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Google's New AI Overviews Isn’t Just Another Search Update

Google's recent rollout of AI Overviews (previously called “Search Generative Experience”) at its annual developer conference is being hailed as the biggest transformation in search since the company was founded. This isn’t a side project for Google — it fundamentally alters how content gets discovered, consumed, and valued online. If you're in marketing, PR, content strategy, or run a business that depends on online visibility, this requires a fundamental shift in your thinking. What Is AI Overviews? Instead of showing users a familiar list of blue links and snippets, Google now uses artificial intelligence to generate a summary answer at the very top of many search results pages. This AI-generated box pulls together content from across the web and tries to answer the user’s question instantly—without requiring them to click through to individual websites. Here’s what that looks like: You type in a question like “What are the best strategies for handling a media crisis?” Instead of just links, you see a big AI-generated paragraph with summarized strategies, possibly quoting or linking to 3-5 sources—some of which might not even be visible unless you scroll or expand the summary.  Welcome to the new digital gatekeeper. Elizabeth Reid, VP of Search at Google states "Our new Gemini model customized for Google Search brings together Gemini’s advanced capabilities — including multi-step reasoning, planning and multimodality — with our best-in-class Search systems. Let's breakdown this technobabble. Think of Gemini as the brain behind Google’s search engine that’s now: Even More Focused on User intent For years, SEO strategies were built around guessing and gaming the right keywords: “What exact phrase are people typing into Google?” That approach led to over-optimized content — pages stuffed with phrases like “best expert speaker Boston cleantech” — written more for algorithms than actual humans.  But with Google Gemini and other AI models now interpreting search queries like a smart research assistant, the game has changed entirely.  Google is no longer just matching phrases — it’s interpreting what the user wants to do and why they’re asking. Here’s What That Looks Like: Let’s say someone searches: “How do I find a reputable expert on fusion energy who can speak at our cleantech summit?” In the old system, pages that mentioned “renewable energy,” “expert,” and “speaker” might rank — regardless of whether they actually helped the user solve their problem. Now Google more intuitively understands: • The user wants to evaluate credibility • The user is planning an event • The user needs someone available to speak • The context is likely professional or academic If your page simply has the right keywords but doesn’t send the right signals — you’re invisible. Able to plan ahead Google and AI search platforms now go beyond just grabbing facts. They string together pieces of information to answer more complex, multi-step queries.  In traditional search, users ask one simple question at a time. But with multi-step queries, users are increasingly expecting one search to handle a series of related questions or tasks all at once — and now Google can actually follow along and reason through those steps.  So imagine you’re planning a conference. A traditional search might look like: "Best conference venues in Boston” But a multi-step query might be: “Find a conference venue in Boston with breakout rooms, check availability in October, and suggest nearby hotels with group rates.” This used to require three or four different searches, and you’d piece it together yourself. Now Google can handle that entire chain of related tasks, plan the steps behind the scenes, and return a highly curated answer — often pulling from multiple sources of structured and unstructured data. Even Better at understanding context Google now gets the difference between ‘a speaker at a conference’ and ‘a Bluetooth speaker’ — because it understands what you mean, not just what you type.”  In the past, Google would match keywords literally. If your page had the word “speaker,” it might rank for anything from event keynotes to audio gear. That’s why so many search results felt off or required extra digging. Now Google reads between the lines. It understands that “conference speaker” likely refers to a person who gives talks, possibly with credentials, experience, and a bio.  And that “Bluetooth speaker” is a product someone might want to compare or buy. Why this matters for marketers: If you’re relying on vague or generic content — or just “keyword-stuffing” — your pages will fall flat. Google is no longer fooled by superficial matches. It wants depth, clarity, and specificity. Reads More Than Just Text Google now processes images, videos, charts, infographics, and even audio — and uses that multimedia information to answer search queries more completely.  This now means that your content isn’t just being read like a document — it’s being watched, listened to, and interpreted like a human would. For example: • A chart showing rising enrollment in nursing programs might get picked up as supporting evidence for a story about healthcare education trends. • A YouTube video of your CEO speaking at a conference might be indexed as proof of thought leadership. • An infographic explaining how your service works could surface in an AI-generated summary — even if the keyword isn’t mentioned directly in text. Ignoring multimedia formats?  Then, your competitors’ visual storytelling could be outperforming your plain content.  Because you're not giving Google the kind of layered, helpful content that Gemini is now designed to highlight. Why This Matters There's a big risk here.  Marketers who ignore these developments are in danger of becoming invisible in search. Your old SEO tricks won’t work. Your content won’t appear in AI summaries. Your organization won’t be discovered by journalists, customers, or partners who now rely on smarter search results to make decisions faster. If you’re in communications, PR, media relations, or digital marketing, here’s the key message. You are no longer just fighting for links. You need to fight to be included in the Google AI summary itself at the top of search results - that's the new #1 goal.  Why? Journalists can now find their answers before ever clicking on your beautifully written news page. Prospective students, donors, and customers will often just see the AI’s version of your content. Your brand’s visibility now hinges on being seen as “AI-quotable.” If your organization isn’t optimized for this new AI-driven landscape, you risk becoming invisible at the very moment people are searching for what you offer. How You Can Take Action (and Why Your Role Is More Important Than Ever) This isn’t just an IT or SEO problem. It’s a communications strategy opportunity—and you are central to the solution. What You Can Do Now to Prepare for AI Overviews 1. Get Familiar with How AI “Reads” Your Content AI Overviews pull content from websites that are structured clearly, written credibly, and explain things in simple language. Action Items: Review your existing content: Is it jargon-heavy? Outdated? Lacking expert quotes or explanations? Then, it's time to clean house. 2. Collaborate with your SEO and Web Teams Communicators and content creators now need to work hand-in-hand with technical teams. Action Items: Check your pages to see if you are using proper schema markup.  Are you creating topic pages that explain complex ideas in simple, scannable formats? 3. Showcase Human Expertise AI values content backed by real people—especially experts with credentials. Action Items: Make sure your expert profiles are up to date.  Make sure you continue to enhance them with posts, links to media coverage, short videos, images and infographics that highlight the voices behind your brand and make you stand out in search. 4. Don’t Just Publish—Package AI favors content that it can easily digest and display such as summary paragraphs, FAQs, and bold headers that provide structure for search engines.  This also makes your content more scannable and engaging to humans. Action Items: Repurpose your best content into AI-friendly formats: think structured lists, how-tos, and definitions. 5. Monitor Your Presence in AI Overviews Regularly search key topics related to your organization and see what shows up. Action Items: Is your content featured? If not, whose is—and identify what they doing differently. A New Role for Communications: From Media Pitches to Machine-Readable Influence This isn’t the end of communications as we know it—it’s an evolution. Your role now includes helping your organization communicate clearly to machines as well as to people. Think of it as “PR for the algorithm.”  You’re not just managing narratives for the public—you’re shaping what AI systems say about you and your brand. That means: • Ensuring your best ideas and experts are front and center online. • Making complex information simple and quotable. • Collaborating cross-functionally like never before. Final Thought: AI Search Rewards the Prepared Google’s new AI Overviews are here. They’re not a beta test. This is the future of search, and it’s already rolling out. If your institution, company, or nonprofit wants to be discovered, trusted, and quoted, you can no longer afford to ignore how AI interprets your online presence. Communications and media professionals are now at the front lines of discoverability. And the best way to lead is to act now, work collaboratively, and elevate your role in this new era of search. Want to see how leading organizations are getting ahead in the age of AI search? Discover how ExpertFile is helping corporations, universities, healthcare institutions and industry associations transform their knowledge into AI-optimized assets — boosting visibility, credibility, and media reach. Get your free download of our app at www.expertfile.com

Fuller E. Callaway Professor of Economics Michael Toma appointed to Governor’s Council of Economic Advisers

When an invitation to sit on the Georgia Governor’s Council of Economic Advisers arrived in an informal email from a colleague, Michael Toma, Ph.D., welcomed the chance to share his ongoing research on the economic health of southeastern Georgia with Gov. Brian Kemp, the Georgia House of Representatives and Senate leadership and their constituents. However, when he joined a small group of colleagues from around the state in a legislative office near the capitol in Atlanta late last year, the opportunity felt far from casual. “It does seem like it’s an honor because I looked around the table and there were only 10 or so of us from the entire state of Georgia,” said Toma, the Fuller E. Callaway professor of economics in Georgia Southern University’s Parker College of Business. “It’s nice to be invited to join this council informing the executive and legislative branches of government about economic conditions in the state of Georgia. I know the southeastern part of the state, so it’s nice to be recognized and be invited to speak about this region to a state-level audience.” The Governor’s Council of Economic Advisers is a select group of mostly higher education economists from various University System of Georgia institutions, in addition to the chief economist from Georgia Power, who meet annually. Toma, who specializes in macroeconomics and regional economics, is well known for his expertise throughout Savannah and the surrounding region. Since 2000, he has written and distributed The Economic Monitor, a quarterly publication housed within Georgia Southern’s Economics Department and Center for Business Analytics and Economic Research. The economic analysis offers a snapshot of the Savannah Metropolitan Statistical Area economy, including Bryan, Chatham and Effingham counties, and informs business owners across the Coastal Empire. He also regularly speaks to chambers of commerce and business groups in the region. In the governor’s council meeting, which was televised to state legislators, the economists took turns speaking about their respective areas of expertise to Gov. Kemp as part of an educational process and annual update for the executive and legislative branches. “The academics from the different institutions discussed economic conditions in their regions of the state,” Toma said. “I highlighted the activity here in Savannah, the growing manufacturing base and the wages associated with the Hyundai plant being injected into the regional economy, and the build-out of the supply chain for the Hyundai plant. “I discussed manufacturing development in the context of broader economic growth within the region that’s layered on top of our normal growth pattern, and that the economic development initiative is starting to pay the dividends it was anticipated to pay.” Following each individual presentation, the governor held an open forum for all in attendance to speak more fluidly with the group. “He had questions for the panel in general about small business activity,” stated Toma. “So I was able to characterize the ecosystem for small businesses in Chatham County. “He said that was a great report.” Toma holds a Ph.D. in economics from George Mason University. He joined Georgia Southern on the Armstrong Campus in Savannah in 1997. If you're interested in learning more about this topic and want to book time to talk or interview with Michael Toma then let us help - simply click on his icon now or contact Georgia Southern's Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.

The Hidden Power of Invisible Experts

In a fast-moving landscape shaped by AI, hybrid work, and constant information shifts, organizations can’t afford to overlook their own expertise. Yet many still do — because the most valuable voices are often hiding in plain sight. We call them "invisible experts". These aren’t just the well-known thought leaders or executives quoted in media. They’re the researchers, engineers, clinicians, analysts, and project leads quietly shaping strategy, driving innovation, and influencing outcomes every day. They have deep knowledge, practical insight, and the credibility to build trust — but they’re often left out of the spotlight. And that’s a problem. --- The Expertise Gap Many organizations, both corporate and institutional struggle to define what makes someone an “expert”. Without a clear framework, expertise is often equated with job title, seniority, or public visibility. But in reality, expertise is multidimensional. It includes formal education, yes — but also lived experience, community influence, original research, and the ability to explain complex ideas clearly. If your organization wants to stay competitive, earn media attention, attract speaking engagements, partnerships, or influence your industry, you need a deeper bench of visible expertise. And it starts by identifying who your real experts are — not just the obvious ones. --- 7 Dimensions of Expertise Here are seven ways to think about expertise beyond the traditional credentials: Authority – Known as a go-to source in their domain. Advocate – Actively supports and elevates their professional community. Educator – Shares knowledge through teaching, speaking, or mentoring. Author – Publishes original insights or thought leadership content. Researcher – Contributes new data, analysis, or findings in their field. Practitioner – Applies knowledge in real-world contexts daily. Graduate – Has academic or technical training in a focus area. Not every expert is made for the stage or the media spotlight — and that’s okay. Some are best behind the scenes, helping create compelling content, briefing spokespeople, or surfacing insights from the field. Your job is to recognize the different ways people can contribute and make that part of your strategy. --- Visibility ≠ Seniority In the era of LinkedIn, personal branding, and AI-powered content, professional visibility is no longer tied to hierarchy. A mid-career professional, with a sharp take on current events might be more discoverable — and more in demand — than a long-tenured exec with little digital presence. That’s why organizations need to shift from thinking about expertise as a ladder, to thinking of it as an ecosystem. Not every expert wants to build a personal brand, but many are ready to contribute — if they’re supported and recognized. Here’s the truth: If you don’t tell your story, someone else will. And if you don’t help your experts show up in the right places — search engines, newsrooms, speaker directories, donor meetings — opportunities will go elsewhere. --- Give Your Experts a Digital Home Even after you've identified your internal experts, the next question is: Where do they live online? Too many organizations treat expert content like an afterthought — scattered across bio pages, outdated PDFs, or buried in press releases. To unlock the real value of your expertise, you need to give it a proper home. That means: Expert Profiles that showcase credentials, insights, and media-friendly info Expert Posts that surface their latest research, commentary, and thought leadership Searchable Directories that help media, partners, and the public find the right voice fast Inquiry Management tools that streamline incoming requests and drive results A centralized platform makes it easier for both internal teams and external audiences to discover, engage, and activate your expertise — whether it’s for media interviews, event invitations, donor conversations, or strategic partnerships. Without it, you're leaving visibility and value on the table. --- Is Your Organization Ready? Expertise is one of your most valuable and underutilized assets — but turning it into impact requires more than a list of names. You need to take stock of your internal bench strength, identify the experts who are ready to lead, and invest in the systems that make their voices heard. Start by asking: Who in our organization has untapped insight? Who’s already engaging audiences but flying under the radar? What tools, platforms, and support can we provide to amplify them? Recognizing your invisible experts is just the first step. Giving them a digital home and helping them engage with the right audiences — that’s how you turn knowledge into opportunity. Learn more about how ExpertFile helps organization's shine the light in these Invisible Experts.

Expert Q& A: ‘The Pope is also a monarch’

Kathleen Comerford, Ph.D., professor of history at Georgia Southern University, specializes in Catholic history in the 16th and 17th centuries. She is also an associate editor for the Journal of Jesuit Studies, which focuses on the work of the Society of Jesus (Jesuits), a religious order within the Catholic Church. Pope Francis was the church’s first Jesuit pope. With the global significance and rarity of the conclave, Comerford answered frequently asked questions about how the conclave works, how the conclave process has evolved over time, and what the passing of a pope means for the Catholic Church and the world. Question: What does the passing of a pope mean for the world? Comerford: Multiple things! First of all, there are 1.4 billion Catholics in the world scattered in many different countries. The pope is a unifying figure for all of the Catholics. He represents something immediate in the sense that he’s the head of the church and is a recognizable figure. The pope is also a monarch. I was just talking with my classes about this. He is the head of the government of the Vatican City State, which is the smallest independent state in the world. It has a very long history itself. Pretty much everybody who lives in Vatican City works for the Vatican. The pope is one of the few elected monarchs in history. He is responsible for financial and political decisions, and he has ambassadors around the world as a result of his role in global policy. Question: How is a new pope selected? Comerford: The College of Cardinals will meet for an election called a conclave, and they actually stay in a dormitory-like place in Vatican City for it. They are sequestered from the public, and they take some time to meet, pray and vote. The cardinals aren’t supposed to be sitting around talking about who would be a really good pope, but we don’t know whether they do because they’re sequestered and nobody is supposed to talk about it. They will likely take a vote on the first day, but that’s not required. Every subsequent day, they can take a maximum of four votes; two in the morning and two in the afternoon until a candidate gets a two-thirds majority. Question: What does the voting look like? Comerford: There are ballots, and the cardinals write their preferred candidate on the ballot, and then they put their vote in a chalice. To count the votes, there’s a group of three people who are in charge of counting and then announcing the results to the fellow cardinals. There are 252 cardinals, but only 135 of them are eligible to vote because anyone over the age of 80 is ineligible. The procedure where only cardinals can elect the pope dates from 1059. The secret ballot and the two-thirds majority requirement is from 1621. The sequestration for the process dates from 1271 because they argued about who the new pope would be for two years and nine months; a total of 33 months. And so, they decided that the only way to make sure that this didn’t happen again would be to create this scenario with the cardinals locked in a room with a key. Question: When one of the candidates receives a two-thirds majority and becomes the next pope, how will it be announced? Comerford: Well, this is kind of fun, because they have four votes every day until one of the candidates receives a two-thirds majority. After they take the votes, the papers used to vote are burned. How the news is shared to the crowds outside is based on the color of smoke. If the smoke is black, that means no one received the majority and there’s no new pope yet. If there’s white smoke, it means there’s a new pope. This practice really only dates to the early 19th century. At first, it was just if there was smoke, there was no pope; if there was no smoke, then there was a pope. In 1914, they changed this aspect of the election so that black smoke means “no pope” and white smoke means “new pope.” Question: It’s expected that the next pope will be one of the cardinals in the room when they vote, yes? Comerford: Yes, but it doesn’t have to be. There have been a lot of popes, but in the last 200-300 years, there hasn’t been somebody who wasn’t in the conclave that was elected. Theoretically, they could nominate somebody who’s not a cardinal and the whole room could say, “yes, that’s the person we want as pope.” However, they don’t vote by acclamation anymore. They stopped doing that in the 19th century. Question: Pope Francis appointed 108 of the cardinals, so that’s a total of 80% of those eligible to vote for the next pope. How likely is it that we see a pope similar to the late Francis, considering he provided the electorate for his successor? Comerford: First of all, he deliberately went out and created cardinals in places where there had never been cardinals before. And he didn’t do that by saying, “I’m going to find somebody who’s like-minded to me.” He just said, “There are a lot of Catholics in Myanmar and they’ve never had a cardinal. So I’m going to make sure that there’s a cardinal now.” Most of these new cardinals are in places like Rwanda, Cape Verde, Tonga, Myanmar, Mongolia and so on. So these are non-European cardinals. Now, less than 40% of the voting cardinals are European. So to speculate on how similar they are to Francis, you have to break down what Francis was. There has been his entire pontificate about how he’s the first American pope, but his parents were born in Italy. He didn’t grow up speaking Italian, but it was a dialect of Italian as well as Spanish, because he grew up in Argentina. He was the most European you can get and still be an American. Another part of the question is, will the new pope be somebody who is of a similar mind to Francis in terms of his governance, which was very devolved. He introduced this idea of “synodality,” which is about fairly consistent communication with groups of people. Pope Francis was not particularly monarchical or hierarchical. There is also the aspect of his thinking that leans more to the left than the right on a number of social issues like immigration, women’s rights, the rights of minorities and immigration. He opened a lot of conversations, which the very right leaning portions of the church have been very uncomfortable with. If you're interested in learning more about this topic and want to book time to talk or interview with Kathleen Comerford then let us help - simply contact Georgia Southern's Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.

Navigating the Higher Ed Noise

In 2025, higher education institutions face a perfect storm: shrinking budgets, increasing government scrutiny, widespread misinformation, and growing public skepticism. For marketing and communications professionals, the stakes have never been higher. Key Challenges Cuts to Research Funding Increasing Government Oversight & Regulation Economic Uncertainty & Budget Strains Misinformation & Disinformation 2025 will test how well universities can communicate their value to an increasingly complex world. The Decoder Guide is a smart, timely resource for higher ed leaders ready to rise to that challenge —offering practical, proactive steps to improve transparency, trust, and engagement. DOWNLOAD THE GUIDE HERE (no signup required) Upcoming Speaking Events June 8 IABC World Conference, Vancouver “The Thought Leadership Blueprint: Why & How to Build a High-Impact Program” Register Here Sept. 12-13 PRSA East Central Conference, Cleveland “The New Comms Leadership Skillset” Register Here About ExpertFile ExpertFile is revolutionizing how organizations connect their experts to journalists, podcasters, and conference organizers who need to find credible experts on tight deadlines…fast. Featuring experts on over 50,000 topics, our free Apple and Android mobile app is the go-to resource for journalists at media outlets such as the New York Times, CNN, NPR Radio, Fox News, BBC, The Guardian, ABC News, CBC, AXIOS and Time Magazine. For over a decade, our award-winning software platform has been helping marketing departments better manage and promote their online thought leadership to reach a wider audience. Clients include Carnegie Mellon University, ChristianaCare Health, Villanova University, Aston University and Emory University. Learn more at: expertfile.com/getstarted

A Bumpy Ride Ahead for HigherEd

A confluence of political, economic, and social challenges is threatening the very fabric of US universities.  In both red and blue states, the political and economic headwinds facing institutions are fierce, public skepticism is high, and social media has become a polarizing battleground of filter bubbles filled with mis/disinformation. Universities find themselves squeezed by funding cuts, scrutinized by lawmakers, and caught in cultural crossfire. This presents a unique challenge for communications professionals. In this era of declining trust and “alternative facts,” they need to be hyper-informed, adapt quickly, and boldly emphasize the critical value institutions have in society. Communications should function as a vital link, bridging this growing divide between town and gown. In red and blue states, the political and economic headwinds hitting higher education are fierce, public skepticism is high, and social media has become a polarizing battleground of filter bubbles filled with mis/disinformation. It's important to note that throughout history, universities often emerge stronger and more deeply connected to the public during times of turbulence. Universities played a key role in partnering with the government to implement Roosevelt's New Deal, helping with emergency relief and agricultural programs. They helped democratize education with the GI Bill after World War II. They responded to societal demands during the civil rights era. Most recently, they played a key role in public health amidst the COVID-19 pandemic. Campus communicators have a unique set of skills and a vital responsibility to steer their institutions through these tough times. But the road ahead will be hard. The New Reality for Campus Communicators Cuts to Research Funding The lifeblood of academic innovation—research dollars—is under threat. The new political regime in Washington is looking to cut billions in federal research funding. A sudden cap on NIH indirect costs (slashed to 15% from an average of 28%) will have a profound impact on programs. Many researchers report that major grants are frozen or are expected to shrink. This “budget axe” isn’t theoretical for research universities—it’s biting right now. Communicators must convey what’s at stake: essential contributions such as groundbreaking science, community health programs, and innovation pipelines that fuel the economy hang in the balance as money gets tighter. Increasing State Oversight & Regulation In state capitals, politicians are muscling into campus affairs like never before. Republican-controlled statehouses are overhauling higher education governance, introducing over 150 bills in 35 states aimed at tightening control over public institutions. Even tenure is threatened. In the past year, lawmakers in seven states moved to eliminate or curb tenure and impose stricter post-tenure reviews – an unprecedented encroachment on academic freedom. New laws and proposals are creating oversight committees, mandating changes to the curriculum, and even threatening funding for programs out of political favor. The message from some state capitols is clear: “We’re watching you.” This surge in oversight and regulatory meddling means university communicators must navigate an increasingly fine line, demonstrating transparency and accountability at every turn to appease regulators while fiercely defending their institution’s academic autonomy. Political Pressure and DEI Backlash Diversity, equity, and inclusion initiatives are under open attack. What began as partisan rhetoric has evolved into concrete threats – and actions – against campus diversity efforts. Dozens of states have passed or proposed laws to defund DEI offices, ban diversity training, or restrict teaching about race and gender. The result? An “inconsistent and confusing landscape” for colleges as they respond to swelling political pressure. The campaign against campus DEI has dramatically accelerated in 2025, turbocharged by signals from the Trump administration pushing to eliminate DEI efforts across government and higher ed. According to The Chronicle of Higher Education 270 campuses in 38 states have already scaled back or dismantled some DEI programs under this pressure. For communications teams, the DEI backlash creates a messaging minefield. They must affirm institutional values of inclusion and support for marginalized groups, even as those very programs face hostile scrutiny from powerful critics. Threats to the Federal Department of Education In Washington, the unthinkable is suddenly on the table: the U.S. Department of Education itself is in the crosshairs. President Trump has made good on campaign promises by signing an executive order to dismantle the Department of Education. While outright abolition requires Congress, the administration has already laid off nearly half of the department’s staff and moved to strip the agency to its bare bones. “We’re going to shut it down… it’s doing us no good,” Trump declared. This unprecedented move could upend federal support and guidelines for universities – from financial aid administration to civil rights enforcement – leaving states to fill the void. Communications professionals must reassure students, faculty, and the public that education won’t grind to a halt if federal oversight wanes. It’s a communications tightrope: acknowledging the potential for massive change while conveying stability in the university’s core mission. After all, even if Washington pulls back, universities still answer to accreditation bodies and the public trust. The Misinformation Deluge on Social Media The information ecosystem has never been more chaotic – or more dangerous. Universities are grappling with viral misinformation and disinformation that can ignite campus controversies overnight. In the age of TikTok rumors and politicized Twitter (or “X”) feeds, false narratives spread like wildfire before facts can catch up. Recent campus incidents have shown how quickly truth gets muddled: one university saw fake reports about a protest spread widely. At the same time, another dealt with a gross misinterpretation of a student gathering that went viral. Photos and videos are routinely ripped out of context or deliberately edited with misleading labels. The public, meanwhile, is “bombarded with misinformation” online and growing distrustful of experts. For higher ed communicators, countering misinformation means fighting a two-front war: rapidly correcting falsehoods about their institution and proactively pushing out accurate, compelling content to capture attention before the rumors do. Economic Uncertainty and Budget Turbulence. Even aside from targeted funding cuts, universities are feeling economic whiplash. Inflation, endowment fluctuations, and post-pandemic enrolment dips have collided to squeeze campus finances. Many institutions face structural deficits and tough choices about programs and staffing. In fact, according to the Chronicle of Higher Education, two-thirds of colleges now show at least one sign of financial stress – a startling statistic that underscores how widespread the budget crunch has become. From flagship public universities to small private colleges, hiring freezes and spending cuts are the order of the day. Every dollar is scrutinized by trustees and legislators alike. Communications pros must now operate in a climate of fiscal anxiety, where messages about any new initiative or expense can trigger questions about priorities. The task at hand is to highlight the university’s economic stewardship and continued value to students and the community, even as belts tighten. It’s critical to communicate that the institution is navigating the storm responsibly—protecting its academic core and maximizing the impact of every precious dollar. Demands to Prove Real-world Impact “What is higher ed really doing for society?” In 2025, that question echoes from state capitols, donors’ boards, and kitchen tables across America. Universities are under intense pressure to demonstrate the real-world value of their research and teaching like never before. Lawmakers openly discuss ROI (return on investment) for degrees and research grants, seeking data on graduates’ earnings and innovations spawned per taxpayer dollar. Public confidence in higher education has been shaken – a recent Gallup survey found Americans’ confidence in colleges has plummeted to 36%, down from 57% in 2015. Many believe in personal value (a college degree for better jobs) but doubt that higher education delivers for the greater good. In short, the public is skeptical whether campus research and scholarship are worth the cost. University communicators must do more than publicize exciting discoveries – they must connect the dots for people. Every media release, story, or tweet should answer: Here’s how this university’s work benefits you, your community, and the world. Whether it’s a medical breakthrough, a tech startup from the lab, or a student project solving a local problem, the mandate is clear: show impact or risk losing support. In my next post, I'll provide a detailed blueprint to help communications professionals proactively plan and organize their teams for the road ahead. This actionable framework will help you better identify where you can add value for your institution where it needs it the most and confirm your critical role as a trusted resource.  To your success! Upcoming Speaking Events April 23 PRSA Virtual Workshop "Cutting Through the Noise: What Thought Leadership Strategies are Working in Today’s Environment” Register Here June 8 IABC World Conference, Vancouver “The Thought Leadership Blueprint: Why & How to Build a High-Impact Program” Register Here Sept. 12-13 PRSA East Central Conference, Cleveland “The New Comms Leadership Skillset” Register Here About ExpertFile ExpertFile is revolutionizing how organizations connect their experts to journalists, podcasters, and conference organizers who need to find credible experts on tight deadlines…fast. Featuring experts on over 50,000 topics, our free Apple and Android mobile app is the go-to resource for journalists at media outlets such as the New York Times, CNN, NPR Radio, Fox News, BBC, The Guardian, ABC News, CBC, AXIOS and Time Magazine. For over a decade, our award-winning software platform has been helping marketing departments better manage and promote their online thought leadership to reach a wider audience. Clients include Carnegie Mellon University, ChristianaCare Health, Villanova University, Aston University and Emory University. Learn more at: expertfile.com/getstarted

Expert Opinion: Maneuvering friendships in the age of half-truths can be challenging

I recently shared an op-ed written by my colleague and friend, Ted Petersen, on a few social media sites. His thoughtful piece advocated for media literacy education. Later that day I received an alert that someone had commented on my post. The comment, made by a dear friend, alluded to disinformation about U.S.A.I.D.’s use of funds ― a false assertion that the federal agency supported the news outlet Politico for partisan gain. The comment was a perfect example of why media literacy education is important ― not just for school children. It gives people the tools to navigate a borderless media environment in which news and opinion, verified facts and unsubstantiated statements, and information and entertainment coexist. My dilemma after reading the comment was multi-faceted. What should I do? Do I respond? If so, how do I tell my friend that he is misinformed? If I don’t respond, am I shirking my responsibility as a friend, a citizen, an educator? How do I now live in a world in which my friends and family consume and trust media that actively promote disinformation? And, most importantly, how do I live in a world in which people I love are listening to a barrage of messages telling them that I am evil? That I cannot be trusted? That I should be hated? Because underlying his deceptively simple comment is the possibility that, like many, my friend trusts certain media and messages while castigating all those that don’t always align with their world view. These messages are coming through media channels that give voice to leaders and media personalities who gain traction with their audiences by demonizing those they deem their enemies. They use half-truths and outright lies to gain sway with their followers. Anyone who thinks, looks, believes differently cannot be trusted. As a media scholar I have studied media effects, persuasion, and audiences. I’ve analyzed the meaning audiences give messages and how different approaches affect audience perceptions. I’ve written about the importance of narrative and message framing. I have advocated for the ethical use of these powerful tools. As a human being, I’m saddened as I witness blatant disregard for ethical principles in those leaders and media personalities who wield communication like a weapon to undermine trust. The results are impenetrable walls separating us from those who should be our allies. After spending most of my life believing I was part of a community, able to agree or disagree, discuss and argue, to teach and to learn in conversation with others, I find myself the “other.” Dismissed. Demonized. Hated. Not by faceless strangers, but by those dear to me. I suspect I’m not alone in this feeling ― regardless of ideological preferences. Discord is painful. My heart hurts. Yet, I am stubbornly hopeful. When I see my students from different backgrounds, cultures, and generations, discussing ideas for solutions to social issues, I am hopeful. When I hear my pastor fearlessly speaking to the congregation about loving each other even in disagreement, I am hopeful. When I speak to community groups and listen to their concerns and insights, I am hopeful. When I have a long-overdue conversation with my friend instead of relying on mediated social platforms, I am hopeful. I recently spoke to a Rotary Club and borrowed their four-way test to suggest a healthier relationship with media and communication generally. Of the things we produce, consume, or share, we should ask ourselves: Is it the truth? Is it fair to all concerned? Will it build goodwill and better friendships? Will it be beneficial to all concerned? If the answer to any of those questions is no, we should change the channel, seek another source for context, delete the post, block the sender, or adjust our message so we can answer yes And if you are asking yourself why you should be fair, or build goodwill, or benefit anyone from “the other side” ―perhaps scroll through your photos or look at the pictures on your desk or mantel. We are not adversaries. We’re on the same side. It’s time to stop listening to those who tell us otherwise. Heidi Hatfield Edwards is associate dean in Florida Tech’s College of Psychology and Liberal Arts and head of the School of Arts and Communication where she is a professor of communication. She began her career as a media professional and worked nearly a decade gaining experience across multiple media platforms and in strategic communication. She teaches courses in mass communication, theory, and science communication. Heidi is available to speak with media. Contact Adam Lowenstein, Director of Media Communications at Florida Institute of Technology at adam@fit.edu to arrange an interview today.

Higher Education Enters the Ring

Why it matters Yesterday’s announcement that Linda McMahon is President-elect Donald Trump’s pick to lead the Department of Education ushers in a new era for universities and colleges.  This signals a sharp pivot toward decentralization and pro-business policies, and it's expected that McMahon’s leadership will focus on dismantling traditional federal education structures, expanding school choice, and aligning education priorities with a business-first agenda.  Higher education faces funding uncertainties, new accountability pressures, and the need to demonstrate its relevance in supporting economic growth. The Big Picture McMahon’s appointment reflects Trump’s broader strategy to reframe education policy in a way that prioritizes state control, entrepreneurship, and conservative cultural values. This will likely have significant consequences for higher education, including: Decentralization: Shifting control of education policy and funding to the states. School Choice Expansion: Redirecting public funds to private, religious, and homeschooling options. Economic Alignment: Pressuring institutions to support industry, small business, and workforce development through research, partnerships, and entrepreneurship/startup programs. Cultural Shifts: Rolling back policies on diversity, equity, and inclusion while emphasizing “patriotic” education. What’s at Stake Federal Funding Cuts: Threat: Research funding, Pell Grants, and other federal supports may face cuts. Reality Check: Congressional approval is required to eliminate funding streams like Title I, making complete federal withdrawal unlikely but changes and funding disruptions possible. Policy Shifts: Threat: Federal oversight will likely weaken, and policies favoring vocational and workforce-aligned education will likely put increased pressure on programs such as liberal arts. Universities will also likely face increasing pressure to align with ideological goals, such as restricting DEI (diversity, equity, and inclusion) initiatives.  The new administration could wield considerable control over the school accreditation process, which has been seen by some to force ideological changes on campuses.  There has been a movement to decentralize accreditation authority, reduce federal oversight, and align educational standards with conservative values. According to the Council for Higher Education, many of the ideas put forward focus on empowering states to authorize accrediting agencies and even serve as accreditors themselves, shifting control from federal to state governments.  Action: Institutions must better identify their options amidst a rapidly evolving agenda at both the state and federal levels, develop strategies and secure the resources necessary.  For instance, there are calls to prohibit accreditors from requiring institutions to implement Diversity, Equity, and Inclusion (DEI) policies.  Institutions also need to understand what the implications of a more diverse accreditation landscape could be, with standards varying significantly across states, potentially affecting the uniformity and transferability of academic credentials nationwide.  Reputational Risks: Concern: Growing public skepticism toward higher education undermines enrolment and support. Impact: Conservative narratives favoring alternatives like apprenticeships and other programs that support the economy and job growth will likely gain traction. Preserving Institutional Independence: Pressure: Universities face increased scrutiny of their course curriculum and research priorities that may be deemed ideologically contentious. Opportunity: Institutions must tangibly demonstrate their value to society. The more they can do to break down barriers between “town and gown” and counter the narrative that paints them as too expensive, elitist, and out of touch. Demonstrating Economic Impact: Need: Universities must showcase their role in driving economic growth through research, commercialization, and support for small businesses and entrepreneurs. Opportunity: Institutions should communicate their relevance in relatable ways that engage with businesses, emphasizing tangible contributions to research innovation and job creation as a positive return on investment that can be messaged to taxpayers. Key Questions for Higher Ed Leaders Funding: How can we diversify revenue streams and reduce reliance on federal support? Advocacy: How should universities engage state and federal leaders to protect their interests? Reputation: How can higher education rebuild public trust and counter skepticism?  Relevance: How do we better communicate the value of university research and its role in supporting a pro-business agenda? Adaptation: Can institutions innovate by expanding industry partnerships, online education, and workforce-aligned programs? Implications of Project 2025 Project 2025 is a comprehensive initiative spearheaded by the Heritage Foundation, a conservative think tank, aiming to reshape the U.S. federal government through a conservative lens. Launched in April 2023, it serves as a strategic blueprint for a potential conservative administration, detailing policy proposals, personnel strategies, training programs, and a 180-day action plan. Analysis from the Brookings Institution states that "many proposals in Project 2025 would require an unlikely degree of cooperation from Congress, though others could be enacted unilaterally by a second Trump administration.”  While we don’t know the full extent to which Project 2025 will be implemented, its agenda seeks to reshape federal agencies, including the Department of Education, with a significant impact on the sector.  Key areas of focus include: Title I and Student Aid Proposals to give parents more control over federal funds could deprioritize public education. Tax Credits for School Choice Incentives to support private school tuition may shift K-12 pipelines, impacting university enrolment. Economic Realignment Universities will need to align with business priorities, emphasizing innovation, commercialization, and job creation. Diversity Equity & Inclusion Project 2025 explicitly calls for reducing federal spending on what it deems unnecessary or politicized initiatives, and DEI programs are likely to fall under this categorization.  This could have wide-ranging impacts, including changes to school ranking systems that have a DEI component.  Ranking bodies such as US News & World Report may need to adjust their methodologies to account for changes in diversity initiatives and data availability. With potential reductions in diversity-related data, rankings might place greater emphasis on other factors such as academic performance, faculty qualifications, and post-graduate outcomes. This also could extend to endowments, which direct funding toward diversity programs through scholarships and fellowships. For institutions that rely heavily on DEI as a cornerstone of their fundraising and donor relations strategies, they may experience reduced donor enthusiasm, particularly from philanthropic organizations or alumni committed to these causes. Regulatory Rollbacks There is the potential for significant changes to Title IX protections and federal loan forgiveness programs, creating legal and financial uncertainty. What Universities Can Do Now: Secure Funding Build relationships with private donors, businesses, and industry partners. Strengthen advocacy efforts at the state level to safeguard funding & other resources.   Adopt proactive strategies to mitigate potential policy impacts, such as diversifying revenue sources, engaging donors with aligned government priorities, and ensuring compliance with evolving regulations. Reinforce Public Trust Explain complex topics in accessible ways to help the public and policymakers make informed decisions. Help promote and support faculty who can serve as credible sources for the media, countering misinformation and fostering informed dialogue. Strengthen community connections with your experts through public speaking engagements, workshops, and local events. Position the university as a hub for knowledge and innovation that benefits the community. Capitalize on the reach and influence of alumni. Highlight their successes to show how they benefitted from educational programs and research. Position them as important role models and advocates in the community who are contributing to economic growth. Demonstrate Relevance Showcase faculty and their research breakthroughs. Demonstrate how their work benefits industries, supports entrepreneurship and addresses societal challenges. Speak to real-world outcomes in health, technology, the environment, and more. Use accessible language to connect with policymakers, business leaders and taxpayers. Strengthen Advocacy: Partner with peer institutions to shape policy discussions. Position universities and colleges as vital contributors to a pro-business agenda. Innovate: Expand stackable credentials and micro-credential programs that are aligned with private and public sector requirements and emerging skills-based models. Look at new online education options. Embrace partnerships that connect academic research to real-world economic impact. Universities must deliver a more compelling, data-driven, yet humanized story about their institution’s contributions, fostering stronger relationships with government, the private sector, and taxpayers. What's Next This new era will most certainly challenge higher education to rethink its approach to funding, policy, and public engagement. For all institutions, both public and private, there is no place to hide.  As they step into the ring, Higher Education leaders will need lots of support as they look to forge new paths for research, teaching, and community service while engaging their stakeholders in ways that more powerfully communicate their vital contributions to society. The bell has rung—are you ready?

New Trends and Treatments in Menopause Care

If you’re in your 40s and you menstruate, you may already be experiencing the effects of menopause: the point in life when your menstrual cycle stops permanently, which arrives for most people around the age of 50. This hormonal shift comes with numerous symptoms, some of which are manageable with at-home care and others—like intense mood swings, hot flashes or trouble sleeping—may need medical attention. Menopause has officially happened when a year has passed since your last period. The roughly two to eight years before that, when periods become irregular and fertility decreases, is known as perimenopause. Some people experience perimenopause in their 30s and some as late as their early 50s, but most reach perimenopause in their late 40s. Menopause is a naturally occurring life change, not a disease, and not everyone requires treatment for it. Many people seek medical help to deal with their symptoms. There are many new trends in menopause care, from hormones to drugs to supplements and beyond, and navigating them may feel overwhelming. What’s safest for managing side effects? Should I buy over-the-counter treatments or seek more involved care from a health care provider—or both? Read on for answers to these and other important questions on how best to treat menopause symptoms. Is hormone therapy right for me? Menopause happens to everyone who menstruates, and it’s important to bring up any symptoms of menopause as they occur at your annual primary care checkup. A gynecologist with special training or interest in the transition from ages 40 to 55 is an ideal specialist to seek additional care and treatment from, especially if you’d like to explore medical treatments like hormone therapy. Hormone therapy in the form of prescribed estrogen and progestin (both reproductive hormones that exist in the body naturally) has been used since the 1980s to treat the symptoms of menopause. A decline in estrogen is the culprit for many menopause symptoms, so adding estrogen back into the body through hormone therapy helps to diminish symptoms. Not all people who go through menopause need hormone therapy, but it has numerous positive side effects, including the lessening of some symptoms and lowering the risk of osteoporosis, a loss of bone density that can be exacerbated by natural estrogen decreasing over time as we age. These therapies can be administered in a cream, a patch, or even through low-dose birth control pills. However, hormone therapies can carry an increased risk of some cancers, including breast cancer. Non-hormonal, complementary medicine and lifestyle options Non-hormonal options to treat menopause symptoms are growing in popularity and represent an alternative to hormone therapies. Some of these include: Be sure to consult your provider before adding any new drugs or supplements to your daily routine. There are also many popular and effective options for treating menopause symptoms that come from Eastern and herbal medicine traditions. These include acupuncture, which has been shown to help with hot flashes and night sweats, as well as herbal supplements that often accompany treatment from a trained acupuncturist. A main downside to acupuncture can be cost, as the treatment is rarely covered by insurance. Eating mindfully and exercising regularly both also have proven benefits to treat menopause symptoms and to keep our bodies healthy more broadly as we age. This includes getting enough vitamin D and calcium through diet in order to keep bones strong as hormone levels change and to limit caffeine and alcohol consumption. Challenges in menopause care Despite the progress made in menopause treatment over the past years, there are still a few main challenges that you may face in menopause care. These include: Stigmas surrounding speaking openly about symptoms, especially sexual side effects like vaginal dryness and changes in libido that can affect intimacy. It’s important for you to feel empowered to discuss all symptoms with your provider. The increased availability of at-home tests, purchased online, for menopause and perimenopause. While these tests may be helpful in showing a snapshot of your hormone levels on a given day, more information is needed to diagnose menopause and perimenopause correctly, and at-home results can often be misinterpreted. It’s best to conduct these sorts of tests under the care of your provider, who can place them in the appropriate context. It can be hard to find the time needed to diagnose and treat menopause symptoms in a clinical setting, especially because it often takes time and communication outside of an office setting to ensure diagnosis and treat symptoms properly. Seeking out a provider who specializes in menopause care helps a great deal to expedite this process and get you the care you need. Not everyone experiences menopause the same way: for some people, symptoms are mild enough that at-home remedies will meet their needs. But for those with more intense symptoms—or anyone hoping for clinical support during this challenging time—working closely with a gynecologist will bring you relief and greater insight.

DIY’ing Grief: How Modern Memorials Help Us Navigate the Death of Loved Ones

Americans really don't want to talk about it: Everyone dies, and everyone will experience the death of a loved one. Grief is a universal human experience – and a very challenging one – with its range of difficult emotions and processes. Baylor University researcher Candi Cann, Ph.D., has made it her life’s work to study death and dying. In fact, the associate professor of religion in the Baylor Interdisciplinary Core, is known as a “death scholar,” with media outlets ranging from NPR’s Science Friday to the Washington Post seeking her expertise about the impact of remembering (and forgetting) in shaping how lives are recalled, remembered and celebrated. Cann is the author of “Virtual Afterlives: Grieving the Dead in the Twenty-first Century,” and her research on modern grief has found that some Americans – in a move away from organized religion – have lost the grieving framework that prayer and Christian practices traditionally offered. She calls that framework the “syntax of grief” – the common language once rooted in religious practices – that has evolved over the generations, prompting people to seek more personal ways of expressing grief and memorialization customs. “This new language of mourning is being defined by the culture, rather than religious ritual,” Cann said. “And these new practices are emerging at the grassroots level in response to a popular need to express grief through more personal expressions in almost a do-it-yourself or DIY approach.” These DIY or modern remembrances – such as virtual memorials, tattoos and using cremains in creative ways – can help individuals navigate the grieving process. Virtual memorialization With contemporary grieving practices shifting from the physical to the online world, Cann said these virtual memorialization spaces, such as social media and memorial websites, are just as real and meaningful as physical spaces and can offer a shared space for more people to share in their grief. For example, Cann said funeral services have evolved to incorporate digital services such as a virtual memory page or guest book or live-streaming wakes. Social media profiles and websites are created as virtual locations for people to remember and mourn those who have died. “The internet can democratize grief. It allows people a way to have these conversations about the dead that they may not be able to do on an everyday basis,” Cann said. “You know, you’re at work and you’re grieving, but it’s not really an appropriate conversation. In this way, you can go online and leave a message and find a community of people who are also grieving with you.” Tattoos Tattoos have become a popular way for individuals, especially younger people, to carry their grief with them, Cann said. The inked images can function as a badge or emblem for the person, they tell stories, honor meaningful moments and allow people to carry their grief with them in both literal and virtual ways. "Tattoos allow people to occupy the space as a mourner, while also continuing to carry on with their everyday activities. Many people get tattoos to symbolize their first loss, like their grandparent or pet,” Cann said. “Though the body has disappeared, is remapped onto living flesh to become a symbol of mourning in a world where mourning is denied.” Use of cremains A growing trend is incorporating cremains (cremated remains) into various objects like tattoos, jewelry, records or even fireworks. This practice offers a portable and customizable way to keep a connection with the deceased, which is not an option with burials, Cann said. “Cremation has become much more widely accepted and much more widely practiced because it's cheaper, more economical, but also because of the options of what can be done with cremains in memorial,” Cann said. “Cremains are portable and divisible, so you can share them with other people. Plus, you can carry them in ways that disguise the fact that they are ashes, such as putting cremains in a locket.” The conversation These more personal expressions and do-it-yourself solutions to memorialize a death allow people to find places where they can feel and experience their grief more readily and move from the loss into a place of restoration, Cann said. While death is complete and universal, finding ways to grieve – from the traditional to the contemporary – helps process the loss, but it’s just as vital to have that difficult conversation about preparing for the death of loved ones. “I encourage everyone to have difficult conversations about death and discuss your wishes with your loved ones about what you want when you die,” Cann said. “Allowing death to be part of regular discussions can help your family and your friends deal with their sorrow when you die because the everyday practical matters of sorting through your estate or figuring out what you would have wanted are not compounding the grief. Talking about death is ultimately and way to show how much you love someone.” Looking to know more? We can help. If you're a journalist interested in speaking with Candi Cann, simply click on her icon now to arrange an interview today.