Featured Post from ExpertFile

Part 1: Collaborating with Faculty Experts: A How-To Guide for Marketing Departments & Deans

Dec 10, 2019

4 min

Deanne TaenzerPeter Evans


“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.



Connect with:
Deanne Taenzer

Deanne Taenzer

Vice President

Connecting Experts, Thought Leaders and Great Minds

Digital Content to engage AudiencesCoaching and Team LeadershipCloud ApplicationsCloud Based ServicesHigher Education
Peter Evans

Peter Evans

Co-Founder & CEO

Recognized speaker on expertise marketing, technology and innovation

Media TrendsThought LeadershipMarketingTechnologyInnovation
Powered by

You might also like...

Check out some other posts from ExpertFile

Who Owns the World Cup? featured image

2 min

Who Owns the World Cup?

A plan to sell minority stakes in the commercial business surrounding FIFA competitions has triggered a major confrontation with European soccer. UEFA and its 55 national associations have reportedly agreed to boycott FIFA competitions while the proposal remains active. The dispute touches on sports governance, private investment, legal authority, media rights and the growing commercialization of the World Cup. Writing a story around this unprecedented event?  Connect with leading experts below for insight and commentary. Matthew Robinson — University of Delaware Robinson specializes in international sports governance, sport diplomacy and global sport development. His work is particularly relevant to the power struggle between FIFA, UEFA and national associations—and what a coordinated European boycott could mean for FIFA’s authority. Thomas Smith — Emory University’s Goizueta Business School Smith studies sports economics, finance and the business of entertainment. He can provide insight into the financial thinking behind FIFA’s proposal, including the trade-off between receiving capital now and sharing future World Cup revenues. Tim Derdenger — Carnegie Mellon University’s Tepper School of Business Derdenger studies sports markets, sponsorship and the commercialization of major sporting events. His research is relevant to the potential effects on broadcast value, sponsors, fan interest and the overall World Cup brand. Klaas Baks — Emory University’s Goizueta Business School Baks specializes in private equity, alternative investments, mergers and acquisitions and business valuation. His expertise can help explain how investors might value FIFA’s commercial assets and what they would typically expect from a minority investment. Andrew Brandt — Villanova University Brandt’s expertise spans sports law and sports business. That experience is relevant to questions about FIFA’s authority over its members, the legal consequences of a boycott and the potential impact on players, sponsors, broadcasters and host countries. Tim DeSchriver — University of Delaware DeSchriver researches sport finance, economics and marketing. His work can help frame the broader financial question: Is FIFA unlocking the value of its competitions, or giving up a share of long-term revenue in exchange for immediate funding? Reach out to these experts now for your next story.  All inquiries are monitored to ensure time-sensitive request and deadlines are met. For more FIFA and WorldCup information visit our World Cup Expert Hubs.

New Gallup–Lumina Study Data Suggests Parents Can't See What a University Degree Is Really Worth featured image

3 min

New Gallup–Lumina Study Data Suggests Parents Can't See What a University Degree Is Really Worth

Sixty-three percent of Americans say four-year colleges are doing a poor job of making education affordable. Twelve percent say they're doing well. That figure is getting a lot of attention along with other results in the latest Gallup and Lumina Foundation survey of 2,043 adults. Ironically, this data will surprise very few people working in the sector who are paying attention. When you look at the data, one number stands out and provides hope for institutions. Among parents who hold a college degree, 48 percent want a four-year university for their child. And among parents with some college or a high school diploma, fewer than 20 percent do. Both groups want education after high school. What separates them is whether the parent has personally experienced what a degree does to employment, earnings and job satisfaction. So the case for the four-year degree is currently being carried by "lived experience", which, by definition, does not reach families who haven't had it. These are the families four-year institutions most need to reach. Community colleges, by contrast, show what the alternative looks like when it's explained well. They're rated good or excellent by 68 percent on access, 61 percent on quality, 54 percent on affordability and 52 percent on workforce preparation. Four-year institutions lead in one category: advancing knowledge and new discoveries, 53 percent to 46. Price is where institutions have hurt themselves most directly. Net prices have fallen across income brackets and institution types over six years, yet colleges continue publishing sticker figures that most enrolled students never pay. Courtney Brown calls transparency “the missing link in rebuilding trust.” A family that can't determine the price before applying will assume the advertised number is the price. The 3 Themes Run Through this Data Evidence has to Connect with Audiences Who Have No Reference Point: Institutions often position for families who already understand how higher education works. And the survey suggests the persuadable audience is the one that doesn't. Unexplained Value Doesn't Count: A college credential that costs less, takes two years, and ends in a job explains itself. A benefit that compounds over thirty years does not, and most institutions have responded by falling back on median starting salary. Universities need to show other evidence of value.  Scattered Evidence Isn't Discoverable: Aid data, outcomes, faculty expertise, and research impact each live in a different department, in different faculties, and in different systems. It’s challenging for CMO’s to unify all this information. But the market isn’t waiting for that to happen. Students and families now hand that assembly job to an AI search tool, and whatever it retrieves and attributes is functionally what the institution has said. None of this starts with a campaign. Write down the ten questions families ask most often, then check what your website, your faculty pages and an AI assistant currently return for each one. Most institutions find the evidence exists and nobody can locate it. At ExpertFile we understand we can’t fix all of these problems. Nonetheless, we’re working hard to make faculty expertise and research more findable and relatable to a variety of audiences - this includes the students and families that have important questions about the value of university. Americans have not given up on higher education. They just want clearer evidence of what it costs and what it returns, and they want it from credible voices willing to put their names to it.

Expert Insights on the Manhattan High-Rise Structural Concerns featured image

2 min

Expert Insights on the Manhattan High-Rise Structural Concerns

The unfolding structural emergency at the former Pfizer headquarters on East 42nd Street in Midtown Manhattan raises urgent questions issues such as load limits, weight redistribution, structural steel, emergency shoring and in general the challenges of converting older office towers into residential buildings. As officials and engineers continue to investigate what happened, the incident points to a larger issue facing many major cities: how safely can older commercial buildings be adapted for new uses, especially when vertical additions, new floor loads and major structural modifications are involved? ExpertFile has a range of structural engineering experts available to help journalists and audiences understand the engineering issues behind this story. Featured Experts Edward Sippel, P.E., Ph.D. Assistant Professor, Milwaukee School of Engineering Edward Sippel is an expert in structural engineering at the Milwaukee School of Engineering with a focus on steel structures, stability and structural analysis. His expertise in structural steel, finite element analysis and nonlinear analysis makes him especially relevant to questions about column buckling, steel-frame behavior, temporary reinforcement and how engineers assess whether a damaged steel structure can be stabilized or repaired. David O. Prevatt Professor, University of Florida David O. Prevatt is a structural engineer at the University of Florida whose areas of expertise include structural load paths, structural engineering and resilient building performance. His expertise is especially relevant to explaining how loads move through a building, what happens when weight is added or redistributed, and why engineers must understand the full path that gravity loads take from upper floors down to the foundation. Key Questions Experts Can Address How do added floors or major renovations change the way weight moves through an existing building? What causes a steel column to buckle, and how is that different from other types of structural failure? Why do transition points between older and newer parts of a structure require special attention? How do engineers use temporary shoring, jacks and steel reinforcement to stop movement during an emergency? What should cities, developers and regulators consider as office-to-residential conversions become more common? Additional Structural Engineering Experts Available Beyond load paths and steel mechanics, this story also raises broader questions about structural health monitoring, building inspections, retrofits, aging infrastructure, concrete systems, structural dynamics and resilient design. ExpertFile includes additional experts who can speak to these related issues, including: For journalists covering the Manhattan high-rise situation, office-to-residential conversions, emergency building stabilization or the future of urban infrastructure, these experts offer relevant structural engineering expertise that may help add context, clarity and perspective to your reporting. Looking for more experts?  Visit: www.expertfile.com About ExpertFile ExpertFile is the worlds largest open-access, curated search engine for experts. ExpertFile is the best way to search and connect with credible experts on over 50,000+ topics. Our award-winning software platform is trusted by leading knowledge-based organizations to help them manage and connect their research and perspectives to a broader audience. Download the ExpertFile Mobile App.

View all posts
Powered by