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Part 1: Collaborating with Faculty Experts: A How-To Guide for Marketing Departments & Deans
“I don’t have time to do this.” “I don’t think I’m the right expert.” “My subject area is too specific.” Have you ever approached a faculty member with an opportunity to speak to the media or perhaps speak at an event, only to hear responses like these? Asking certain faculty members to help serve as experts can be challenging. While it’s becoming more widely accepted by faculty that responding to such requests is a great way to build their personal reputation – as well as the institution’s – there is still work to be done in this area. With my experiences I wanted to share some useful tips to help you better collaborate with your faculty and get more results: 1. Walk the Halls: Stay Connected to Important Faculty Research & Publications Faculty play a key role in helping you tell compelling stories to a variety of audiences such as media, prospective donors and students. Yet it’s amazing how many communications people are disconnected from important discoveries their experts are working on. They get caught up in day-to-day events and struggle to find time to walk the campus. The first step in collaborating with your faculty is showing them you care. Make yourself approachable as a resource to help them communicate their stories and you’ll see dramatic results. While it may be tough, it is worth the time investment. 2. Take Inventory: Assess Which Experts Can Be Most Valuable in Helping You Engage Various Audiences With so many faculty members across the campus involved in a wide range of activities, it’s important to develop a framework that identifies who you should be working with. While faculty have deep subject-matter expertise, not all are suited to helping with certain engagements such as broadcast media interviews. To better assess your faculty look at these key factors: Credibility Does the expert have a deep understanding of their focus area? How respected are they among their peers? Have they conducted research in this area? Have they been published? Have they spoken at conferences or received awards for their work? Relevance Is their field of research relevant to various audiences such as Media, Prospective Students, Donors and Partners? Engagement How are their writing skills? Do they have experience with public speaking to various audiences? Can they conduct an interview with a reporter? Are they willing to participate or get media training? Responsiveness Do they understand the significant value they can contribute in helping you build your institution’s reputation? Are they comfortable with being in the spotlight? Can they be available on short notice (within hours) for media interviews? Are they interested in building their own personal brand? 3. Get Alignment: Get Senior Leadership on the Bus Consulting with Faculty Deans and other leaders on the campus will help you gain important support for your efforts to work more with faculty. Identifying their objectives at a program level will help you ensure that your work isn’t viewed as another “make work” exercise for faculty. Show them how your work with faculty experts will have potential to impact the following: Brand reputation in the community and among peers Media coverage Increased student enrolment Better Alumni engagement Increased donations to the school Government and research funding Corporate partnerships 4. Tap into Peer-to-Peer Power: Focus on Faculty Evangelists We all know who our “go-to” faculty are. The people who will enthusiastically help you try out some new approaches. These are the faculty who are doing great research but also can tell a great story and are respected among their colleagues. Identify a manageable group (a range of 3-6 experts is a good number to start). Assess them using the criteria we discuss in point #2. Then get these select experts to invest a little time with you to work on topic strategies and content development. Explain to them what you are trying to achieve and listen to their feedback. Getting their support, and helping them develop their content and stories is the key to success. As evangelists, they can be vital to getting buy-in across the campus. 5. “Opt-In” your Experts: Look for Different Types of Contribution While media coverage is a big focus for many organizations it often tends to dominate the discussion about experts. Think about the ways your experts can contribute and help you tell your story to a variety of audiences beyond media (see point #3). Faculty can be engaged in a broad spectrum of activities such as: Television Radio Print Research on specific topics Blog posts Podcasts Speaking at conferences Speaking at student recruiting events Attending or speaking at alumni events Attending or speaking at donor events Build a “Contributions List” that outlines activities where you may need support and get faculty to opt-in. Getting this agreement in advance allows you to better assess where you have “bench strength” to plan for specific projects. At the end of the day, you won’t get 100% of the faculty to jump on board, but we have seen that a good plan and collaborative communication raises engagement and participation. READ PART II of Collaborating with Faculty Experts: A How-To Guide for Organizations.
Part 1: How Duke University doubled their media hits by showcasing faculty
In the February 2015 issue of CASE Currents, Steve Hartsoe, a Senior Editor at Duke University and former Editor for the Associated Press, shares some powerful strategies for working with experts on campus. This article is a must read for any organization looking to build reputation through more focused media relations. Now you might be thinking that Duke is an already renowned university with an extensive network of media contacts so this stuff is easy for them. Not true. Doubling your media hits isn’t easy for any organization. Duke made some major improvements that set them up as a go-to destination for journalists to find credible, relevant sources. However, even implementing just a few of their ideas could drive some big results for your organization – without having to blow out the size of your marketing team or budget. Spoiler alert. The Duke strategy centers on being more strategic and collaborating better with faculty experts. The best practices that the Duke media relations team employed should inspire any organization that wants to generate more coverage. Whether you are looking for media visibility to help drive student enrolment, alumni giving, or corporate partnerships, there are valuable lessons to be found in this article. For the full article check out the January/February issue of CASE Currents at www.case.org. Please note you will need a subscription to view. So what’s going on at Duke that’s driving all this media coverage? To examine this further, our ExpertFile team weighs in below with the first five major rules of Expert Marketing for Schools and summarizes some insider tips they shared from their experience. Tune in next week for the finale! Rule #1: Organize a Team to Help Focus on Expert Marketing As with most initiatives, it’s vitally important to get the support of senior people in the organization when developing an increased focus on faculty experts. Gaining the support of a group of progressive deans within the school as well as notable faculty can be critical. Appoint a specialized team that can help you establish media visibility as a priority for your school. Build your case for an expert marketing program and ask for their support in developing your plan, then set up some regular meetings and make this team visible on the campus. It will help you develop a sense of collaboration and continuity. Insiders Tip: Duke built a “rapid response team” within their media relations department that had a clearly defined meeting schedule. They met twice a week and kept meetings to just 30 minutes in length. These regular check-ins helped identify breaking news opportunities and inspired a sense of priority and established momentum. Rule #2: Strategize with your Experts It’s amazing how many colleges and universities’ media relations departments we talk with that are disconnected from the interesting research conducted by their faculty. Ironically, it’s this research, as well the academic interests and passions of your faculty that feed the most engaging stories you can tell to the media. Make sure you have a good understanding of current and upcoming research that you can pitch. You should also identify what publications and books are being planned by faculty and see how you can collaborate with them. Insiders Tip: Duke invested the time to meet personally with faculty members to get a deeper understanding of their research and identify relevant topics that could be pitched to the media. They also invited some faculty to media meetings to brainstorm on potential news stories. It’s this kind of contact that helped make faculty more responsive to media opportunities and respond to deadlines. Rule #3: “Opt-In” your Experts for Different Types of Contributions It’s becoming more understood by faculty that media coverage can be a very good thing for their career and their organization. However, be careful of one size fits all approaches in recruiting faculty to contribute their expertise. Contribution from faculty comes in different forms. Faculty can be engaged in a broad spectrum of activities that run from broadcast TV interviews, blogging, and even helping speak at recruiting or alumni events. It’s good practice to create a master checklist of possible engagement types and to take an inventory of what your faculty experts may want to opt-in for. Having this inventory allows you to better plan for content development projects and also ensures that faculty clearly understand the duties that are expected of them in a media relations capacity. Insiders Tip: Duke’s media team recruited their experts for a range of contributions based on the level of interest and comfort level of faculty. And they made it clear that agreeing to be a media source meant responding promptly to incoming media inquiries. Rule #4: Provide Media Training and Support While every campus has it’s faculty “rockstars”, who can rise to the challenge of any breaking news opportunity, many experts on the campus can benefit from some form of media training. It’s critical to your media strategy’s success that you provide the experts with support and opportunities to practice their speaking skills in front of a camera. If you expect more experts to step up to the podium, it’s important to make the investment. However, make sure you design these programs to be engaging and don’t overwhelm your faculty by making them too exhaustive. Often they can be coordinated over lunch or in the early morning before classes start and can be focused on key areas such as: public speaking, blogging tips, video training, and social networking guidelines. Get a sense of where your key gaps are among faculty before you dive in. Also remember these sessions can provide valuable opportunities to shoot video interviews, B-Roll clips and even headshots that can be used to provide media assets for your website, alumni magazine and other properties. Insiders Tip: Duke invests in media training for its faculty experts and administrators offering a two and a half hour media training workshop each year to participating faculty, covering interview techniques via phone, video and social media. Rule #5: Meet Journalists on Their Terms Reporters appreciate media relations contacts that help them get their job done. Operating under tighter breaking news cycles they have less time to discover and research experts. In todays competitive media market what sells papers or builds ratings is often what gets covered. You have to focus your experts on helping journalists tell stories that matter to all those “eyeballs”. The best media relations professionals understand the value in building relationships with journalists. These connections are often essential in establishing your organization as a relevant, trusted source of expert commentary. Given the importance of these relationships, we’re also seeing the renewed popularity of industry conferences hosted by organizations such as the MAKI Network (www.thembasite.com) and Wynne Events – BAM Conference (www.wynneevents.com). These events give schools a unique opportunity to listen to and meet journalists from major news networks. ExpertFile sponsored both MAKI and Wynne events this past year, and we were impressed by the roster of global media attending. Insiders Tip: While Duke still distributes the requisite daily news on campus events and other university happenings, they don’t get mired in all of this content. They also focus a great deal of their activities on expert content that positions their university as a go-to source that is both credible and relevant to a variety of media audiences. READ PART II of How Duke University doubled its media hits by showcasing faculty experts.
On August 3, 2019, a white power-inspired gunman killed 24 people and injured 22 others at a Wal-Mart in El Paso, Texas. We tend to understand mass shootings as isolated events committed by “lone wolf” gunmen who might have mental health problems, but what we know about the El Paso gunman – as well as the terrorists who carried out mass killings at the Al Noor Mosque and Linwood Islamic Center in Christchurch, New Zealand in March 2019, the Tree of Life Synagogue in Pittsburgh in 2018, and at the Emanuel African Methodist Episcopal Church in Charleston, South Carolina in 2015 – tell a different story. The evidence investigators have complied shows that these white-power terrorists had never met one another, but that they lived in an on-line world created by 4chan, 8chan, and white-power organizations’ websites, where they consumed racist ideas and propaganda that shaped their decision to kill African-Americans, Muslims, Jewish people, and Mexicans and Mexican-Americans. We also know that white-power terrorists have particular goals in mind. Message boards like 8chan reveal a competition among participants about who can top the number of people killed in the last mass shooting. There is also a strong belief expressed on-line that killing racial minorities will foment a race war and allow white-power advocates to create an all-white world. I describe these terrorists as advocates of white power because it is important to understand that “white power” and “white nationalism,” a term often used in the media to describe the perpetrators of recent mass killings and the movement that animates them, are not the same thing. White nationalism calls to mind an effort to shore up the interests of white people within the American nation as it currently exists. The white-power movement, on the other hand, imagines a transnational, Aryan nation of white people living in an all-white world after wiping out non-whites. This might sound far-fetched, but does not mean that those who carry out mass killings in pursuit of this goal are mentally ill. Rather, their actions are the result of a white-power ideology fostered and spread on-line. What is new about how white-power advocates communicate with each other is that some of it now happens on-line. Interaction between racists who never met one another, however, has a long history in the United States. Approximately 4,100 African Americans were lynched between the end of the Civil War in 1865 and the 1960s. The white perpetrators of these lynchings lived hundreds of miles apart and often did not know one another, but they were united in a collective effort to enforce Jim Crow white supremacy in the American South (I use “white supremacist” here because white southerners who carried out lynchings did not, broadly speaking, subscribe to white power as the current movement defines it: the creation of a transnational, Aryan nation of white people living in an all-white world after wiping out non-whites). Lynchings were sometimes public events that drew hundreds or thousands of people with the purpose of “teaching” southern African Americans what would happen to them if they violated the rules of Jim Crow. Southern newspapers ran stories that justified lynchings; perpetrators took pieces of flesh, body parts, and hair from lynching victims as souvenirs and passed them around; and white southerners took lynching photographs, turned them into postcards, and mailed them to friends, family, business associates, and fellow travelers in the white supremacist movement. This racist community building had the goal of creating and maintaining white supremacy and, of course, it all happened without the help of the Internet. Communication, whether on-line or through the more traditional means has played an integral role in fostering and perpetuating racial violence and hatred. If you are a reporter covering this topic – let one of our experts help. Dr. Anthony DeStefanis is an associate professor of history at Otterbein University. He specializes in modern U.S. history with an emphasis on labor and the working class and immigration, race, and ethnicity. Dr. DeStefanis is available to speak with media regarding the history of racial violence in America – simply click on his icon to arrange an interview.
5G: The Next Wave of Wireless – Are you ready for it? Join our Experts on May 2 to Find Out!
It’s coming and it is going to change the shape of wireless communications. On May 2 join IDC Canada’s Lawrence Surtees & Jean Philippe Bouchard to discuss potential consumer and enterprise use cases of 5G. Lawrence Surtees manages IDC Canada's communications research agenda and is IDC's lead analyst covering the Canadian communications services sector. Jean Philippe Bouchard is Vice-President, Mobility and Consumer Research, Canada. They will be speaking about how wireless providers throughout the world are gearing up for the next generation of wireless communications. As well, they will discuss the significance of 5G, the status of spectrum allocation in Canada and provide an update on service provider plans and how the importance of 5G wireless transcends mobility Join us at IDC Directions 2019 in Toronto on May 2 to learn more. Location: St. James Cathedral Centre: Snell Hall, 65 Church Street | Toronto Date: May 2, 2019 Time: 8:00 AM - 8:30 AM - Registration & Networking Breakfast | 8:30 AM - 3:30 PM Conference Program Register Today before it's too late! If you're a member of the media and would like to attend this event, please contact Cristina Santander at csantander@idc.com
Just how big of a deal is AI? At this year’s Directions 2019, IDC Canada experts will be speaking to a variety of topics that are reshaping the digital visions and tactics modern companies are using to compete. Explore how AI encompasses a huge spectrum of technologies for the enterprise and how at the center of it all is data. On May 02, join Warren Shiau, Research Vice-President with IDC Canada as he presents a highly anticipated talk on AI: Process Animation at 11:20 AM. Warren will look at what’s being adopted by Canadian enterprise under the banner of AI; and why AI can generate significant business value even in the absence of large data science teams and enterprise-wide high-quality data. Deep learning may rule the future but “small AI” targeting things like process automation rules the day. Organizations are rethinking digital transformation – join us May 02 to learn more. Location: St. James Cathedral Centre: Snell Hall, 65 Church Street | Toronto Date: May 2, 2019 Time: 8:00 AM - 8:30 AM - Registration & Networking Breakfast | 8:30 AM - 3:30 PM Conference Program Register Today before it's too late! If you're a member of the media and would like to attend this event, please contact Cristina Santander at csantander@idc.com
It seemed all of America tuned in Tuesday evening at 9 PM Eastern to hear just what President Donald Trump had to say as he spoke to a nation caught in the middle of a government shutdown. With federal services all but stagnant across the country, and those employees considered essential forced to work without pay, most expected a pitch to a nation that included a solution and ideally a moderated and mature speech. After all, there is a lot at stake for every American who is either employed by, engaged with or in need of the federal government. However, that was not the case. What did come was a short speech that was long on rhetoric, blame and ultimatums instead of resolution. In the past, when addressing the nation, a President would do so to share information of national importance, like Obama’s speech about the killing of Osama Bin Laden or Ronald Reagan speaking to America about the Iran-Contra Hearings. These were big deals with a significant message. Speaking with Canada’s national broadcaster, University of Mary Washington’s Stephen Farnsworth had this observation to share. “By taking such partisan swipes from the grandeur of the Oval Office during a prime-time address, Trump runs the risk of "overexposure," or of being accused of cheapening a time-honoured tradition, said Stephen Farnsworth, a political science professor with the University of Mary Washington who specializes in presidential communications. It's not clear whether the president's speech will have any impact on the border security stalemate. But Trump's speech may even have implications for future Oval Office broadcasts, Farnsworth said.” So, what was gained by the address? Did President Trump essentially ‘cry-wolf’ and cheapen the significance of a national address? Or did it serve his purpose and support his base? And, did the Democrats blow an opportunity to effectively respond? There will be a lot of analysis of Tuesday’s TV-time and that’s where the experts from the University of Mary Washington can help. Dr. Stephen Farnsworth is professor of political science and international affairs at the University of Mary Washington. A published author and a media ‘go-to’ on U.S. politics, he is available to speak with media regarding this issue. Simply click on his icon to arrange an interview.
Election 2018: Wake Forest University experts
From state constitutional amendments to immigration, Wake Forest faculty experts can comment on a variety of 2018 midterm election-related topics. ___________________________________________________________________________________________ John Dinan, professor of political science and international affairs North Carolina Politics State Constitutional Amendments Congressional Redistricting Author of the book, “State Constitutional Politics: Governing by Amendment in the American States,” Dinan is available to comment on amendments appearing on the 2018 ballot in North Carolina and in 28 other states. From voter ID to judicial vacancies, he can place particular amendments in nationwide and historical perspective. Based on his research, he can also address the arguments and issues that routinely surface in campaigns supporting and opposing various amendments. Dinan closely follows North Carolina political races and teaches courses on campaigns and elections, state politics and Congress and policymaking. ___________________________________________________________________________________________ Allan Louden, professor of communication Political Campaigns and Advertising Political Debates Social Media and Politics From presidential debates to political advertising, Louden has provided expert commentary and analysis for a wide range of national and regional media outlets. He follows political advertising and candidates’ debates in presidential, Senate, gubernatorial and high-profile House races. Under Louden’s leadership, Wake Forest University’s debate team won the national debate tournament. He can comment on political advertising strategies and how social media, including viral videos, impacts races. ___________________________________________________________________________________________ John Llewellyn, associate professor of communication Political Speeches Political Scandals Public Apologies Llewellyn focuses on political speeches and rhetoric. He is a scholar of rhetoric whose work includes analyzing persuasive language from the nation’s most prominent politicians, coaches and civil rights leaders. A former speechwriter and public information officer, Llewellyn also specializes in crisis communication, having studied the intersection of politics and public relations for nearly 30 years. He can also comment on political scandals and public apologies. ___________________________________________________________________________________________ Betina Wilkinson, associate professor of political science and international affairs Latina/o/x Voters Wilkinson can offer insights and commentary on Latino voters for the midterm elections. She is an expert on Latino political behavior in the U.S., studies Latinos in U.S. politics, national and local immigration policy, and racial attitudes among Latinos and other ethnic groups. She can discuss the demographics and election-related priorities of Latinos. Wilkinson authored a chapter “North Carolina Latinos: And Emerging Influential Electorate in the South” in the book “The Pivotal Role of the Latino Electorate in the 2012 Election.” She is also the author of “Partners or Rivals? Power and Latino, Black and White Relations in the 21st Century.” ___________________________________________________________________________________________ Katy Harriger, professor of politics and international affairs Young Voters Federal Special Prosecutor/Robert Mueller U.S. Supreme Court A leading national expert on the federal special prosecutor, Harriger can address the influence the Mueller investigation may have on the 2018 elections. She is the author of The Special Prosecutor in American Politics and is regularly interviewed by national media outlets on the use of federal special prosecutors in American government. Harriger also studies political participation and voting among young people (including college students) and is the co-author of “Speaking of Politics: Preparing College Students for Democratic Citizenship through Deliberative Dialogue.” She can provide expert commentary on the latest Supreme Court developments and how they will likely impact midterm elections. She co-authored the book “American Constitutional Law” published in 2017. ___________________________________________________________________________________________ Michael Pisapia, assistant professor of politics and international affairs Gender and Politics Teacher Protests Political Parties and Education Reform Women Running for Congress Gender Equality and Constitutional Law Kavanaugh Hearings Pisapia studies American political development with a focus on women, gender and politics and can comment on tensions between liberal and conservative social groups and the unprecedented number of women who are engaged in political movements, and who are seeking elective office this year. He can also address partisan polarization around education policy, religious freedom and, sex and gender equality in constitutional law, including the significance of the Kavanaugh hearings in the context of the #metoo Movement. Pisapia is working on a book titled, “Educating a Nation: Women’s Empowerment and the Shape of American Federalism. He won the 2013 Carrie Chapman Catt Prize for scholarship on women and politics. He teaches courses on American politics and political thought. ___________________________________________________________________________________________ Hana Brown, associate professor of sociology and Gale Faculty Fellow Immigration Brown studies the effects of immigration and racial divisions on policy outcomes and the micro-level effects of state actions on the lives of racial minorities and immigrants. Her research also focuses on the political origins and political consequences of social inequalities. She teaches courses on political sociology, social inequality, and race and ethnicity in politics. ___________________________________________________________________________________________
Accounting data and volatility predictions
Generally speaking, financial research has studied how past equities and options volatility can help to predict future volatility in the markets. However, new research from Suhas Sridharan, assistant professor of accounting, investigates the impact of supplementing past volatility data with actual financial statement information to forecast future realized volatility. Sridharan used a large sample of 47,398 quarterly observations from 3,078 firms taken from 1996 to 2012. Her results indicate that incorporating accounting-based information, such as “standard deviation of the earnings yield, standard deviation of the change in premium of market value over book value, and the covariance of the two,” into forecasting models lowers forecast errors compared to models based solely on past realized volatility. She finds, “Equity returns volatility is significantly positively related to the earnings yield volatility and the volatility of the change in market to book premium. Volatility is significantly negatively related to the covariance of the earnings yield and change in market to book premium.” Sridharan also discovered that using accounting-based fundamental information in trading strategy could help to predict option returns. Source:
It was a political promise President Donald Trump intends on keeping – while campaigning for the Whitehouse Donald Trump continuously pledged to pull out of the Trans-Pacific Partnership (TPP), get a “much better deal” on the North American Free Trade Agreement (NAFTA) and fix the U.S. trade imbalance with China. Donald Trump was going to fix trade. The script was vague, but now those words are being put into action. Trump’s recent enforcement of a 25 percent tariff on steel and aluminum imports has sparked a global trade war. Mexico has pushed back with 3 billion dollars in tariffs on imported U.S. goods. Canada with more than 12 billion. None of this includes reaction from Europe or elsewhere. And it could get worse, Trade Partnership Worldwide LLC released the report that says more than 400,000 jobs will be lost in America due to higher prices on steel and aluminum. There are a lot of numbers out there and a lot of debate about who will be impacted, who will benefit and could this all backfire? With all the rhetoric, it’s not easy to figure out. That’s where the experts from Michigan State University can help. Dr. Tomas Hult is the Director of the International Business Center in the Eli Broad College of Business at Michigan State University. He is an expert on the subjects of international business and trade. Tomas is a published author and has appeared many times in the media speaking to these important issues. Simply click on his icon to arrange an interview on this topic. Source:
