job search, even before you arrive in Canada. • Read the Arrive career guide • Improve your resume • Craft and practice your elevator pitch • Practice interview questions • Start building your Canadian network from home • Understand the Canadian market before leaving • Read the newcomer stories on the Arrive blog Arrive supports newcomers step of the way. What can you bring to Canada Before you travel to Canada, see the Canada Border Services Agency (CBSA) website to find out what you can and cannot bring into the country. Remember: You must tell the border officer if you arrive in Canada with more than $10,000 CAD. If you do not disclose this, you may be fined and your funds will be seized. The PNP process may seem daunting as there are many steps involved. However, if you follow the instructions provided by the Government and consult with authorized immigration representatives, you will be able to successfully realize your dream of moving to Canada! Original article located here, published by Arrive. About Arrive Arrive is powered by RBC Ventures Inc, a subsidiary of Royal Bank of Canada. In collaboration with RBC, Arrive is dedicated to helping newcomers achieve their life, career, and financial goals in Canada. An important part of establishing your financial life in Canada is finding the right partner to invest in your financial success. RBC is the largest bank in Canada* and here to be your partner in all of your financial needs. RBC supports Arrive, and with a 150-year commitment to newcomer success in Canada, RBC goes the extra mile in support and funding to ensure that the Arrive newcomer platform is FREE to all. Working with RBC, Arrive can help you get your financial life in Canada started – right now

Companies face unique marketing challenges during Olympics due to human rights concerns

Many companies have used the Olympics as an ideal platform for positioning their brand to worldwide audience. However, with the games being held in a nation facing international criticism over human rights and privacy issues, the 2022 Olympics in Beijing Feb. 4-20 will present challenges in marketing. Kim Saxton, clinical professor of marketing, said China’s human rights policies present a predicament for Olympic sponsors. While some companies – such as the Coca Cola Co. – have said they won’t advertise at the games, others that do may take a different approach than they have in the past. “It creates an interesting challenge. There is more airtime available and the controversy is stoked. The athletes deserve the support. In fact, they depend on it. But with the U.S. government not sending a delegate, it creates an air of caution,” Saxton said, adding “the U.S. government has not expressly said that companies cannot advertise. “There are other issues to consider as well. First, the winter Olympics have been very quiet. It’s quite unusual to have summer and winter Olympics within one year. Many consumers need that bi-annual cadence in order to process information about the Olympics and get excitement up,” she added. “Many Americans right now probably cannot name an athlete in more than one sport. And the games start in about two weeks. “Traditionally, the Olympics is one of the few places that advertisers can find a critical mass of viewers on TV today. The Super Bowl, the Olympics and the FIFA World Cup are the largest TV audiences. So, advertisers have to be creative this year. Some will not mention the host city. Some will run ads that don’t mention the Olympics. Some will stay away. Finally, some will move their efforts to PR. They will balance a fine line of promoting their brands and athletes, while not promoting China.” Saxton can be reached at mksaxton@iupui.edu.