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ChristianaCare is out to revolutionize health care. One of the country’s most dynamic health care systems, ChristianaCare is partnering with two leaders in medical and therapy services to provide comprehensive, integrated virtual health services 24/7 to colleges, universities and other institutions of higher education. Together with PursueCare and SimpleTherapy, ChristianaCare created a bundled health care product that combines general medical services from ChristianaCare’s Center for Virtual Health, mental health and addiction treatment programs from PursueCare and hyper-personalized musculoskeletal care from SimpleTherapy. ‘The future of health care is virtual’ “At ChristianaCare, we know that the future of health care is virtual,” said Sharon Anderson, MS, RN, FACHE, ChristianaCare’s chief virtual health officer and president of ChristianaCare’s Center for Virtual Health. “When college students are able to access medical, behavioral health and musculoskeletal services through their phone or laptop, from their dorm room or a private space on campus, they’ll be more likely to get help when they need it. This is about delivering care to students on their terms, so that they can be healthy and supported with high-quality care throughout their college experience.” Personalized virtual health solutions will be available to students at participating higher education institutions through a customized portal accessible from any computer or mobile device. Students will be able to access assessments, resources and virtual treatment via modules or telemedicine sessions with licensed providers. The offering provides students with unlimited, on-demand care from a multidisciplinary team solving for a multitude of conditions. “For college and university student health services and administrators, this partnership offers a powerful new way to provide comprehensive, affordable health solutions that benefit students,” Anderson said. “In a highly competitive recruiting environment, these solutions are easy to implement and can add tremendous value. We are excited to partner with colleges and universities to strengthen their student health programs by creating a comprehensive virtual care solution to meet their student’s health care needs.” Through a single digital portal, participating students can access internal and family medicine providers from ChristianaCare’s Center for Virtual Health. PursueCare’s Joint Commission-accredited mental health, psychiatric and medication-assisted treatment providers, and SimpleTherapy’s licensed physical therapists specializing in musculoskeletal care, acute or chronic pain management, and strength and mobility training can all be accessed through the portal. Students will also have the option of using PursueCareRx for their pharmacy needs. PursueCareRx is a competitively priced full-service pharmacy that accepts most major insurance and delivers directly to customers. “Young adults face an escalating mental health and substance use crisis,” said Nick Mercadante, founder, and CEO of PursueCare. “Colleges and universities are frequently unable to comprehensively serve the increased need, and research suggests substance use, mental health and suicide carry a significant social stigma. Our goal is to work collaboratively with campus health resources to bring a low-barrier solution students can access privately, any time, on their terms. Additionally, partnering with a world-class health system like ChristianaCare means we can help support whole-person care needs.” “Chronic musculoskeletal disorders have never been more prevalent and traditional care pathways are often ineffective and costly,” said Arpit Khemka, co-founder and CEO of SimpleTherapy. "SimpleTherapy removes barriers for students allowing them to take control of their musculoskeletal health, reducing their need for high-cost, high-risk services, such as surgery and opioids, to manage pain. This results in higher compliance rates and more successful outcomes." Customized and co-branded product The product is designed for colleges, universities and all other higher education institutions. For a flat fee, a school will be able to offer care that is customized and co-branded with school-specific content to be an extension of existing campus health services. It provides curated resources for rapid pre-assessment, on-demand chat and discreet, personalized access to care for students on or off-campus. The innovative patient portal aims to improve and strengthen how schools offer health care solutions to their student population while reducing any potential interruptions of academic and athletic pursuits by making it possible for students to conveniently access care from anywhere. In addition, the offering eliminates social stigma and other access obstacles for students who are at-risk or potentially at-risk, making it more likely that students will avail themselves of treatment options and remain in school. These services are currently licensed to operate in Delaware, New Jersey, Pennsylvania and Maryland. Applications for licenses are underway in other states. ChristianaCare has long been a trailblazer in virtual health. Among its achievements, during the COVID-19 pandemic, ChristianaCare developed a COVID-19 virtual monitoring program that helped 37 companies in 14 states safely reopen with daily symptom monitoring, testing and connections to care for more than 10,000 employees. It’s Center for Virtual Health makes receiving care radically convenient, offering a full continuum of virtual care delivery programs. These programs include virtual primary care, specialty care programs and a Hospital Care at Home Program bringing hospital level of care to a patient’s home. The Center for Virtual Health cares for thousands of patients using state-of-the-art virtual care capabilities supporting patients in receiving care anytime, anyplace, including in the comfort of their own homes. For more information about the program, visit StudentCareSolutions.com.
In a post-COVID workplace, do employees hold the cards when it comes to work-life balance?
For the most part, COVID-19 is in the rearview mirror for the businesses, restaurants and workplaces it played havoc with for the better part of two years. As Americans pivot back to normal, there are a few things the pandemic may have changed for good. How we work and the dynamics of the traditional American workplace are likely among those permanent changes. For some Americans, the novelty of working from home may shift back to the traditional workplace, but experts say that is dependent on industry, job roles and location. Meanwhile, some employers are now realizing the benefits and efficiencies of working from home with less rigid 9-5, Monday-to-Friday schedules. Employees are working more, costing less and still delivering. The new workplace is a topic that is top of mind. Work-life integration is quickly becoming part of policy and procedure for employers as it remains a priority for employees. "Some employers simply don’t have a choice," said Melissa Furman, a leading management consultant and lecturer in the James M. Hull College of Business at Augusta University. "If they are not recognizing the needs of their employees, they are going to have a hard time recruiting and retaining employees. 'Work-life balance' is a dated term that is recognized by the older generations. "The younger generations are seeking 'work-life integration' and in some cases view their jobs as 'side hustles' to support their career of 'life.'" There are many different mindsets present in the workplace and employers need to better understand the needs and preferences of their employees and “one size does not fit all,” adds Furman. "This environment has created some new/unique challenges for organizational leaders." There are a lot of questions to consider when it comes to how America adapts to the new working environment, and if you are a journalist covering this topic, that’s where Augusta University can help. Furman is a respected leader in management with over 20 years of business coaching, mentoring and higher education administration. She's available to speak with media; simply click on her icon to schedule an interview today.
The landscape of college athletics has changed greatly in the past year. For the first time ever, student athletes can now profit from the use their name, image and likeness. It’s been a hot topic subject for years, and now it’s come to fruition. Dr. David Hunt is an associate professor at Augusta University’s Pamplin College of Arts, Humanities, and Social Sciences and also the faculty athletics representative at AU. “It’s different for Division I and for Division II. For DI, there’s bigger audiences and they have bigger followings. But it isn’t D1, D2 and D3 specific; it just seems like people are willing to put more money into programs at the D1 level,” said Hunt. While some may think NIL deals go to the most popular athletes, that’s not always the case. “There are a lot of NIL opportunities for people who don’t have a huge number of followers, because it tends to hit a particular niche,” added Hunt. It’s not just the notoriety on the court or playing field that can garner an NIL deal, but also a player's social media activity and number of followers. These can be a big tool for student athletes receiving compensation for outside business ventures. “It can be cash or it can be in-kind payments. So for some influencers, companies just send them stuff in an effort to get them wearing it on their social media channels.” Some schools and athletic programs have already negotiated deals for an entire team where all the players can benefit from it, but Hunt said it could lead to legal questions over potential conflict of interest deals. “If a basketball program gets a NIL deal for the whole program with Adidas, can an individual player wear Under Armour? Can an athletic department even do that? It can be helpful and beneficial and monetarily advantageous for those students, but it’s not the students doing that,” said Hunt. All the NIL deals, especially those where schools negotiated them, can be used as a recruiting tool to entice athletes to come play for their program. This could create a recruiting advantage for some states over other states. “One university received NIL deals for every single female athlete. That is a huge advantage compared to other universities. So now some universities can recruit students based on the NIL opportunities and if the university has a support program for it, they can say we have a structure in place that you can take advantage of.” This is an important and emerging topic happening in schools and athletic programs across America, and if you’re a journalist looking to know more, then let us help with your questions and coverage. Dr. David Hunt is available to speak with media regarding student athletes now being able to profit from their name, image and likeness – simply click on his icon now to arrange an interview today.
Clinical trials to combat short sightedness in children underway at Aston University
Clinical trials to treat myopia - or short sightedness - in children are now underway. They are being conducted by researchers from Aston University in partnership with industry and in collaboration with the Universities of Queens, Ulster, Glasgow Caledonian, Anglia Ruskin, Waterloo and TU Dublin, with one of the trials funded by the National Institute for Health Research (NIHR). The myopia research team in the College of Health and Life Sciences at Aston University is recruiting children between the ages of six to 15 years old, to take part in the clinical studies, which involve a range of different interventions that aim to slow the progression of myopia in children. The interventions under trial include low dose atropine eye drops, contact lenses and spectacle lenses. Myopia is an eye condition where distant objects appear blurry. It typically occurs in childhood and progresses through the teenage years. It can lead to eye disease in later life, as the eye grows longer with myopia, it causes stretching in parts of the eye. Myopia is becoming increasingly prevalent throughout the world and it has been predicted to affect approximately 50 per cent of the world's population by 2050, based on trending myopia prevalence figures. Myopia is an overlooked but leading cause of blindness, particularly among the working age population. At present, different designs of soft contact lenses, orthokeratology contact lenses (lenses worn overnight to correct the myopia), novel spectacle lenses and eye drops are all being used to slow eye growth and myopia progression in children. The aim in this trial is to manage myopia with an intervention at a young age in order to maximise the impact on slowing down the progression of myopia. Lead researcher professor, Nicola Logan, said: “Myopia is often considered benign because the blurred vision is easily corrected with glasses, contact lenses or refractive surgery. Higher levels of myopia are associated with increased risk of pathological complications, but it is important to note that there is no safe level of myopia. Even low levels of myopia increase the risk of sight-threatening eye conditions. “We are at an exciting time whereby we now have interventions based on research evidence that can be used in clinical practice that will help to slow down the rate of progression of myopia. “In these trials we want to find out the impact of different interventions on myopia progression in UK children, as well as look at why myopia develops and how it progresses in children, to see if we can enhance the current interventions. New information may be used to make the myopia control interventions more effective.” The researchers are aiming to recruit around 200 children aged between six and 15 years old across the three trials by 2021. If you are a parent or guardian of children who have myopia and feel this may be suitable for your children, then you can contact the research team at myopia@aston.ac.uk or (+44)121 204 4100 for further information.
Media Training Can You Afford NOT to Be Prepared When Reporters Come Calling?
Want to see someone in a respected position of power throw away a career in all of about two minutes? Stephen Duckett was an expert in his field. Respected globally. Until this… Watch this exchange Duckett wasn’t prepared to deal with media. He paid a serious professional price and left a lesson for us all to learn from. In fact, his exchange is used by a lot of media trainers on exactly what not to do in a crisis situation. As a former news producer, I remember scrambling to find an expert opinion or perspective when news was breaking. If a story required explanation and when it was beyond the grasp of even the brightest of reporters we needed the help of supporting sources. They were critical in helping explain, validate, and ideally, break down just what was going on to our audiences at home. When an outbreak struck, we needed an epidemiologist. When a rare earthquake shook the region, the search for a seismologist was on. Finding the expert wasn’t usually the problem. We had local universities, colleges, and health care facilities within arm’s reach. However, finding an expert who could effectively speak on camera often was. Our goal was to keep people from turning the channel – so boring, highly technical speaking experts simply wouldn’t do it for us. When I worked in TV, we needed someone who could explain a complex subject, in layman’s terms, and in sound bites of about 15 seconds. It may not seem like much, but it is a lot to ask. Explaining high level content is not easy, but the reality is that your audience needs complex subjects explained in the simplest of ways. To do this right, it requires understanding the roles and goals of media and media training. Anyone who will be representing an organization, institution, or corporation needs some form of coaching. It’s a must-have requirement for most CEOs and politicians. Turn on your news at just about any hour of the day, and you can easily tell who has been properly prepared and trained and who hasn’t. It doesn’t happen organically. It takes work. It takes expert coaching. Media-friendly speakers bolster credibility and get noticed. In times of a crisis, a trained speaker may be the missing piece that can make or break a situation a reputation. Those who are not trained stick out—in a very bad way. They stammer, evade questions, ramble and are usually incoherent. If the task is mainly to describe a current situation, an untrained expert may ramble or speak hundreds of feet over the head of the average person. If there’s a crisis at hand—a tragedy, a scandal, a lawsuit or worse—an untrained speaker risks making a bad situation worse. Take a look back to July of 2013—an out-of-control train carrying crude oil exploded, destroying the downtown section of Lac Megantic, in Quebec, Canada. Thirty buildings were leveled, killing 47 people. In this small town, everybody knew somebody who was killed. Edward Burkhardt, president of Montreal, Maine & Atlantic Railway Inc. arrived shortly after the explosion. He was the near-perfect storm—an untrained, and likely uncoachable leader. He was clearly in distress, rattled, arrogant, and unprepared. He fixed blame at the worst possible time, blaming the train’s engineer and the local fire department. A journalist asked how much he was worth. A town is destroyed, the world is watching, close to four dozen people are dead, and his reply was, “I’m worth a lot less now than I was last week.” Proper media training and coaching would not have prevented the horrible tragedy, but knowing how to speak during such a high-stress situation and knowing what questions to expect might have mitigated the visceral reaction of residents, industry and government officials. As it stands, Edward Burkhardt and the company, no matter how successful either had been in the past, are now forever associated with that interview. Conway Fraser worked for the Canadian Broadcasting Corporation for almost 20 years. He’s a Gemini award-winning journalist who worked as a national reporter and investigative journalist. These days, he specializes in strategic and crisis communications as well as media coaching. Conway’s worked with some of Canada’s top corporate executives, academic leaders, and politicians. In both journalism and in PR, he has seen executives who have spent decades building a reputation only to have it destroyed in moments because they weren’t prepared to deal with the media. They’ve either never received media coaching or, Conway says, have taken mandatory training but were never further invested in. In other words, he says, they thought they didn’t need media training and were only taking it to appease the Board or ownership. “Proper media coaching isn’t just about knowing how to spew a main message, use effective body language or bridge away from challenging questions,” Conway says, “In my sessions I also teach my clients about the media, what their job is like, what a day is like for a reporter, what they need from you and how to respect their role. If anyone doubts the value of that, they’re playing with fire. Ask Stephen Duckett.” Natalie Duddridge is a reporter for NY1. I worked with Natalie years ago in Canada at the start of her career. Natalie’s talent as a journalist has taken her to Ottawa (Canada’s capital), Toronto, and most recently, New York. New York sits at the top (sorry L.A.) of media markets in the United States. It has a huge audience of about 10 million people and it is hands down the most competitive media game on the continent. Reporters in these markets never get to rest. They’re either chasing stories, or when they are covering a story they had better have an angle, source, or expert that the others do not. And when you are in a race with at least six other news outlets, standing out isn’t easy. Finding experts and having them ‘camera’ or ‘microphone’ ready is a must. As Natalie explained to me, getting an expert for a story is absolutely crucial. In a market as diverse as New York City, those experts can range from police to politicians, to health and education officials, to scientists and artists. Natalie also lent some great perspective on just how a reporter puts together a story and how your expert needs to know that news is also about storytelling and not just details. “Last week I did a story about the heroin epidemic plaguing the Borough of Staten Island,” Natalie explained. “We like to begin our stories with a human element, in this case a recovering drug addict. In addition to his personal opinions and insight about how to prevent and slow the opioid crisis in the region, we also reached out to the local Drug Rehabilitation Center and interviewed a doctor as well as a therapist. We also interviewed the Staten Island District Attorney about the work he’s doing with New York State Governor to get more dollars for a drug task force to do everything from put more money into preventative education, build rehab centers, add police, fund additional assistant district attorneys to process criminal cases.” If you were counting, you can see she spoke with three key experts on the subject of the story. Each was essential in the reporting process. “For this story we featured several different experts on varying opinions on how this current drug crisis should be dealt with. All of the facts, stats and data for this story were based on the officials and experts we contacted.” Being prepared and knowing what the reporter wants are also ideal elements in conveying the right message. For TV, short, smart, and to-the-point responses work best. “We need a 10 to 15 second sound bite that is ideally informative and clear, and in some cases entertaining,” Duddridge told me. “When I am making calls to experts, I essentially do a pre-interview over the phone to hear how clearly they can explain a topic. If they are great at breaking down studies and terms into focused ideas that are concise and fit into a two-minute story, our job as reporters is so much easier.” A win/win scenario. Your message is delivered, your institution and experts are promoted and the reporter files a great story. It all seems simple. But it’s not. It takes training and preparation. If you are going to offer up your experts for an interview, they need to be ready. Media training takes time, it costs money – but it’s an investment in your staff and your institution. As we learned from the example above, not knowing how to answer, interact, and respond to media can be devastating. Performing under pressure only succeeds with practice and training. If your experts are media trained the reward will always outweigh the risk. Here are a few tips: Get media trained – Use a professional media coach. It costs money, but the professional development, readiness, comfort, and ability to deliver will pay off ten-fold. Media-friendly experts get noticed – When your expert is on the news, people see them. They are representing your institution, so think about what this means for your credibility and recruiting potential. You never get a second chance at a first impression – An old, clichéd saying, but it’s true. A weak speaker who comes across poorly imprints a negative impression on viewers, peers and your institution as a whole. It’s amateur hour, and it doesn’t need to be. Friends for life – Once you prove yourself as a worthy and media-friendly source, the media will keep coming back. Experts who can provide journalists with the information, perspective, and sound bites they need are not only appreciated but noticed and remembered by all media. Once you have established yourself as a reliable source, expect the reporters to come calling time and time again. Dividends – Every story where your expert looks good is positive earned media. Getting on NBC, CBS, FOX or any other nightly newscast is a huge win for your Communications Department. It’s exposure, promotion, and advertising—and it’s free.
Earned Media: The Secret Weapon of Brand Building
I was reading the newspaper recently and saw an article about tax filing season. The article outlined some of the challenges facing people during tax season but it also highlighted some of the opportunities and useful tips. It wasn’t the reporter outlining this information — it was a tax expert the reporter had interviewed and used as a source in their story. The information was incredibly helpful. The expert being interviewed humanized the issue by telling stories about people she had helped. I was engaged. And, because I was engaged, I read the story very carefully. I even remember the name of the expert and the name of her firm. It stuck. I happen to have an excellent accountant — but if I didn’t — I can guarantee I would have called this expert in the story. In fact, I have no doubt she got calls after the article was published. And, from her standpoint and the standpoint of her firm — they paid nothing to be in that article. Not only did they get valuable space in a news story as an expert without paying for the exposure — the reporter likely even thanked her for helping. Advertising executives, marketing agencies and social media “gurus” typically don’t like people like me — news media strategists. We tell clients that the best bang for their buck is “earned media” which means exactly what it says — media that you have earned (and not purchased) whether it be through relationships or by being in an expert database. We help them tell their organic stories by positioning them as experts in their field, which is not easy today given everyone has a LinkedIn account or website calling themselves an “expert” or a “guru”. It’s one thing to proclaim yourself an expert — it’s something completely different to be recognized as one by the news media. You see, despite what some will say, traditional news media is far from dead. Is it facing challenges and reinvention? Absolutely. But, dead? Absolutely not and it’s still the medium by which earned media legends are made. I want to be clear in saying there can be, indeed, a time and place for paid media. The issue is that for too many organizations, it’s the only tangible tool in their toolbox. And it is, by far, the most expensive tool with, questionably, the lowest return on investment. In my opinion, unless you’re spending Coke and Samsung levels of dollars on advertising (multi millions), there’s a good chance your ads are being washed away in the information tsunami — the white noise that is our over-saturated information ecosystem. In many cases, advertising as a stand-alone marketing strategy CAN BE a colossal waste of your money. Even social media marketing and advertising is fast becoming the most cluttered and noisy space for paid and promoted messaging. Due to its lower cost, people are flooding to it making it increasingly more difficult to be heard in the sea of white noise. The fact is that a well-balanced marketing and communication strategy is one that reaches your target audience on a number of levels — some of them could be paid — some of them organically through social media — and the one many people neglect is to serve as experts to drive earned media. It is often neglected because it’s the one marketing tool that requires working with someone who truly understands journalism and journalists — and what their daily and hourly needs are in terms of getting their jobs done. So – yes – it’s hard work and it’s very specialized work. But there are companies, people and tools out there that can help. And, it’s worth the hard work. Being quoted as an expert in a legitimate news story or feature interview can move mountains in terms of building your brand. First of all, being in a news story gives you an instant status AND credibility. In paid advertising, it’s you saying how great you are — it’s self-declared. People are skeptical — they know you’ve paid to say that about yourself; you are blasting out a one way message. However, the traditional media interviewing you is a two way conversation the public is watching in an engaged way. It’s akin to a third party testimonial. In other words, the viewing/reading/listening audience sees a trusted journalist they feel they know who is putting this expert source in their story — this is someone the journalists trusts as an expert source so inherently the message is that the public should trust them as well. In this case, the medium (traditional news media) truly is a big part of the message. You can’t buy that. Legitimacy. Credibility. The foundation of any successful brand. It is earned. I have a college client that I work with. They decided to focus more on earned media, admittedly, with some hesitation. We media coached a number of their professors and Deans. We put a plan into place to develop some tangible relationships with journalists. It started small with one short interview. Then it was two. Then it was a regular spot. And within one year, the amount of earned media they have received has arguably far outpaced the value of all their paid advertising. Some of their people have become go-to experts for the media where they were non existent just a year ago. Prospective students and parents see this college’s experts in the media and immediately associate true tangible value to the institution in considering where to enrol. We built capacity with this College and now they are rolling on their own. They have momentum. This is what you need to reach for. And earned media is the gift that keeps on giving. That newspaper story, radio interview or television panel you were featured in will be shared by the media outlets to their huge social media audiences. Other interested people will then share it further to their networks. This is increases your third party credibility — in some cases reaching more people than the original news story. This rarely happens with ads or paid media and is the secret weapon of earned media. And if you weren’t already convinced, then consider this: earned media creates huge online traffic and can have an extremely positive impact on organic SEO for your website or brand — something paid media can’t do. So, if you’re a hospital, a university or research centre, one of the core issues you’re facing today is recruiting top talent. Recruiting is competitive and complex — yet most potential recruits will begin their research on Google. They will search your institution and see what’s being said about you. If you are getting a lot of positive earned media, that will quickly show up high on your Google search results. The potential recruit reads those news stories and sees your institution is out there with its experts. Even doctors and professors will associate traditional earned media coverage as a measurement in credibility. So, how do you go about increasing your earned media reach? How do you become known as an expert in your field with the media? Admittedly, it’s not as easy as buying a full page ad in a newspapers or boosting a post on Facebook. Earned media is both an art and a science and it requires an intuitive, expert knowledge of the media. Making sure you are listed in searchable online networks that journalists use is a very good start. But there is a caution. You only have one or two chances to prove yourself as a reliable and value added source for journalists. If you become known as a lame or boring guest, you’ll be blacklisted and that opportunity will disappear. So before you go running into the streets declaring yourself an expert ready for national media exposure. Make sure you’re ready to be interviewed by the media because they won’t give you a free ride. They are journalists and not stenographers. You will be asked tough, challenging questions. The key is to be prepared for the opportunity. How do you do that? Well that’s my next column. Stay tuned.
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 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.
The link between veterans coming home and racial violence in America. Our expert can explain.
There is a long history of white supremacist and white-power ideology developing out of the wars the United States has fought. In Bring the War Home: The White Power Movement and Paramilitary America (Harvard University Press, 2018), Kathleen Belew shows that, beginning in the 1970s, a small but committed number of Vietnam War veterans took the racist understanding of the Vietnamese and Asians more broadly that the U.S. military taught them and became instrumental in building the current white-power movement. These vets often did not initially know each other, but they eventually built a wide variety of organizations: the White Aryan Resistance, the latest, post-Civil Rights Era iteration of the Ku Klux Klan, various Christian Identity and white skinhead organizations, and the militia movement of the 1980s and 1990s. In his forthcoming book, Guarding the Empire: Soldier Strikebreakers on the Long Road to the Ludlow Massacre, Otterbein’s Dr. Anthony DeStefanis has found that the men who fought the Plains Indians in the late nineteenth century and who served in Cuba and the Philippines during the Spanish-American-Filipino War (1898-1902) came to understand Native Americans, Cubans, and Filipinos as formidable but racially inferior enemies. When these same men joined the National Guards in states across the country and were called out on strike duty during the late nineteenth and early twentieth century, they took what they learned on the Plains and overseas to create a racist rationale for breaking the labor strikes of a working class that was increasingly made up of southern and eastern European, Mexican, and Asian immigrants. Many of these same men also joined the Second Ku Klux Klan that emerged in the late 1910s and became a nationwide organization by expanding the targets of its hatred beyond African Americans to include Jews, Catholics, and immigrants. Racism is a many-headed hydra with multiple roots in experience at home and abroad. Some white southerners who were central in the project of creating and maintaining Jim Crow white supremacy were Confederate military veterans and it is clear that wars across the twentieth century – from Cuba and the Philippines to Vietnam – pushed some veterans into the white- power movement. Today, we know that white-power organizations concentrate on recruiting military veterans and we have seen a spike in support for these organizations among current members of the military. It’s no accident that some of these active troops and veterans served in the Iraq and Afghan Wars, where they faced a Muslim enemy with unfamiliar social and cultural practices, and who did not welcome the U.S. military presence with open arms. Clearly, we must reckon with what our wars overseas have brought back to the United States. If you are a reporter covering this topic – let the experts from Otterbein University help. Dr. Anthony DeStefanis is an associate professor of history at Otterbein University. He specializes in modern U.S. history with an emphasis on labor and the working class and immigration, race, and ethnicity. Dr. DeStefanis is available to speak with media regarding the history of racial violence in America – simply click on his icon to arrange an interview.
