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

Thought LeadershipMarketingTechnologyInnovationStrategic Planning

You might also like...

Check out some other posts from ExpertFile

1 min

#ExpertSpotlight : Notre Dame

Notre Dame Cathedral, an iconic symbol of Paris and a masterpiece of Gothic architecture, has stood for centuries as a testament to human creativity, spirituality, and resilience. This historic landmark continues to captivate global attention not only for its artistic and religious significance but also for its ability to endure and inspire amidst challenges like the devastating 2019 fire. Notre Dame matters to the public because it embodies cultural heritage, historical memory, and the ongoing effort to preserve monuments of global importance. Key story angles that may interest a broad audience include: The architectural and artistic marvels of Notre Dame: Exploring its iconic design, stained glass windows, and cultural influence on art and literature. The 2019 fire and restoration efforts: Highlighting the international response, the challenges of restoring historical structures, and the role of modern technology in reconstruction. Notre Dame's role in French and global history: Examining its significance during key historical events, including coronations, revolutions, and wartime preservation. Religious and spiritual importance: Understanding the cathedral’s role as a center for Catholic worship and its influence on interfaith dialogue. The impact of Notre Dame on tourism and local culture: Analyzing how the cathedral shapes Parisian identity and attracts millions of visitors annually. The future of Notre Dame: Discussing sustainability in historical preservation and how the restoration aligns with broader cultural and environmental goals. Connect with an expert about Notre Dame: To search our full list of experts visit www.expertfile.com

1 min

ExpertSpotlight: Origins and History of Santa Claus

Santa Claus, the beloved figure at the heart of modern Christmas celebrations, has a rich history rooted in centuries of global tradition and folklore. His story originates from Saint Nicholas, a 4th-century bishop known for his generosity, and has evolved over time through cultural influences from Europe to North America. Santa's transformation into the jolly, red-suited icon we recognize today reflects not only the blending of mythologies but also the commercialization and globalization of Christmas. Understanding Santa’s origins offers valuable insights into cultural exchange, religious traditions, and societal values. Key story angles of interest include: The historical figure of Saint Nicholas and his influence on Santa Claus How Scandinavian folklore shaped Santa's association with winter and gifts The commercialization of Santa Claus in 19th and 20th-century America Depictions of Santa across cultures, from Europe’s Sinterklaas to Russia’s Ded Moroz The role of advertising, particularly Coca-Cola, in shaping Santa’s modern image Santa Claus as a symbol of generosity and its implications for holiday consumerism Connect with an expert about the Origins and History of Santa Claus: To search our full list of experts visit www.expertfile.com

2 min

ExpertSpotlight: The History of Presidential Pardons in America

Presidential pardons have long been a cornerstone of executive power in the United States, granting the president the ability to forgive federal offenses. Rooted in the Constitution and modeled after the British royal prerogative, this authority has sparked significant legal and ethical debates since the nation’s founding. Understanding the history and implications of presidential pardons provides insights into American governance, justice, and the balance of power. This topic presents compelling opportunities for journalists to delve into its historical and contemporary significance. Key story angles include: Origins of the Presidential Pardon: Exploring how and why the pardon power was enshrined in the Constitution, including influences from English law and debates among the Founding Fathers. The First Presidential Pardon: Detailing the story of George Washington’s 1795 pardon of participants in the Whiskey Rebellion and its impact on shaping the use of executive clemency. Controversial Pardons in History: Investigating high-profile pardons, such as those granted by Presidents Andrew Johnson, Gerald Ford, and Donald Trump, and their political and social ramifications. Legal and Ethical Perspectives: Examining what legal scholars and historians say about the scope of pardon power, including debates over its limits and potential for misuse. Pardons and Social Justice: Highlighting cases where pardons were used to address systemic injustices, such as civil rights-era convictions or drug-related offenses. Comparing Global Practices: Analyzing how the U.S. approach to executive clemency compares to pardon systems in other democracies and the broader implications for justice. The history and evolution of presidential pardons open the door to meaningful discussions about justice, accountability, and the executive branch’s influence, offering journalists a wealth of perspectives to explore. Connect with an expert about the History of Presidential Pardons in America: To search our full list of experts visit www.expertfile.com

View all posts