Experts Matter. Find Yours.

Meet “The Beast”: The Rare Flower That Smells Like Death and Draws Crowds

When a corpse flower, one of the world’s rarest and most extraordinary blooming plants, bursts into bloom, it’s more than a quirky spectacle. It’s a moment that invites deeper stories about plant biology, conservation, biodiversity, and the science that helps preserve rare species. Last season, Wendy Overbeck Dunham, Senior Horticulture Manager at Frederik Meijer Gardens & Sculpture Park, was interviewed by reporters from ABC News and ARC West Michigan (CBS News) covering this rare event. Wendy Overbeck Dunham is the Director of Horticulture at Frederik Meijer Gardens & Sculpture Park in Grand Rapids, Michigan. She leads the horticulture team that oversees the care and presentation of the organization’s living collections - ranging from tropical conservatories and outdoor gardens to seasonal displays - connecting guests to art, design, and the natural environment. View her profile Why This Bloom Is So Rare and Newsworthy Corpse flowers (Amorphophallus titanum) are famous for their massive size, unpredictable bloom cycles, and powerful odor that mimics rotting flesh , an evolutionary strategy for attracting specific pollinators. These blooms can take many years to develop, and their spectacular emergence - open only for a short window -attracts crowds and widespread attention. Last year, as one such plant prepared to bloom at Frederik Meijer Gardens, anticipation built across West Michigan and beyond, with extended visiting hours so the public could witness, and smell,  this rare phenomenon. Wendy Overbeck Dunham offered a vivid description of what made this bloom such an unforgettable experience and also showed both the humor and educational value of the moment, a reminder that science can be fun, fascinating, and even a bit funky. “No matter how you describe it, this plant, which we've nicknamed ‘The Beast,’ is definitely going to stink here in the next few days.” Wendy Overbeck Dunham leads horticultural strategy and rare plant cultivation at Frederik Meijer Gardens & Sculpture Park. Her leadership focuses on nurturing exceptional plant specimens, interpreting botanical phenomena for the public, and providing an expert voice on topics ranging from plant biology to conservation and ecological storytelling.

Need a music expert? John Covach hits the right notes

Attention music journalists: When there are developments in the music industry — whether it be the emergence of a new sound, a growing trend in experiencing and listening to music, or the death of an influential artist — John Covach lends valuable perspective to your stories. Covach, a prominent rock and pop music historian who directs the Institute of Popular Music at the University of Rochester, is regularly sought out by news outlets around the world. He recently helped The New York Times explain what made the album “Pet Sounds” a masterpiece for Beach Boys chief songwriter Brian Wilson. He has offered commentary to the New York Daily News on why artists might relinquish ownership of their music. Last year, he offered thoughts to The Boston Globe on the timeless appeal of aging rock ‘n’ rollers who are still packing arenas. “It doesn’t matter that they can’t sing the high notes anymore,” Covach told The Globe. “It doesn’t matter that they’re kind of stooped over. We’re seeing the person we remember from 40 or 50 years ago.” Covach is a wealth of knowledge and an accessible expert. Connect with him by clicking on his profile.

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. 

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.  

Hidden in plain sight: UD researcher exposes gaps in college application process

In a groundbreaking study in the American Educational Research Journal, University of Delaware Associate Professor Dominique Baker and others has unveiled significant disparities in how students report extracurricular activities on college applications, highlighting inequities in the admissions process.​ Analyzing over 6 million Common App submissions using natural language processing, the researchers discovered that white, Asian, wealthier, and private-school students tend to list more activities, leadership roles, and unique accomplishments compared to their peers from underrepresented racial, ethnic, and socioeconomic backgrounds. However, when underrepresented minority students did report leadership roles, they did so at rates comparable to their white and Asian American counterparts.​ “All students do not have the ability to sign up for eight, 10 or 15 extracurricular activities,” Baker noted, emphasizing that many students must work to support their families, limiting their participation in extracurriculars.​ To address these disparities, the researchers recommend reducing the number of activities students can list on applications—suggesting a cap of four or five—to encourage a focus on the quality and intensity of involvement rather than quantity. This approach aims to level the playing field, ensuring that students with limited opportunities can still showcase their potential effectively.​ Baker and her colleagues draw attention to Lafayette College, which has recently reduced the number of extracurricular activities it reviews from 10 to six. While data on the impact of such changes is still forthcoming, the move aligns with the researchers’ recommendations and signals a shift toward more fair admissions practices.​ Other institutions are beginning to take note. If you wish to delve deeper into this research and explore its implications for college admissions, Baker is available for interviews and has been in a number of national outlets like The Wall Street Journal, ABC News, and Inside Higher Ed. Her insights could provide valuable perspectives on creating a more fair admissions landscape.

What's Happening with the Measles Outbreak?

Fear rises in the hearts of Americans as news of the measles outbreak has surfaced across media platforms. The entrance of the measles vaccine in 1963, enabled the US to eradicate measles by 2000. Due to international contact with those who have not eliminated measles caused it to resurface in 2018. The following year saw 764 cases making it the highest number of cases in 25 years.  This year the measles outbreak has reached the news again with reports of 14 outbreaks and 977 of the 1,088 cases caused by the outbreaks. The year prior to 2025 saw 16 outbreak reports, but fewer cases.   So far 2025 has experienced three deaths (two children and one adult) due to measles. Children and teens under 20 make up 67% of the cases and 96% of infections are found in those who have not been vaccinated, or their vaccination status is unknown.   Dr. Zach Jenkins, professor of pharmacy practice and director of advanced pharmacy practice experiences of at Cedarville University. To schedule an interview, email Mark D. Weinstein, executive director of public relations at Cedarville University at mweinstein@cedarville.edu or click on his icon. 

James Sample Shares Legal Analysis on President Trump’s Travel Ban

Hofstra Law Professor James Sample shared his legal analysis on President Donald Trump’s new travel ban proclamation in an interview with ABC News. The proclamation bans 12 countries, citing national security concerns as the reason. In the news segment, Professor Sample said he expects the ban to be challenged in court. He also provided similar commentary for KYW Newsradio.

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? Discover how ExpertFile is helping corporations, universities, healthcare institutions and industry associations transform their knowledge into AI-optimized assets — boosting visibility, credibility, and media reach. Get your free download of our app at www.expertfile.com

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.

Companies pay a price for taking a stand on polarizing issues

News that Target’s sluggish first quarter earnings were partly due to consumers protesting the retail giant’s rollback on diversity, equity, and inclusion (DEI) policies, may have some people wondering why any company would take a position on a politically divisive issue. David Primo, a professor of political science and business administration at the University of Rochester, says political polarization across the country has forced the hands of some corporate executives to take a stand. Perhaps not surprisingly, Americans are split on whether they want big business wading into social and political minefields. “It’s pretty straight forward to think that a corporation ought to be taking positions on issues related to its core business operations,” Primo says. “The challenge for an executive, who has a fiduciary responsibility to the company, is knowing where to draw the line.” Primo regularly shares his insights on a variety of topics with business journalists and political reporters. Recently, he spoke to USA Today about consumers boycotting major retailers. Contact him by clicking on his profile.