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The Impeachment Trial is on – and Michigan State University has leading experts who can help with your coverage

It’ll be early mornings and long nights for just about anyone involved in covering, watching or taking part in the impeachment hearings of President Donald Trump. With an impeachment trial, there is process, debate, strategy and rhetoric. The goal for Democrats will be a guilty verdict that will remove a sitting President from office. Some experts aren’t sure if this monumental event will have any troubling repercussions on Trump’s campaign for re-election this fall. “We did see some minor impacts of impeachment in the past,” says Matt Grossmann, professor of political science and director of MSU’s Institute for Public Policy and Social Research. “We’re talking pretty minor effects. It’s hard to see it making a big difference in what happens come November. I certainly don’t think you can either count him out or say that he’s going to cruise to victory. I think we’re going to see a competitive presidential election.” And when it comes to the details of removal from office and the difference between a criminal act and what an actual impeachable offence is according to the constitution -  seems to be getting lost on most inside and outside of the Senate. “I wrote months ago that one side would argue that President Trump had to commit a crime to be removed from office while the other side would say the opposite,” says Brian Kalt, professor of law at Michigan State University. “This back-and-forth happens in every impeachment, and the parties switch sides depending on who’s on trial with little regard for what the Constitution really states. The Constitution and 200 years of precedent make it extremely clear that impeachment and removal do not require a crime to have been committed.” Are you a journalist covering the impeachment trials? Our experts can help explain every angle of this process, the potential outcomes and the consequences for both sides arguing for the removal of a sitting president and how it will impact the upcoming election in November. Brian Kalt is a professor of law and the Harold Norris Faculty Scholar at Michigan State University. He is an expert in constitutional law of the presidency, presidential pardons, impeachment, succession and the 25th Amendment. Matt Grossmann is an associate professor of political science and the director of the Institute for Public Policy and Social Research. His expertise includes American politics, political parties and campaigns and he has been featured in the New York Times, Washington Post and other media outlets commenting on these issues.  Both Brian and Matt are available to speak with media regarding this topic – simply click on either expert’s icon to arrange an interview.

Next Stop Iowa – Let our Experts Help with Your Coverage

It’s a tight race going into the Iowa and as the DNC debates now seem to be more warm ups than sparring – it’ll all likely come down to the ground game.   Recent polls show Biden with a lead, but Sanders, Warren and Buttigieg all close behind. However, February 03 seems like a lifetime away and a lot could happen between now and then. So, can Biden be beat? What will it take for Sanders, Warren and Buttigieg to separate from the pack? Are there any wildcards? And the biggest question of all - can any of these contenders beat Donald Trump in November? There are a lot of scenarios and questions and if you are a reporter covering this topic – that’s where our experts can help. Mark Caleb Smith is the Director of the Center for Political Studies at Cedarville University. Mark is available to speak with media regarding the DNC Primary and the upcoming election. Simply click on his icon to arrange an interview.

Social Media Spaces Can Be Instruments of God’s Unconditional Love, Theologian Says

Being 'always on' can be a source of anxiety or sorrow, but it also can be a way to strengthen faith, Baylor author says Many of us are “always on” — scrolling through social media, checking email or searching the web, says author Angela Gorrell, Ph.D., assistant professor of practical theology at Baylor University’s George W. Truett Theological Seminary. In her book “Always On,” she writes about how social media spaces can be instruments of God’s unconditional love — but also sources of anxiety, jealousy and depression. With the arrival of 2020 — and its potential for change for the better — she discusses in this Q&A some tools for understanding social media and enabling Christian communities to address its use in constructive ways. Q: From your perspective as a practical theologian, are the social media strategies you recommend aimed solely at people of faith? Dr. Gorrell: Practical theology takes different forms. Ultimately, I aim to write about issues — like social media — that matter to people and shine the light of the Gospel on them. I also research and write about theology and faith in practice, how people express and perform their values, hopes and beliefs through practices, rituals, disciplines, activities, relationships, work—through their way of life. While I write about social media from a Christian perspective, much of what I have written about using social media mindfully and having “interested conversation” about media is applicable to people from a variety of religious and philosophical perspectives. Q: There is much talk about how people spend too much time on social media, to the point of ignoring family and friends when in their presence. How much is too much? And what problems can this create for people? Dr. Gorrell: The most important thing for people to realize is that how you spend time online is more important than how much time you spend online. There are a variety of issues that “passive,” unintentional, unregulated, time online can extend and nurture. I say extend because all of these issues can also be in-person issues. For example, empathy burnout, depression, anxiety and jealousy. We often encounter an enormous amount of suffering online. The amount of suffering and the velocity of these encounters — and rapidly seeing multiple examples back to back in articles or our newsfeeds — can nurture empathy burnout. We can become numb to the suffering we see online and take in but do nothing about it or think very little of it. Likewise, being on social media and passively scrolling through people’s status updates, tweets and stories for unbounded sets of time and looking at copious amounts of content but never replying, messaging, posting or sharing has been linked to depression and anxiety. Similarly, passive following, which is following people closely that we do not know (e.g., celebrities) or people we do not see regularly in person (e.g., high school friends) has been linked to jealousy, which can negatively impact how we perceive ourselves and our lives . . . When we see someone a lot in person or talk to them regularly by phone, we know that their lives have a lot more going on than what they are sharing online. Q: What strategies do you suggest help people use social media wisely? Dr. Gorrell: The goal is meaningful participation. I encourage people to limit passive scrolling and following as much as possible. Create something and share it online. Join conversations. Reply to people’s statuses rather than just clicking emojis. When you see that someone is celebrating, share their joy in a significant way. Share it as your status with a note of congratulations or text them or call them. When you notice someone is mourning, message them. When you encounter suffering online, stop scrolling and do something in response. Get offline, take a walk and pray about this suffering. Give money to an organization that is relieving this suffering. Find other articles and educate yourself on the issue. Learn more about how to help or how to invite other people to care. Q: Any suggestions as to how and where people might create a space to ask and answer questions about social media use? Dr. Gorrell: Asking powerful questions about people’s online experiences that encourage storytelling and helping each other think about new media can happen around the dinner table, in a church small group or on a road trip in the car. When family and friends ask each other about one another’s lives, we can include asking questions about and discussing social media experiences. We can ask curious, open-ended questions without simple yes or no answers like: 1. How do you make decisions about what to respond to online? 2. Have you ever been frustrated or sad about new forms of technology? What causes frustration or sadness for you? 3. When have you had a joyful experience online? Could you describe a time when you felt heard, affirmed or understood online? 4. How does social media help you love God and others and/or prevent you from loving God and others? 5. When have you had a painful experience online? Could you describe a time when you felt unheard, bullied, left out or misunderstood online? 6. What are the top two feelings you experience when using social media, and why do you think this is so? Q: How can we do a better job of using social media? Dr. Gorrell: Develop a rhythm for life with your friends or family that specifically addresses technology — when you will use it and for what purposes, when you will not use it, what boundaries you will have. Using social media constructively requires intentionality. I encourage people to find times in their week or month or year to not use devices and social media and to write down their plan on a calendar. A college student told me that he and his friends put all their phones in the center of the table at restaurants and say that the first person to pick up their phone during dinner pays the entire bill. Since they started this ritual, no one has picked up a phone during dinner. Practices like these help people to be present to people they are with in person. It is a great idea to put all devices away at night one to two hours before bed so minds and bodies can get prepared for sleep. I know families that have a basket for this purpose in their homes. I especially encourage parents to make sure children under 18 do not have a device in their room during sleeping hours so they can get adequate rest. I invite people to consider turning off notifications from all social media platforms and email and only check apps and email at a certain time each day. It is also important to have a plan for difficult moments and conversations online. What will you do when you get angry, disagree with someone else or feel depressed about your life or feel left out? What will you do next? It is equally important to think about what you will use social media for. How can you use social media to love people well, truly stay connected to people, expand your thinking on certain subjects, remain humble and open to being corrected, and nurture your creativity and increase your compassion? How might meaningful participation online support goals like these? ABOUT ANGELA GORRELL Angela Gorrell, Ph.D., assistant professor of practical theology at Baylor’s Truett Seminary, is the author of “Always On: Practicing Faith in a New Media Landscape,” which addresses the perils and possibilities of Christian faith in an era of massive technological change. She also is writing a book that addresses America’s crisis of despair, illuminated by its suicide rates and opioid addiction, and describes joy as the counteragent to despair. Gorrell earned a bachelor’s degree in youth ministry from Azusa Pacific University and an M.Div. and Ph.D. from Fuller Theological Seminary. She came to Baylor from the Yale Center for Faith and Culture at Yale Divinity School, where she developed relationships with more than 250 scholars from roughly 150 institutions on four continents while managing metrics and evaluation for the project. She has more than 14 years of experience in congregational and parachurch ministry, including serving as a chaplain at a women’s maximum-security prison. ABOUT BAYLOR UNIVERSITY Baylor University is a private Christian University and a nationally ranked research institution. The University provides a vibrant campus community for more than 17,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 90 countries to study a broad range of degrees among its 12 nationally recognized academic divisions. ABOUT GEORGE W. TRUETT THEOLOGICAL SEMINARY AT BAYLOR UNIVERSITY Baylor University’s George W. Truett Theological Seminary is an orthodox, evangelical school in the historic Baptist tradition that equips God-called people for gospel ministry in and alongside Christ’s Church by the power of the Holy Spirit. Accredited by the Association of Theological Schools, Truett Seminary provides theological education leading to the Master of Divinity, Master of Arts in Christian Ministry, Master of Theological Studies, Doctor of Ministry and Ph.D. in Preaching. The MACM and MTS degrees also can be completed at the seminary’s Houston campus. In addition, Truett Seminary offers joint degrees: M.Div./M.S.W. and M.T.S./M.S.W. with the Diana R. Garland School of Social Work, M.Div./M.B.A. with the Hankamer School of Business, M.Div./J.D. with Baylor Law School, M.Div./M.M. with the School of Music and M.Div./M.S.Ed. or M.Div./M.A. with the School of Education. Visit www.baylor.edu/truett to learn more.

MEDIA RELEASE: Changes to Out-of-Country Medical Coverage Now in Effect

CAA South Central Ontario (CAA SCO) is reminding travellers that changes to out-of-country medical coverage in Ontario are now in effect, prompting the need to review travel insurance coverage. “We are working to educate travellers to make sure they know what they are buying. We are an organization founded to help keep our members safe, and coverage while travelling abroad is a big part of that,” said Elliott Silverstein, director, government relations, CAA Insurance. “Travel insurance protects from unexpected and costly emergencies and it’s important to evaluate available coverage, based on personal needs, to determine how to best safeguard you and your family. This is even more important now that there is no coverage through OHIP.” Some of the key things to consider when it comes to buying travel insurance are how many trips you are taking a year; if you want comprehensive coverage or medical-only insurance; and whether or not the insurance provider offers additional assistance such as interpreters, hospital recommendations and other coordination services. Additional tips to consider when buying travel insurance Ask questions. Speak to a knowledgeable travel insurance advisor that understands your needs. Be honest. It is important that you answer any questionnaire accurately to disclose any pre-existing conditions, and ensure you have the proper coverage suited specifically for you, so you can travel with peace of mind. Build travel insurance into your travel plans. Purchasing travel insurance must be done in your home province. As you begin to consider your next destination, add travel insurance to your “to do” list. Don’t base your decision on price alone. Look at what coverage is most appropriate for your circumstances and consider all different types of plans and levels of protection. Questions to ask: What are the eligibility and exclusions? What is the pre-existing and stability clause? What are the benefit limits? How many days am I covered? Is there a deductible? Do they offer upfront payment if a claim occurs? It’s important to remember that the intent of travel medical insurance is to treat emergency conditions, and return you to your home province for ongoing treatment once your medical condition is stabilized.   Emergency travel medical insurance may require completion of a medical health questionnaire depending on age. Medical questionnaires determine premium, NOT coverage. Always answer questions related to your health accurately If you aren’t sure how to answer, ask your physician to help you. For more information resources on travel insurance and what you need to know before you travel, go to: https://www.caasco.com/insurance/resource-centre/travel.

There’s no Tour de France for women; it’s time to address the inequity in professional cycling

Since the Passing of Title IX, there have been many improvements in accessibility for girls and women in sports. This trend has not been as strong for some sports, like competitive cycling. “We know that when we look at numbers for licensed riders in the U.S., 15% are women, and that means 85% of competitive cyclists are men,” said Erin Ayala, Ph.D. “Because races are generally run by private organizations, they don’t fall under the Title IX umbrella. It looks very different. They can say that because only 15%  of women are in the field, they think they don’t need to add more races so women can participate. This then creates concerns regarding skill development and safety while racing.”   As a cyclist who races nationally, Dr. Ayala can attest that women cyclists are treated very differently than men.   “I did a large national investigation on the experiences to find out what the factors are that affect participation for women in competitive cycling. A lot of women spoke of importance of creating an encouraging and supportive atmosphere. They'd say, 'If I have people on sidelines cheering me on, that means the world to me.'   “Another piece was that race promoters and directors sometimes combine women with master’s men, 50-60-year-old men, to help with field sizes, but that can create a toxic environment because women are racing with older men who may not want them to be there. Women are also paired with younger junior cyclists, which can feel condescending and patronizing because it results in shorter or easier races.   “In a lot of races women race shorter distances or durations than the men, which can feel insulting. There’s no Tour de France for Women. It’s a tough atmosphere. Then there are the podium girls, women in high heels and makeup whose job it is to stand next to the male racers to give them their prizes and a kiss on the cheek. The underlying assumption is those women are there to accessorize the male racers. It speaks to the gender dynamics in those sports.   “Things that decrease participation are unsupportive environments where women feel they do not belong, inequitable fields, and unequal prize pools; sometimes men are paid more money to win the same race as women. We have good hard data to talk about it. We need to do better, and one of biggest themes that came out of it was ‘Build it and we will come. Invest in us, and we will start to show up more often.’ We are hoping to create some change in communities and nationally to make more room for women in a sport that does not have many women. Are you a journalist covering this topic and looking to book an interview? That’s where we can help.   Dr. Erin Ayala is a licensed psychologist and core faculty member in the counseling psychology doctoral program at Saint Mary’s University of Minnesota.  She is also an expert in the areas of women’s health and sports psychology. To book an interview with Dr. Ayala – simply click on her icon to arrange a time. Read more on Dr. Ayala's research:  https://doi.org/10.18666/JOREL-2020-V12-I1-9912.

Villanova Experts Reflect on the 2010s

The iPad. Hurricane Sandy. Affordable Care Act. #MeToo. Brexit. Streaming services. Since 2010, there have been so many memorable and historic events that have shifted culture and society into unfamiliar territory around the world. Two Villanova experts have put together thoughts on a few of the decade's top stories that will continue to be relevant for the next ten years—and beyond. Stephen Strader, assistant professor of geography and the environment Over the last decade we have seen the issue of anthropogenic or human-induced climate change shift from something discussed between select, interested scientists to the front page of the news on a daily basis. This dramatic change in the importance and coverage of climate change makes complete sense given six of the last ten years globally have been in the top ten warmest on record. Actually, it's very likely, if not certain, that the last five years will be the hottest globally on record. The odds of that happening naturally are very close to zero. Nowhere have the effects of a changing climate been realized more so than in the western United States, where wildfires have wreaked havoc year after year in the 2010s. States such as California, Colorado, Kansas, Oklahoma, New Mexico and Washington all experienced record-breaking wildfires over the last decade. Specifically, the Camp Fire in 2018 became the deadliest and most destructive wildfire in California history, destroying 18,000-plus homes and killing 85 people in the town of Paradise.   Additionally: Hurricanes Dorian, Irma, Harvey, Maria, etc. damaged entire countries (Puerto Rico and Bahamas) so much that there is question whether they will ever recover from the effects. The deadliest tornado season on record occurred in 2011, including the devastating April 27, 2011, tornado outbreak and the deadliest U.S. tornado in modern history, which struck Joplin, Missouri (158 fatalities). Between 2011 and 2017, drought and water shortages impacted the western U.S., with California seeing its worst drought in history (or worst in 1,200 years). The drought killed 100-plus million trees and resulted in water shortages that affected crops and caused municipalities to limit water use. Record-setting rainfall and floods occurred in locations such as Colorado, New York, Oklahoma, Texas, etc., resulting in hundreds dead and millions of dollars in crop losses.  If the last 10 years have taught scientists, climatologists, policy makers and the general public anything, it's that we have our work cut out for us if we are to reverse this trend of increasing disasters around the world. The atmosphere continues to warm, and all model projections point to a progressively warmer future Earth if action is not taken. And this action can't be tomorrow or by 2025, 2050 or some other arbitrary year; it has to happen now if we want to reduce future economic and societal losses. Yes, it's easy to be afraid and fearful of the future when all we see as scientists and citizens are rising temperatures, deadlier disasters and a lack of drastic climate action. However, we can't let this fear result in crippling inaction; we have to let it motivate us to fight, not for just our futures but our children's, grandchildren's and great-grandchildren's futures. Let's give them a chance to see the world the way we used to: beautiful.  Jerusha Conner, associate professor of education and counseling The latter half of this decade witnessed a resurgence of student activism, sparked by Black Lives Matter protests and the dramatic events at the University of Missouri in the fall of 2015. Highlighting 2015 as a pivotal year for student activism, the authors of the American Freshman National Norms survey deemed the 2015 freshman class "the most ambitious" group in 49 years of the survey's administration in terms of their expectations for participating in protests, connecting to their communities and influencing the political structure; and the numbers of freshmen who report having participated in demonstrations as high school seniors has ticked up every year since. In my own research with college student activists in 2016, I found three striking trends: Nearly half came to college already seeing themselves as activists; only 10% consider themselves single-issue activists (with more than half identifying seven or more issues their activism addressed); and a significant share were not protesting their own institution's policies or practices, but instead concerning themselves with broader social and political issues. They are what I call "outward-facing activists," who use their campuses to stage and mobilize campaigns, rather than as the targets of their change efforts. In the last couple of years, we have seen activism among high school students take off, as students have staged walkouts and school strikes to protest inaction on climate change and gun violence. Although these movements may appear narrowly focused on a single issue, the students involved have intentionally advanced an intersectional perspective, which draws attention to the racialized, economic and gendered dimensions of the multifaceted problems they are seeking to address. Digital natives, these young people have deployed the affordances of social media not only to mobilize their peers in large-scale collective action, but also to attract and sustain the attention of the media, pressure business leaders and politicians and shape public understanding of the issues. One interesting shift with this generation of student activists is that, rather than turning their backs on the system or seeking to upend it, they are focused on enhancing voter registration and turnout, especially among young people. And their efforts appear to be working. Youth turnout in the 2018 midterms was double that of 2014, and record numbers of youth are continuing to register to vote. As the decade comes to a close and the 2020 campaign season revs up, the engagement of student activists in electoral politics will be important to continue to track.

Optimizing Expertise in the Higher Education Sector: Southern Utah University

Higher education institutions are amongst the wealthiest knowledge-based organizations when it comes to expert resources. While many of these organizations acknowledge the value of their in-house experts, they often struggle to harness their expertise and communicate their strengths to external audiences. But when higher education institutions do take steps to market their expertise, the payoff is exponential. Here’s how Southern Utah University (SUU) leveraged expertise marketing to celebrate their staff, grow their digital presence and drive close to a 10x increase in media inquiries. Embracing Expertise SUU has been acknowledged as a leading university in the U.S. Most recently, the U.S. News and World Report’s 2019 Best Colleges list ranked SUU as one of the top Regional Universities in the West and the highest-ranked public school in all of Utah. Southern Utah University President, Scott L. Wyatt, attributes these accolades to the people within his organization: “Our faculty and staff have dedicated themselves to creating the best educational experience at Southern Utah University,” said Wyatt. “This recognition acknowledges their success and the wonderful learning community they have created!” In fact, SUU is so proud of their people that their initial motivation for expertise marketing was to show their experts exactly how much they were valued. SUU’s faculty and staff bring a wealth of expertise in their professional disciplines, but they’re also deeply immersed in the university’s culture and surrounding environment – including the region’s breathtaking national parks. With this in mind, SUU set out to celebrate their experts’ professional and personal achievements through expertise marketing. Optimizing Expert Content While SUU had expert content on their website, they didn’t have a great process for structuring, organizing and publishing. “We had an Expert Directory, but it just didn’t have background structure we needed to nimbly change profiles and deliver up-to-date content,” said Kenzie Lundberg, Internal Communications Specialist at SUU. ExpertFile’s Platform gave SUU the tools they needed to manage their content, but they still needed a bit of help optimizing their expertise marketing program. They reached out to our customer success team to see how they could better leverage the ExpertFile tool and implement best practices for expertise marketing. After auditing their digital presence, we identified three main areas for SUU to focus on: Showcasing Faculty with Relevant Stories: While SUU had some expert content on their website, it wasn’t structured in a user-friendly way. ExpertFile suggested that Spotlight posts would help them make their content more accessible and encourage audiences to get in touch with their organization. Unlike a standard blog post, ExpertFile’s Spotlights enable users to connect with experts or media relation teams directly from the post while simultaneously distributing the post to the Associated Press, Dejero and ExpertFile Search. By using Spotlights in multiple areas of their website, SUU would be able to drastically improve their visibility and gain better traction with media outlets. Highlighting Specialized Areas of Expertise within SUU: SUU used the ExpertFile Platform to organize and attribute areas of expertise in their expert profiles, but our audit revealed that the topics needed to be more specific to garner audience engagement. ExpertFile recommended that SUU add areas of niche expertise to their expert profiles. For example, a biology professor might list topics like “Invertebrate Evolution” or “Cardiovascular Physiology” in addition to the term “biology.” This optimization would make it easier for audiences like journalists and media outlets to find experts on specific topics. Expanding SUU’s Digital Footprint: One of the key advantages of the ExpertFile Platform is how easy it is for organizations to improve their digital presence. For example, the ExpertFile Design Lab allows marketers to quickly create, publish and manage Expert Directories and Spotlights across various pages on their website (click links for examples). To help SUU better utilize this feature, we suggested linking to their Expert Directory and Spotlights directly from the homepage. This would make it easier for audiences to find their expert content and increase opportunities for engagement.  SUU’s Results SUU took the ExpertFile Customer Success team’s advice and their results reflected just how valuable expertise can be to the bottom line. From Q1 in 2018 to Q1 in 2019, SUU went from 3,030 views and 12 media inquiries to 11,949 views and 115 media inquiries. And their success didn’t end there. SUU’s latest analysis of their expertise marketing program revealed some truly impressive results: CALmatters Feature: David Berri, professor of economics, was requested for an interview on equal pay in sports in September 2018. From the interview and stories that followed, SUU received the equivalent of $112,500 in publicity value and 25.3 million unique views. The State Journal Feature: Michael Mower, executive director of SUU Aviation, was asked to be featured in a story highlighting SUU’s partnership with Marshall University in March 2019. The story was published on The State Journal’s website and had the potential to be seen by 800,000 unique visitors. Qualtric’s X4 Conference: Ravi Roy, assistant professor of political science, was asked to join the ranks of the visionaries and leaders behind the world’s most iconic organizations and present at the 2019 X4 conference. Other presenters included President Barack Obama, Oprah Winfrey, and Sir Richard Branson. Over 15,000 people attended the conference. “I really enjoy using the ExpertFile Platform,” said Lundberg. “It’s great that I’ve been able to learn about our experts’ backgrounds – we have some really fascinating people. It’s so unique to be able to see all of their talents and to be able to highlight that for them.” Kenzie Lundberg – Internal Communications Specialist SUU The team at ExpertFile is thrilled that SUU has seen so much success from the optimization of their expertise marketing program. We can’t wait to see what the future holds for their organization and their experts. Download the Complete Guide to Expertise Marketing For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download a copy of ExpertFile’s Complete Guide to Expertise Marketing: The Next Wave in Digital Strategy or download one of our tailored Guides for Corporate & Professional Services, Higher Education Institutions, Healthcare Institutions or Association & Not-for-Profits.

3 Steps to Earn Local News Coverage

“HOW DO WE GET OUR COMPANY FEATURED POSITIVELY IN THE LOCAL NEWS?” This is the question I get asked the most as a public relations professional, media coach and as a former long-time journalist with the Canadian Broadcasting Corporation (CBC): how do we get in the local news? The question usually comes from a small, independently-owned business owner — a company or organization that doesn’t have anyone doing marketing or communications. They are looking for LOCAL media coverage primarily — but they don’t even know where to start. It’s understandable for them to ask this question. Earned media is the holy grail of building credibility and reputation — having your executives featured in the news media as experts on a subject. Those stories then get shared on social media and it becomes the gift that keeps on giving, living on in perpetuity on the Internet, helping your search engine optimization. I can tell you this — the local media wants your story pitches. That doesn’t guarantee you’ll get covered. However, local media has been cutback so much and is forced to do so much work in such little time now, that they appreciate a good story idea landing on their desk for consideration — especially during a slow news cycle — and especially if it’s not coming from a slick PR agency voice on the other end of the line. They want authenticity. So, how do you get there? Here are 3 simple tips based on my experiences. In no way am I saying this is the only way to do it — but I’ve seen others have success with it and hopefully you will as well: #1 – Do NOT Hire An Agency Yup. I just said that. And, yes, I do realize I am a public relations professional. However, based on experience, I can tell you the majority of small, independent businesses aren’t going to be able to afford PR firms to get local news. I reiterate we are talking about getting local news coverage — not national news. So, if they’re not going to pay for it anyways, why not give them a hand? I believe in karma. With a little bit of guidance on this blog, you’ll be able to do it yourself. In the past, I’ve helped small companies, pro-bono, get in the media (hoping they make it big and hire me later). In the future, I’ll just send them the link for this blog and save me some time. You can do this. Just stick to the basics. #2 – Prepare A Newsworthy Pitch This is important. And, it can be as complicated and detailed as you want — but for the sake of this blog, I recommend keeping it very simple and keeping it authentic. Answer these questions to decide whether the story you want the media to cover is actually newsworthy from the reporter’s perspective — because they are the people who assess the newsworthiness of a pitch. What is the story? You should be able to summarize the story in less than 30 seconds. Just like a good pitch deck for potential investors, a good media pitch typically involves the identification of a problem or a trend and coming up with a solution for it or insightful analysis in the case of a media story. This is simplified but you get the picture. Why should people care about this story? A good reporter wants stories that appeal broadly to their audience, the public. So, be prepared to proactively explain why people will care about this? Is it timely? Does it impact a broad group of people? Does it solve a problem that’s been impacting society? Who is driving this story? Is it you? Is it one of your employees? Who will be the main interview for the reporter and why them? (FOR TV) What are the visuals? If it’s television, what are some strong visuals the news crew will be able to capture on video? What can viewers expect to see in this story? It will help your TV pitch if you can illustrate a visual image for them ahead of time. #3 – Pick Up The Phone Pick one media outlet you want to pitch your story to and make the call. First decide what news media is good for your story? Is it a story with very strong visuals? Perhaps TV is the way to go. Is it a story that requires a more fulsome conversation? Maybe public radio is the best option. Newspaper is the best if you’re a nervous person and worried about being on TV or radio. Newspaper is the least intrusive of the media. Once you’ve decided what outlet, decide which reporter specifically. No emails at first in my opinion. It’s too impersonal for local news and you risk getting lost in the inbox shuffle. Doing it by phone also allows the reporter to ask any clarification questions they may have, right then and there. Now, if you call the general media outlet phone number, you can end up in phone transfer Hell or end up getting an editor or producer who is putting out six fires and juggling 4 balls. So, you are better to call an individual reporter (perhaps your favourite one). Do this in the first part of the morning before they get too busy. If they’re not there, leave a message and be prepared to call back later. Reporters are busy and may forget to call you back. Don’t take it personally. If you reach them, thank them for taking your call and make your pitch. Get to the point. A few minutes tops for the pitch. If they like it, they’ll tell you. If they don’t like it — again — don’t take it personally and don’t burn any bridges. Thank them for their time. When you get off the phone, contact a reporter with a different media outlet and do it again. Shop that story around and you’re likely to get a nibble. Final Thoughts: This isn’t a science. There are no guarantees. This process is just my personal opinion based on experience. Just be yourself. Be genuine. The reporters will like that as opposed to dealing with professional PR people or communications officers. They may find it refreshing to deal with a “real person” who isn’t trying to spin them. Beyond the initial pitch, whether it’s successful or not, offer yourself as a research resource to them on issues related to your industry — even if it means you won’t be in the story. This is how you build a relationship with a reporter and it may bode well for you in the future. Good luck. Let me know how it goes.

EXPERT PITCHING 101: The Power of Spotlights

Of all the angles and perspectives, when pitching your experts, you need to figure out how yours stands out amongst the rest. How are you getting the perspectives of your subject matter experts out there? Have you figured out your 'bench strength' to know who can comment on what and how? Do you have a good way to get your people out there to the public? Sadly, when asked these questions, most PR and Marketing professionals struggle to give you a straight answer with confidence on how they get their people to comment on certain storylines. With a defeated tone, I often hear, “Well – we have our resident rock star, Professor Jones, who does most of our media interviews” often followed by, “but he’s not always the best person for the story.” Although, most organizations have a list of subject matter experts, they are often over-reliant on the same ‘go-to’ people. Here’s why: First, these people are tried and true. For media, it’s a big deal when contacting an expert for comment - especially if the interview will be conducted on camera. So, why risk the chance of speaking with someone new? The second thing, it’s time consuming. It’s easy to find a previous expert pitch in an email and forward it on to someone new. However, gathering this content for each new person every time an individual is being pitched is very time consuming and difficult to manage. Especially, when this content is strewn across the web and you need to add links for videos on YouTube, books on Amazon, articles on ResearchGate, presentations on SlideShare etc. Once you’ve found the right person for the story, and you’ve aggregated the necessary background content to send, you must tie the loose ends and make the person contextual and relevant. Why is this person the best individual to comment on the story? What angle is this person going to provide? What sort of background qualifies this person to being the subject matter expert on the topic? Don’t worry, help is on the way At ExpertFile, we’ve heard the stories about organizations missing out on opportunities to get national or international media coverage because of their small team. These understaffed teams don’t have enough bandwidth to continuously pitch their people and comment on storylines. Their websites don’t paint a full picture of their experts’ abilities and knowledge. So, we got together with these PR, Marketing and Comms people, and looked to develop a solution. Then we created “Spotlight” - putting all of the necessary tools into the hands of PR, Marketing and Communications teams. Spotlight allows you to contextualize the relevance of your expert with a the story. Write your expert pitch to explain why that person is the best to comment on that topic, and the angle they’d be able to provide. Combine that with rich media profiles created by the ExpertFile team, you now have a central home for all of your experts’ content, and it provides a more engaging representation. So, when the media are vetting, they can now watch a video of that individual speaking in front of a camera, see their latest Media Appearances to know they have experience talking to reporters, and a Contact button for the quickest way to reach that individual, while simultaneously routing to any other internal stakeholders. This last part is important to consider as every story has many angles. Take the recent United Airlines debacle, where a passenger was viciously pulled out of his seat due to the plane being overbooked. Aside from the traumatic events from the video that surfaced of the incident, after the dust settled media are left scrambling to find out more on the protocol for overbooked flights, the global impact (there was a big uproar in China due to initial reporting that he was of Chinese descent), and the economic impact on the company. Which means, you don’t need to limit yourself to an aviation expert in order to comment on an aviation story. Every story has multiple angles - this lets you offer up a unique perspective, pitch a concept others are not covering and insert your expert into an already crowded narrative. Spotlight helps you grow those invisible experts into great sources, and it helps you efficiently pitch when you have resource constraints. Spotlights in Action Since the launch of the ExpertFile News Digest service, we’ve seen some significant results for our customers. We've only been with ExpertFile a short time. We've been using Spotlights from the News Digest and have noticed a lot more attention from media. They're easy to request - and the turnaround is fast. We recently were asked to comment on the Supreme Court nominee and booked a radio show thanks to a Spotlight. It’s been a great way to get additional exposure for Augusta University. We've only been with ExpertFile a short time. We've been using Spotlights from the News Digest and have noticed a lot more attention from media. They're easy to request - and the turnaround is fast. We recently were asked to comment on the Supreme Court nominee and booked a radio show thanks to a Spotlight. It’s been a great way to get additional exposure for Augusta University. -Kelly Jasper Senior Digital Media Coordinator - Augusta University With Spotlights we are seeing immediate pick-up of the stories we want to be part of. It’s letting us tell the Cambrian College story to a wide audience. As well, we’re noticing one Spotlight generates multiple media contacts. Once one outlet sees or reads our expert weighing in on a trending topic - the others follow. It’s an earned media coup. -Shawn Poland Associate Vice President, College Advancement - Cambrian College Once I integrated my Spotlights onto the Emory University business school website, it was so simple for me to have the ExpertFile Newsroom team whip up a pitch and publish it. Especially with limited resource on my team, it’s been a huge help to get my people out there in a more efficient manner. -J. Michael Moore Senior Communications Manager, Emory University - Goizueta School of Business Want to see an example of how to pitch your expert? Send your storyline to success@expertifle.com and we will have our Newsroom team send you a draft Spotlight ASAP. Is there anything that I missed? I’d love to hear what’s worked for you to get your people speaking with the media.

In this Era of Fake News and Alternate FactsExperts are King

There’s nothing new about fake news. Satirical media outlets such as The Onion have been around for a decade giving us a good laugh. But somewhere in the past 12 months, something changed for the worse. The wool that was being pulled over people’s eyes wasn’t so obvious anymore. Satire and bad humour were replaced by visceral accusations, conspiracies, and smear campaigns. How did we get to this point, and what can be done to stem the tide? A sure sign that we had a problem was a development that was apparent in the last presidential election. New voices were on the national scene branding our traditional media outlets as biased, and elitist. We saw the phrase “mainstream media” become a bigger part of the conversation. Now we have to contend with “fake news.” Unlike traditional journalism fake news outlets deliberately spew wrong information. In an effort to get a story out, mistakes will happen. But in the world of fake news there is no retraction or correction of these mistakes — even when they are exposed as blatantly untrue. Further damage ensues when social media then acts as an enabler as fake news articles get amplified to millions of people, who are clicking away, feeding advertising revenues to these publishers. No matter what your political stripe or where you stood regarding the recent US election, fake news was rampant on both sides spreading false information, invoking anger, and deceiving the public. More recently, a fresher version of fake news has emerged as “Alternate Facts.” A term made famous by Trump adviser Kellyanne Conway as she defended the statements made by Press Secretary Sean Spicer who lectured and insisted that the crowd present for President Trump’s swearing-in was “the largest audience ever to It seems that the whole nature of the game has changed almost overnight. Even the White House press gallery isn’t immune to these developments. This week’s Saturday Night Live sketch brilliantly sums up the aversive relationship that we’re seeing develop between the media and the new administration. (Note: For the record, the photo at the bottom is NOT a C-SPAN broadcast. It’s a comedy sketch. It did not really happen. This is NOT Sean Spicer in the photo below — it’s an actor portrayal). Perhaps most ironic for me is how believable fake news can appear to be. A friend of mine, a former investigative journalist commented that “given the outright absurdity of the actual “real” news cycle,” it’s getting hard for people to sort fact from fiction.” Perhaps this says as much about society as it does about media. So Where Does All This Leave Us? Some say the solution is as simple as removing the bias from our news media. The problem is, I know quite a few (real) journalists and they are serious about reporting facts. They work in newsrooms and report the news, they tell stories, but gathering and checking facts are what define them. As they work to a set of professional standards and deliver real information. However, we’re witnessing a massive change in the way that ideas are shaped and communicated to the public. Sadly, the traditional avenues of information flow and the mutual respect that even democratic nation states have had with the media appears to be eroding. There is also a disturbing undercurrent of thought that traditional news organizations are biased, and every outlet is always serving a hidden agenda. Recent events have prompted the need for news organizations to brief their journalists on how to govern themselves in these very “interesting times.” John Daniszewski, Vice President for Standards for Associated Press in a recent blog post called for clarity regarding the definition of the so-called “alt-right.” “We should not limit ourselves to letting such groups define themselves, and instead should report their actions, associations, history and positions to reveal their actual beliefs and philosophy, as well as how others see them,” writes Daniszewski. Other news organizations are looking at recent events and taking the opportunity to internally brief their journalists. In a recent message to staff, Reuters Editor-in-Chief Steve Adler wrote about covering President Trump the Reuters way: “The first 12 days of the Trump presidency (yes, that’s all it’s been!) have been memorable for all — and especially challenging for us in the news business. It’s not every day that a U.S. president calls journalists “among the most dishonest human beings on earth” or that his chief strategist dubs the media “the opposition party.” It’s hardly surprising that the air is thick with questions and theories about how to cover the new Administration. So what is the Reuters answer? To oppose the administration? To appease it? To boycott its briefings? To use our platform to rally support for the media? All these ideas are out there, and they may be right for some news operations, but they don’t make sense for Reuters. We already know what to do because we do it every day, and we do it all over the world. To state the obvious, Reuters is a global news organization that reports independently and fairly in more than 100 countries, including many in which the media is unwelcome and frequently under attack. We don’t know yet how sharp the Trump administration’s attacks will be over time or to what extent those attacks will be accompanied by legal restrictions on our news-gathering. But we do know that we must follow the same rules that govern our work anywhere.” Adler goes on to provide a set of rules for the Reuters team that I think are very wise, especially given the current environment. Do’s: Cover what matters in people’s lives and provide them the facts they need to make better decisions. Become ever-more resourceful: If one door to information closes, open another one. Give up on hand-outs and worry less about official access. They were never all that valuable anyway. Our coverage of Iran has been outstanding, and we have virtually no official access. What we have are sources. Get out into the country and learn more about how people live, what they think, what helps and hurts them, and how the government and its actions appear to them, not to us. Keep the Thomson Reuters Trust Principles close at hand, remembering that “the integrity, independence and freedom from bias of Reuters shall at all times be fully preserved.” Don’ts: Never be intimidated, but: Don’t pick unnecessary fights or make the story about us. We may care about the inside baseball but the public generally doesn’t and might not be on our side even if it did. Don’t vent publicly about what might be understandable day-to-day frustration. In countless other countries, we keep our own counsel so we can do our reporting without being suspected of personal animus. We need to do that in the U.S., too. Don’t take too dark a view of the reporting environment: It’s an opportunity for us to practice the skills we’ve learned in much tougher places around the world and to lead by example — and therefore to provide the freshest, most useful, and most illuminating information and insight of any news organization anywhere. Winning back the public trust — Why Experts Matter Perhaps a way to help reverse this trend is to ask more of our experts within our organizations, and get them to contribute more to these important conversations. It’s about getting our academics, physicians, professionals, and leaders in their respective fields to contribute more to help the media present a more balanced set of perspectives in ways that engage the public. In this new era, it appears that many experts are invisible to the media on a range of big issues such as climate change, economic data, security, crime and healthcare policy. Opinions — not always informed opinions — are taken as fact. People without qualifications are being asked to speak on topics that require years of study, research, and experience. This is why, now more than ever, we need to see a return of intelligence and knowledge to present true facts. Credible Experts Matter Credible sources are vital in helping ensure the proper degree of research has been done. Published work, peer-reviewed studies, as well as policy that has been developed and practised all play key roles in determining an actual expert. Proven credibility cuts through rhetoric. It promotes the delivery and flow of facts as opposed to feeding only one side of a debate. Being Approachable Matters We have to agree that the current sentiment that many have toward traditional institutions and their experts is that they are not providing enough practical information of benefit to the public. The term “ivory tower” comes up frequently to describe environments such as universities and think tanks. While we need these environments of intellectual pursuit they cannot be seen as disconnected from the practical concerns of everyday life. Transparency Matters Do you know where your information is actually coming from? The flow of money into the development of fake news and so-called “experts” who are pushing agendas is tremendous. We’ve seen it recently with the sugar industry — much like the tobacco industry who literally wrote the book on manipulating and re-wrapping expertise and research in the middle of the last century — setting ideas on nutrition back decades. The market is crying out for a more consistent way to discover and evaluate the credibility of experts. We need a quick and trusted way to review their education, background, publications as well as their affiliations. We need to be able to conduct a front-line background check before we give them the platform to share their perspectives on television, radio, or in print. We need to vet the expert before they reach an audience that relies on the information being communicated to form opinions and make critical decisions that affect their lives. Local News Matters Local media is shrinking. Newsrooms are currently being threatened by constant shifts in both consumption and business models. If we are to promote accurate information and win the war on actual facts, we must make it easier for local journalists to do their jobs. Mainstream media still carries a lot of weight, especially online and television where the nightly news reaches a massive audience. Though the ratings are large, the subject matter doesn’t always resonate with viewers at home. We need to do a much better job helping local media get better access to the experts in our organisations so they can localise issues and tell stories, and do it in ways that everyone can understand. For example, a story on national unemployment numbers has a different context in San Francisco than it does in Flint, Michigan. Climate change is impacting Miami a lot differently than it is in the Great Lake states. In the end, all news is local. Speed Matters News is increasingly a speed game. With social media, a 24-hour news cycle, and the race to be first, time is of the essence. But in this game, haste may not only make waste, the truth may be a casualty as well. Most recently Fox News reported on a violent shooting at a mosque in Quebec City, Canada. Six people were killed by a lone gunman. Fox News reported that the suspect was of Moroccan origin — that was false. The shooter was in fact of Canadian origin. It wasn’t until the Canadian Prime Minister’s office requested a retraction that Fox walked the story back…but it took almost two full days. In true Canadian fashion, Kate Purchase, Communications Director for Prime Minister Trudeau thanked Fox News. In the meantime, wrong information was shared across multiple platforms and seen by millions of people. This is when having your experts prepared, media-trained, and trusted internally to speak with media is key. In times of emergency and chaos, it may be the words, advice and perspective of a high-level expert that can calm a nervous public, or at the very least, clearly explain a situation and its outcomes with accuracy and trust. So Why Should This Matter to You? If you are focused on building your market visibility and brand reputation, making your organization’s experts more discoverable and responsive to media is as much a function of good public relations as it is a public service. In these days of fake news, alternate facts, and unclear agendas, an unbiased and objective point of view presented by a credible expert may be one of the few remaining pillars of integrity we have left. Experts bring credibility, reliability, and an elevated level of perspective and advice that the public can trust. It’s up to all of us to ensure our thought leaders rise above the fray and help rebuild the trust that is essential to building a civil society. How is your organization working with its experts to respond to these challenges? I’m particularly interested in speaking with communications and media relations professionals in higher education, healthcare and professional services as our team conducts more research in this area. Let us know what you think by sharing below. I read every comment.