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2019's Hottest Content Marketing Trend
Content marketing has taken over the digital landscape and quickly become the strategy of choice for boosting online engagement. While many organizations want skin in the game, incremental tweaks to existing marketing plans will no longer deliver big returns. Over the past 18 months, audience behaviour has evolved and we need to make sure that we’re keeping up. Expertise Marketing is the next evolution of content marketing. Leveraging untapped expertise within your organization, it builds value by mobilizing the hidden people, knowledge and content you already have at your fingertips. This win-win solution not only gives audiences better quality content, but it also lets organizations show off their smarts. As the hottest content marketing trend of 2019, Expertise Marketing drives exponential return by: Promoting the content generated by internal experts in the manner that’s easily found by both search engines and media partners. Transforming invisible expert content that is already in your organization into lead-generating material. Using best-in-class content to nurture conversations and connections with audiences such as media, customers, partners, government and funding agencies. Download our FREE Whitepaper Expertise Marketing: The Next Wave in Digital Strategy On top of these attributes, Expertise Marketing can be easily deployed in weeks and improvements to ROI metrics can be seen almost instantly. Download our white-paper to learn more and step into this new world of opportunity and performance. Get Your Copy and Get Started Expertise Marketing: The Next Wave in Digital Strategy About ExpertFile ExpertFile is the world’s first Expertise Marketing Platform that helps organizations solve the challenge of creating, managing and amplifying expert content. Our software platform and services help you showcase your people and their insights to the audiences that matter across a range of channels including distribution through the Associated Press to over 15,000 newsrooms. Learn more about ExpertFile.
Baylor Journalism Professor, Public Relations Ethics Expert, Selected as Arthur W. Page Fellow
Marlene Neill, Ph.D., assistant professor of journalism, public relations and new media in Baylor University’s College of Arts & Sciences, has been designated as a research fellow at the Arthur W. Page Center for Integrity in Public Communication, a research center at the Penn State University College of Communications. The Page Center has asked Neill to focus on developing a response to a new report from the Commission on Public Relations Education that recommends public relations education programs offer a stand-alone ethics course, as well as integrate ethics throughout curriculum. The study found that public relations professionals ranked ethics third behind writing and communication as a necessary competency to work in public relations. In addition, public relations professionals in the study indicated that new professionals are not meeting their expectations in this area. “This is a great project because it combines my interests, the first being ethics, which is an area that I enjoy studying, and the second is a focus on public relations education,” Neill said. “I will be teaching the media ethics class in the spring for the first time, and one of the things I like about doing these studies is that it helps me gather insights from industry and then bring those insights back to the classroom.” Since receiving her invitation in June, Neill has begun preparations for research this fall with different groups across the nation, including the Public Relations Society of America. She will use the Delphi research method, where she will gather feedback from a variety of experts including senior- and middle-management executives as well as young professionals, and will then follow up with in-depth interviews, which last anywhere from 30 minutes to an hour. In addition, she will be serving on a subcommittee of the Commission on Public Relations Education, which is charged with making recommendations for public relations ethics curriculum. “On a typical study, I’ll spend about nine months going through the process of collecting the data, analyzing it, writing the papers, presenting to conferences and submitting to journals,” Neill said. “The second year will be spent preparing reports and writing recommendations based on those findings. While it sounds like a long time, when you think about it from that perspective, there’s a lot involved in doing an in-depth study like this.” In-depth interviews work well for this type of study, Neill said, because they provide specific examples of dilemmas and how people choose to handle them. “With qualitative research, you really get an understanding of the decision-making that people go through when faced with an issue and the step-by-step process they take to reach those decisions,” Neill said. “You get that inside scoop into the motivations and reasons for their actions.” Neill had previously received four grants from the Page Center, which resulted in a book, “Public Relations Ethics: Senior PR Pros Tell Us How to Speak Up and Keep Your Job,” published in 2018, as well as four journal articles, four academic conference papers and two top paper awards. In one of her most recent studies, Neill found that millennials often do not expect to face ethical dilemmas and do not feel prepared to address them. “There is a need to improve and enhance our ethics training at our colleges and universities, and by tapping in to what is actually happening in the industry, it makes it more relevant and helps better prepare students for some of the issues they will be facing today,” Neill said. As part of her subcommittee, Neill will gather sample syllabi and other teaching resources from universities across the nation and then share them with different public relations educators to help them prepare to cover ethics in ethics courses, as well as other public relations courses.
Why Some Mannequins Are Turning Blue, Taking a Dive and Putting on Weight
Baylor University fashion expert and author explains new twists in 'silent selling' -- and why frustrated customers may be relieved Women have long griped about pencil-thin mannequins in clothing displays, saying they bear little resemblance to real women’s bodies and make shopping frustrating and depressing. But the criticism is beginning to make inroads, and some members of the apparel industry are introducing changes to stop idealizing thin bodies and make mannequins more inclusive — among them creating mannequins with curvier shapes, modeling the figures after disabled people and, in a very different approach, fashioning forms that are totally unrealistic, says Baylor University researcher Lorynn Divita, Ph.D., co-author of the textbook "Fashion Forecasting” and associate professor of apparel merchandising in Baylor’s Robbins College of Health and Human Sciences. And more change may be in the works, prompted by research. A 2017 study published in the Journal of Eating Disorders found that 100 percent of the female mannequins studied in two large English cities represented an underweight body size — one that would be “medically unhealthy.” (Note: While female mannequins look scrawny, many of their male counterparts are brawny. Only 8 percent of male mannequins represented an underweight body size — although many appeared “unrealistically muscular,” researchers said.) Divita, who conducts research on the apparel industry, tracks trends and makes fashion predictions, offers some observations in this Q&A: Q: If mannequins are supposed to be a “silent seller” and a strong method for attracting customers, why are they so skinny that it is discouraging to women who are average or bigger? Why can’t their makers pack a few extra plastic pounds on them? A: For one thing, mannequins are expensive. The material for one that’s larger is going to cost more, the same way it is for plus-size garments, because you use more material. Typical department store mannequins can cost on average $500 to $900, and it can cost $150 just to repair a joint on a broken mannequin. In New York, where the retail industry is widely unionized, in some stores the sales associates are not allowed to touch the store mannequins. That responsibility is solely for visual merchandisers as a means of protecting the store’s investment. Another reason smaller mannequins have been appealing to retailers is that smaller dimensions make it easier to put on and remove clothing. Q: Wouldn’t it be worth the investment to make them bigger to showcase more realistic or inclusive figures and attract those customers? A: I recently visited the corporate offices of plus-size design company ELOQUII in New York, and their creative director, Jodi Arnold (B.S.H.E. ’88), shared with me that 65 percent of U.S. women are over size 14. Yet they represent only 17 percent of apparel spending. It’s hard to determine cause and effect: are they not spending on apparel because a wide variety of options aren’t available? Or is it that a wide variety of options are not available because this market does not spend on apparel? ELOQUII is betting on the former. In addition to their online store, they’ve recently begun opening brick-and-mortar storefronts which, unlike their website, feature merchandise on mannequins. Hopefully as the plus-sized apparel market continues to grow, the increased demand for plus-sized mannequins will result in wider representation of mannequin body types overall. Q: If most mannequins don’t reflect the majority of women’s physiques, where does the inspiration come for their sizes and shapes? A: Many mannequins can be sculpted using the measurements of live models or even have their proportions based on a celebrity who has a widely admired figure. Just like there is no standard apparel sizing system for women, there is no standard sizing system for display mannequins. Q: Besides beginning to be a bit more realistic in size, how are mannequins evolving? A: We are used to traditionally seeing mannequins in static poses like standing or sitting. With the rise in popularity of activewear, stores are devoting more floor space to this merchandise category, and it only makes sense to put those mannequins in dynamic positions like doing yoga poses or running. Another great example of dynamic poses can be found in swimwear: there are some great displays of mannequins diving. The impact of dynamic poses such as these are heightened when mannequins are displayed in groups of five or seven. Dynamic poses are currently being taken to the next level by actually suspending mannequins from the ceiling, so who knows how far this trend can go? One way to address representation is to go in the opposite direction and make a mannequin that is totally unrealistic. The last time I was shopping, I saw an entire section merchandised with glossy light-blue mannequins. This is actually a very clever way of appealing to everyone by targeting no one. Another interesting thing is that new technology allows visual merchandisers to creatively alter a mannequin’s appearance without changing it permanently by printing vinyl stickers to affix to mannequins’ faces. Merchandisers can print out bold lips or dramatic eyelashes, affix them to the mannequin in the display and easily take them off when they are done, which gives visual merchandisers yet another way to attract our attention. ABOUT LORYNN DIVITA, Ph.D. Divita is the author of the textbook “Fashion Forecasting” (Fourth edition, Fairchild Books). Her publications have appeared in the Journal of the Textile Institute and Journal of Fashion Marketing and Management, both published in England; Clothing and Textiles Research Journal and Journal of Textile and Apparel Technology and Management. She is the United States editor for the Bloomsbury Fashion Business Case Studies project and is on the editorial board of the Journal of Fashion, Style and Popular Culture. Divita received her B.A. in French and B.S. in fashion merchandising from California State University Chico, her Master’s degree in apparel manufacturing management from University of Missouri, and her Ph.D. in textile products marketing from University of North Carolina at Greensboro.
Can white evangelicals still swing the midterms?
Evangelicals overwhelmingly voted for Donald Trump in the 2016 election. And they overwhelmingly prefer Republican candidates in the midterms. They’re also reliable voters -- and support for Trump among white evangelicals remained at an all-time high with just days to go. Democrats, on the other hand, will rely on a less-certain electorate of young and diverse voters. This could make the difference in Tuesday's outcome. “Social conservatives could swing important races across the country if other voters don’t turn out in the numbers Democrats are hoping for,” writes Dylan Scott on Vox.com, which called white evangelicals “the sleeping giant of the midterms.” Still, according to The New York Times: “Young evangelicals are questioning the typical ties between evangelicalism and Republican politics. Many said it had caused schisms within their families. And many described a real struggle with an administration they see as hostile to immigrants, Muslims, L.G.B.T.Q. people, and the poor. They feel it reflects a loss of humanity, which conflicts with their spiritual call.” Emile Lester, assistant professor of political science at the University of Mary Washington, is an expert in religion and politics whose research published by the First Amendment Center has been featured in The New York Times, The American Interest, USA Today and on C-Span, NPR and various other media outlets around the nation. Emile is available to speak with reporters about the political behavior of evangelical Christian voters. Just click on his icon to arrange an interview.
Close races coal country! Our expert can help explain what might happen in Virginia this Tuesday
This Tuesday may be the most watch midterms in decades. Though it is quickly coming cliché to say this might be the ‘most important’ election to date…it is definitely the most important election since the last election. In Virginia – it’s a fight for key Congressional seats as well as for Senate. The thing to keep in mind is, midterm voters are not the same group as general election voters, in Virginia, it’s the seniors vote that shows up and demands to be heard. That could play a big part in the re-election efforts of form Vice Presidential candidate and current Senator, Tim Kaine. As well, with President Trump keeping his commitment to coal – will that play a part? There are many issues at play this week in Virginia that will impact not just the state, but potentially the country. That’s where our experts can help. Dr. Stephen Farnsworth is professor of political science and international affairs at the University of Mary Washington. A published author and a media ‘go-to’ on U.S. politics, he is available to speak with media regarding this issue. Simply click on his icon to arrange an interview.
Closing the gender gap - A record number of female candidates are on the ballot this Tuesday
There’s been an enormous amount of attention put on the 2018 midterm elections. As a divided America competes for control of both Congress and the Senate – this election has seen a solid roster of candidates looking to represent both sides of the aisle in Washington. Another positive trend that has emerged has been the number of female candidates coming forward for election. In a piece written for Vox, by University of Mary Washington’s Rosalyn Cooperman – some impressive numbers were shown, however the disparity of female candidates between the two parties can not be ignored. "While women comprise 43 percent of Democratic candidates in 2018 congressional general elections, they make up only 22 percent of Republican Senate candidates and only 13 percent of Republican House candidates. While Democratic women won House primaries at rates 20 percentage points higher than Democratic men, Republican women and men won House primaries at similar rates. Currently, 73 percent of the women serving in Congress are Democrats. While 2018 may be a record-breaking year for women candidates in many ways, the midterm elections are unlikely to significantly alter the longstanding party gap among women officeholders." So, what can be done to close the gender gap among Republicans? Is it time parties considered parity or focused more on recruiting viable female candidates? Are women discouraged from running, and if so why? There are many questions to be answered here and that’s where our experts can help. Rosalyn Cooperman, associate professor of political science at the University of Mary Washington and member of Gender Watch 2018, is an expert on women in politics. Rosalyn is available to speak with media regarding this topic – simply click on her icon to arrange an interview.
Midterms - A referendum or reset from 2016?
It’s coming to America with the hype of an old-fashioned prize fight. Pundits have been speculating, party officials have been spinning and most of us have been guessing about what the outcome of the 2018 midterm elections will look like. Can we expect wholesale change in either House? Is this really a referendum on the Trump administration? And if Democrats seize control of Congress will it mean two years of stalemates or will an agenda surface to keep America moving forward? Or…if there is no actually change of power and the deck chairs essentially remain unshuffled in Congress and the Senate – is the confirmation that despite the outcries from the Left, America is content with the current administration’s agenda? There are many issues at play this week such as voter turnout, the urban/rural divide and if news coverage does swayed opinions. And, that’s where our experts can help. Dr. Stephen Farnsworth is professor of political science and international affairs at the University of Mary Washington. A published author and a media ‘go-to’ on U.S. politics, he is available to speak with media regarding this issue. Simply click on his icon to arrange an interview.
U.S. economy to remain strong through most of 2019, with output averaging 3 percent
Higher than expected economic growth in 2018 should continue into next year, with U.S. output averaging 3 percent and continued strong gains in domestic job growth. Indiana will continue to outperform the nation, with output growing at a rate of 3.2 percent, according to a forecast presented today by Indiana University's Kelley School of Business. A year ago, members of Kelley's Indiana Business Outlook Tour panel predicted that U.S. gross domestic product would grow by 2.6 percent this year and about 3 percent if tax reform were enacted. Indiana was forecast to see growth of 2.8 percent. Friday's release of GDP data for the third quarter supports their view that 2018 should end up with output growth above those levels. "The tax cut has produced an acceleration in the U.S. economy during 2018 to well above the new normal status quo of 2 percent growth," said Bill Witte, associate professor emeritus of economics at IU. "We expect output growth in 2019 to average 3 percent, but with deceleration as the year proceeds. By this time next year, quarterly growth will be heading toward equilibrium growth at a little below 2.5 percent." The story in Indiana and the greater Indianapolis area is very similar. "The state economy appears poised to see its strongest growth in the first quarter of 2019, after which growth rates are expected to slow but remain strong through the end of the year," said Ryan Brewer, associate professor of finance at Indiana University-Purdue University Columbus and author of the panel's Indiana forecast. "It is most likely Indiana will continue to experience growth across the board -- in jobs, numbers of establishments, income levels, wages as well as gross state product." The Kelley School released its forecast this morning at the Indianapolis Artsgarden and will present it again at 11 a.m. today in Bloomington. The Business Outlook Tour panel also will present national, state and local economic forecasts in eight other cities across the state through Nov. 28. The national labor market has exceeded expectations for two years now. A year ago, the panel felt the U.S. economy would create jobs at a monthly rate of about 175,000 and that the unemployment rate would fall to 4 percent. Instead, monthly job creation through September has averaged nearly 200,000, and the jobless rate has fallen to 3.7 percent. These job creation trends are expected to continue into 2019, with average monthly job gains of 200,000, and the participation rate -- which measures the percentage of the U.S. population that was employed or looking for a job -- remaining flat. "The labor market will be increasingly tight," Witte said. "The unemployment rate could decline a little, but firms unable to find workers will remain an important theme." Risks to the forecast include the effects of political uncertainty, further trade disputes and economic concerns being felt in other parts of the world, including China and Europe. The panel also expressed reservations about the impact of further Federal Reserve interest rate hikes. They expect the federal funds rate to rise above 3 percent by the end of 2019. Kyle Anderson, clinical assistant professor of business economics and author of the forecast for an 11-county area that includes Indianapolis, Carmel and Anderson, said the region is at full employment, and continued job growth will ensure it stays there. Economic growth in the area will average about 2.5 percent. "Communities around Central Indiana are finding it necessary and important to invest in projects that improve quality of life and provide amenities for residents," Anderson said, referring to examples of this in downtown areas of Indianapolis and Speedway and in Carmel. "The message to community leaders is clear: Investing in infrastructure to improve quality of life is necessary to maintain a healthy local economy. "Tax incentives are not sufficient to draw in businesses and residents. Bike trails, community centers and connected neighborhoods were once seen as luxuries, but now are important economic development tools," he added. "This trend will continue, especially if the economic expansion continues nationally." Other highlights from today's forecast: · Consumer spending will continue to grow, although at a rate less than in 2018. · Business investment will be good, but held back by trade concerns. · Housing will resume growth with a small boost from the aftermath of hurricanes Florence and Michael. Elsewhere, including in Central Indiana, 30-year mortgage rates, nearly a full point higher than a year ago, could dampen enthusiasm for new housing and constrain prices. · Government spending will be strong early in the year, but growth could slow significantly toward year end. · The trade balance will show increasing deficits. A detailed report on the outlook for 2018 will be published in the winter issue of the Indiana Business Review, available online in December. For more assistance, contact George Vlahakis, associate director of communications and media relations at the IU Kelley School of Business, 812-855-0846 (o) or 812-345-1500 (m), vlahakis@iu.edu.
How the Migration Caravan became so large?
Edith Cruz was sitting at home in central Honduras, scanning Facebook on her phone, when she saw the post about the caravan on a community news page. It was Oct. 12. She and her cousin had just opened a small business selling tortillas when they were confronted by a gang, threatened with death if they didn’t hand over half of their profits. She looked at the Facebook post: “An avalanche of Hondurans is preparing to leave in a caravan to the United States. Share this!” Within three hours, her bags were packed. The question of how the migrant caravan began has wound its way to the American midterm elections. President Trump and other Republicans have suggested that Democrats paid migrants to begin the journey. As the group continues to grow, the largest such caravan in recent years, its beginnings are being scrutinized: How did more than 5,000 migrants from across Central America find each other? As the caravan continues to move toward the United States, Dr. Glen Duerr, associate professor of international studies at Cedarville University, has been following the situation and can provide insight into the caravan and its impact on our election and country, in general.
“When in doubt, choose a different costume,” Baylor expert says Megyn Kelly, host of NBC’s “Megyn Kelly Today,” is facing national criticism for her suggestion during a roundtable discussion this week that it was OK for white people to dress in blackface for Halloween. After two days of backlash, media accounts reveal that the future of her career is in question. But the questions she raised regarding blackface and cultural appropriation should be addressed, especially as Halloween approaches, said Mia Moody-Ramirez, Ph.D., professor of journalism, public relations and new media in Baylor University’s College of Arts & Sciences. She is a nationally known expert on mass media representations of minorities, women and other underrepresented groups and coauthored the new book "From Blackface to Black Twitter: Reflections on Black Humor, Race, Politics, & Gender." Moody-Ramirez said people need to understand the historical significance of blackface to grasp its negative reception today. “When you know better, you do better,” she said. At its base form, she said, blackface is the use of makeup by a nonblack person to appear black. She added that many people do not understand why the seemingly simple act of a white person darkening his skin like a black person at Halloween – even if it’s an act to honor a favorite entertainer or sports figure – can be offensive. “Dressing in blackface during Halloween is inappropriate because the blackface tradition is founded upon the enactment of demeaning stereotypes of black people,” Moody-Ramirez explained. “Blackface has been frowned upon since the blackface minstrel shows of 18th and 19th centuries when various aspects of African/African American culture were appropriated and used for profit. Dressing up in blackface invokes representations of unflattering images of blacks as lazy, unintelligent and criminal in nature.” Yet the issue is bigger than blackface. Any cultural appropriation – defined as the adoption of elements of a minority culture by members of the dominant culture – can be deemed inappropriate and offensive. “Cultural appropriation is distinct from equal cultural exchange because of the presence of power inequities that are a consequence of oppression,” Moody-Ramirez said. “Cultural appropriation is important to consider during Halloween because this is the time of year when we are most likely to dress up in a costume that is representative of another culture.” Common cultural appropriation missteps include darkening one’s face, wearing ethnic garb and/or dressing up to provoke laughter rather than show respect for a group/person, she said. “When considering a costume, think of whether it would show honor or disrespect for a group/person,” Moody-Ramirez advised. “If you don’t know the meaning of the ethnic attire you are considering for Halloween, you shouldn’t wear it. For instance, tribal markings, headdresses and turbans would not be appropriate costume attire because they are tied to a specific ceremony or religious meaning.” Showing respect for other cultures should include honoring their traditions. “Some cultures have laws that ban or restrict individuals from wearing religious attire in public places. Other cultures save certain attire for special ceremonies and honors,” Moody-Ramirez said. Moody-Ramirez offered the following tips to consider when choosing a Halloween costume this year. Avoid dressing in a costume that will reflect another ethnicity or culture. Choose something that is fun and tasteful – animals, movie characters (without darkening your skin), ghosts, ghouls, etc. If you dress like someone of a different ethnicity/culture, don’t darken your face or emphasize features like eyes, teeth or noses. Think about whether the costume will be perceived as tasteful or tasteless. Use the grandmother test. If you post it on social media, would your grandmother be proud or disappointed? “When in doubt,” she said, “choose a different costume.” ABOUT MIA MOODY-RAMIREZ, Ph.D. Mia Moody-Ramirez, Ph.D., is the director of graduate studies, director of American studies and professor of journalism, public relations and new media in the Baylor University College of Arts & Sciences. Her research emphasizes mass media representations of women, minorities and other underrepresented groups. She recently coauthored the book "From Blackface to Black Twitter: Reflections on Black Humor, Race, Politics, & Gender." Other books include: “The Obamas and Mass Media: Race, Gender, Religion, and Politics (Palgrave Macmillan) with Dr. Jannette Dates, and “Black and Mainstream Press’ Framing of Racial Profiling: A Historical Perspective” (University Press of America). Ramirez is head of the Minorities and Communication division of the Association for Education in Journalism and Mass Communication (AEJMC), which is committed to advancing research, teaching and professional freedom and responsibility scholarship and initiatives that explore the relationship between racial and ethnic minorities and mass communication. In August, she was presented with AEJMC’s Lionel Barrow Jr. Award for Distinguished Achievement in Diversity Research and Education and also was recognized as one of nine Institute for Diverse Leadership in Journalism and Communication Fellows. 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 80 countries to study a broad range of degrees among its 12 nationally recognized academic divisions. ABOUT BAYLOR’S COLLEGE OF ARTS & SCIENCES 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 coursestaught 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.
