Experts Matter. Find Yours.

Showcase Your Experts to Generate Media Attention and Grow Business

This blog was initially posted by our friend David Meerman Scott on his blog, read it here Some of your most important assets for securing interest in the media as well as educating your buyers are the experts who work at your organization. As a part of a virtual newsroom or other appropriate place on your site and blog, highlighting your employees is a great way to generate attention. When reporters are looking to quote someone in a story, having a name, photo, bio, and examples of content makes it much more likely they will want to conduct an interview. This is especially true when you are newsjacking. Similarly, when buyers are exposed to the smart people employed at your company, they will be more likely to trust and want to do business with you. Yet most companies feature only the senior management team on the site, not those with particular and interesting expertise. University of Ontario Institute of Technology shines spotlight on faculty researchers For example, the University of Ontario Institute of Technology (UOIT), a public research university located in Oshawa, just outside Toronto, was founded in 2002. That makes it one of Canada’s newest universities. With an enrollment of more than 10,000 students, UOIT offers a range of undergraduate programs, plus graduate programs in science, engineering, health, and information technology. But because it is such a new institution, the marketers and public affairs people at UOIT have to work extra hard to make sure that potential students, donors, partners, and other constituents know about the school. Unlike other universities, UOIT cannot rely on decades of families that send their children and grandchildren to the institution and support it with financial contributions. So one way the school reaches out to new audiences is by promoting with the media the many faculty experts who teach and do research at UOIT. “We focus on the experts within the institution,” John MacMillan, director of communications and marketing at UOIT told me. “We have very few resources, but we have a lot of really interesting people who are focused on very exciting things, like using big data and looking at issues of disability and how it relates to the insurance industry, among other things. We are able to reach the media and people who are organizing conferences or booking speaking engagements.” MacMillan uses the ExpertFile software platform as a way to easily showcase UOIT thought leaders in what they call their Expert Centre. He publishes, promotes, and measures the expert content as a tool to engage business prospects, media, and conference organizers. “We needed to have a way of getting out those important stories that we know are of interest to media, to producers, to editors, but also in many ways to partners, to institutions that might be interested in working with us,” MacMillan says. “And we needed to have a way that did a better job of telling our story to those various groups.” MacMillan started with 26 profiles for faculty in the Expert Centre, and is steadily expanding to a planned goal of 200 profiles. He says that an ideal expert is one who is already comfortable with digital technology. “We’re amplifying the presence of each of those faculty members—whether they are involved in multimedia, whether they have their own websites, or whether they have their own followings—and presenting them in a way that gets some response. Part of their success as faculty members lies in establishing their bona fides with granting authorities or with the government or with others. The Expert Centre augments their legitimacy.” Adding credibility to your newsjacking efforts Having profiles available to the media also helps your newsjacking efforts. When you comment on something that’s newsworthy and a reporter finds it via search, they often want to know biographical information on the person before they quote them. Having a link to the bio of the author of that timely blog post is a great way to add credibility and to increase the liklihood of being quoted. As an example of the action that can come from an Expert Centre profile, MacMillan cites Dr. Isabel Pedersen, an associate professor at UOIT and Canada research chair in Digital Life, Media, and Culture. “She focuses on a sociological perspective of wearable computing devices,” he says. “Her research looks into questions like: ‘When we wear gadgets on our body, how will that shift the reality for us? How will it change the way we interact with other people? How will it allow us to participate in digital culture?’ She is one of the early profiles that we created because she is one of our Canada Research chairs, a distinguished researcher who is working on an area of particular national and international importance.” Dr. Pedersen’s Expert Centre profile contains her bio, photo, links to her Twitter and Google Plus feeds, and a list of past speaking engagements, as well as video content, previews of her book Ready to Wear, and articles she has published. The profile attracted the attention of a reporter from IEEE Spectrum magazine, the publication of the world’s largest professional association dedicated to advancing technological innovation and excellence. “They were working on a story about wearable technology, and they wanted to interview her,” MacMillan says. “That’s a magazine from the U.S. that has a much broader readership than anything we’d be able to position her for, and it came along as a result of somebody seeing her profile and deciding that they wanted to speak with her. That’s an example of where we’ve been able to use our resources in a very efficient way, in a manner that gets a story out well beyond our own physical boundaries and that tells about the uniqueness of the work that’s going on at this university.” A lesson learned from the early days of the UOIT Expert Centre was the importance of having the profiles appear in a consistent voice. “When we started out, our assumption was that the individual faculty members or individual experts would develop their own profiles,” MacMillan says. “We realized that would result in a lack of consistency, so we hired a writer, and her job was specifically to interview our experts and to create a story for each of those experts so that when someone does look at this, they’re looking at a consistent story, a consistent tone, and a consistent brand for the university. I’ve learned from creating our Expert Centre that I share some one of the same challenges as faculty members: if you don’t manage your digital presence actively, someone will do it for you. I like to think that our Expert Centre has helped our faculty to curate their digital content as much as it’s helped our university to strengthen its brand.” The ExpertFile platform Your employees are a great resource for generating interest in the media as well as a way to show potential customers and partners that you are doing interesting work. Showcasing them is easier with the ExpertFile platform, a SaaS application that helps organizations make their experts more visible. In my mind, ExpertFile is to showcasing people what HubSpot is to showcasing content. What’s traditionally held many organizations back is that until now, there hasn’t been an online platform to simply organize the growing base of expert content that is being produced across organizations every day. Yet this content is what many audiences are looking for. They want to easily reference everything from biographies to speaking engagements, to social feeds and multimedia assets. “Experts are a great way to humanize an organization and make it more approachable, yet many marketers struggle with how to best showcase these people online,” notes Peter Evans, founder and CEO of ExpertFile. “Adding expert profiles to various sections of your website such as your media room is an ideal way to create more engagement on your site and drive valuable speaking, media and customer inquiries. Experts are quickly becoming the new frontier for content marketing.” Disclosure: I am on the advisory boards of both HubSpot and ExpertFile. Peter Evans, ExpertFile CEO, is a friend.

The Many Faces of Expertise: Theres more than one way to define an expert!

As the lead researcher at ExpertFile I spend a lot of my time thinking about the nature of expertise. I often get asked about the criteria that we use to identify experts, and it’s actually a very difficult concept to pin down. One of my favourite services that we provide to our clients is sitting down with them and helping them articulate what exactly “expertise” means to them. Sometimes this is an easy question, sometimes it is very, very difficult. The fact remains that there is no definition of expertise that perfectly encapsulates every organization’s requirements. How do you begin to select your experts to showcase? Well, there are many different ways of exhibiting expertise. A lot of our clients are higher education institutions who are seeking to promote their academics. The evidence demonstrating their unique experience in their respective fields are easily encapsulated in their academic credentials, awards, grants, publications and professional affiliations. Academics are often at the cutting edge of their fields, and are very experienced telling meaningful stories about them. If a reporter is writing a story about the mountains of Pluto, then an astronomer who has dedicated their lives to the study of extra-Neptunian objects is a perfect choice. By contrast, expertise in the corporate realm is more based on personal experience than academic credentials. This significantly differentiates corporate expert marketing programs from higher education. Although education and credentials remain important, it is generally more graded with a personal experience with the topic at hand. For example, a senior engineer at Google (with extensive media experience) would obviously be a tier A source for explaining the science behind contemporary web search engines, despite potentially having no university education in computer science! (Note: Some fields in computer science, such as machine learning, have a much more academic basis). Both the astronomer and computer scientist are clearly experts, but the means that we used to evaluate their expertise are very different. I’m sure that you can see that both academics and practitioners have meaningful comments to add to news reporters. At ExpertFile, we think that the most important skill an expert can have is the ability to distill their domain-specific knowledge into a compelling, relevant and meaningful story. This ability to tell stories transcends experience, or credentials. A Harvard professor may be a nobel prize winner, but unless he can effectively communicate his research to the media and the public, he will not be perceived as an expert. In contrast, a professor at a local community college may have less august credentials, but if they can tell a good story, then they will engage with the public and media much more effectively. In fact, in some cases “lowly” adjuncts bring vibrant life-experiences and direct understanding of the real world applications of academic theory, and may therefore eclipse the atrophied viewpoints of some tenured faculty isolated for decades in the academy. So at ExpertFile, we feel that a balanced representation of both academics and practitioners at every level is crucial for creating a balanced marketplace of experts that is a valuable resource for all our users. Although our platform contains thousands of academics, some from top flight institutions, we also list thousands of incredibly credible, engaging experts with real world, contemporary experience that can often eclipse that of tenured faculty. We are very proud of our network, and curate an active and vibrant community with a diversity of different voices and perspectives on topics of breaking news interest. We don’t open our network to anyone, the ability to distill meaningful and engaging content for others is crucial, so those who are only shilling a product or self-promoting are not welcome. Some people think that only academics belong on an expert network, but at ExpertFile we believe that would exclude many people with extensive expertise. Similarly, it would be the height of elitism for us to restrict our database to tenured academics from top-tier universities. This would do our users a great disservice by removing those voices with a perspectives gained from practical experience.

Part 2: Collaborating with Faculty Experts: A How-To Guide for Marketing Departments & Deans

In my last blog post, I shared some strategies that marketing departments can use to collaborate with their faculty experts (Read Part I). This post will reveal the final five principles that will help you collaborate with your faculty and get better results. 6. Show Quick Wins to Get Momentum As the old saying goes, “nothing succeeds like success.” We all like to back winners. So while you won’t immediately see massive changes across the board on day one, it’s important to show progress. Expert marketing programs deliver significant results over the long run but you must communicate the early wins you achieve in the first few months to create internal momentum. Remember it’s not just about the numbers. It’s just as important to provide qualitative information on the market interactions you are generating for your experts. For instance look at these early indicators: Contribution – Who’s participating in contributing content to your expert center? Look at key types of files such as publications, videos and presentations. Engagement – Also consider sending stats out to your experts showing which profiles get the most amount of web traffic. Other Results – Speak to activities where you used your expert content to do outbound story pitches to media. Also mention coverage you are getting, or speaking engagements that resulted from inquires received from your expert profiles. For instance, one of our ExpertFile clients, very soon after launching their expert center received an inquiry from a major engineering publication for one of their professors, a direct result of their participation in the Expert Center.  Communicating this to other faculty drives engagement. Tip: Send out a quick “Leaderboard” email showing the top five or ten experts who rank highest in completed profiles. This public recognition will get noticed. 7. Opt-In your Experts For Various Research, Writing & Speaking Contributions The famous “help me, help you” quote from Jerry Maguire sums up the importance of collaborating effectively with your experts. They are very busy people; meeting them halfway will ensure mutual success. Get some face time: Emails with requests to send information often will go ignored.  Instead invest the time to set up a quick meeting at their office to review and update their expert profile to make sure it’s up to date. Locate new projects that are in progress such as publications or speaking engagements and set a date to check-in with them. Identify Opportunities: Identify their key research interests and passions to see where they can help in contributing to the overall content mix. Organize Your Content Contributions: Build out a list of key areas for each expert where they can “opt-in” to contribute to your expert marketing programs. Think about various areas they can help as a researcher, writer, or speaker for both internal and external events. Remember, there are many jobs to be done across campus that go way beyond media interviews. Identify who can write blog posts, contribute to content in a research capacity, or even review story pitches. Track these commitments and follow up with your experts and you will see the payoff. Many experts want to help, but it’s important to approach them and organize your interactions with them in an efficient manner for success. Content planning frameworks are a great way to track this information. 8. Put Your Experts in the Spotlight Want to see better results from your media relations efforts? Organize your experts based on areas of interest. Once you’ve curated that list, you can align your experts with breaking news events and other opportunities on your editorial calendar. Here’s how it looks: Set up a “Topic Cloud”: List all the areas of interest that your faculty experts want to speak on. Make sure the terms you use are relevant to what journalists are searching for on Google. Start at a high level and then drill down for a structured taxonomy of terms. For instance if you have a medical expert who speaks about ebola you also should index them under the term “infectious disease” as journalists also use this search term when looking for sources. Align Your Experts with an Editorial Calendar: An editorial calendar allows you to plan content well ahead of time so you can promote upcoming research, publications and other announcements. Mapping experts to these events in advance will deliver better quality output and engagement. For example, there are always stories that recur every year, things like tornadoes, taxation, gas prices and the like. Preparing for these stories allows you to have your angle ready, along with creative assets such as images and videos that will engage targeted audiences. With this work already done, you will have time to attend to other pressing matters. Get Ready to Pounce on Breaking News: The benefits of real-time marketing and helping journalists write the next paragraph of a breaking story are immense, but this is a game of speed. Matching the right expert to the right media opportunity requires this type of pre-planning to identify who the go-to people are within your organization. 9. Develop a Scorecard: Identify Some The Expert Metrics You want to Measure Here are the categories you need to pay attention to as you evaluate your progress as an organization: Contribution – Show stats on how you are seeing growth in published content assets. Track the growth in areas such as the number of published expert profiles, % completion of profiles and growth of published content in categories such as videos, PowerPoint presentations, and whitepapers. Engagement – Ask your digital team to provide stats on the number of profile views each expert is receiving monthly. Try ranking some of your top experts and send out a note congratulating them. Also try to spot trends such as traffic spikes related to topics that may be of interest to the media. These metrics can help you decide what topics you focus on when producing content or promoting your experts to journalists. Inquiries – Requests to contact your experts can come from a variety of audiences, and all can be valuable for internal departments ranging from media relations and advancement to recruiting. It’s important to evaluate what types of requests you are receiving. You can sort and route these requests more efficiently with an online form.  Some suggested categories you can track include: Media Inquiries Speaking Inquiries Expert Witness Inquiries Student or Parent Inquiries (classify by type i.e. Graduate Students, Foreign Students) Donor Inquiries Partner Inquiries Research Collaboration Inquiries Results – While it can be difficult to close the loop on all requests that you generate from your expert marketing efforts, try linking the source of your inquiries back to results. For instance, if you are doing clip reports, highlight specific media coverage that resulted from your efforts. You should also look at other important data such as student inquiries and donor connections that are made through your expert marketing programs. This will help you justify the return on investment and perhaps allow you to secure additional budget and resources from various groups in the organization who benefit. 10. Make Your Experts Feel Special: Don’t Forget Rewards and Incentives Anyone running a successful expert marketing program will tell you that it’s important to embrace some of the “softer” people skills to get results. It is essential to provide feedback and recognition to contributors to keep them motivated to help you. Remember that your experts are in constant demand, so you are competing for their most limited resource – their time. Here are some key things you should consider when working with your experts: Be Visible: Walk the campus and take an active interest in the work your experts are doing. Face-to-face meetings are an important part of enlisting support. Educate Them on Their Value as Experts: Help your experts understand how their contributions can impact areas related to media coverage, student enrolment, donor and alumni relations, and government and corporate sponsorships. Offer Assistance: Help them manage their online presence in your expert center. Make it as simple as possible to update content such as presentations, videos and speaking engagements. Recognize Key Contributions: Send personal notes to experts to thank them for their help. You can also do a shout out via email to a list of key contributors.

Part 1: Collaborating with Faculty Experts: A How-To Guide for Marketing Departments & Deans

“I don’t have time to do this.” “I don’t think I’m the right expert.” “My subject area is too specific.” Have you ever approached a faculty member with an opportunity to speak to the media or perhaps speak at an event, only to hear responses like these? Asking certain faculty members to help serve as experts can be challenging. While it’s becoming more widely accepted by faculty that responding to such requests is a great way to build their personal reputation – as well as the institution’s – there is still work to be done in this area. With my experiences I wanted to share some useful tips to help you better collaborate with your faculty and get more results: 1. Walk the Halls: Stay Connected to Important Faculty Research & Publications Faculty play a key role in helping you tell compelling stories to a variety of audiences such as media, prospective donors and students. Yet it’s amazing how many communications people are disconnected from important discoveries their experts are working on. They get caught up in day-to-day events and struggle to find time to walk the campus. The first step in collaborating with your faculty is showing them you care. Make yourself approachable as a resource to help them communicate their stories and you’ll see dramatic results. While it may be tough, it is worth the time investment. 2. Take Inventory: Assess Which Experts Can Be Most Valuable in Helping You Engage Various Audiences With so many faculty members across the campus involved in a wide range of activities, it’s important to develop a framework that identifies who you should be working with. While faculty have deep subject-matter expertise, not all are suited to helping with certain engagements such as broadcast media interviews. To better assess your faculty look at these key factors: Credibility Does the expert have a deep understanding of their focus area? How respected are they among their peers? Have they conducted research in this area? Have they been published? Have they spoken at conferences or received awards for their work? Relevance Is their field of research relevant to various audiences such as Media, Prospective Students, Donors and Partners? Engagement How are their writing skills? Do they have experience with public speaking to various audiences? Can they conduct an interview with a reporter? Are they willing to participate or get media training? Responsiveness Do they understand the significant value they can contribute in helping you build your institution’s reputation? Are they comfortable with being in the spotlight? Can they be available on short notice (within hours) for media interviews? Are they interested in building their own personal brand? 3. Get Alignment: Get Senior Leadership on the Bus Consulting with Faculty Deans and other leaders on the campus will help you gain important support for your efforts to work more with faculty. Identifying their objectives at a program level will help you ensure that your work isn’t viewed as another “make work” exercise for faculty. Show them how your work with faculty experts will have potential to impact the following: Brand reputation in the community and among peers Media coverage Increased student enrolment Better Alumni engagement Increased donations to the school Government and research funding Corporate partnerships 4. Tap into Peer-to-Peer Power: Focus on Faculty Evangelists We all know who our “go-to” faculty are. The people who will enthusiastically help you try out some new approaches. These are the faculty who are doing great research but also can tell a great story and are respected among their colleagues. Identify a manageable group (a range of 3-6 experts is a good number to start). Assess them using the criteria we discuss in point #2. Then get these select experts to invest a little time with you to work on topic strategies and content development. Explain to them what you are trying to achieve and listen to their feedback. Getting their support, and helping them develop their content and stories is the key to success. As evangelists, they can be vital to getting buy-in across the campus. 5. “Opt-In” your Experts: Look for Different Types of Contribution While media coverage is a big focus for many organizations it often tends to dominate the discussion about experts. Think about the ways your experts can contribute and help you tell your story to a variety of audiences beyond media (see point #3). Faculty can be engaged in a broad spectrum of activities such as: Television Radio Print Research on specific topics Blog posts Podcasts Speaking at conferences Speaking at student recruiting events Attending or speaking at alumni events Attending or speaking at donor events Build a “Contributions List” that outlines activities where you may need support and get faculty to opt-in. Getting this agreement in advance allows you to better assess where you have “bench strength” to plan for specific projects. At the end of the day, you won’t get 100% of the faculty to jump on board, but we have seen that a good plan and collaborative communication raises engagement and participation. READ PART II of Collaborating with Faculty Experts: A How-To Guide for Organizations.

Part 2: How Duke University doubled their media hits by showcasing faculty

Last week we shared the first five major rules of Expert Marketing that are currently being used by Duke University to double their media hits (READ PART I). We also developed some strategies and best practices for higher education institutions to better market their experts. In this blog post, we are going to share our team’s final insights into how to better leverage your experts. Rule #6: Create Once, Publish Everywhere At one time we just had to focus on creating a news site. That’s now expanded to a multi- screen environment that requires we thread content into sites that are being accessed from desktops, mobile devices and even digital signage that is often scattered throughout the campus. Sit down with your digital team and map out how to distribute media across multiple channels such as social networks, news-feeds, homepages, faculty sites, as well as faculty profiles in your expert center or speakers bureau. Many schools still don’t have the “responsive” capability to push their news content out to mobile users. Insiders Tip: Duke applies a “create once publish everywhere” model to ensure that time-crunched journalists can easily connect with their expert commentary, whether they access the website’s desktop or mobile versions, or through a wide range of social channels. Rule #7: Get Your Expert Quotes Ready for the Real-Time News Cycle Organizing a system with your faculty to publish pre-approved expert quotes on your website can pay huge dividends, as news outlets have fewer reporters covering more territory. Many of our clients tell us they are seeing less experienced reporters who have much less time to research and interact with media departments. Having pre-approved quotes ready to go makes it much simpler for media, making you much more attractive to them. This pre-planning can minimize the strain on faculty experts during class hours. An added bonus is that it also minimizes misquotes. Insiders Tip: Duke University aims to provide daily quotes on its website by midday as part of its “news tips” section. While these quotes generally take less than one hour to produce, they have proven most effective. Almost all of their news tips have been used by the media since they started producing them in June 2014. Rule #8: Promote Your Core Areas of Expertise First With so much going on throughout the campus there are a lot of opportunities to promote a diverse range of topics to the media. However, it’s really important to identify the core topics where you have expert commentary in demand. The best media relations people have established their school as go-to sources for select topics. You should also stake your claim. What groundbreaking research can you find on the campus that relates to key news events? Think about what reporters need to communicate to their audiences. Do you have faculty who are credible, approachable and engaging on these topics? Invest the time with your team to develop a master topics list and tune this list regularly based on upcoming faculty contributions and news cycle developments. Insiders Tip: Duke University identified a number of key factors that contribute to the media take-up rate such as the degree of media interest in a story; the relative supply of experts available to media and timing considerations. While it’s impossible to control all these variables, They learned, based on trial and error, that concentrating on core topics where they have an academic focus such as politics, law and the environment generated more coverage. Rule #9: Focus your Editorial Calendar on Key Event Anniversaries It is important to get the mix right when looking for media opportunities. While it will always be to your advantage to leverage breaking news if you can mobilize your faculty experts, there is also a predefined editorial flow to the news across a calendar of special and recurring events. It’s crucial that you get some of these major opportunities on the calendar and develop a campaign to enlist faculty experts. For example, Black History Month and the Super Bowl are both annual recurring events happening in February. It’s good to map these along with other special events that are periodically staged or non- recurring such as a G8 Summit or the upcoming papal visit to the US. If you can mobilize your experts to provide value for media who need to start researching these events well in advance you increase your chances of coverage. Insiders Tip: The Duke University media relations team actively monitors upcoming anniversaries and other timely events that reporters are likely to write about. Events that have the potential to generate stories that Duke can leverage with their experts are reviewed by the communications team in twice weekly scrum meetings. Rule #10: Leverage Tools such as Twitter to Grow your Media Contacts Much of the success you will have with faculty experts hinges on your ability to take your message to the market. So it’s important to focus on grooming and growing your media contacts. Besides buying access to media lists from vendors such as Cision, PR Newswire, Marketwired and Meltwater; don’t forget about Twitter. It provides a huge opportunity to build a list of influencers and key opinion leaders. Using a simple topic and hashtag searches on Twitter, you can begin to map various clusters of people who are following specific news beats that may be relevant to your institution. Remember that media outlets tend to follow other media outlets for story angles and media sources. Having a well organized list of people that have interacted with you in the past is a large part of distributing your news faster to a larger audience. It’s important to do Twitter searches to research specific reporters you want to pitch to see where their interests lie. Insiders Tip: Duke University refines its media lists continually using Twitter. It looks at the social graph of reporters who make use its online news tips to identify other journalists to add to their database.

Part 1: How Duke University doubled their media hits by showcasing faculty

In the February 2015 issue of CASE Currents, Steve Hartsoe, a Senior Editor at Duke University and former Editor for the Associated Press, shares some powerful strategies for working with experts on campus. This article is a must read for any organization looking to build reputation through more focused media relations. Now you might be thinking that Duke is an already renowned university with an extensive network of media contacts so this stuff is easy for them. Not true. Doubling your media hits isn’t easy for any organization. Duke made some major improvements that set them up as a go-to destination for journalists to find credible, relevant sources. However, even implementing just a few of their ideas could drive some big results for your organization – without having to blow out the size of your marketing team or budget. Spoiler alert. The Duke strategy centers on being more strategic and collaborating better with faculty experts. The best practices that the Duke media relations team employed should inspire any organization that wants to generate more coverage. Whether you are looking for media visibility to help drive student enrolment, alumni giving, or corporate partnerships, there are valuable lessons to be found in this article. For the full article check out the January/February issue of CASE Currents at www.case.org. Please note you will need a subscription to view. So what’s going on at Duke that’s driving all this media coverage? To examine this further, our ExpertFile team weighs in below with the first five major rules of Expert Marketing for Schools and summarizes some insider tips they shared from their experience. Tune in next week for the finale! Rule #1: Organize a Team to Help Focus on Expert Marketing As with most initiatives, it’s vitally important to get the support of senior people in the organization when developing an increased focus on faculty experts. Gaining the support of a group of progressive deans within the school as well as notable faculty can be critical. Appoint a specialized team that can help you establish media visibility as a priority for your school. Build your case for an expert marketing program and ask for their support in developing your plan, then set up some regular meetings and make this team visible on the campus. It will help you develop a sense of collaboration and continuity. Insiders Tip: Duke built a “rapid response team” within their media relations department that had a clearly defined meeting schedule. They met twice a week and kept meetings to just 30 minutes in length. These regular check-ins helped identify breaking news opportunities and inspired a sense of priority and established momentum. Rule #2: Strategize with your Experts It’s amazing how many colleges and universities’ media relations departments we talk with that are disconnected from the interesting research conducted by their faculty. Ironically, it’s this research, as well the academic interests and passions of your faculty that feed the most engaging stories you can tell to the media. Make sure you have a good understanding of current and upcoming research that you can pitch. You should also identify what publications and books are being planned by faculty and see how you can collaborate with them. Insiders Tip: Duke invested the time to meet personally with faculty members to get a deeper understanding of their research and identify relevant topics that could be pitched to the media. They also invited some faculty to media meetings to brainstorm on potential news stories. It’s this kind of contact that helped make faculty more responsive to media opportunities and respond to deadlines. Rule #3: “Opt-In” your Experts for Different Types of Contributions It’s becoming more understood by faculty that media coverage can be a very good thing for their career and their organization. However, be careful of one size fits all approaches in recruiting faculty to contribute their expertise. Contribution from faculty comes in different forms. Faculty can be engaged in a broad spectrum of activities that run from broadcast TV interviews, blogging, and even helping speak at recruiting or alumni events. It’s good practice to create a master checklist of possible engagement types and to take an inventory of what your faculty experts may want to opt-in for. Having this inventory allows you to better plan for content development projects and also ensures that faculty clearly understand the duties that are expected of them in a media relations capacity. Insiders Tip: Duke’s media team recruited their experts for a range of contributions based on the level of interest and comfort level of faculty. And they made it clear that agreeing to be a media source meant responding promptly to incoming media inquiries. Rule #4: Provide Media Training and Support While every campus has it’s faculty “rockstars”, who can rise to the challenge of any breaking news opportunity, many experts on the campus can benefit from some form of media training. It’s critical to your media strategy’s success that you provide the experts with support and opportunities to practice their speaking skills in front of a camera. If you expect more experts to step up to the podium, it’s important to make the investment. However, make sure you design these programs to be engaging and don’t overwhelm your faculty by making them too exhaustive. Often they can be coordinated over lunch or in the early morning before classes start and can be focused on key areas such as: public speaking, blogging tips, video training, and social networking guidelines. Get a sense of where your key gaps are among faculty before you dive in. Also remember these sessions can provide valuable opportunities to shoot video interviews, B-Roll clips and even headshots that can be used to provide media assets for your website, alumni magazine and other properties. Insiders Tip: Duke invests in media training for its faculty experts and administrators offering a two and a half hour media training workshop each year to participating faculty, covering interview techniques via phone, video and social media. Rule #5: Meet Journalists on Their Terms Reporters appreciate media relations contacts that help them get their job done. Operating under tighter breaking news cycles they have less time to discover and research experts. In todays competitive media market what sells papers or builds ratings is often what gets covered. You have to focus your experts on helping journalists tell stories that matter to all those “eyeballs”. The best media relations professionals understand the value in building relationships with journalists. These connections are often essential in establishing your organization as a relevant, trusted source of expert commentary. Given the importance of these relationships, we’re also seeing the renewed popularity of industry conferences hosted by organizations such as the MAKI Network (www.thembasite.com) and Wynne Events – BAM Conference (www.wynneevents.com). These events give schools a unique opportunity to listen to and meet journalists from major news networks. ExpertFile sponsored both MAKI and Wynne events this past year, and we were impressed by the roster of global media attending. Insiders Tip: While Duke still distributes the requisite daily news on campus events and other university happenings, they don’t get mired in all of this content. They also focus a great deal of their activities on expert content that positions their university as a go-to source that is both credible and relevant to a variety of media audiences. READ PART II of How Duke University doubled its media hits by showcasing faculty experts.

Baylor Study: Fear of Missing Out (FOMO) Plus Social Media Connections Can Equal Happiness

FOMO – aka the “fear of missing out” – can have a positive impact on well-being when it leads to social media use that increases social connections, according to a new Baylor University study. James A. Roberts, Ph.D., The Ben H. Williams Professor of Marketing, and Meredith David, Ph.D., assistant professor of marketing in Baylor’s Hankamer School of Business, coauthored the study, “The Social Media Party: Fear of Missing Out (FOMO), Social Media Intensity, Connection, and Well-Being,” published in the International Journal of Human-Computer Interaction. Roberts and David collaborate often and are nationally recognized experts on the effects of technology and social media on relationships and well-being. For this collaboration, the researchers conducted two studies consisting of 565 college students from a large U.S. university to determine the effect FOMO has on social media use, social connection to others and psychological well-being. FOMO is defined in the study as apprehension that others might be having a rewarding experience from which one is absent. According to Roberts, approximately 75% of young adults struggle with FOMO. “The human need to belong is an innate drive that dictates much of our behavior. Social media capitalizes on this need to belong,” Roberts said. “Social media has a dual nature. It lets us interact with others, which is good, but it also exposes us to more social opportunities than we can take part in that fosters a sense of missing out and inadequacy.” The study found: FOMO is a significant predictor of subjective well-being, and social media intensity had a slight significant effect on well-being. Social media is an omnipresent conduit for attempting to make such connections. It is likely that FOMO encourages the use of social media to stay connected. From the first study of 107 college students, David and Roberts gathered data to measure FOMO, social media intensity and social connection. Although FOMO typically has a negative connotation on social interactions, the study showed that the fear of missing out can lead to greater feelings of social connection. “We found that FOMO might actually have a positive impact on social connection through its impact on social media intensity and attachment,” Roberts said. “FOMO drives our use of social media to connect socially with others. Being socially connected leads to happier people.” The second study of 458 college students used the same measures, but also included an assessment on subjective well-being (happiness). The study tested their complete conceptual model in which subjective well-being is an ultimate outcome of FOMO (through its impact on social media intensity and social connection). Roberts said that social media can be a positive resource to help those with FOMO create social interactions, if it is being used actively through online actions such as posting, liking and commenting. “The problem is that people often turn to social media but use it passively – such as creeping on people or viewing pages without interacting – which can then lead to lower levels of happiness because creeping does not foster social connection,” Roberts said. “FOMO can lead to happier people if it drives people to use social media to connect but not simply to ‘creep’ on others.” ABOUT THE STUDY AND AUTHORS James A. Roberts, Ph.D., The Ben H. Williams Professor of Marketing, and Meredith David, Ph.D., assistant professor of marketing in Baylor University’s Hankamer School of Business, coauthored the study, “The Social Media Party: Fear of Missing Out (FOMO), Social Media Intensity, Connection, and Well-Being,” which is published in the International Journal of Human-Computer Interaction. OTHER RESEARCH BY ROBERTS AND DAVID Cellphones Can Damage Romantic Relationships, Lead to Depression People Who Are “Phone Snubbed” By Others Often Turn To Their Own Phones, Social Media For Acceptance Bosses Who “Phone Snub” Their Employees Risk Losing Trust and Engagement When ‘Religiosity’ Competes with Materialism, Charitable Giving Takes a Hit ABOUT BAYLOR UNIVERSITY Baylor University is a private Christian University and a nationally ranked research institution. The University provides a vibrant campus community for more than 17,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 90 countries to study a broad range of degrees among its 12 nationally recognized academic divisions. ABOUT HANKAMER SCHOOL OF BUSINESS AT BAYLOR UNIVERSITY At Baylor University’s Hankamer School of Business, integrity stands shoulder-to-shoulder with analytic and strategic strengths. The School’s top-ranked programs combine rigorous classroom learning, hands-on experience in the real world, a solid foundation in Christian values and a global outlook. Making up approximately 25 percent of the University’s total enrollment, undergraduate students choose from 16 major areas of study. Graduate students choose from full-time, executive or online MBA or other specialized master’s programs, and Ph.D. programs in Information Systems, Entrepreneurship or Health Services Research. The Business School also has campuses located in Austin and Dallas, Texas. Visit www.baylor.edu/business and follow on Twitter at twitter.com/Baylor_Business. 

School Nurses Positioned to Help Solve School Shooting Epidemic

Since 2018 school nurses have responded to 38 school shootings, and they find themselves on the front line of gun violence, whether the act is by an active shooter in a school, a mass shooting in the community or anywhere in the country. "The epidemic of gun violence is a public health crisis affecting the whole country, but school nurses are ideally positioned to work alongside others who are committed to public health approaches to solve the issue of mass shootings," says Sunny G. Hallowell, PhD, assistant professor at Villanova University's M. Louise Fitzpatrick College of Nursing. Every school day, 95,000 school nurses enter U.S. schools prepared and ready to serve more than 55 million children for six and a half hours, 180 days a year. Families, school districts and communities entrust their children to school environments with the expectation that they will be kept safe from harm. School nurses are first responders whose skills are crucial to ensuring the health and safety of students, staff and faculty within schools and the surrounding community. Hallowell is coauthor of "School Nurses Share their Voices, Trauma and Solutions by Sounding the Alarm on Gun Violence," published recently in the medical journal Current Trauma Reports. She and her coauthors shed light on the impact of gun violence within schools from the perspective of school nurses, whose expertise is critical to the design and implementation of programs that keep students safe. "Nurses are trained both in the emergency trauma care and clinical responses necessary for addressing traumatic gun violence, as well as the mental health outcomes resulting from tragedy," says Hallowell. "There is a critical need for research that guides the selection of evidence-based safety programs that consider the developmental and the mental health needs of school communities." Standard response protocols such as school safety drills, fire drills and tornado, hurricane and earthquake drills have been implemented as early as the First World War. The memory of air raid drills and the lingering effect of the experiences have been well documented. As Hallowell's journal article shows, fear has long dictated how schools invest their resources in response to gun violence.

New Study Shows Africa’s Lake Victoria Could Dry Up Faster Than Expected, White Nile Tributary Could Disappear Within a Decade

Lake Victoria, the largest lake on the African continent and the largest tropical lake in the world, has the potential to dry up more quickly than researchers previously realized, and the White Nile tributary (the only outlet for Lake Victoria) could disappear within a decade, according to a new study published in Earth and Planetary Science Letters. The drying up of these bodies of water, which the project’s researchers say is driven by climate change, could be devastating to large swaths of East Africa and millions of people, according to the study, “Rapid Pleistocene desiccation and the future of Africa's Lake Victoria.” Baylor University faculty members Daniel J. Peppe, Ph.D., associate professor of geosciences, and Joseph D. White, Ph.D., professor of biology in Baylor University’s College of Arts & Sciences, were part of a team of researchers led by Emily Beverly, Ph.D., assistant professor of sedimentary geology at the University of Houston. Beverly earned her doctoral degree in geology at Baylor in 2015. The research team developed a model for Lake Victoria to help understand how changes in rainfall and temperature, due to climate change, would affect the future of the lake. They discovered that relatively small changes in climate could cause lake levels to drop rapidly. “Using future climate projections, our model also predicts that at current rates of temperature change and previous rates of lake level fall, Lake Victoria could have no outlet to the White Nile within 10 years, and Kenya could lose access to the lake in less than 400 years, which would significantly affect the economic resources supplied by Lake Victoria to the East African community,” the researchers wrote. Water Budget Model Peppe said he and his colleagues developed a water budget model for Lake Victoria in Kenya that examines how changes in rainfall and temperature cause changes in water levels in the lake. “Modeling indicates Lake Victoria can transition back and forth between modern lake levels and being completely dried up in centuries to a few millennia,” Peppe said.  The water budget model used information related to: The lake’s size The catchment area, which drains into the lake How much water enters the lake The flow out of the lake Modern climate to estimate lake evaporation Discharge out of the lake and the size of lake The model showed the desiccation and refilling of Lake Victoria can happen over short periods and is directly tied to the mean annual precipitation levels and associated runoff. The research team was also able to use the model to predict the effects of future climate change on Lake Victoria. “We input different climate parameters in the model based on past reconstructions and future projections to see what happened to lake levels in the past and what will happen in the future,” Peppe said. Combined observations from this new modeling and estimates of ancient precipitation indicate that Lake Victoria was likely dried up between 36,000 to 100,000 years ago, Peppe said. “As Lake Victoria dried up, this affected the dispersal patterns of early modern humans and other mammals as grasslands expanded with the retreat of the lake,” he said. Repercussions of Disappearance Peppe said the disappearance of the White Nile could have broad repercussions, including depriving Uganda of its primary source of electricity via hydropower and the water that sustains the Nile during non-flood stages. “In addition, every major port city around Lake Victoria could become landlocked in as little as 100 years. In 400 years, Kenya would have no access to the lake while Uganda and Tanzania would gain huge areas of potential farmland setting up a potentially dangerous dynamic between countries that currently fight over the lucrative fishing rights to the lake,” Peppe said. The researchers wrote that additional regional climate modeling is urgently needed to understand the effects of climate change on the region. ABOUT THE STUDY The new study, “Rapid Pleistocene desiccation and the future of Africa's Lake Victoria,” is published in the journal Earth and Planetary Science Letters. The research team was led by Emily J. Beverly, Ph.D., assistant professor of sedimentary geology at the University of Houston; Joseph D. White, Ph.D., professor of biology in Baylor University’s College of Arts & Sciences; Daniel J. Peppe, Ph.D., associate professor of geosciences in Baylor University’s College of Arts & Sciences; J. Tyler Faith, Ph.D., assistant professor of anthropology, at University of Utah; Nick Blegen, Ph.D., Royal Society Eric Shooter International Fellow, Department of Geography, University of Cambridge; and Christian A. Tryon, Ph.D., professor of anthropology, University of Connecticut. ABOUT BAYLOR UNIVERSITY Baylor University is a private Christian University and a nationally ranked research institution. The University provides a vibrant campus community for more than 17,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 90 countries to study a broad range of degrees among its 12 nationally recognized academic divisions. ABOUT THE COLLEGE OF ARTS & SCIENCES AT BAYLOR UNIVERSITY The College of Arts & Sciences is Baylor University’s oldest and largest academic division, consisting of 25 academic departments and seven academic centers and institutes. The more than 5,000 courses taught in the College span topics from art and theatre to religion, philosophy, sociology and the natural sciences. Faculty conduct research around the world, and research on the undergraduate and graduate level is prevalent throughout all disciplines. Visit www.baylor.edu/artsandsciences.

Baylor Expert Shares Six Lessons We Can Learn From Mr. Rogers About Being a Good Neighbor

WACO, Texas (Nov. 14, 2019) – In this polarized time, when it requires little effort to tear a stranger apart on social media or lash out at a family member because of a difference of opinion, the gentle cadence of Fred Rogers singing a simple song about neighbors loving and helping each other is a welcome respite. The much-anticipated movie, “A Beautiful Day in the Neighborhood,” starring Academy Award-winner Tom Hanks as Rogers – known to generations simply as “Mr. Rogers,” the host of “Mister Rogers’ Neighborhood” – will be released in theaters on Nov. 22. The official movie trailer posted on YouTube has drawn nearly 12 million views. Civics education expert Brooke Blevins, Ph.D., associate professor of social studies education and chair of Baylor University’s department of curriculum and instruction, said the renewed focus on the beloved and soft-spoken TV personality, who died in 2003, might be coming at just the right time. “When you watch Mr. Rogers, time slows down, and you are able to take a deep breath as complicated issues become more understandable and the beauty of relationships is reinforced,” Blevins said. “Imagine if we all walked into the world with the belief that each person was inherently worthy. Imagine if our goal was to help each other recognize that we are worthy of being loved. Imagine if we sought to listen more than we spoke,” she said. “I imagine if this was the case, that our conversation would change, our understanding of those around us would shift, and our national conversations would be more civil.” Below, Blevins shares six lessons we can learn from Mr. Rogers about being better citizens. Each person is worthy to be loved and heard. Like Mr. Rogers, we must recognize that each person we interact with is worthy to be loved and listened to. We must recognize that each person has unique experiences, fears, losses and triumphs that shape the way they understand what’s happening around them. We need to do much more listening and far less talking. We should work together to tackle tough issues in reasoned and evidenced-based ways with civility and a genuine desire to understand those around us. Use your platform for good. Mr. Rogers was deeply committed to creating a better world. Mr. Rogers did not take his role on TV lightly. He saw it as an opportunity to help young people make sense of the world around them and to become more knowledgeable and engaged citizens. He saw television as an opportunity to create community and a shared sense of purpose. As he once noted, “The space between the television screen and whoever happens to be receiving it, I consider that holy ground. A lot happens there.” Lessons we often think are for children are for adults as well. Mr. Rogers was a teacher, a pastor and a friend. His lessons were drawn from the everyday experiences of children’s lives, from current political events to personal and emotional trials children experience. Not only were these lessons for children, but for their parents who were also watching. His lessons focused on cultivating civic discourse, reasoned judgment and evidence-based decision-making, but most importantly, his lessons cultivated understanding and empathy for one’s neighbor. In his conversations and examples, he drew on our shared humanity to help young people make sense of an ever-changing world. Slow down. In a time of fast-paced and often silly cartoons that were designed to move quickly from scene to scene, Mr. Rogers maintained a much slower and thoughtful pace. A pace that was compelling to both young and old alike. He explored issues slowly and with depth, without the silly antics that are so often used to keep children and adults’ attention. He used his time with viewers to develop a relationship that valued their experience and honored their emotional complexity. He sent the message that all people are inherently valuable and are capable of loving and being loved. It’s OK to discuss tough issues – even with children. But be civil and understanding when you do it. As an ordained minister and gifted musician, Mr. Rogers utilized his vocational skills to create a safe space in which difficult conversations could occur. He never shied away from the tough conversations. From issues such as divorce, death, assassination and even 9-11, Mr. Rogers’ helped young people navigate emotionally traumatic events with both knowledge and compassion. Mr. Rogers knew that by talking about our fears, losses and misunderstandings, we could work together to build a better future. As he wrestled with these issues, he asked questions, he inquired, he listened, and he had children do the same. He had a deep-rooted commitment to helping children navigate their world. Be a good neighbor. Being a good neighbor is caring about those around you. It’s not just about tolerance, but truly seeking to understand those in your community. Being a good neighbor means helping those around you recognize that they play an important part in making the world a better and more just place. It means working together to solve complex issues and cultivate a world in which all people can fulfill their true purpose. ABOUT DR. BROOKE BLEVINS Brooke Blevins, Ph.D., teaches both undergraduate and graduate courses in secondary education, social studies education and multicultural education. As a former secondary teacher, she has a passion for equipping teachers with the resources needed to engage in humanizing social studies education. Dr. Blevins also serves as the co-director for the iEngage Summer Civics Institute, for which she and co-founder Dr. Karon LeCompte have raised more than $250,000 in grant funding. Dr. Blevins’ research focuses on social studies education as a means to prepare active and engaged citizens. In her work, Dr. Blevins examines how to prepare teachers to develop both political clarity and pedagogical content knowledge that encourages them to engage in transformational based and humanizing social studies education. In addition, Dr. Blevins also is interested in how to educate and empower young people to become active civic participants through participation in action civics and digital technologies. ABOUT BAYLOR UNIVERSITY Baylor University is a private Christian University and a nationally ranked research institution. The University provides a vibrant campus community for more than 17,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 90 countries to study a broad range of degrees among its 12 nationally recognized academic divisions. ABOUT BAYLOR SCHOOL OF EDUCATION Founded in 1919, Baylor School of Education ranks among the nation’s top 20 education schools located at private universities. The School’s research portfolio complements its long-standing commitment to excellence in teaching and student mentoring. Baylor’s undergraduate program in teacher education has earned national distinction for innovative partnerships with local schools that provide future teachers deep clinical preparation, while graduate programs culminating in both the Ed.D. and Ph.D. prepare outstanding leaders, teachers and clinicians through an intentional blend of theory and practice. Visit www.baylor.edu/soe to learn more.