Working with Faculty Experts to Build Reputation and Market Visibility

Dec 10, 2019

4 min

The Baylor University Playbook Featured in CASE Currents Magazine

PHOTO CREDIT: BAYLOR UNIVERSITY MEDIA COMMUNICATIONS

As traditional and social media organizations such as Facebook race to expose and disrupt the onslaught of “fake news”, a major opportunity exists for higher education institutions to more prominently feature their research and expert opinion to quell this steady flow of misinformation. We know that the gold standard of news reports and social media posts are substantiated with expert research and opinion. What gets in the way of comprehensive reporting and dialogue? It’s often the lack of input from great institutions and their experts.

More than ever, traditional media organizations need to provide a steady flow of credible information to trump the influx of unsubstantiated content. But the media (from local mainstream editors to award-winning international investigative journalists) struggle with big challenges: growing editorial demands, small budgets, little time, limits to accessing information – all restricting their ability to pursue new research, data and expertise. So how do they get around this and cut through the clutter?

A lot of the responsibility falls on organizations to be more approachable to journalists to help them with expert sources. Schools doing this well are already boosting their reputation with media and other key audiences by showing the relevance of their institution and faculty.

In this month’s CASE Currents magazine, a feature article titled “Are Your Professors Ready for Their Close-Up?” Eric Eckert, Baylor University’s Assistant Director of Media Communications and Faculty Development, shares with other institutions the process his team took to prepare its faculty experts for the media spotlight with an in-house training program and the necessary tools to succeed. the Baylor playbook is a great read for any organization looking to boost media coverage and build reputation.

Eckert, whose list of responsibilities at the university includes “Faculty Experts”, notes:

“We demonstrate our commitment to this program by investing in tools that spread awareness of our researchers’ work. In addition to the time we devote to training and promoting our faculty members, in 2017 our office started using ExpertFile, a content marketing platform that includes the capability to create dynamic faculty profiles that expose our professors to a wider audience of journalists. We can also manage media inquiries through the platform. The software has reduced the time we spend updating faculty profiles. We can quickly add photos, videos, and links to an expert’s media hits and create faculty spotlights—a feature that helps us rapidly promote a professor’s expertise to take advantage of breaking news.”

ExpertFile worked with Baylor to develop a searchable platform and content placements for their experts integrated into the Baylor website. To extend the reach beyond the website, Its experts are now also synchronized with the ExpertFile global experts directory and are also visible to thousands of newsrooms throughout the world through our partnerships with the Associated Press and Dejero. Eckert goes on to explain his organization’s use and success with ExpertFile Spotlight. Spotlight is a unique content hub solution that is growing in popularity with marketing teams looking to quickly feature their experts in the context of breaking news, emerging stories, valuable research and newsworthy events. Virtually all of our clients are seeing the importance of providing relevant story angles that can be produced to help journalists on same day deadlines.

Eckert goes on to speak of his experience with Spotlights: “In September 2017, we created a spotlight to distribute a Baylor law professor’s comments on President Donald Trump’s decision to withdraw authorization for the Deferred Action for Childhood Arrivals program. A media inquiry received through ExpertFile resulted in a guest appearance on a nationally syndicated radio program in Canada.” Other coverage generated recently by the Baylor team includes:

Are you ‘phubbing’ right now? What it is and why science says it’s bad for your relationships

The Washington Post

You might be cheating on your spouse with your smartphone

The Toronto Star

Four bad habits that executives should nix

The Economist

Can ‘bedtime’ teas really help you fall asleep faster?

Women’s Health

The better way to take a break

Fast Company

The profile that experts develop through thought out programs such as Baylor’s can extend well beyond media to other key stakeholders, including potential research partners, funders, event organizers, student enrollment and employee recruitment.

How are your marketing, communications and media relations’ teams working with your experts across the campus to build market visibility and reputation for your institution? We’d like to know. For more information on how ExpertFile Spotlight works or to read more success stories please drop me a line at Deanne Taenzer at dtaenzer@expertfile.com

Connect with:

Deanne Taenzer

Vice President

Connecting Experts, Thought Leaders and Great Minds

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

Find Experts

Jun 5, 2026

1 min

Tony Awards: CMU Experts Unpack Broadway’s Biggest Night

As Broadway prepares for the 2026 Tony Awards this Sunday, Carnegie Mellon University experts are available to help media explore the stories behind the stage, from the business of Broadway and the economics of major productions to costume design, theatre history and the behind-the-scenes teams that bring performances to life. CMU’s Tony Awards expert page brings together faculty and specialists who can provide timely commentary on the artistic, cultural and economic forces shaping Broadway’s biggest night. The Business of Broadway Production costs, commercial risk, tourism, jobs, touring productions and Broadway’s wider economic impact. Behind the Scenes The directors, designers, stage managers, technicians and production teams who turn a show into a fully realized theatrical experience. Costume in Theatre How costume design shapes character, period, mood and storytelling on stage. The History of Theatre and Broadway Broadway’s evolution, cultural influence and place within the broader history of theatre. Media can visit CMU’s Tony Awards page to explore available experts and connect directly with the right source for their story.

Jun 4, 2026

2 min

Expert Spotlight: Tiananmen Square - 37 Years Later, Why the World Still Remembers

Thirty-seven years after the events in Beijing's Tiananmen Square, the anniversary continues to spark global reflection on democracy, freedom of expression, state power, and the importance of preserving historical memory. While discussion of the events remains heavily restricted within China, commemorations continue around the world as scholars, journalists, policymakers, and human rights advocates examine the lasting significance of what occurred in the spring of 1989. The movement began in April 1989 following the death of reform-minded Chinese leader Hu Yaobang. What started as student-led gatherings evolved into a nationwide protest movement calling for political reform, greater transparency, accountability, and action against corruption. Hundreds of thousands of demonstrators occupied Tiananmen Square, while similar protests spread to cities across China. After weeks of escalating tensions, martial law was declared. On the night of June 3 and into June 4, Chinese troops and tanks moved into Beijing to clear the protests. The exact number of deaths remains disputed and unknown, with estimates ranging from hundreds to thousands. The Chinese government has never released a full accounting of those killed, injured, detained, or disappeared. Perhaps the most enduring image from the crackdown is that of the unidentified "Tank Man" who stood alone before a column of tanks on June 5, 1989. The photograph became a global symbol of individual courage in the face of overwhelming state power and remains one of the most recognizable images of the twentieth century. Why Tiananmen Still Matters Beyond its historical significance, Tiananmen remains relevant because it raises enduring questions about civil liberties, government accountability, censorship, collective memory, and the role of citizen activism. Researchers continue to study how societies remember contested events and how governments shape historical narratives. The anniversary also serves as a reminder of the importance of preserving documentary evidence and firsthand accounts for future generations. Today, remembrance efforts continue through archives, academic research, museums, oral histories, and public commemorations outside mainland China. Recent reports highlight ongoing attempts by scholars, journalists, and activists to preserve photographs, diaries, eyewitness accounts, and other records associated with the 1989 protests and crackdown. Expert Perspectives Available Journalists covering the Tiananmen anniversary may wish to connect with experts in: Chinese history and politics Human rights and international relations Collective memory and historical preservation Democracy movements and social protest Media censorship and information control East Asian studies and contemporary China The Tiananmen Square anniversary remains more than a historical milestone. It continues to influence conversations about freedom, political participation, historical accountability, and the power of memory in shaping the future. If you're covering - connect now! See all of our experts at www.expertfile.com

Jun 1, 2026

2 min

Pride Month: From Protest to Global Celebration

Pride Month is celebrated each June to honour the 1969 Stonewall Uprising in New York City, when LGBTQ+ patrons resisted a police raid at the Stonewall Inn. The uprising lasted several days and became a defining moment in the modern LGBTQ+ rights movement. One year later, the first Pride marches were held, transforming public protest into an annual call for visibility, dignity, safety, and equality. Today, Pride is marked around the world in many different ways. In Canada, the United States, and much of Europe, celebrations often include parades, festivals, concerts, flag-raisings, community events, and public education campaigns. In places such as Brazil, Mexico, South Africa, Japan, India, and Australia, Pride can blend celebration with activism, reflecting local histories, cultures, and legal realities. In countries where LGBTQ+ rights remain restricted or unsafe, Pride may take the form of smaller gatherings, private events, online campaigns, or human-rights advocacy rather than large public parades. What makes Pride powerful is that it is both celebration and protest. It recognizes progress, honours those who fought for change, and draws attention to the discrimination, violence, and legal barriers still faced by LGBTQ+ people in many parts of the world. For journalists, Pride Month offers a timely opportunity to explore history, human rights, culture, public policy, youth identity, corporate participation, faith communities, education, health, and the changing meaning of inclusion across borders. Connect with experts who can speak to the history of Pride, LGBTQ+ rights, identity, culture, and how communities around the world continue to mark this important month. Discover all of our experts here: www.expertfile.com

View all posts