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

Thought Leadership and Expertise MarketingContent Distribution and PartnershipsDigital Content to engage AudiencesCoaching and Team LeadershipCloud Applications

Find Experts

Oct 5, 2026

3 min

Pneumonic Plague: An Ancient Killer That Has Never Completely Disappeared

Few diseases carry the historical weight of plague. Caused by the bacterium Yersinia pestis, plague has been responsible for some of the deadliest disease outbreaks in recorded history. The most infamous was the Black Death of the 14th century, which swept through Europe, the Middle East and North Africa and killed tens of millions of people. The World Health Organization estimates that more than 50 million people died in Europe alone. But plague is not simply a disease of the past. The bacterium continues to circulate naturally among wild rodents and their fleas in parts of the world, and human cases still occur. The World Health Organization reports that most cases recorded between 2019 and 2025 occurred in the Democratic Republic of the Congo and Madagascar. What Is Pneumonic Plague? There are three primary forms of plague: bubonic, septicemic and pneumonic. Bubonic plague - historically the best-known form - usually develops following the bite of an infected flea and is characterized by painful, swollen lymph nodes known as “buboes.” Pneumonic plague occurs when Yersinia pestis infects the lungs. It can develop when untreated bubonic or septicemic plague spreads to the lungs, or when someone inhales infectious respiratory particles from a person or animal with pneumonic plague. That distinction is important: pneumonic plague is the only form of plague that can spread directly from person to person through respiratory particles. What Are the Symptoms? Pneumonic plague can progress remarkably quickly. According to the CDC, symptoms include fever, headache and weakness followed by rapidly developing pneumonia. Patients can experience shortness of breath, chest pain and coughing, sometimes producing bloody or watery mucus. Symptoms following inhalation can begin as soon as one day after exposure. Without treatment, pneumonic plague is extremely dangerous. The World Health Organization describes untreated pneumonic plague as invariably fatal, making rapid recognition and medical intervention critical. From Medieval Killer to Treatable Disease What separates plague today from the disease that devastated populations centuries ago is modern medicine. Plague is a bacterial infection and can be successfully treated with antibiotics. The CDC recommends beginning treatment as soon as plague is suspected rather than waiting for laboratory confirmation. Depending on the severity of the illness, treatment can involve intravenous or oral antibiotics, with gentamicin and fluoroquinolones among the first-line treatments used in the United States. Early detection matters enormously. Modern antibiotics, infection-control practices, surveillance and public-health responses mean that a disease once capable of devastating entire communities can now be identified, contained and treated. Yet its persistence also offers an important reminder: diseases that profoundly shaped human history do not necessarily disappear. Plague remains present in animal populations, continues to cause human infections and provides researchers with a remarkable window into the relationship between infectious disease, human behaviour, public health and even human evolution. Experts in infectious diseases, epidemiology, public health, microbiology, global health, medicine and the history of disease can help provide perspective on pneumonic plague, how it spreads, the risks it poses and what centuries of experience with plague can teach us about preventing and responding to outbreaks today. Connect with our experts today: View all of your experts here at www.expertfile.com

Sep 9, 2026

2 min

25 Years Later: How 9/11 Changed the World

On September 11, 2001, the world watched as nearly 3,000 people were killed in terrorist attacks that would become one of the defining moments of the 21st century. Twenty-five years later, 9/11 remains much more than a moment in history. Its consequences continue to shape the world we live in. The attacks transformed national security and intelligence, changed how people travel, reshaped airport and border security, and ushered in a new era of surveillance and counterterrorism. They also profoundly influenced American foreign policy, leading to wars in Afghanistan and Iraq and decades of debate about security, military intervention and America's role in the world. The effects were cultural as well as political. September 11 changed how a generation viewed safety, terrorism and global conflict. It also sparked difficult conversations about civil liberties, immigration, religious tolerance and the balance between individual freedoms and collective security. For younger generations, 9/11 is increasingly an event learned about rather than remembered. For millions of others, memories of where they were and what they saw that day remain remarkably vivid. A quarter-century later, the anniversary offers an opportunity to remember those who were lost, recognize the first responders and countless others affected by the attacks, and examine how the decisions made in their aftermath continue to influence our world. Experts in history, political science, international relations, national security, terrorism, public policy and sociology can help provide perspective on September 11, its legacy and how the world has changed 25 years later. Connect with our experts today: View all of your experts here at www.expertfile.com

Sep 3, 2026

2 min

More Than a Long Weekend: Why Labor Day Still Matters in America

For millions of Americans, Labor Day means the unofficial end of summer , a final long weekend before schools are back in full swing and the fall routine takes over. But behind the barbecues, travel and end-of-summer sales is a holiday rooted in the history of American workers and the transformation of the workplace. Observed on the first Monday in September, Labor Day recognizes the social and economic achievements of American workers. Its origins date to the labor movement of the late 19th century, with the first Labor Day celebration held in New York City on September 5, 1882. In 1894, it became a federal holiday. More than 130 years later, Labor Day remains an opportunity to look at the role work plays in American life, particularly at a time when the workplace itself is undergoing enormous change. Artificial intelligence and automation are reshaping jobs and industries. Remote and hybrid work have changed where and how millions of people work. Employers continue to navigate workforce shortages, recruitment and retention, while workers are reconsidering expectations around compensation, flexibility, benefits and work-life balance. Labor Day can also open the door to broader conversations about the American labor movement, organized labor, workplace protections, wages and the economic contribution of workers. For journalists, that makes the holiday much more than a date on the calendar. It's a timely opportunity to explore both how work in America has changed and where it is heading next. Experts across economics, business, labor relations, history, human resources, public policy and emerging technology can provide valuable perspective on Labor Day and the changing American workplace. Journalists covering Labor Day and looking for expert perspective on the history of the holiday, labor and employment, workplace trends, organized labor, artificial intelligence and the future of work can connect with experts directly through ExpertFile profiles below:

View all posts