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This Video Game Can Teach You How to Bring a Vaccine to Market
Getting a drug or vaccine from the research bench to the bedside of a patient in need is a complex process, and one that researchers around the globe are currently trying to navigate as quickly as possible to address the spread of COVID-19. To improve understanding of this intricate, interdisciplinary undertaking, faculty and students in the Games and Simulation Arts and Sciences (GSAS) program at Rensselaer Polytechnic Institute, in collaboration with the Icahn School of Medicine at Mt. Sinai Hospital, are developing a video game called "Cure Quest." This game will help bridge the gap in med school education between the clinical side of medicine and basic research. “Cure Quest will allow medical students to tie together the necessary steps for vaccine development in dramatic cases like we’re seeing right now with COVID-19,” said Ben Chang, a professor of arts and Director of GSAS at Rensselaer, “or in drugs we would use day-to-day.” The main character in the game is sent to an island where there is a new disease and must overcome obstacles in their pursuit of creating a new drug to cure the disease. When its development is complete, Chang envisions Cure Quest being used by the general public, as well by students in scientific and medical fields, to better understand the drug development pipeline. Chang is available to speak about Cure Quest and the use of video games as important educational tools.
How to Find Quality Family Time During the Coronavirus Pandemic
Planning schedules, screen time and social connectedness during the coronavirus crisis can parents and children reduce stress, be productive and create meaningful family moments With many schools closed as a measure against the spread of coronavirus, and many parents working remotely, families can incorporate a variety of activities — including educational ones — to keep kids engaged and ready to continue learning when they return to school, say family experts at Baylor University. “Life will look a little different over the next few weeks” amid the social distancing recommend by the Centers for Disease Control and Prevention, said Karen K. Melton, Ph.D., assistant professor of child and family studies in Baylor’s Robbins College of Health and Human Sciences. “For the next few weeks, we are going to get to spend extra quality time with our loved ones at home, likely resulting in more laughs and tears. “A sense of routine can help us stay calm and keep moving forward,” she said. “As we all lean into the changes that surround us, we offer three S’s for being intentional while kids are home: schedules, screen time and social connectedness.” SCHEDULES Schedules can take time and effort to create, but once established, they will help reduce stress, Melton said. “You can create a full-day schedule or just a morning/afternoon schedule when you need to get other work done. By providing a family’s schedule, you will reduce boredom and anxiety while increasing a sense of belonging and competency. Some families may allow kids to watch TV in the morning and then work through their schedule. If they complete all their activities, then they can earn additional screen time in the late afternoon.” Some schedule suggestions: Art and/or music Outdoor play Free play Learning activities/educational worksheets Reading Chores Board games Screen time SCREEN TIME “Your kids will likely have more screen time than usual,” Melton said. “For older children, limit screen time so that it does not replace physical activity, sleep or other healthy behaviors. Parents also may want to consider that all screen time is not equal, not only by the ways we interact — smartphones, tablets, computers, gaming devices and televisions — but by different categories for screen time use.” Among those: Watching educational shows versus watching entertaining shows Playing educational games versus playing entertainment games Constructive social media versus destructive social media use SOCIAL CONNECTEDNESS Apps and other technology offer ways to stay connected with those outside the home. But each day of the week also provides opportunities for meaningful moments with family at home, said Nicole McAninch, Ph.D., clinical associate professor of child and family studies at Baylor, who co-directors the Intentional Family Project at Baylor. Some ideas: Dust off the board games. Teach your kids a family recipe. Have a family dance party. Play a video game as a family. Have a family movie night. “Life will be a little crazier than usual over the next few weeks,” Melton said. “Remember, we are all in this together. We will all need to sacrifice and be more flexible. If we spend a little time being intentional with schedules, screen time and social connections, then we can look back at this time, having created meaningful moments that help our family thrive.” 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.
Is your social media ready for when the next crisis strikes? Let our experts help!
At the National Institute for Social Media, response plans are the priority. A response plan is the high-level look, or the umbrella overview, that crisis management falls under. Your response plan details how you respond to positive, negative feedback, and any neutral feedback that comes your way. Take a compliment and make the most out of it: Positive feedback feels like you’re off the hook. If feedback is all positive, you feel like you don’t have to do anything. But that’s your opportunity to nurture and strengthen those who are already your supporters. They then become your brand champions. Avoid the neutral zone traps – react and respond accordingly: Questions or posts that aren’t really positive or negative land in neutral space, and that’s really not crisis communication, responding to those is just good customer service. When crisis strikes: If you have a crisis, most people associate it with an isolated event, and sometimes you can plan for it, sometimes you can’t. A few years ago, when Nordstrom’s discontinued Ivanka Trump’s clothing line, they anticipated a negative backlash by those who would accuse them of being politically motivated. They stated sales was the reason, and 100 percent came out neutral, but they could anticipate that particular feedback. Whereas, in the viral video of a passenger being physically dragged off an airplane, the airline couldn’t have anticipated that event. However, with an online response plan, they would have been prepared to respond to the unexpected event. A quick response is important but an informed response is more important than anything else. If it fits the situation, you may buy yourself time to do a little research by commenting that you’ve passed their question on and will respond soon. If you don’t have a strategic plan to fall back on, and you respond quickly but poorly, you run the risk of doing more harm than good. With an online response plan, people understand how to assess a given situation. Respond: To show transparency, we want everyone to see we are responding to customer; we have a planned response where we acknowledge the customer. Take offline: Give them an offline option for sharing additional information. Resolve: This allows the customer to have their issue resolved and be heard but discourages them from sharing ugly details on that highly visible platform. The plan is for a social media manager to have a path when they don’t know what to do. The viral airplane video is one example because by the time their social media people saw it, it was already going viral. They had every indication they should be panicking. Did they have a person to talk to help them make the decision about how it needs to be addressed? For those crises we can’t anticipate, there needs to be a clear path to a leader who can help with this difficult situation. One of my favorite things to tell people is that you don’t have to be victimized online just because you’re a professional organization. You can set up community guidelines. Some businesses think, what if someone starts using racial slurs or inappropriate comments? You can post community guidelines that state these are our expectations of how our customers can participate respectfully, and we reserve the right to delete your content. You can set the expectation that you want people to engage respectfully. You have to get to the heart of what people are really asking or wanting. In the case of Ivanka Trump’s clothing line, nobody was upset because Nordstrom’s wasn’t carrying the clothing line; what they were really upset about was that a large organization could be taking a political stance against the at-that-time republican candidate. Are you looking to know more about how corporations and institutions need to be prepared and how they need to react when bad news goes viral? That’s where we can help. Amy Jauman is social media expert, consultant, writer, and professor at Saint Mary’s University of Minnesota. Dr. Jauman authored a (National Institute for Social Media) NISM textbook for social media strategists and is available to speak to speak with media – simply click on her icon to arrange an interview.
Myanmar Faces Allegations of Genocide
A United Nations report in September alleged Myanmar security forces had engaged in arson, rape and killings that forced more than 730,000 people to flee for Bangladesh. The countless Rohingya Muslims that remain in Myanmar face the threat of genocide. At a recent International Court of Justice hearing, Nobel Peace Prize laureate Aung San Suu Kyi defended her country's government against the allegations of genocide. Timothy Horner, a professor at Villanova's Center for Peace and Justice Education with a focus on genocide, said it is not new for leaders to defend their countries against charges of atrocity, even genocide. However, it is new to have that leader be a Nobel Prize winner. "Aung San Suu Kyi was given the award in 1999 while she was under house arrest in Myanmar," says Horner. "She was released in 2010 and rose to become the de facto leader of Myanmar since 2016. Her contention is that the West has been duped by 'fake news.' It is mystifying to many international observers to see her turn from an activist for democracy and open government to a nationalistic defender of the Myanmar military. But her willingness to represent Myanmar at the ICC [International Criminal Court] has only increased her already booming popularity within the country." "Since 2017, satellite imagery, video footage and numerous reports from the hundreds of thousands of Rohingya fleeing the country have catalogued a long list of structured ethnic violence, ethnic cleansing and perhaps even genocidal actions taken against this beleaguered ethnic Muslim group. These have allegedly been carried out by the Myanmar military in operations that have been widely supported not only by Myanmar civilians, but also by radical Buddhist monks who see in the Rohingya an existential threat to Myanmar's national security. "There have been deaths on both sides, but the dozens of deaths at the hands of the Rohingya are dwarfed by the tens of thousands of deaths that have come at the hands of the military and vigilante groups in the region. Nearly 750 thousand Rohingya have fled the country since 2017. Many are still stranded in camps on the border in Bangladesh. They have no recourse to the courts in Myanmar because they are not considered citizens by any government. The international community has seen this coming for a long time, but the presence of Suu Kyi has added an ironic twist to the proceeding." Horner says it's very hard to prove genocide—and that it will take time. "It will take years. Individual generals could be imprisoned. Architects as well. It is very hard to prove genocide. It's only been done a few times. Proving genocide is all about intention. You have to prove that the intention behind the actions is designed to destroy the group. Leaders have gotten better at hiding their tracks. But it's possible to work back from the action, but problematic. They have to eliminate every possible intention, leaving only genocide."
7 Tips for Executing Expertise Marketing
Now that you understand the value of expertise and have defined who your experts are, you might find yourselves asking, “What’s next?” Our research with hundreds of organizations reveals that there are major gaps in the way organizations present their expertise and how it impacts the effectiveness of their digital content. The challenge for many marketers is that they don’t know how to approach the creation and publication of expert content, but it starts making a lot more sense when you look at the bigger picture. Expertise marketing is about evolving our content marketing initiatives to deliver a more engaging experience to audiences. And because it’s so closely related to content marketing, it borrows several of the core principles we already use for our digital channels – but with an expert spin. At the end of the day, we’re simply collaborating with experts to ramp up the credibility, authenticity and integrity of your digital presence. The Core Principles of Expertise Marketing In the list below, you can see that expertise marketing shares a number of best practices with content marketing. The difference is in how we execute them and the quality of the end product. By following these seven core principles of expertise marketing, you’ll be able to create and deliver the content your audiences are looking for. Discoverable: If you work in the digital space, you know how important search is to your success. Experts produce a wealth of structured information that can be optimized to improve your rank on Google and increase your overall market visibility. Rather than limiting content to an About Us page or corporate intranet, you should make it more discoverable by publishing it across multiple areas of your website. Personal: Expertise marketing takes an inclusive approach to getting expert content mobilized across the organization. But even when we ask our experts to create content, we tend to attribute the outputs to the organization rather than the individual. When showcasing the work of your key employees, it’s important to personally recognize this. It builds trust with your audiences. Remember that people want to deal with people so let your experts be recognized and they will support your growth. Relevant: Organizations often miss opportunities to position their expertise for breaking news and emerging stories. In many cases, you may be an expert in the field, but if your content doesn’t align with current news topics, broadcasters and reporters won’t know to come to you for insights. Your overall readiness to speak to the topics in today’s news cycle greatly impacts customer engagement and your potential for earned media. Credible: Journalists and other audiences looking for expert sources require proof that your employees and their content are trustworthy. It’s not enough to have a headshot and bio on your About Us page. Enhanced profiles should be easy to scan and complete with important fields like education, certifications, research, publications, awards and media/speaking appearances. Visual: If you want interaction, you’ll need to first get your audiences’ attention. Rich media such as video, social media feeds and interactive content are proven to outperform text which can be tedious for audiences to read. It’s now critical to feature multimedia assets in a way that creates a more dynamic presence and maximizes audience engagement. Curated: Audiences are consuming more digital content than ever and it takes a lot of work to feed the content beast. Rather than rushing to market with sub-par content, organizations need to think about how their content serves a range of audiences looking for expertise. Is your content aligned with today’s emerging topics? Is it specialized enough to be relevant? Is it up to date or does it look tired? Audiences are becoming more discerning and even Google is determining search rank based on these factors. Distributed: As specialized third-party search sites grow in popularity, organizations need to ensure that expert content isn’t confined to a single website. This means thinking about social channels, directories, and reputable sites that help get your message out there. By dynamically synchronizing your expert content across internal and third-party sites, you’ll increase your reach, drive more visitor traffic and initiate better digital conversations. Download the Complete Guide to Expertise Marketing For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download a copy of ExpertFile’s Complete Guide to Expertise Marketing: The Next Wave in Digital Strategy or download one of our tailored Guides for Corporate & Professional Services, Higher Education Institutions, Healthcare Institutions or Association & Not-for-Profits.
3 Steps to Earn Local News Coverage
“HOW DO WE GET OUR COMPANY FEATURED POSITIVELY IN THE LOCAL NEWS?” This is the question I get asked the most as a public relations professional, media coach and as a former long-time journalist with the Canadian Broadcasting Corporation (CBC): how do we get in the local news? The question usually comes from a small, independently-owned business owner — a company or organization that doesn’t have anyone doing marketing or communications. They are looking for LOCAL media coverage primarily — but they don’t even know where to start. It’s understandable for them to ask this question. Earned media is the holy grail of building credibility and reputation — having your executives featured in the news media as experts on a subject. Those stories then get shared on social media and it becomes the gift that keeps on giving, living on in perpetuity on the Internet, helping your search engine optimization. I can tell you this — the local media wants your story pitches. That doesn’t guarantee you’ll get covered. However, local media has been cutback so much and is forced to do so much work in such little time now, that they appreciate a good story idea landing on their desk for consideration — especially during a slow news cycle — and especially if it’s not coming from a slick PR agency voice on the other end of the line. They want authenticity. So, how do you get there? Here are 3 simple tips based on my experiences. In no way am I saying this is the only way to do it — but I’ve seen others have success with it and hopefully you will as well: #1 – Do NOT Hire An Agency Yup. I just said that. And, yes, I do realize I am a public relations professional. However, based on experience, I can tell you the majority of small, independent businesses aren’t going to be able to afford PR firms to get local news. I reiterate we are talking about getting local news coverage — not national news. So, if they’re not going to pay for it anyways, why not give them a hand? I believe in karma. With a little bit of guidance on this blog, you’ll be able to do it yourself. In the past, I’ve helped small companies, pro-bono, get in the media (hoping they make it big and hire me later). In the future, I’ll just send them the link for this blog and save me some time. You can do this. Just stick to the basics. #2 – Prepare A Newsworthy Pitch This is important. And, it can be as complicated and detailed as you want — but for the sake of this blog, I recommend keeping it very simple and keeping it authentic. Answer these questions to decide whether the story you want the media to cover is actually newsworthy from the reporter’s perspective — because they are the people who assess the newsworthiness of a pitch. What is the story? You should be able to summarize the story in less than 30 seconds. Just like a good pitch deck for potential investors, a good media pitch typically involves the identification of a problem or a trend and coming up with a solution for it or insightful analysis in the case of a media story. This is simplified but you get the picture. Why should people care about this story? A good reporter wants stories that appeal broadly to their audience, the public. So, be prepared to proactively explain why people will care about this? Is it timely? Does it impact a broad group of people? Does it solve a problem that’s been impacting society? Who is driving this story? Is it you? Is it one of your employees? Who will be the main interview for the reporter and why them? (FOR TV) What are the visuals? If it’s television, what are some strong visuals the news crew will be able to capture on video? What can viewers expect to see in this story? It will help your TV pitch if you can illustrate a visual image for them ahead of time. #3 – Pick Up The Phone Pick one media outlet you want to pitch your story to and make the call. First decide what news media is good for your story? Is it a story with very strong visuals? Perhaps TV is the way to go. Is it a story that requires a more fulsome conversation? Maybe public radio is the best option. Newspaper is the best if you’re a nervous person and worried about being on TV or radio. Newspaper is the least intrusive of the media. Once you’ve decided what outlet, decide which reporter specifically. No emails at first in my opinion. It’s too impersonal for local news and you risk getting lost in the inbox shuffle. Doing it by phone also allows the reporter to ask any clarification questions they may have, right then and there. Now, if you call the general media outlet phone number, you can end up in phone transfer Hell or end up getting an editor or producer who is putting out six fires and juggling 4 balls. So, you are better to call an individual reporter (perhaps your favourite one). Do this in the first part of the morning before they get too busy. If they’re not there, leave a message and be prepared to call back later. Reporters are busy and may forget to call you back. Don’t take it personally. If you reach them, thank them for taking your call and make your pitch. Get to the point. A few minutes tops for the pitch. If they like it, they’ll tell you. If they don’t like it — again — don’t take it personally and don’t burn any bridges. Thank them for their time. When you get off the phone, contact a reporter with a different media outlet and do it again. Shop that story around and you’re likely to get a nibble. Final Thoughts: This isn’t a science. There are no guarantees. This process is just my personal opinion based on experience. Just be yourself. Be genuine. The reporters will like that as opposed to dealing with professional PR people or communications officers. They may find it refreshing to deal with a “real person” who isn’t trying to spin them. Beyond the initial pitch, whether it’s successful or not, offer yourself as a research resource to them on issues related to your industry — even if it means you won’t be in the story. This is how you build a relationship with a reporter and it may bode well for you in the future. Good luck. Let me know how it goes.
EXPERT PITCHING 101: The Power of Spotlights
Of all the angles and perspectives, when pitching your experts, you need to figure out how yours stands out amongst the rest. How are you getting the perspectives of your subject matter experts out there? Have you figured out your 'bench strength' to know who can comment on what and how? Do you have a good way to get your people out there to the public? Sadly, when asked these questions, most PR and Marketing professionals struggle to give you a straight answer with confidence on how they get their people to comment on certain storylines. With a defeated tone, I often hear, “Well – we have our resident rock star, Professor Jones, who does most of our media interviews” often followed by, “but he’s not always the best person for the story.” Although, most organizations have a list of subject matter experts, they are often over-reliant on the same ‘go-to’ people. Here’s why: First, these people are tried and true. For media, it’s a big deal when contacting an expert for comment - especially if the interview will be conducted on camera. So, why risk the chance of speaking with someone new? The second thing, it’s time consuming. It’s easy to find a previous expert pitch in an email and forward it on to someone new. However, gathering this content for each new person every time an individual is being pitched is very time consuming and difficult to manage. Especially, when this content is strewn across the web and you need to add links for videos on YouTube, books on Amazon, articles on ResearchGate, presentations on SlideShare etc. Once you’ve found the right person for the story, and you’ve aggregated the necessary background content to send, you must tie the loose ends and make the person contextual and relevant. Why is this person the best individual to comment on the story? What angle is this person going to provide? What sort of background qualifies this person to being the subject matter expert on the topic? Don’t worry, help is on the way At ExpertFile, we’ve heard the stories about organizations missing out on opportunities to get national or international media coverage because of their small team. These understaffed teams don’t have enough bandwidth to continuously pitch their people and comment on storylines. Their websites don’t paint a full picture of their experts’ abilities and knowledge. So, we got together with these PR, Marketing and Comms people, and looked to develop a solution. Then we created “Spotlight” - putting all of the necessary tools into the hands of PR, Marketing and Communications teams. Spotlight allows you to contextualize the relevance of your expert with a the story. Write your expert pitch to explain why that person is the best to comment on that topic, and the angle they’d be able to provide. Combine that with rich media profiles created by the ExpertFile team, you now have a central home for all of your experts’ content, and it provides a more engaging representation. So, when the media are vetting, they can now watch a video of that individual speaking in front of a camera, see their latest Media Appearances to know they have experience talking to reporters, and a Contact button for the quickest way to reach that individual, while simultaneously routing to any other internal stakeholders. This last part is important to consider as every story has many angles. Take the recent United Airlines debacle, where a passenger was viciously pulled out of his seat due to the plane being overbooked. Aside from the traumatic events from the video that surfaced of the incident, after the dust settled media are left scrambling to find out more on the protocol for overbooked flights, the global impact (there was a big uproar in China due to initial reporting that he was of Chinese descent), and the economic impact on the company. Which means, you don’t need to limit yourself to an aviation expert in order to comment on an aviation story. Every story has multiple angles - this lets you offer up a unique perspective, pitch a concept others are not covering and insert your expert into an already crowded narrative. Spotlight helps you grow those invisible experts into great sources, and it helps you efficiently pitch when you have resource constraints. Spotlights in Action Since the launch of the ExpertFile News Digest service, we’ve seen some significant results for our customers. We've only been with ExpertFile a short time. We've been using Spotlights from the News Digest and have noticed a lot more attention from media. They're easy to request - and the turnaround is fast. We recently were asked to comment on the Supreme Court nominee and booked a radio show thanks to a Spotlight. It’s been a great way to get additional exposure for Augusta University. We've only been with ExpertFile a short time. We've been using Spotlights from the News Digest and have noticed a lot more attention from media. They're easy to request - and the turnaround is fast. We recently were asked to comment on the Supreme Court nominee and booked a radio show thanks to a Spotlight. It’s been a great way to get additional exposure for Augusta University. -Kelly Jasper Senior Digital Media Coordinator - Augusta University With Spotlights we are seeing immediate pick-up of the stories we want to be part of. It’s letting us tell the Cambrian College story to a wide audience. As well, we’re noticing one Spotlight generates multiple media contacts. Once one outlet sees or reads our expert weighing in on a trending topic - the others follow. It’s an earned media coup. -Shawn Poland Associate Vice President, College Advancement - Cambrian College Once I integrated my Spotlights onto the Emory University business school website, it was so simple for me to have the ExpertFile Newsroom team whip up a pitch and publish it. Especially with limited resource on my team, it’s been a huge help to get my people out there in a more efficient manner. -J. Michael Moore Senior Communications Manager, Emory University - Goizueta School of Business Want to see an example of how to pitch your expert? Send your storyline to success@expertifle.com and we will have our Newsroom team send you a draft Spotlight ASAP. Is there anything that I missed? I’d love to hear what’s worked for you to get your people speaking with the media.
With 2018 in full swing there’s no sign that the issue of fake news is going away. In fact, it continues to plague major social platforms such as Facebook as well as the traditional media players. This erosion of trust begs the question – how can we ensure the right experts on important topics are at the center of the conversation? If your organization has experts, there is a silver lining. There has never been a more important time for experts – the real ones – not the “fake it till you make it” collection of posers and promoters that have read a blog on personal branding. We’re talking about the people who have put in their 10,000 hours of researching, building and publishing. Presenting your top people in a more visible, engaging and approachable way presents huge opportunities for you to build trust and deepen relationships with a variety of audiences, including customers and partners – not just the media. However, to really capitalize, you have to look closely at how audiences interact with your expert content. Based on our work with thousands of experts and their organizations, we’ve prepared a list of key trends and predictions you need to watch if you’re a communications and digital media professional. Trend 1: Organizations are measuring their “Internal Bench Strength”. The power behind any organization is its people, but many organizations fall short in taking stock of their roster of experts who are capable of building voice and reputation with key audiences. Communicators are increasingly turning to internal pulse surveys and annual assessments that better identify competencies, professional interests and attitudes across the organization. Smart organizations are using surveys to create an efficient roster of internal experts and match them to the news cycle. Identifying a “core group” of go-to experts who will best benefit from programs such as media training and carefully mapping key topics to experts will ensure the organization is aligned to support communications objectives – both for proactive story development and responding quickly to breaking news opportunities. Trend 2: Organizations are starting to function more like newsrooms. As newsrooms in the print and broadcast world continue to be streamlined and downsized, organizations can play a key role in helping journalists by making relevant content and credible sources more accessible. Incorporating better search features that allow journalists to quickly find experts using simple keyword searches is an important starting point. Showcasing experts in the context of key news events in a content hub with interesting story angles are increasing in popularity Trend 3: Next generation newsroom platforms will change how media find expert sources. Journalists have a challenging role today amidst a backdrop of fake news and increasing cynicism about the credibility and sources of information. They still have the same day deadlines, but with an increased responsibility to get the story right, so reliable sources are critical to their success. So it’s not surprising that journalists, television bookers and producers are gravitating to solutions that make it easier for them to discover, evaluate and connect with expert sources. We recently integrated our ExpertFile global directory into the Associated Press newsroom software which is used by thousands of print, broadcast and digital newsrooms around the world. The AP, as the world’s leading news organization, recognizes the pressures that publishers and broadcasters are under. They are committed to technology advances that help news organizations. Few journalists have the time to rummage around in poorly designed corporate websites and university faculty directories looking for the best expert. And if you think it’s just junior reporters using these online tools think again. We’re seeing seasoned journalists from top media outlets including The New York Times, CNN, Time Magazine, NBC, The Washington Post, the BBC, NPR Radio and the CBC making regular use of the ExpertFile platform. The bottom line: If you aren’t thinking about broader distribution of your expert content beyond your website you are missing out. Trend 4: New search technologies are helping organizations cut through the content clutter. Searching for the right person based on attributes such as key topics, publications, or geography inside an organization remains a challenge – even for those organizations that have invested heavily in content management solutions and intranet platforms. The organic and onsite search user experience has become a top issue for marketing and IT teams. Audiences who have been spoiled by “Google-like simplicity” expect to find relevant information, or they’re gone within seconds. That’s why many organizations are investing in new search technologies powered by machine learning to provide faster discovery and connections with their subject-matter experts. Last year we built Elasticsearch features right into our platform to save our clients the time and money of doing this for themselves. Search remains one of the biggest opportunities to quickly drive more market attention and audience engagement, as well as to improve internal collaboration between experts. Trend 5: Video will continue to outperform all other forms of content. There’s nothing quite like video to drive the value of owned content. But remember that video is becoming essential to boosting earned media. We’re continually impressed by the new research that continues to emerge on the power of video content. Last fall, LinkedIn reported audience engagement numbers for its new video feed feature that showed 20 times more engagement for video vs. all other forms of content on its platform. As more audiences demand video content, so does the demand in television newsrooms for broadcast-ready experts. That’s why we also partnered with Dejero to help broadcasters who use their platform to search for experts suitable for interviews. If you are looking to get more television coverage, then you have to invest some of your budget on video to showcase your experts. We predict that the most successful organizations will adopt a video-centric approach to storytelling, creating snackable multimedia content that connects with a range of audiences. Many marketers are overthinking video as something requiring a massive production with a big annual shoot”. That doesn’t work for audiences such as journalists who are feeding a real-time news cycle. Our simple advice – look carefully at your video strategy and identify opportunities to use video across your digital properties in areas such as your homepage, media room and even landing pages. We’re interested to hear how your organization is capitalizing on these trends to better promote your experts to key audiences. For more information on how ExpertFile can help your organization incorporate the latest software and services innovations into your thought leadership and expert marketing strategies please drop us a line at dtaenzer@expertfile.com.
Building a Gateway to Real News in Broadcast Journalism
Long gone are the days when local media were held up as the first and final word on current affairs. It’s safe to say, the world has never experienced such a period of widespread participation in the news generating process. At the same time, we’ve never seen a more prolific inundation of content and voices from so many corners, all striving to reflect their two cents in the final story. This has also resulted in some of our most credible voices with relevant stories struggling to be heard. Why is that? The train may have left the station, but there is a more effective track it can follow before it’s too late. Video defines the news agenda One of the most formative trends we are now witnessing is the exponential increase in the amount of video created by local and national news outlets around the world, as well as mainstream contributors – from the general public, to corporations, and interest groups – who are producing video content at a staggering rate. The quality of this content is left to the creator’s standards. In this era of fake news, there has never been a more critical need in broadcast news for credible sources. Experts: Undiscovered or inaccessible? Many respected organizations (from research institutions and higher education to think tanks and private sector organizations) maintain significant stockpiles of critical and timely expertise – like research, analysis, and raw data – with which they are challenged to cut through the noise to get into the hands of those who need it. Broadcast media at all levels, from local to international, continue to play a critical role in getting these stories out. But many legitimate media outlets are facing financial burden and an onslaught of competition for audience against a growing field of alternative news sources. Ironically, current editorial and newsgathering processes even for the most mature media organizations remain cumbersome. Reporters’ search for information and sources in the field increases as their own numbers dwindle by the day. As credible news sources continue to battle unqualified viral content, the question remains: What can we do to make real news easier, faster and cheaper to create and deliver? Building a gateway to credible sources The secret may just lie in making credible information, broadcast-ready expert sources, and relevant stories more immediately accessible to media. Today, ExpertFile and Dejero announced that we are partnering to enhance broadcast newsroom access to credible expert sources by making the ExpertFile directory available through Dejero’s LIVE+ Control management system, which leading broadcasters around the world are now using to capture and distribute high quality live news feeds. We’re at the NAB (National Association of Broadcasters) show in Las Vegas this week demonstrating this powerful integration with Dejero. Experts on over 25,000 topics will be discoverable directly from the Dejero control panel in newsrooms all over the world. For us, it’s about helping journalists more easily pursue compelling, timely news stories by connecting them to those credible, broadcast-ready experts. We are focused on building a gateway to the people, content and story ideas that can help define and respond to today’s news agenda. By building the world’s leading search engine and content platform for experts, we’re opening a new chapter with partners such as Dejero to build the bridges and channels to distribute this content to those who need it now…and fast! Already the response we’re getting from some of the biggest broadcast networks in the world here at NAB2017 is very encouraging. But there’s much more work to be done to help this industry. We look forward to some great conversations. If you are at NAB, please drop by the Dejero booth and say hi or drop us a line.
During media training sessions, I share examples of easy ways to completely tick off a reporter — not as a tutorial — but as a cheeky way to say DO NOT do these things ever if you want to maintain any kind of healthy relationship with media. Below you will find the ones that bothered me when I worked as a journalist. Do any of these things, and you’re in for a world of fun. 1. Tell a reporter how to do their job – They love that. Criticize the subjective tone or focus of a story while you’re at it. Bonus points if you can do this while never mentioning that the story was technically 100% accurate. 2. Ask them why they didn’t cover your story – Reporters love justifying how they do their job and the decisions they’ve made — to PR people. If you ask with a little bit of attitude, all the better. They dig that. 3. Only be helpful when you want something from them – Reporters can’t tell when they have an artificial one-way relationship with a PR person. No need to invest a little time in getting to know them and THEIR needs a bit better. 4. Send them a media advisory right before an event – They will never guess that you don’t really want them there so you made it logistically impossible to get there on time without being able to say they weren’t invited. 5. Only communicate with them by email or text – Reporters love nothing more than a controlled message via email with no chance to ask a question. Sometimes (legal implications) you have no choice — but we’re talking about the other 99% of the time. An email is great for communicating tone, too. 6. Send out a media release with a contact who’s not available – It’s a great tactic. Send out a media release and put the person’s name at the bottom for media to contact. But, that person is not available. This screams “credible”. 7. Promise a scoop then hold a news conference – Nothing says “I love you” like a broken promise. And, chances are they communicated the promised scoop to their editor, too, so you now have double the fans in that newsroom. 8. Ban them from anything – If there’s one thing reporters truly love, it’s being punished for doing their jobs. So, ban them from news conferences or events. Lord knows they’d never tell anyone, especially on social media. 9. Tell them how lucky they are to get what they got – It certainly works with spouses — so why wouldn’t it work with reporters, right? 10. Make them go through access to Information – They understand that there is some information that will require access to information — but the true joy comes in having to go through the red tape to get something simple and easy. 11. Ask them if they’d ever come work for you in PR – Nothing says manipulation like false flattery and dangling a carrot. You better be serious. 12. Make them watch other people eat – What is more enjoyable than attending a Chamber luncheon or keynote address and watching people eat while you stand in the corner waiting for the speaker. No need for a media table at all. 13. Hold a news conference with inadequate audio/visual facilities – Today’s reporter has to listen to the speaker, ask questions, video, tweet, etc. all at the same time. Would an audio board and camera riser help? Sure. But, what’s one more thing for them to do at this point? 14. Call their boss to complain about them – This was one of my favourites — when the PR person would go over my head. I can assure you I didn’t hold a grudge and didn’t dig into your organization with a little more rigour. 15. Return their call at 4 p.m. – You’re busy so reporters completely understand if it took you 6 hours to get back to them just to say you can’t help. I’m sure the next time YOU want something, they’ll be equally as gracious. There are others. There are many others. Feel free to share the ones you know of and perhaps we’ll compile another list in a few months.