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BEPI Poll: Hispanic Economic Outlook Drops Amid Tariffs, Rising Prices
As households face increasing prices for goods and talk of new tariffs, Hispanic optimism in the economy waned in the first quarter of 2025, according to a poll from the Business Economic and Polling Initiative at Florida Atlantic University. The Hispanic Consumer Sentiment Index (HSCI) decreased to 85.7 in the first quarter of 2025, down from 89.6 in the fourth quarter of 2024. When compared to the fourth quarter of 2024, there was a decrease in optimism in four out of five questions used to generate the HCSI. Looking at the year ahead, 53% of Hispanics said they expect the country to experience good business conditions, a decline from 61% in the prior quarter; and 64% of Hispanics indicated they will be better off over the next year, down from 70% in the last quarter of 2024. In terms of the long-run economic outlook of the country, Hispanics are less optimistic in the first quarter of 2025 compared to the fourth quarter of 2024 (52% vs. 58%). Only 51% of Hispanics think it is a good time to buy big-ticket items, compared to 52% in the last quarter of 2024. Only one question had an increase in confidence: 63% of Hispanics said they are better off financially than a year ago, which is 8 percentage points (55%) higher than the last quarter of 2024. “Sentiment softened in four of the five questions this quarter,” said Monica Escaleras, Ph.D., chair and director of BEPI. “Persistently high borrowing costs and everyday price pressures – together with talk of new tariffs and a possible recession – are weighing on household outlooks. These headwinds are keeping many Hispanic families cautious about the economic outlook in the United States.” The poll is based on a sample of 542 Hispanic adults over 18 years old. The survey was administered using both landlines via Interactive Voice Response data collection and online data collection using Dynata. Respondents were sampled between Jan. 1 and March 31 with a margin of error of +/- 4.21 percentage points. Responses for the entire sample were weighted to reflect the national distribution of the Hispanic population by region, education, gender, age and income according to the latest American Community Survey data. Full results can be found here: Looking to know more? We can help. Monica Escaleras is available to speak with media about the BEPI Hispanic Consumer Sentiment Index . Simply click on her icon now to arrange an interview today.
Study reveals how race-evasive coverage of student loans fuels policy failures
For years, news coverage of the student debt crisis has left out a crucial part of the story: race. A new study in Educational Evaluation and Policy Analysis analyzed 15 years of student loan reporting in eight major newspapers to reveal that most media outlets avoided mentioning race until just a few years ago (even though disparities existed for all 15 years of the study). While one might assume this shift came after the racial justice uprisings of 2020, the data shows that the turn toward more explicit racial language actually began around 2018. Dominique Baker, associate professor in the College of Education and Human Development’s School of Education and the Joseph R. Biden, Jr. School of Public Policy and Administration at the University of Delaware, was the lead researcher. “Even when newspapers did eventually address race, they focused primarily on documenting the size of disparities instead of talking about the structural reasons underlying them, like racism,” Baker said. “Other research has shown that when the news media solely focuses on the disparities and not the structural issues, readers are more likely to punish people of color instead of supporting solutions that could help them." Why does this information matter? Because how the media talks about policy shapes how the public—and policymakers—see the problem. If coverage ignores the racial disparities in student loan burdens, it makes race-neutral, one-size-fits-all solutions seem more logical—even if they fail to address real inequities. It’s not just about adding a few words. It’s about changing the lens entirely. Baker has appeared in dozens of national news outlets for her expertise. She is available for interviews on this paper and other topics surrounding higher education. Email mediarelations@udel.edu to contact her.
Reclaiming 'Spend': A Retirement Rebellion
June is Pride Month—a celebration of identity, resilience, and the powerful act of reclaiming. Over the years, LGBTQ+ communities have reclaimed words that once marginalized them. “Queer” used to be a slur. Now, it’s a proud badge of honor. Similarly, the Black community has transformed language once used to oppress into expressions of cultural pride and connection. So, here's a thought: What if retirees approached the word “spend” similarly? Yes, you read that right. The psychological Tug-of-War This isn't just about numbers; it’s about narratives. Most retirees have spent their entire adult lives in accumulation mode: save, earn, invest, delay gratification, rinse, and repeat. But retirement flips that formula on its head, and most people weren’t provided with a “mental user guide” for the transition. Now, instead of saving, they’re expected to spend? Without a paycheck? It triggers everything from guilt to fear to a low-grade existential crisis. The Challenge of Saving for an Extended Period Let’s get serious for a moment. The data tells a troubling story: - Canadians over 65 collectively hold $1.5 trillion in home equity (CMHC, 2023) - The average retiree spends just $33,000 per year, despite often having far more resources (StatsCan, 2022) - Nearly 70% of retirees express anxiety about running out of money—despite having significant savings (FCAC, 2022) We’re talking about seniors who could afford dinner out, a trip to Tuscany, or finally buying that electric bike—and instead, they’re clipping coupons and debating the cost of almond milk. Why? Because spending still feels wrong. I Know a Thing or Two About Reclaiming Words As a proud member of the LGBTQ2+ community and a woman who has worked in the traditionally male-dominated world of finance, I’ve had a front-row seat to the power of language, both its ability to uplift and its tendency to wound. There were many boardrooms where I was not only the only woman but also the only gay person, and often the oldest person in the room. I didn’t just have a seat at the table; I had to earn, protect, and sometimes fight to keep it. I’ve learned that words can be weapons, but they can also be amour—if you know how to use them. Reflect on Your Boundaries Take a moment. Have you ever felt prejudged, marginalized, or dismissed? Perhaps it was due to your gender, sexuality, accent, skin colour, culture, or age. It leaves a mark. One way to preserve your dignity is by building a mental toolkit in advance. Prepare a few lines, questions, or quiet comebacks you can use when someone crosses the line—whether they intend to or not. Here are five strategies that helped me stand tall—even at five feet nothing: 1. Humour – A clever remark can defuse tension or highlight bias without confrontation. 2. Wit – A precisely timed comeback can silence a room more effectively than an argument. 3. Over-preparation – Know your stuff inside and out. Knowledge is power. 4. Grace under fire – Not everything deserves your energy. Rise above it when it matters. 5. Vulnerability – A simple “Ouch” or “Did you mean to hurt me?” can be quietly disarming—and deeply human. Let’s Talk About Microaggressions The term microaggression may sound small, but its effects are significant. These are the subtle, often unintentional slights: backhanded compliments, dismissive glances, and “jokes” that aren’t funny. They quietly chip away at your sense of belonging. Dr. Robin DiAngelo’s book White Fragility is a brilliant read on this topic. She explains how early socialization creates bias— “Good guys wear white hats. Bad guys wear black hats.” These unconscious associations become ingrained from an early age. Some people still say, “I’m not racist—I have a Black friend,” or “I’m not homophobic—my cousin is gay.” The truth? Knowing someone from a marginalized group doesn’t exempt you from unconscious bias. It might explain the behaviour, but it doesn’t excuse it. And no, there is no such thing as reverse discrimination. Discrimination operates within systems of power and history. When someone points out a biased comment or unconscious microaggression, they’re not discriminating against you—they’re holding up a mirror. That sting you feel? It’s not oppression. It’s shame—and it’s warranted. It signals that your intentions clashed with your impact. And that’s not a failure; it’s an invitation to grow. Calling it “reverse discrimination” is just a way to dodge discomfort. But real progress comes when we sit with that discomfort and ask: Why did this land the way it did? What am I missing? Because the truth is, being uncomfortable doesn’t mean you’re being attacked. It often means you’re being invited into a deeper understanding—and that’s something worth showing up for. Let’s Reclaim 'Spend' What if we flipped the script? What if spending in retirement was viewed as a badge of honour? Spending on your grandkids’ education, your bucket list adventures or even a high-end patio chair should not come with any shame. You’ve earned this. You’ve planned for this. It’s time to reclaim it. Let’s make “spend” the new “thrive.” Let’s make super-saver syndrome a thing of the past. Let the Parade Begin Imagine it: a Seniors’ Spend Parade. Golden confetti. Wheelchairs with spoilers. Luxury walkers with cupholders and chrome rims. T-shirts that say: - “Proud Spender. Zero Shame.” - “I’m not broke—I’m retired and woke.” - “My equity funds my gelato tour.” Dreams Aren’t Just for the Young What’s the point of spending decades building wealth if you never enjoy it? Reclaiming “spend” isn’t about being reckless—it’s about being intentional. So go ahead—book the trip. Upgrade the sofa. Take the wine tour. You’re not being irresponsible; you’re living the life you’ve earned. And if anyone questions it? Smile and say: “I’m reclaiming the word spend. Care to join the parade?” Sue Don’t Retire…Rewire! 8 Guilt-Free Ways to Spend in Retirement A checklist to help you spend proudly, wisely, and joyfully: ☐ Book the Trip – Travel isn’t a luxury; it’s a memory maker. ☐ Upgrade for Comfort – That recliner? That mattress? Worth every penny. ☐ Gift a Down Payment – Help your kids become homeowners. ☐ Fund a Grandchild’s Dream – Tuition, ballet, a first car—you’re building a legacy. ☐ Outsource the Chores – Pay for help so you can reclaim your time. ☐ Invest in Wellness – Healthy food, massage therapy, yoga. Health is wealth. ☐ Pursue a Passion – From pottery to piloting drones, go for it. ☐ Celebrate Milestones – Anniversaries, birthdays… or Tuesdays. Celebrate always! Want More? If this speaks to you, visit www.retirewithequity.ca and explore more: - From Saver to Spender: Navigating the Retirement Mindset - Money vs. Memories in Retirement - Fear Of Running Out (FORO) Each piece explores the emotional and psychological aspects of retirement—the parts no one talks about at your pension seminar.
5 Reasons "Expertise Marketing" Programs Fail.
As a company dedicated to “Expertise Marketing” we work with some of the largest organizations from higher education and healthcare, to top global corporate brands. What these organizations have in common are smart, educated professionals…and a lot of them. The types of individuals that would be valuable ambassadors, true thought leaders, helping you deliver on your organization’s reputational and revenue goals. Instinctively marketing and communications teams recognize the intrinsic value of this human capital and have created a variety of “Thought Leadership” and “Expert Marketing and Directory” initiatives. The overriding objective is how to best connect their experts to audiences that matter. Seeking opportunities ranging from acting as media sources to event speakers to providing a valuable entry-point for research and business collaboration, even lead generation. To execute on this goal, one of the most effective approaches, and starting points for any expertise marketing program starts with better profiling their experts and related insights on their website. Building out and leveraging this expert content is at the core of most expertise marketing efforts. Despite the promises these web initiatives offer, most programs don’t deliver organizations the results they were hoping for. Success most often has nothing to do with how smart your people are. Some of the largest organizations with deep rosters of expertise fail where smaller organizations consistently punch above their weight. When creating an expertise presence on your website there are important areas to consider. The following represents the top 5 reasons many expertise marketing programs fail and how to maximize your success. Reason #1 You’re missing critical team members There is no “going it alone” when starting a program like this. Having the following individuals onboard at the start is crucial. Don't worry, these aren't all full-time resources by any means. As your program progresses, these individuals may come in and out in terms of importance, but having access to them over the lifetime of your program will positively impact your success. At the core, you need access to the following individuals. Program Champion - Having a senior leader as a champion is pretty much table stakes for any successful company-wide initiative such as this. Someone who can articulate to others, both up and down in the organization as to how this initiative fits into the broader long-term goals of the organization is imperative. Failure to establish this individual upfront puts your program's future at the whim of shifting priorities and budget cuts. Marketing/Communications - You need someone with ongoing responsibility for maintaining and promoting your roster of experts and their content. This ensures your most relevant experts are showcased at the right time to meet the changing demands of your audiences and the news cycle. Digital/Web - You need someone with the keys to the website/CMS. Ensure you have connections to people who control not only your small area of the website such as a newsroom or department level webpages but also those that have access to the layouts and navigation of the broader website. The latter is important as it helps prevent your expert content from combing isolated and disconnected from the rest of your website. IT - The level of involvement of IT is highly dependent on how you’re looking to implement your expert content on your website. By leveraging a variety of content implementation tools from simple "cut and paste" embeds to WordPress plugins you can severely limit the necessity to involve IT. However, depending on your budget and goals, IT can leverage a platform's API, accessing advanced layouts and functionality, including integrating with other systems your organization may already be using. Engaged Experts - Last but not least, having your experts on board is critical. By properly communicating upfront and ongoing with your experts around the goals of the program, you're helping ensure your content best represents the talents that lie within. We realize it is often difficult and sometimes cost-prohibitive to assemble such a team. It is important if you don’t have access to all these members in-house that you access them through an external partner's professional services offerings. This could include assisting with building out content such as profiles and posts or providing technical assistance in integrating this content into your website. Reason #2 You’re relying too much on IT for implementation or updating. To be successful long term, it is important that key owners of the expertise marketing program feel empowered to take control of their expert content. From creation to ongoing management, those with marketing communications roles and others closest to their organization’s expertise need the flexibility to update content in real-time to remain relevant and up-to-date. Being able to quickly log into an external platform that syncs content with your website is key. It eliminates the need for special access to your CMS or the possible requirement for IT to be in control of your updates. It also allows for a mix of individual expert and administrator access providing the highest level of flexibility. Often left out in IT-focused builds is how you will effectively handle inquiries. Simply showing emails and phone numbers is a recipe for missed opportunities (and SPAM) as these experts are some of the most time-constrained individuals in your organization. Ensuring you have access to a customizable workflow feature is essential in ensuring your organization doesn't miss potential time-sensitive inquiries. When working with IT to implement an Expertise Marketing Program on your website, you will often be presented with a “we’ll build it for you option” vs using a purpose-built platform. Understanding the tradeoffs of this approach is critical. One of the greatest benefits of using a SaaS platform, besides costs, is that you constantly have the most up-to-date software, with the latest features and functionality to best showcase your expertise. To learn more, download the “True Costs of DIY” to better understand the tradeoffs and functional requirements needed for success. Reason #3 Your expert content is siloed, one-dimensional, and rarely updated. This is by far one of the biggest reasons programs fail. Well, it's actually a number of reasons, but it all relates back to how your content will be perceived and ultimately drive connections with interested audiences. By addressing the following you'll present not only better but more easily discoverable expert content that drives inquiries. You have boring, not engaging profiles for your experts - Before people feel comfortable reaching out they need a good sense of the person. Profiles that lack media assets such as video, publications and even podcasts are one-dimensional. Furthermore, showcasing past media and event appearances provides an enhanced level of credibility. Focused solely on a directory & profiles - Your expertise is more than just showcased through a profile found in a directory. Adding long-form posts where experts can share their insights and even expert focussed Q&A (download report on "The Power of Q&A") provides audiences additional ways to connect with your experts. Ensuring all these additional assets connect back to your profiles provides more insight into the person behind the expertise. No main website navigation - Despite adding menu navigation on a specific web page, such as a newsroom or About Us page, most organizations neglect to add navigation to their main website’s menu structure. You can never assume visitors will know where this content resides. We recommend multiple links in both headers and footers to your expert content. Names such as “Find Experts”, “Media Sources” or “Research Experts” are some of the most common, accessible from overall menu items like “About Us”, “News” or “Research”. Expert content stuck to one small area of your website - If you restrict your expert content to just one area, you’re just making discovery that much harder and limiting exposing the breadth of expertise you have in-house. Highlight your experts and expertise on your homepage or in key sections of your website. Refine your experts and their insights found in posts or Q&A by tagging them based on specific topics and showcasing just those experts in various areas of your website. Using a dedicated SaaS platform means that when you update content it updates everywhere, making changes quick and easy. Expert content never gets updated - This is a big issue for organizations that build in-house or through their CMS. Visitors can quickly understand that the content isn’t fresh and it reflects poorly on the individual and the organization as a whole. The key to ensuring content is maintained is to provide multiple access capabilities where admins (internal or external) and the experts can maintain the content. Failure to respond in a timely manner to inquiries - Displaying content that exposes phone numbers and emails of your experts is not the best approach...both from a privacy and timely communications standpoint. Without an advanced inquiry workflow that alerts multiple members of your team, you risk missing out on time-sensitive requests such as those from journalists. Reason #4 You haven’t considered everything needed to win the SEO game. Building out content on the web without having a plan for how external and internal search engines will interact with your pages is a big mistake. Organic search can play a big role in discovery leading to valuable opportunities. Before you consider your new expert content pages ready, ensure you've taken into account the following. Proper Meta Data - Do your expert profile pages have dynamically created titles, descriptions and keywords that automatically adjust to changes in areas such as an individual's expertise? Schema Data - Do you have proper schema tags that indicate to Google and other search engines the type of content displayed as well as the credibility of both the individual and organization behind it. Sitemaps - Have you ensured all your pages have been added to your sitemap. Is it automatically updated when new experts or pieces of expert content are added? Google Search Console - Are you pushing pages directly to Google by requesting important new content is updated in the search index. For more info on better SEO read my Spotlight "Why Expertise Ranks Higher". Reason #5 You’re not doing enough to actively promote your expertise… a “they’ll just find us” approach usually fails. It's like owning a Porsche and leaving it in the garage…pretty to look at but you’re not realizing its full potential. Simply putting your expert content on a web page is only the start. Successful organizations actively distribute these assets, sharing links to profiles and other content elements like news posts or Q&A in a variety of ways. Social Media Channels - They start by promoting these assets on their social media channels, from their Twitter feeds to Facebook and LinkedIn posts. Media Distribution Software - Whether it is systems like Cision or Meltwater, including links to expert profiles and related content when reaching out to journalists adds a layer of depth to your pitches. Press Releases - Every time you reference your organization's expertise, include links to additional content and individual experts for more insights and pathways to connect with real people. It sounds like a lot, but with a bit of planning and some ongoing maintenance, a properly constructed expertise marketing program can deliver incredible results for many years. To be successful it's more than just firing up a few new web pages. However, with the advent of specialized platforms specifically designed for these programs, and a bit of guidance, it is easier than ever to create an expert content footprint on your website and deliver valuable connections for your organization.
Why Your Experts Might Not Show Up in Google AI Overviews — And How to Fix It
The way we find expert information online is changing fast. With the rise of Google’s AI-generated overviews (formerly called Search Generative Experience), the top spot on the search page no longer goes to the highest-ranking blue link. Instead, AI now summarizes answers using a blend of machine learning, structured data, and trust signals—pulling directly from a variety of select sources across the web. If institutions—whether academic, healthcare, corporate or others—aren't aligning its expert content with these new rules of discovery, your experts may be left out of the conversation altogether. Don't miss being featured in media stories, invited to speak at events, or approached for business and collaboration opportunities. This is the moment to double down on structured data and transparent authorship—because AI-first search is rewarding expert clarity, not just content volume. The following provides a quick breakdown as to how AI Search, Google’s EEAT principles, and Schema.org structured data work together—and what you can do to ensure your expert content...and your experts, gets surfaced, cited, and trusted. What Is EEAT and Why It Matters in AI Search EEAT stands for Experience, Expertise, Authoritativeness, and Trustworthiness—the core framework Google uses to evaluate whether content is reliable and deserves to rank, especially in high-stakes areas like health, education, and finance. In AI-powered summaries, Google doesn’t just look at keywords—it looks for: Real people with demonstrable credentials Clear affiliations with reputable institutions Consistent authorship and transparency Trust signals like citations, bios, and professional history EEAT in Action: Why Schema Markup Is Your AI SEO Power Tool EEAT signals work best when they’re machine-readable—that’s where Schema.org structured data comes in. It acts as a translator between your content and Google’s AI. Schema tags are pieces of structured data that help search engines understand the content and context of your web pages. They translate human-readable information—like author names, job titles, and article types—into machine-readable signals that boost visibility AI overviews and search results. Implementing Schema helps ensure your expert content is eligible for inclusion in AI overviews. Key schema types include: {Person} – for expert bios {ScholarlyArticle}, {Article}, {FAQ} – for authored content {Organization}, {MedicalOrganization}, {EducationalOrganization} – to establish credibility {sameAs} – to reinforce expertise by connecting external profiles (LinkedIn, ORCID, Google Scholar) Schema in Action: AI Overviews Favor Structured, Credible Expert Content Google’s AI overviews are designed to synthesize trustworthy sources—not just surface-level blog posts or SEO-churned pages. That means expert content that is: Authored by named individuals with clear credentials Structured for readability and machine parsing Linked to institutional authority and trust domains If your experts don’t meet these criteria—or if Google’s crawlers can’t understand the relationships between person, organization, and content—your insights may never reach the surface of the AI summary box. How ExpertFile Optimizes for AI-Driven Search AI search is no longer just about keywords—it’s about credibility, structure, and clarity. Institutions that invest in properly structured expert content will not only rank better—they’ll become the source quoted in the next generation of search. ExpertFile is purpose-built to maximize visibility and trust in this new era of AI search. Here’s how: Structured Expert Profiles: Every expert has a dedicated page with rich Person schema, bios, credentials, affiliations, and publication history. Schema-Tagged Content: Articles, media spotlights, and FAQs are marked up using Schema.org types like ScholarlyArticle, FAQPage, and Article. Institutional Credibility: Profiles are embedded within .edu, .org, or corporate domains—reinforcing trust with Google’s algorithms. Cross-Linked Authority: Integration with Google Scholar, LinkedIn, and ORCID ensures a 360° trust profile across the web. Mobile-Ready & Indexed: ExpertFile content is fully indexable and distributed across web and mobile platforms—supporting discoverability everywhere AI pulls from. With ExpertFile, your experts are not just listed—they’re positioned, structured, and ready for the AI spotlight. Learn more about how ExpertFile helps organization's benefit in the new era of AI.
Google's New AI Overviews Isn’t Just Another Search Update
Google's recent rollout of AI Overviews (previously called “Search Generative Experience”) at its annual developer conference is being hailed as the biggest transformation in search since the company was founded. This isn’t a side project for Google — it fundamentally alters how content gets discovered, consumed, and valued online. If you're in marketing, PR, content strategy, or run a business that depends on online visibility, this requires a fundamental shift in your thinking. What Is AI Overviews? Instead of showing users a familiar list of blue links and snippets, Google now uses artificial intelligence to generate a summary answer at the very top of many search results pages. This AI-generated box pulls together content from across the web and tries to answer the user’s question instantly—without requiring them to click through to individual websites. Here’s what that looks like: You type in a question like “What are the best strategies for handling a media crisis?” Instead of just links, you see a big AI-generated paragraph with summarized strategies, possibly quoting or linking to 3-5 sources—some of which might not even be visible unless you scroll or expand the summary. Welcome to the new digital gatekeeper. Elizabeth Reid, VP of Search at Google states "Our new Gemini model customized for Google Search brings together Gemini’s advanced capabilities — including multi-step reasoning, planning and multimodality — with our best-in-class Search systems. Let's breakdown this technobabble. Think of Gemini as the brain behind Google’s search engine that’s now: Even More Focused on User intent For years, SEO strategies were built around guessing and gaming the right keywords: “What exact phrase are people typing into Google?” That approach led to over-optimized content — pages stuffed with phrases like “best expert speaker Boston cleantech” — written more for algorithms than actual humans. But with Google Gemini and other AI models now interpreting search queries like a smart research assistant, the game has changed entirely. Google is no longer just matching phrases — it’s interpreting what the user wants to do and why they’re asking. Here’s What That Looks Like: Let’s say someone searches: “How do I find a reputable expert on fusion energy who can speak at our cleantech summit?” In the old system, pages that mentioned “renewable energy,” “expert,” and “speaker” might rank — regardless of whether they actually helped the user solve their problem. Now Google more intuitively understands: • The user wants to evaluate credibility • The user is planning an event • The user needs someone available to speak • The context is likely professional or academic If your page simply has the right keywords but doesn’t send the right signals — you’re invisible. Able to plan ahead Google and AI search platforms now go beyond just grabbing facts. They string together pieces of information to answer more complex, multi-step queries. In traditional search, users ask one simple question at a time. But with multi-step queries, users are increasingly expecting one search to handle a series of related questions or tasks all at once — and now Google can actually follow along and reason through those steps. So imagine you’re planning a conference. A traditional search might look like: "Best conference venues in Boston” But a multi-step query might be: “Find a conference venue in Boston with breakout rooms, check availability in October, and suggest nearby hotels with group rates.” This used to require three or four different searches, and you’d piece it together yourself. Now Google can handle that entire chain of related tasks, plan the steps behind the scenes, and return a highly curated answer — often pulling from multiple sources of structured and unstructured data. Even Better at understanding context Google now gets the difference between ‘a speaker at a conference’ and ‘a Bluetooth speaker’ — because it understands what you mean, not just what you type.” In the past, Google would match keywords literally. If your page had the word “speaker,” it might rank for anything from event keynotes to audio gear. That’s why so many search results felt off or required extra digging. Now Google reads between the lines. It understands that “conference speaker” likely refers to a person who gives talks, possibly with credentials, experience, and a bio. And that “Bluetooth speaker” is a product someone might want to compare or buy. Why this matters for marketers: If you’re relying on vague or generic content — or just “keyword-stuffing” — your pages will fall flat. Google is no longer fooled by superficial matches. It wants depth, clarity, and specificity. Reads More Than Just Text Google now processes images, videos, charts, infographics, and even audio — and uses that multimedia information to answer search queries more completely. This now means that your content isn’t just being read like a document — it’s being watched, listened to, and interpreted like a human would. For example: • A chart showing rising enrollment in nursing programs might get picked up as supporting evidence for a story about healthcare education trends. • A YouTube video of your CEO speaking at a conference might be indexed as proof of thought leadership. • An infographic explaining how your service works could surface in an AI-generated summary — even if the keyword isn’t mentioned directly in text. Ignoring multimedia formats? Then, your competitors’ visual storytelling could be outperforming your plain content. Because you're not giving Google the kind of layered, helpful content that Gemini is now designed to highlight. Why This Matters There's a big risk here. Marketers who ignore these developments are in danger of becoming invisible in search. Your old SEO tricks won’t work. Your content won’t appear in AI summaries. Your organization won’t be discovered by journalists, customers, or partners who now rely on smarter search results to make decisions faster. If you’re in communications, PR, media relations, or digital marketing, here’s the key message. You are no longer just fighting for links. You need to fight to be included in the Google AI summary itself at the top of search results - that's the new #1 goal. Why? Journalists can now find their answers before ever clicking on your beautifully written news page. Prospective students, donors, and customers will often just see the AI’s version of your content. Your brand’s visibility now hinges on being seen as “AI-quotable.” If your organization isn’t optimized for this new AI-driven landscape, you risk becoming invisible at the very moment people are searching for what you offer. How You Can Take Action (and Why Your Role Is More Important Than Ever) This isn’t just an IT or SEO problem. It’s a communications strategy opportunity—and you are central to the solution. What You Can Do Now to Prepare for AI Overviews 1. Get Familiar with How AI “Reads” Your Content AI Overviews pull content from websites that are structured clearly, written credibly, and explain things in simple language. Action Items: Review your existing content: Is it jargon-heavy? Outdated? Lacking expert quotes or explanations? Then, it's time to clean house. 2. Collaborate with your SEO and Web Teams Communicators and content creators now need to work hand-in-hand with technical teams. Action Items: Check your pages to see if you are using proper schema markup. Are you creating topic pages that explain complex ideas in simple, scannable formats? 3. Showcase Human Expertise AI values content backed by real people—especially experts with credentials. Action Items: Make sure your expert profiles are up to date. Make sure you continue to enhance them with posts, links to media coverage, short videos, images and infographics that highlight the voices behind your brand and make you stand out in search. 4. Don’t Just Publish—Package AI favors content that it can easily digest and display such as summary paragraphs, FAQs, and bold headers that provide structure for search engines. This also makes your content more scannable and engaging to humans. Action Items: Repurpose your best content into AI-friendly formats: think structured lists, how-tos, and definitions. 5. Monitor Your Presence in AI Overviews Regularly search key topics related to your organization and see what shows up. Action Items: Is your content featured? If not, whose is—and identify what they doing differently. A New Role for Communications: From Media Pitches to Machine-Readable Influence This isn’t the end of communications as we know it—it’s an evolution. Your role now includes helping your organization communicate clearly to machines as well as to people. Think of it as “PR for the algorithm.” You’re not just managing narratives for the public—you’re shaping what AI systems say about you and your brand. That means: • Ensuring your best ideas and experts are front and center online. • Making complex information simple and quotable. • Collaborating cross-functionally like never before. Final Thought: AI Search Rewards the Prepared Google’s new AI Overviews are here. They’re not a beta test. This is the future of search, and it’s already rolling out. If your institution, company, or nonprofit wants to be discovered, trusted, and quoted, you can no longer afford to ignore how AI interprets your online presence. Communications and media professionals are now at the front lines of discoverability. And the best way to lead is to act now, work collaboratively, and elevate your role in this new era of search. Want to see how leading organizations are getting ahead in the age of AI search? 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In the News: School Choice and Vouchers
A Trump administration proposal to use the federal tax code to offer vouchers that students could use to attend private secular or religious schools has reignited public debate over school choice. David Figlio, a professor of economics and education at the University of Rochester whose research on vouchers has been widely cited, is available to offer insight on the matter. A recent study he co-authored on a school choice program in Ohio showed that low-income children in the program were likely to realize significant and positive academic benefits. Figlio warned in an interview with National Public Radio, though, that the results need to be taken “with a grain of salt.” “This program was a highly targeted program that bears little resemblance to the statewide, universal vouchers that are being rolled out today,” he said. Figlio’s research spans a wide range of education and health policy issues, from school accountability and standards to welfare policy and the intersection between education and health. Contact Figlio by clicking on his profile.
Georgia Southern University’s Office of Student Wellness and Health Promotion, Jiann-Ping Hsu College of Public Health (JPHCOPH) Center for Addiction Recovery and Health Services have partnered to provide overdose prevention education to the campus community. The University will distribute naloxone, which is used to rapidly and temporarily reverse the effects of an opioid overdose, allowing time for first responders to arrive and initiate further intervention, to the campus community at no cost. Savannah nonprofit No More O.D.s donated a large quantity of naloxone to Georgia Southern for this purpose. “The health and safety of our campus and the many visitors it welcomes are of high priority,” said Shay Little, Ph.D., vice president for Student Affairs. “By increasing access to naloxone we are equipping our community with another life-saving tool.” Georgia Southern Public Health Administrator Sean Bear, DPH, agrees. “Naloxone is a life-saving medication,” he noted. “It is safe, fast-acting and easy to use.” Although many in the Georgia Southern community do not consume alcohol or other recreational substances, opioid overdoses can occur under a number of circumstances. Misuse of prescription opioids provided by a health care provider or the use of illegal opioids can result in negative health consequences, including overdoses. Some common prescription opioids include codeine, morphine, hydrocodone and oxycodone, among others. Counterfeit pills designed to look like prescription opioids often contain a synthetic opioid known as fentanyl, with many of these pills containing enough fentanyl in just one dose to cause an opioid overdose. “The primary aim of distributing naloxone and providing education on overdose prevention, recognition and response is to save lives,” said Robert Bohler, Ph.D., JPHCOPH assistant professor. Just as AED/CPR first aid boxes are placed strategically across campus, naloxone kits and utilization instructions will be placed in high-traffic, high-risk areas. Distribution locations include the Campus Food Pantries (all campuses), Center for Addiction and Recovery (Statesboro Campus), Health Centers (Statesboro and Armstrong campuses), Counseling Centers (Statesboro and Armstrong campuses), and Student Wellness and Health Promotion (Statesboro and Armstrong campuses). “All naloxone packages come with instructions, however, additional educational information, such as a video link on how to administer naloxone, where to find additional information and more will be available at each of these distribution locations,” said Gemma Skuraton, DPH, director of Student Wellness and Health Promotion. Universities play a vital role in promoting harm-reduction strategies. As such, Georgia Southern is committed to ensuring the availability, accessibility and education surrounding naloxone on each of its campuses. Educational initiatives will focus on overdose prevention, recognizing signs and symptoms of overdose, overdose response planning, naloxone administration, legal protections (Georgia’s 911 Medical Amnesty Law and Georgia Southern’s Amnesty Protocol), bystander intervention, and treatment and recovery service availability on campus and in the community. You can sign-up for an open workshop to learn more on the Student Wellness and Health Promotion webpage: Interested in learning more? If you want to connect with any of the experts from this story and want to book time to talk or interview, then let us help - simply contact Georgia Southern's Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.
ChristianaCare Charts New Course With Nurse Robotics Research Fellowship
ChristianaCare, the first hospital system in the region to deploy collaborative robots, has once again broken new ground, this time with a nationally unique initiative that puts bedside nurses at the helm of robotics research and innovation. At a graduation ceremony April 30, ChristianaCare celebrated the first four clinical nurses completing the Nursing Research Fellowship in Robotics and Innovation — the first program of its kind in the nation. The fellowship was part of a larger three-year, $1.5 million grant from the American Nurses Foundation’s Reimagining Nursing Initiative. The grant supports ChristianaCare’s broader study on how collaborative robots impact nursing practice. Over eight months, nurses from different units and specialties participated in immersive research training and lectures designed to expand their knowledge, curiosity and professional growth. Their work culminated in national conference presentations and preparations for journal submissions. The inaugural Nursing Research Fellows in Robotics and Innovation are: Briana Abernathy, BSN, RN, CEN – case management, Christiana Hospital emergency department Elizabeth Mitchell, BSN, RN-BC – Christiana Hospital surgical stepdown unit Hannah Rackie, BSN, RN, C-EFM – Union Hospital maternity unit Morgan Tallo, BSN, RN, CCRN – Christiana Hospital cardiovascular critical care unit A ‘real seat at the table’ “When you create programs that empower nurses to lead, innovate and tackle meaningful challenges, you see real impact — not just in new skills and knowledge, but in job satisfaction, well-being and retention,” said Susan Smith Birkhoff, Ph.D., RN, program director of Technology Research & Education at ChristianaCare. “This fellowship is built on the belief that when nurses are given the space to learn and lead, they bring fresh ideas and collaborative solutions back to their clinical practice areas.” Created and led by Smith Birkhoff, the fellowship is a standout in the U.S. health care landscape: It gives bedside nurses the chance to step away from their daily routines and gain advanced research experience, an opportunity rarely available at the clinical level. While the fellowship directly trained four nurses, its reach extended well beyond thazt. Fellows shared what they were learning along the way, sparking wider interest in research across the health system. The research program was highlighted as a new knowledge and innovation exemplar in the latest evaluation by the American Nurses Credentialing Center, which in March awarded ChristianaCare its fourth Magnet designation — the gold standard for nursing excellence. Adriane Griffen, DrPH, MPH, MCHES, vice president of programs at the American Nurses Foundation, praised ChristianaCare’s responsiveness in shaping the program around nurses’ needs and building a model for future innovation. “What makes this fellowship stand out is its focus on giving bedside nurses a real seat at the table,” Griffen said. “When nurses are trusted to lead and have the right support, they develop solutions that are practical, sustainable and transformative. This fellowship shows how nurse-led innovation can grow from a local pilot into a model for improving care across the country.” Through the fellowship, nurses gained a deeper understanding of applying research methodology to advance robotics science at the intersection of nursing and hospital operations, which is groundbreaking and novel. “This is such an exciting and important moment for our profession,” said Danielle Weber, DNP, RN, NEA-BC, chief nurse executive at ChristianaCare. “Innovation is about improving care, easing the burdens on our teams and finding smarter ways to meet the complex needs of our patients. Tools like collaborative robots don’t replace the human touch, they help protect and elevate it.” Mitchell said she was initially intimidated when she saw the fellowship application because it had been years since she last engaged in formal research. Learning everything from literature reviews to abstract writing pushed her outside her comfort zone and gave her practical tools to take new ideas forward. The experience inspired her to return to school this fall to pursue a graduate degree. A ‘ripple effect’ “This fellowship reignited my enthusiasm for learning and gave me the skills and confidence to keep growing,” Mitchell said. “It’s been amazing to collaborate with other fellows and mentors, and I’m excited to apply what I’ve learned to improve patient care and strengthen our teams.” In addition to Smith Birkhoff, Kate Shady, Ph.D., RN, OCN, RN IV, served as a mentor to the fellows, bringing expertise from her hematology/oncology background. Kati Patel, MPH, provided key administrative coordination and support throughout the program. ChristianaCare continues its broader research into robotics integration, with findings from the multi-year collaborative robot study expected to be shared later this year. Shady said the fellowship is already influencing ChristianaCare’s nursing culture by expanding interest in research and evidence-based practice well beyond the initial group. The program’s ripple effect is helping build lasting infrastructure for nurse-led innovation across departments. “One of the most rewarding parts of this fellowship has been seeing these nurses step into new confidence and capability,” Shady said. “They began unsure about research, but by the end, they were reading studies, writing abstracts and mentoring peers — laying the groundwork for bigger change in how we advance nursing practice.” Learn more about nursing at ChristianaCare.
Masoud Davari, Ph.D., associate professor of Electrical and Computer Engineering in the Allen E. Paulson College of Engineering & Computing, was recognized for his achievements in the field of power electronics control and testing with the IEEE Region 3 Outstanding Engineer Award. He was also granted membership into Eta Kappa Nu (HKN), IEEE’s international honor society. IEEE, the Institute of Electrical and Electronics Engineers, is the world’s largest professional organization for electrical engineers, with its membership numbering over 486,000 in more than 190 countries. Davari has been a member of IEEE since 2008 and a senior member of IEEE’s Region 3 since 2019. The organization’s Region 3 encompasses the southeastern United States and has over 24,000 members. The Outstanding Engineer Award, given annually to one member per region, recognizes those who have advanced knowledge and improved humanity through any of the technical subjects covered by the IEEE societies, councils, and affinity groups. Davari was praised for “outstanding, technical, and professional contributions to synthesizing reinforcement learning optimal controls for power electronic converters, creating robust integration of power electronics considering the impact of cyberattacks on modern grids, and advancing IEEE standards for hardware-in-the-loop testing and education through impactful research and service.” This impactful research and service includes eight years of teaching at Georgia Southern. He currently teaches introductory courses on circuit analysis and power systems fundamentals. He has also served as a chapter lead of the IEEE Working Group (WG) P2004 for testing based on hardware-in-the-loop simulations in the IEEE Standards Association (IEEE SA) and that of the IEEE Power and Energy Society Task Force on innovative teaching methods for modern power and energy systems (TR 120). In addition to being an engaged educator, Davari is also a prolific researcher. He was selected as the finalist for the 2024 Curtis W. McGraw Research Award by the Awards Committee of the American Society for Engineering Education (ASEE); has also been awarded a research fellowship by Gulfstream Aerospace Corporation in 2024; was included in Stanford/Elsevier’s Top 2% Scientist Rankings list; and has received $1.17 million in grants from the National Science Foundation Davari’s work ethic and commitment to bridging the gap between industry and research led Rami Haddad, Ph.D., interim dean of the College of Engineering & Computing, to nominate him. “Dr. Davari’s recognition as the IEEE Region 3 Outstanding Engineer and his induction into IEEE-Eta Kappa Nu (HKN) are truly remarkable honors that reflect his outstanding contributions to electrical and computer engineering,” Haddad said. “Being recognized among more than 24,000 IEEE members across the Southeast is a testament to the impact and excellence of his work. We are proud to have Dr. Davari as a valued member of our college, and we celebrate his achievements as a shining example of the innovation and leadership that define our faculty.” This award marks the first time a Georgia Southern faculty member has received it in its 55-year history. It is a career milestone for Davari, who has published research on advanced technology integration into modern power and energy systems in high-impact-factor IEEE Transactions/Journal venues and has extensively researched the era of grid-edge technologies. “I’m deeply honored by this prestigious award,” Davari said. “Not only does it reaffirm my dedication to my research field, but it also fuels my passion for creating a technologically advanced future. Receiving this IEEE award on behalf of my outstanding team is a privilege. Their relentless commitment and hard work since 2015 have truly made this achievement possible.” Davari’s induction into HKN places him among the best in his field. The membership, which is received through invitation only from HKN’s Board of Governors and is based on the candidate’s record of contributions to the field, demonstrated leadership, and community service. “With a legacy that stretches over a century, IEEE-HKN represents the pinnacle of prestige and tradition in our profession, indicating academic achievements and dedication to research, potential leadership, exemplary character, and a positive attitude. Notably, many of our industry’s most influential leaders initiated their journeys through induction into IEEE-HKN as professional members, so receiving this honor is a privilege.” Davari received his award and was inducted into Eta Kappa Nu (HKN) in March at IEEE Region 3’s SoutheastCon 2025 in Charlotte, North Carolina. If you're interested in learning more and want to book time to talk or interview with Masoud Davari then let us help - simply contact Georgia Southern's Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.