Experts Matter. Find Yours.
Connect for media, speaking, professional opportunities & more.
Part 2: How Duke University doubled their media hits by showcasing faculty
Last week we shared the first five major rules of Expert Marketing that are currently being used by Duke University to double their media hits (READ PART I). We also developed some strategies and best practices for higher education institutions to better market their experts. In this blog post, we are going to share our team’s final insights into how to better leverage your experts. Rule #6: Create Once, Publish Everywhere At one time we just had to focus on creating a news site. That’s now expanded to a multi- screen environment that requires we thread content into sites that are being accessed from desktops, mobile devices and even digital signage that is often scattered throughout the campus. Sit down with your digital team and map out how to distribute media across multiple channels such as social networks, news-feeds, homepages, faculty sites, as well as faculty profiles in your expert center or speakers bureau. Many schools still don’t have the “responsive” capability to push their news content out to mobile users. Insiders Tip: Duke applies a “create once publish everywhere” model to ensure that time-crunched journalists can easily connect with their expert commentary, whether they access the website’s desktop or mobile versions, or through a wide range of social channels. Rule #7: Get Your Expert Quotes Ready for the Real-Time News Cycle Organizing a system with your faculty to publish pre-approved expert quotes on your website can pay huge dividends, as news outlets have fewer reporters covering more territory. Many of our clients tell us they are seeing less experienced reporters who have much less time to research and interact with media departments. Having pre-approved quotes ready to go makes it much simpler for media, making you much more attractive to them. This pre-planning can minimize the strain on faculty experts during class hours. An added bonus is that it also minimizes misquotes. Insiders Tip: Duke University aims to provide daily quotes on its website by midday as part of its “news tips” section. While these quotes generally take less than one hour to produce, they have proven most effective. Almost all of their news tips have been used by the media since they started producing them in June 2014. Rule #8: Promote Your Core Areas of Expertise First With so much going on throughout the campus there are a lot of opportunities to promote a diverse range of topics to the media. However, it’s really important to identify the core topics where you have expert commentary in demand. The best media relations people have established their school as go-to sources for select topics. You should also stake your claim. What groundbreaking research can you find on the campus that relates to key news events? Think about what reporters need to communicate to their audiences. Do you have faculty who are credible, approachable and engaging on these topics? Invest the time with your team to develop a master topics list and tune this list regularly based on upcoming faculty contributions and news cycle developments. Insiders Tip: Duke University identified a number of key factors that contribute to the media take-up rate such as the degree of media interest in a story; the relative supply of experts available to media and timing considerations. While it’s impossible to control all these variables, They learned, based on trial and error, that concentrating on core topics where they have an academic focus such as politics, law and the environment generated more coverage. Rule #9: Focus your Editorial Calendar on Key Event Anniversaries It is important to get the mix right when looking for media opportunities. While it will always be to your advantage to leverage breaking news if you can mobilize your faculty experts, there is also a predefined editorial flow to the news across a calendar of special and recurring events. It’s crucial that you get some of these major opportunities on the calendar and develop a campaign to enlist faculty experts. For example, Black History Month and the Super Bowl are both annual recurring events happening in February. It’s good to map these along with other special events that are periodically staged or non- recurring such as a G8 Summit or the upcoming papal visit to the US. If you can mobilize your experts to provide value for media who need to start researching these events well in advance you increase your chances of coverage. Insiders Tip: The Duke University media relations team actively monitors upcoming anniversaries and other timely events that reporters are likely to write about. Events that have the potential to generate stories that Duke can leverage with their experts are reviewed by the communications team in twice weekly scrum meetings. Rule #10: Leverage Tools such as Twitter to Grow your Media Contacts Much of the success you will have with faculty experts hinges on your ability to take your message to the market. So it’s important to focus on grooming and growing your media contacts. Besides buying access to media lists from vendors such as Cision, PR Newswire, Marketwired and Meltwater; don’t forget about Twitter. It provides a huge opportunity to build a list of influencers and key opinion leaders. Using a simple topic and hashtag searches on Twitter, you can begin to map various clusters of people who are following specific news beats that may be relevant to your institution. Remember that media outlets tend to follow other media outlets for story angles and media sources. Having a well organized list of people that have interacted with you in the past is a large part of distributing your news faster to a larger audience. It’s important to do Twitter searches to research specific reporters you want to pitch to see where their interests lie. Insiders Tip: Duke University refines its media lists continually using Twitter. It looks at the social graph of reporters who make use its online news tips to identify other journalists to add to their database.
Part 1: How Duke University doubled their media hits by showcasing faculty
In the February 2015 issue of CASE Currents, Steve Hartsoe, a Senior Editor at Duke University and former Editor for the Associated Press, shares some powerful strategies for working with experts on campus. This article is a must read for any organization looking to build reputation through more focused media relations. Now you might be thinking that Duke is an already renowned university with an extensive network of media contacts so this stuff is easy for them. Not true. Doubling your media hits isn’t easy for any organization. Duke made some major improvements that set them up as a go-to destination for journalists to find credible, relevant sources. However, even implementing just a few of their ideas could drive some big results for your organization – without having to blow out the size of your marketing team or budget. Spoiler alert. The Duke strategy centers on being more strategic and collaborating better with faculty experts. The best practices that the Duke media relations team employed should inspire any organization that wants to generate more coverage. Whether you are looking for media visibility to help drive student enrolment, alumni giving, or corporate partnerships, there are valuable lessons to be found in this article. For the full article check out the January/February issue of CASE Currents at www.case.org. Please note you will need a subscription to view. So what’s going on at Duke that’s driving all this media coverage? To examine this further, our ExpertFile team weighs in below with the first five major rules of Expert Marketing for Schools and summarizes some insider tips they shared from their experience. Tune in next week for the finale! Rule #1: Organize a Team to Help Focus on Expert Marketing As with most initiatives, it’s vitally important to get the support of senior people in the organization when developing an increased focus on faculty experts. Gaining the support of a group of progressive deans within the school as well as notable faculty can be critical. Appoint a specialized team that can help you establish media visibility as a priority for your school. Build your case for an expert marketing program and ask for their support in developing your plan, then set up some regular meetings and make this team visible on the campus. It will help you develop a sense of collaboration and continuity. Insiders Tip: Duke built a “rapid response team” within their media relations department that had a clearly defined meeting schedule. They met twice a week and kept meetings to just 30 minutes in length. These regular check-ins helped identify breaking news opportunities and inspired a sense of priority and established momentum. Rule #2: Strategize with your Experts It’s amazing how many colleges and universities’ media relations departments we talk with that are disconnected from the interesting research conducted by their faculty. Ironically, it’s this research, as well the academic interests and passions of your faculty that feed the most engaging stories you can tell to the media. Make sure you have a good understanding of current and upcoming research that you can pitch. You should also identify what publications and books are being planned by faculty and see how you can collaborate with them. Insiders Tip: Duke invested the time to meet personally with faculty members to get a deeper understanding of their research and identify relevant topics that could be pitched to the media. They also invited some faculty to media meetings to brainstorm on potential news stories. It’s this kind of contact that helped make faculty more responsive to media opportunities and respond to deadlines. Rule #3: “Opt-In” your Experts for Different Types of Contributions It’s becoming more understood by faculty that media coverage can be a very good thing for their career and their organization. However, be careful of one size fits all approaches in recruiting faculty to contribute their expertise. Contribution from faculty comes in different forms. Faculty can be engaged in a broad spectrum of activities that run from broadcast TV interviews, blogging, and even helping speak at recruiting or alumni events. It’s good practice to create a master checklist of possible engagement types and to take an inventory of what your faculty experts may want to opt-in for. Having this inventory allows you to better plan for content development projects and also ensures that faculty clearly understand the duties that are expected of them in a media relations capacity. Insiders Tip: Duke’s media team recruited their experts for a range of contributions based on the level of interest and comfort level of faculty. And they made it clear that agreeing to be a media source meant responding promptly to incoming media inquiries. Rule #4: Provide Media Training and Support While every campus has it’s faculty “rockstars”, who can rise to the challenge of any breaking news opportunity, many experts on the campus can benefit from some form of media training. It’s critical to your media strategy’s success that you provide the experts with support and opportunities to practice their speaking skills in front of a camera. If you expect more experts to step up to the podium, it’s important to make the investment. However, make sure you design these programs to be engaging and don’t overwhelm your faculty by making them too exhaustive. Often they can be coordinated over lunch or in the early morning before classes start and can be focused on key areas such as: public speaking, blogging tips, video training, and social networking guidelines. Get a sense of where your key gaps are among faculty before you dive in. Also remember these sessions can provide valuable opportunities to shoot video interviews, B-Roll clips and even headshots that can be used to provide media assets for your website, alumni magazine and other properties. Insiders Tip: Duke invests in media training for its faculty experts and administrators offering a two and a half hour media training workshop each year to participating faculty, covering interview techniques via phone, video and social media. Rule #5: Meet Journalists on Their Terms Reporters appreciate media relations contacts that help them get their job done. Operating under tighter breaking news cycles they have less time to discover and research experts. In todays competitive media market what sells papers or builds ratings is often what gets covered. You have to focus your experts on helping journalists tell stories that matter to all those “eyeballs”. The best media relations professionals understand the value in building relationships with journalists. These connections are often essential in establishing your organization as a relevant, trusted source of expert commentary. Given the importance of these relationships, we’re also seeing the renewed popularity of industry conferences hosted by organizations such as the MAKI Network (www.thembasite.com) and Wynne Events – BAM Conference (www.wynneevents.com). These events give schools a unique opportunity to listen to and meet journalists from major news networks. ExpertFile sponsored both MAKI and Wynne events this past year, and we were impressed by the roster of global media attending. Insiders Tip: While Duke still distributes the requisite daily news on campus events and other university happenings, they don’t get mired in all of this content. They also focus a great deal of their activities on expert content that positions their university as a go-to source that is both credible and relevant to a variety of media audiences. READ PART II of How Duke University doubled its media hits by showcasing faculty experts.
Confronting the Fake News Phenomenon with Credibility
Fake news is suddenly big news. A quick browse this morning and the topic is featured in articles and stories in The Guardian, CNN, Forbes, Reuters, iPolitics and The New York Times. Explaining fake news, finding its source, its effectiveness and how to counter it are all top of mind priorities for journalists, politicians and even technology leaders. Fake news is eroding the trust the public has in its leaders and media and something must be done soon. We need to see a return of intelligence and knowledge to present true facts. In this new era, issues such as climate change, economic data, security, crime and healthcare policy -people without qualifications are being asked to speak on topics that require years of study, research, and experience. Opinions — not always informed opinions — are taken as fact. To reverse this trend, institutions need to work with the media to present a more balanced set of perspectives. We need to see academics, physicians, professionals, and leaders in their respective fields contribute more to these big conversations. It won’t be easy, but it is possible. ExpertFile is the world's first marketing platform and search engine for expert content. The company specializes in providing media access to thought leaders and thousands of experts who are objective, credible and whose opinions are sought and respected worldwide. Now more than ever – the public needs trustworthy sources of accurate and unbiased information. Peter Evans is the CEO and Co-founder of ExpertFile. His experience and expertise has made him a leader in the realms of innovation, marketing and digital software. He is a respected speaker and a sought-out panelist for technology, marketing and innovation events throughout the world. Peter is available to speak to media regarding fake news and how technology companies are fighting back. Simply click on his icon to arrange an interview. Source:
Baylor Study: Fear of Missing Out (FOMO) Plus Social Media Connections Can Equal Happiness
FOMO – aka the “fear of missing out” – can have a positive impact on well-being when it leads to social media use that increases social connections, according to a new Baylor University study. James A. Roberts, Ph.D., The Ben H. Williams Professor of Marketing, and Meredith David, Ph.D., assistant professor of marketing in Baylor’s Hankamer School of Business, coauthored the study, “The Social Media Party: Fear of Missing Out (FOMO), Social Media Intensity, Connection, and Well-Being,” published in the International Journal of Human-Computer Interaction. Roberts and David collaborate often and are nationally recognized experts on the effects of technology and social media on relationships and well-being. For this collaboration, the researchers conducted two studies consisting of 565 college students from a large U.S. university to determine the effect FOMO has on social media use, social connection to others and psychological well-being. FOMO is defined in the study as apprehension that others might be having a rewarding experience from which one is absent. According to Roberts, approximately 75% of young adults struggle with FOMO. “The human need to belong is an innate drive that dictates much of our behavior. Social media capitalizes on this need to belong,” Roberts said. “Social media has a dual nature. It lets us interact with others, which is good, but it also exposes us to more social opportunities than we can take part in that fosters a sense of missing out and inadequacy.” The study found: FOMO is a significant predictor of subjective well-being, and social media intensity had a slight significant effect on well-being. Social media is an omnipresent conduit for attempting to make such connections. It is likely that FOMO encourages the use of social media to stay connected. From the first study of 107 college students, David and Roberts gathered data to measure FOMO, social media intensity and social connection. Although FOMO typically has a negative connotation on social interactions, the study showed that the fear of missing out can lead to greater feelings of social connection. “We found that FOMO might actually have a positive impact on social connection through its impact on social media intensity and attachment,” Roberts said. “FOMO drives our use of social media to connect socially with others. Being socially connected leads to happier people.” The second study of 458 college students used the same measures, but also included an assessment on subjective well-being (happiness). The study tested their complete conceptual model in which subjective well-being is an ultimate outcome of FOMO (through its impact on social media intensity and social connection). Roberts said that social media can be a positive resource to help those with FOMO create social interactions, if it is being used actively through online actions such as posting, liking and commenting. “The problem is that people often turn to social media but use it passively – such as creeping on people or viewing pages without interacting – which can then lead to lower levels of happiness because creeping does not foster social connection,” Roberts said. “FOMO can lead to happier people if it drives people to use social media to connect but not simply to ‘creep’ on others.” ABOUT THE STUDY AND AUTHORS James A. Roberts, Ph.D., The Ben H. Williams Professor of Marketing, and Meredith David, Ph.D., assistant professor of marketing in Baylor University’s Hankamer School of Business, coauthored the study, “The Social Media Party: Fear of Missing Out (FOMO), Social Media Intensity, Connection, and Well-Being,” which is published in the International Journal of Human-Computer Interaction. OTHER RESEARCH BY ROBERTS AND DAVID Cellphones Can Damage Romantic Relationships, Lead to Depression People Who Are “Phone Snubbed” By Others Often Turn To Their Own Phones, Social Media For Acceptance Bosses Who “Phone Snub” Their Employees Risk Losing Trust and Engagement When ‘Religiosity’ Competes with Materialism, Charitable Giving Takes a Hit ABOUT BAYLOR UNIVERSITY Baylor University is a private Christian University and a nationally ranked research institution. The University provides a vibrant campus community for more than 17,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 90 countries to study a broad range of degrees among its 12 nationally recognized academic divisions. ABOUT HANKAMER SCHOOL OF BUSINESS AT BAYLOR UNIVERSITY At Baylor University’s Hankamer School of Business, integrity stands shoulder-to-shoulder with analytic and strategic strengths. The School’s top-ranked programs combine rigorous classroom learning, hands-on experience in the real world, a solid foundation in Christian values and a global outlook. Making up approximately 25 percent of the University’s total enrollment, undergraduate students choose from 16 major areas of study. Graduate students choose from full-time, executive or online MBA or other specialized master’s programs, and Ph.D. programs in Information Systems, Entrepreneurship or Health Services Research. The Business School also has campuses located in Austin and Dallas, Texas. Visit www.baylor.edu/business and follow on Twitter at twitter.com/Baylor_Business.
School Nurses Positioned to Help Solve School Shooting Epidemic
Since 2018 school nurses have responded to 38 school shootings, and they find themselves on the front line of gun violence, whether the act is by an active shooter in a school, a mass shooting in the community or anywhere in the country. "The epidemic of gun violence is a public health crisis affecting the whole country, but school nurses are ideally positioned to work alongside others who are committed to public health approaches to solve the issue of mass shootings," says Sunny G. Hallowell, PhD, assistant professor at Villanova University's M. Louise Fitzpatrick College of Nursing. Every school day, 95,000 school nurses enter U.S. schools prepared and ready to serve more than 55 million children for six and a half hours, 180 days a year. Families, school districts and communities entrust their children to school environments with the expectation that they will be kept safe from harm. School nurses are first responders whose skills are crucial to ensuring the health and safety of students, staff and faculty within schools and the surrounding community. Hallowell is coauthor of "School Nurses Share their Voices, Trauma and Solutions by Sounding the Alarm on Gun Violence," published recently in the medical journal Current Trauma Reports. She and her coauthors shed light on the impact of gun violence within schools from the perspective of school nurses, whose expertise is critical to the design and implementation of programs that keep students safe. "Nurses are trained both in the emergency trauma care and clinical responses necessary for addressing traumatic gun violence, as well as the mental health outcomes resulting from tragedy," says Hallowell. "There is a critical need for research that guides the selection of evidence-based safety programs that consider the developmental and the mental health needs of school communities." Standard response protocols such as school safety drills, fire drills and tornado, hurricane and earthquake drills have been implemented as early as the First World War. The memory of air raid drills and the lingering effect of the experiences have been well documented. As Hallowell's journal article shows, fear has long dictated how schools invest their resources in response to gun violence.
Terrorist attacks on home soil – let our expert help if you are covering
It was another deadly attack in London, England as a 28-year-old man, known to authorities went on a rampage in broad daylight on the London bridge. “It had previously been speculated that the attack may have been revenge for the death of ISIS leader Abu Bakr al-Baghdadi. Khan was shot and killed by armed police after he stabbed two people to death and wounded three others while wearing a fake suicide vest on London Bridge. The attacker, who was jailed in 2012 for his role in an al Qaeda-inspired terror group that plotted to bomb the London Stock Exchange, had first been tackled and disarmed by a group of brave bystanders on the bridge.” November 30 – The Daily Mail The attack has many in Europe and America on edge, especially as the holiday season approaches. But what can be done? Is there any tried and true remedy for protecting against domestic terrorism? Are these attacks actually affiliated or just copy-cat incidents? And as countries begin considering repatriating former soldiers from Syria and the Middle East, will this only add fuel to the fire of concerns? There are a lot of questions to be asked – and if you are a reporter covering this topic, let our experts help with your coverage. Dr. Glen Duerr's research interests include domestic and international terrorism, comparative politics, and international relations theory. Glen is available to speak to media regarding this topic– simply click on his icon to arrange an interview.
November has been a busy month for Cedarville University’s Mark Caleb Smith. As the Director of the Center for Political Studies at Cedarville, Smith has found himself doing double duty as both professor and the go-to person and pundit for local, state and national political coverage In November Smith was interviewed by TV, radio and print for issues pertaining to impeachment, Michael Bloomberg entering the presidential race and the DNC debates. Mark Caleb Smith averages approximately 160 media interviews a year – and for good reason. He teaches courses in American Politics, Constitutional Law, and Research Methodology/Data Analysis and has fast become a media-ready expert who provides accurate, objective and laser-cut insight to reporters and journalists covering politics. If you’re a journalist covering politics – let Mark Caleb Smith help with your stories. He’s available, simply click on his icon to arrange an interview today.
Smooth Operator: When earnings management is a good thing
New research from the Kelley School of Business makes the case that smoothing the numbers can be beneficial – if you’ve got the right team in place to handle the job. Smoothing, in this case, means adjusting accounting reserves up or down. And contrary to the common wisdom that all earnings management is bad, researchers have identified a setting in which it can be good. In a paper titled “Managerial Ability and Income Smoothing,” David Farber, associate professor of accounting at the Indiana University Kelley School of Business at IUPUI, and fellow researchers Bok Baik of Seoul National University and Sunhwa Choi of Sungkyunkwan University find that when high ability management teams use their discretion to smooth bumps in earnings, future earnings and cash flows become more predictable and a firm’s stock price improves. “We found that more capable managers who use discretionary accounting choices to signal future performance provide more useful financial reporting,” said Farber. “Firms with high ability managers who smooth earnings have more predictable earnings and cash flows, and the stock market incorporates that information into a firm’s stock price. High ability management teams are better able to anticipate changes in their firms’ prospects and can therefore better estimate accrual adjustments necessary to smooth their earnings. These managers are trying to communicate to the market by saying, essentially, ‘We had some volatility in earnings this period, but going forward, we expect earnings to follow the path based on the smoother earnings.’” The study also showed that if a firm’s management team is not high ability and they attempt to smooth earnings, the firm will likely see negative implications, like less predictable earnings and lower stock prices. Additionally, the reputations of managers in these firms will likely suffer. A final version of the paper will be published in The Accounting Review, one of the top scholarly accounting journals in the world, in July 2020.
This month, U.S. Secretary of State Mike Pompeo announced a shift in U.S. policy toward settlements in the Israeli-occupied West Bank. Pompeo announced that the Trump administration does not view the settlements as inconsistent international law, and rescinded a 1978 state department legal opinion that held that view. The move now leaves the issue of individual settlements up to Israeli courts. Assistant Professor Sandy Marshall has spent time as a volunteer instructor in a Palestinian refugee camp in the West Bank and returned to the region this past summer to advance his research into the experiences of Palestinian refugee children. A human geographer, he has conducted extensive research into the impact of conflict, division and displacement on children and youth in the Middle East. Asked for a brief comment on the shift in U.S. policy, here’s what Marshall had to say: “Coming on the heels of the U.S. embassy move to Jerusalem and recognition of Israeli sovereignty over the Golan Heights, the change in policy on West Bank settlements is another nail in the coffin of a negotiated peace-settlement based on the two-state solution, represent U.S. rejection of broad international legal consensus . This move undermines any remaining legitimacy the U.S. has in the region as a peace-broker and threatens further destabilization of the region.” If you're interested in talking with Professor Marshall as you continue to cover this important topic, please reach out to Owen Covington, director of the Elon University News Bureau, at ocovington@elon.edu or (336) 278-7413. Professor Marshall is available for phone, email and broadcast interviews.
Climate Change: A Direct Threat to Older Adults
Climate change will impact the health of all populations, but older adults are uniquely vulnerable because of the physiological changes of aging. More than half of older adults in the United States live in areas that disproportionately experience the effects of heat waves, forest fires, hurricanes and coastal flooding. Pennsylvania, New York, California, Florida and Texas account for the top five states where older adults are concentrated. Older adults who live in urban areas are vulnerable to heat island effect—the concentration and retention of heat in urban areas compared to rural areas—which places older residents in cities at increased risk of heat related illnesses and death. “Gerontological nurses need to be prepared to address the specific issues of older adults,” says Ruth McDermott-Levy, PhD, director of the Center for Global Health at Villanova University’s M. Louise Fitzpatrick College of Nursing. “We want to help nurses understand climate change and the need for specific interventions to support climate adaptation for the older adult population.” Climate change impacts require modifications in health plans for older adults. Prolonged heat will require greater needs for hydration, but the patient’s other conditions need to be considered as well. Elders with heart disease and renal failure will require astute nursing assessments to monitor the balance of hydration and electrolytes while not leading to fluid overload or electrolyte imbalances in the presence of extreme heat. With their research, practice and influence over policy, gerontological nurses are in an important position to be changemakers by measuring and documenting the harm and impact of climate change on older adults. They can advocate for measures that support older adults in disasters or extreme weather events. Nurse researchers can collaborate with climate scientists and policy makers to develop initiatives and programs that rely on climate and health evidence to support climate mitigation and adaptation for the older adult. “It is everyone’s responsibility to learn about climate change and to participate in slowing the trajectory of climate change,” Dr. McDermott-Levy says.
