Featured Post from ExpertFile

Part 2: Collaborating with Faculty Experts: A How-To Guide for Marketing Departments & Deans

Dec 10, 2019

6 min

Deanne TaenzerPeter Evans



In my last blog post, I shared some strategies that marketing departments can use to collaborate with their faculty experts (Read Part I). This post will reveal the final five principles that will help you collaborate with your faculty and get better results.



6. Show Quick Wins to Get Momentum


As the old saying goes, “nothing succeeds like success.” We all like to back winners. So while you won’t immediately see massive changes across the board on day one, it’s important to show progress. Expert marketing programs deliver significant results over the long run but you must communicate the early wins you achieve in the first few months to create internal momentum.


Remember it’s not just about the numbers. It’s just as important to provide qualitative information on the market interactions you are generating for your experts. For instance look at these early indicators:


  • Contribution – Who’s participating in contributing content to your expert center? Look at key types of files such as publications, videos and presentations.
  • Engagement – Also consider sending stats out to your experts showing which profiles get the most amount of web traffic.
  • Other Results – Speak to activities where you used your expert content to do outbound story pitches to media. Also mention coverage you are getting, or speaking engagements that resulted from inquires received from your expert profiles. For instance, one of our ExpertFile clients, very soon after launching their expert center received an inquiry from a major engineering publication for one of their professors, a direct result of their participation in the Expert Center.  Communicating this to other faculty drives engagement.
  • Tip: Send out a quick “Leaderboard” email showing the top five or ten experts who rank highest in completed profiles. This public recognition will get noticed.



7. Opt-In your Experts For Various Research, Writing & Speaking Contributions


The famous “help me, help you” quote from Jerry Maguire sums up the importance of collaborating effectively with your experts. They are very busy people; meeting them halfway will ensure mutual success.


  • Get some face time: Emails with requests to send information often will go ignored.  Instead invest the time to set up a quick meeting at their office to review and update their expert profile to make sure it’s up to date. Locate new projects that are in progress such as publications or speaking engagements and set a date to check-in with them.
  • Identify Opportunities: Identify their key research interests and passions to see where they can help in contributing to the overall content mix.
  • Organize Your Content Contributions: Build out a list of key areas for each expert where they can “opt-in” to contribute to your expert marketing programs. Think about various areas they can help as a researcher, writer, or speaker for both internal and external events. Remember, there are many jobs to be done across campus that go way beyond media interviews. Identify who can write blog posts, contribute to content in a research capacity, or even review story pitches. Track these commitments and follow up with your experts and you will see the payoff. Many experts want to help, but it’s important to approach them and organize your interactions with them in an efficient manner for success. Content planning frameworks are a great way to track this information.



8. Put Your Experts in the Spotlight


Want to see better results from your media relations efforts? Organize your experts based on areas of interest. Once you’ve curated that list, you can align your experts with breaking news events and other opportunities on your editorial calendar. Here’s how it looks:


  • Set up a “Topic Cloud”:  List all the areas of interest that your faculty experts want to speak on. Make sure the terms you use are relevant to what journalists are searching for on Google. Start at a high level and then drill down for a structured taxonomy of terms. For instance if you have a medical expert who speaks about ebola you also should index them under the term “infectious disease” as journalists also use this search term when looking for sources.
  • Align Your Experts with an Editorial Calendar: An editorial calendar allows you to plan content well ahead of time so you can promote upcoming research, publications and other announcements. Mapping experts to these events in advance will deliver better quality output and engagement. For example, there are always stories that recur every year, things like tornadoes, taxation, gas prices and the like. Preparing for these stories allows you to have your angle ready, along with creative assets such as images and videos that will engage targeted audiences. With this work already done, you will have time to attend to other pressing matters.
  • Get Ready to Pounce on Breaking News: The benefits of real-time marketing and helping journalists write the next paragraph of a breaking story are immense, but this is a game of speed. Matching the right expert to the right media opportunity requires this type of pre-planning to identify who the go-to people are within your organization.



9. Develop a Scorecard: Identify Some The Expert Metrics You want to Measure


Here are the categories you need to pay attention to as you evaluate your progress as an organization:


Contribution – Show stats on how you are seeing growth in published content assets. Track the growth in areas such as the number of published expert profiles, % completion of profiles and growth of published content in categories such as videos, PowerPoint presentations, and whitepapers.


Engagement – Ask your digital team to provide stats on the number of profile views each expert is receiving monthly. Try ranking some of your top experts and send out a note congratulating them. Also try to spot trends such as traffic spikes related to topics that may be of interest to the media. These metrics can help you decide what topics you focus on when producing content or promoting your experts to journalists.


Inquiries – Requests to contact your experts can come from a variety of audiences, and all can be valuable for internal departments ranging from media relations and advancement to recruiting. It’s important to evaluate what types of requests you are receiving. You can sort and route these requests more efficiently with an online form.  Some suggested categories you can track include:

  • Media Inquiries
  • Speaking Inquiries
  • Expert Witness Inquiries
  • Student or Parent Inquiries (classify by type i.e. Graduate Students, Foreign Students)
  • Donor Inquiries
  • Partner Inquiries
  • Research Collaboration Inquiries


Results – While it can be difficult to close the loop on all requests that you generate from your expert marketing efforts, try linking the source of your inquiries back to results. For instance, if you are doing clip reports, highlight specific media coverage that resulted from your efforts.


You should also look at other important data such as student inquiries and donor connections that are made through your expert marketing programs. This will help you justify the return on investment and perhaps allow you to secure additional budget and resources from various groups in the organization who benefit.



10. Make Your Experts Feel Special: Don’t Forget Rewards and Incentives


Anyone running a successful expert marketing program will tell you that it’s important to embrace some of the “softer” people skills to get results. It is essential to provide feedback and recognition to contributors to keep them motivated to help you. Remember that your experts are in constant demand, so you are competing for their most limited resource – their time. Here are some key things you should consider when working with your experts:


  • Be Visible: Walk the campus and take an active interest in the work your experts are doing. Face-to-face meetings are an important part of enlisting support.
  • Educate Them on Their Value as Experts: Help your experts understand how their contributions can impact areas related to media coverage, student enrolment, donor and alumni relations, and government and corporate sponsorships.
  • Offer Assistance: Help them manage their online presence in your expert center. Make it as simple as possible to update content such as presentations, videos and speaking engagements.
  • Recognize Key Contributions: Send personal notes to experts to thank them for their help. You can also do a shout out via email to a list of key contributors.


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

3 min

ExpertSpotlight: Why the Strait of Hormuz Matters: The World’s Most Critical Chokepoint

The Strait of Hormuz is one of the most strategically vital waterways on Earth. Just 20 miles wide at its narrowest point, with shipping lanes only a few miles across in each direction,  this narrow channel connects the Persian Gulf to the Gulf of Oman and the Arabian Sea. Through it flows roughly one-fifth of the world’s petroleum supply, along with vast quantities of liquefied natural gas, particularly from Qatar. For global markets, the Strait is more than geography, it is a pressure point. Any disruption, even the threat of one, can send oil prices surging and rattle financial markets worldwide. A History Shaped by Empire and Energy For centuries, the Strait served as a maritime corridor linking Mesopotamia, Persia, India, and East Africa. Control over it shifted between regional powers, colonial empires, and eventually modern nation-states. In the 16th century, the Portuguese seized nearby islands to dominate regional trade routes. Later, British naval power asserted influence during the height of imperial shipping dominance. In the 20th century, however, the Strait’s importance expanded dramatically with the rise of oil exports from Gulf states. After the 1979 Iranian Revolution, tensions surrounding the Strait intensified. During the Iran-Iraq War in the 1980s, particularly the so-called “Tanker War” phase, commercial vessels were targeted, highlighting how vulnerable global energy supplies could be. Since then, periodic confrontations between Iran, the United States, and regional powers have kept the Strait at the centre of geopolitical risk. Why It Is So Important Today 1. Energy Security Major oil producers including Saudi Arabia, Iraq, the UAE, Kuwait, and Qatar rely heavily on this route. Even short-term closures could disrupt millions of barrels per day in global supply. 2. Global Economic Stability Because oil is globally traded and priced, disruptions in the Strait impact fuel costs, inflation, shipping, and consumer prices worldwide — including in North America and Europe. 3. Military Strategy The Strait is bordered primarily by Iran to the north and Oman to the south. Iran has periodically threatened to close the passage in response to sanctions or military pressure. The U.S. Navy and allied forces maintain a consistent presence to ensure freedom of navigation. 4. Modern Geopolitical Flashpoint Recent decades have seen drone seizures, tanker detentions, and naval standoffs. Each incident reinforces how fragile global energy logistics can be when concentrated in a single corridor. The Strait as a Symbol of Interdependence The Strait of Hormuz underscores a central truth of globalization: the world’s economies are deeply interconnected and geographically vulnerable. A narrow stretch of water in the Middle East can influence gasoline prices in Ontario, manufacturing costs in Germany, and energy security debates in Asia. It is both a trade artery and a geopolitical lever — a reminder that geography still shapes global power. Expert Angles for Media An expert in geopolitics, energy economics, or maritime security could explore: How vulnerable is the global economy to a prolonged closure? Can alternative pipelines realistically replace Hormuz traffic? What role do regional alliances play in deterring conflict? How does the Strait shape Iran’s negotiating power? What would insurance and shipping markets do in a crisis? The Strait of Hormuz is not simply a map feature — it is one of the world’s most consequential strategic chokepoints. Its stability underpins global energy flows, economic predictability, and international security. If tensions rise there, the world feels it. Our experts can help! Connect with more experts here: www.expertfile.com

2 min

Jesse Jackson: The Activist Who Turned Protest into Political Power

Few figures bridge the worlds of street-level activism and presidential politics like Jesse Jackson. For more than six decades, he has stood at the center of America’s ongoing struggle for racial justice, economic fairness, and political inclusion. His legacy isn’t just historical, it continues to shape today’s debates about voting rights, coalition politics, economic equity, and the power of grassroots organizing. From Civil Rights Foot Soldier to National Leader Jesse Jackson rose to national prominence as a close associate of Martin Luther King Jr., working with the Southern Christian Leadership Conference during the height of the Civil Rights Movement. He was present in Memphis in 1968 during King’s assassination, a moment that profoundly shaped his path forward. After King’s death, Jackson focused on translating civil rights gains into economic opportunity, founding Operation PUSH (People United to Save Humanity), later merging it into the Rainbow PUSH Coalition. His central message: political rights mean little without economic power. The 1984 & 1988 Presidential Campaigns In 1984 and again in 1988, Jackson ran for the Democratic presidential nomination — becoming one of the first Black Americans to mount a serious, nationwide campaign for the presidency. His 1988 campaign was especially historic: He won 11 primaries and caucuses. He finished second in the Democratic race. He built what he called a “Rainbow Coalition” — uniting Black voters, Latinos, labor groups, farmers, progressives, and working-class Americans. Jackson expanded voter registration efforts and brought millions of new voters into the political process, laying groundwork for future candidates, including Barack Obama. Coalition Politics Before It Was a Buzzword Long before diversity became corporate language, Jackson was preaching multiracial, multi-class political alliances. His philosophy emphasized: Economic justice alongside civil rights Voting access and political representation Corporate accountability International human rights engagement He also engaged in diplomatic efforts abroad, including negotiating the release of American hostages in conflict zones — demonstrating how civil rights leaders could operate on the global stage. Controversies and Complexity Jackson’s career was not without controversy. Critics pointed to past inflammatory remarks and political missteps. Yet even his detractors acknowledge his role in permanently expanding the boundaries of American politics. He forced national conversations about race, poverty, and representation — and shifted the Democratic Party’s platform toward broader inclusion. A Legacy That Endures Today’s conversations about: Structural inequality Voter suppression Grassroots political mobilization Multiracial coalition building … all carry echoes of Jackson’s work. Whether viewed as a trailblazer, a bridge between eras, or a polarizing figure, Jesse Jackson helped redefine what political participation looks like in America. Connected with an expert Find more experts here: www.expertfile.com

2 min

ExpertSpotlight: The Surprising (and Slightly Dark) History of Valentine’s Day

Valentine’s Day may now be synonymous with chocolates, flowers, and heart-shaped everything, but its origins are far more complex, blending ancient Roman traditions, Christian martyrdom, and medieval storytelling. What began as a mid-winter festival tied to fertility and renewal eventually evolved into a celebration of romantic love - one shaped as much by poets and pop culture as by saints and religious history. Ancient Roots: Before Romance, There Was Ritual Long before Valentine’s cards, ancient Romans celebrated Lupercalia, a mid-February festival focused on fertility, purification, and the coming of spring. The event included symbolic rituals meant to ward off evil spirits and promote health and fertility, far removed from today’s candlelit dinners. As Christianity spread through the Roman Empire, many pagan festivals were re-interpreted or replaced with Christian observances, laying the groundwork for what would become Valentine’s Day. Who Was Valentine, Anyway? There isn’t just one Valentine. Historical records point to multiple early Christian martyrs named Valentine, the most famous being Saint Valentine, executed in the 3rd century CE. One popular legend claims he secretly performed marriages for young couples despite a Roman ban, acts that ultimately led to his execution. While historians debate the accuracy of these stories, they helped cement Valentine’s association with love, sacrifice, and devotion. Love Enters the Story: Medieval Poets Change Everything Valentine’s Day as a romantic holiday didn’t truly take shape until the Middle Ages. English poet Geoffrey Chaucer is often credited with linking February 14 to romantic love in his poetry, helping popularize the idea that it was the day birds chose their mates. From there, the connection between Valentine’s Day and courtly love spread across Europe, especially among the nobility, eventually giving rise to handwritten love notes and tokens of affection. From Handwritten Notes to Hallmark By the 18th and 19th centuries, Valentine’s Day had become a popular occasion for exchanging cards, flowers, and gifts. The Industrial Revolution made printed cards widely available, transforming a once-elite tradition into a mass-market celebration. Today, Valentine’s Day is a global cultural phenomenon, equal parts romance, commerce, and tradition,  evolving to include friendships, self-love, and inclusive expressions of connection. It isn’t just about romance, it reflects how traditions evolve over time, absorbing layers of culture, religion, and storytelling. Understanding its history helps explain how societies redefine love, relationships, and celebration across generations. Our experts can help! Connect with more experts here: www.expertfile.com

View all posts
Powered by