The presentation helps university communicators: 1. Gain an understanding about the importance of having your key stakeholders communicate to external audiences on their own. 2. Discover the motivational levers that will get your colleagues excited about communicating your brand. 3. Learn new tools, frameworks and techniques that will make you more effective in training your colleagues to communicate to external audiences, pulling the levers of earned media (traditional media relations), owned media (content on owned channels, like a blog or podcast) and shared media (social media).

1. MOBILIZING AMBASSADORS TO
COMMUNICATE YOUR SCHOOL’S
BRAND
Kevin Anselmo (@kevinanselmo)
Founder of Experiential Communications and Creator of
Media Training for Academics Program

2. Meet Duke Prof & Media Star
Dan Ariely

3. Dan Ariely – Best-Selling Author

4. Dan Ariely – Huge Social Media Following

5. Dan Ariely – Always in the Media!

6. Dan Ariely – Blogger and Podcaster!

7. Meet Professor Unknown

8. Meet Professor Unknown –
Characteristics
GREAT IN
CLASSROOM
INTERESTING
RESEARCH
COUNTERINTUITIVE
IDEAS

9. Meet Professor Unknown – View
of PR
FEARFUL
DISCONNECTED
DOESN’T SEE
VALUE

10. Professor Unknown vs. Dan Ariely
• Not enhancing brand (for
him/herself & institution).
• Not in a position to
promote a program.
• No impact
• Knowledge contained to
primarily academic
audiences.
• Significantly raising brand
(for himself & the
institution).
• In a position to promote a
programs.
• Huge impact.
• Knowledge to service of
society.

11. Do You Have More Professor Unknowns
or Dan Arielys at your School?

12. How Do You Support Professor Unknowns
vs your Dan Arielys?

13. Support Your Ambassadors (Two-Way)

14. Mobilization Potential Ambassadors
FEARFUL DISCONNECTEDDOESN’T SEE
VALUE
CONFIDENT ENGAGEDEDUCATED
BRAND AMBASSADOR!

15. Social Business
Source: Stephen Waddington / Chartered Institute for
Public Relations

16. Social Business
Public relations expertise no longer falls
solely within the domain of a
communications team but is required within
every area of an organization.

17. Social Business
• CEO Tony Hsieh encourages his employees to use social
media networks to engage with audiences.
• Put a human face on the company.
• Links to their value to build open and honest relationships
through communications.
• One of the top online shoe retailers in the world!

18. Social Business & Higher Education
Professors Deans / Leadership Researchers
Program Directors Students

19. Social Business & Higher Education
Some impact Maximum impact

20. Social Business & Higher Education

21. How Do You Motivate Your Colleagues?

22. 2015 Edelman Trust Barometer
Survey – 33,000 respondents from 27 countries. Source: Edelman.

23. Person to Person
SCHOOL
LOGO

24. Answer the Why

25. #1 – Research
“When I do a blog post about
something I’ve already published, I
often get lots of engagement. I’ve
noticed that my general articles gets
more views when I tweet / blog about
it. It’s also clear that the more people
are talking about your work, the
more people will cite your work.” –
Professor Deborah Lupton, University
of Canberra, on FIR on Higher
Education podcast

26. #2 – Promote a Program

27. #3 – Thought Leadership and
Career Advancement

28. #4 – Promote a Book

29. #5 – Knowledge at Service of Society
Most all our schools talk about
knowledge being at the service
of society. How do we personify
this claim if knowledge is only
shared by a select group of
academics?

30. #6 – Integrate in All Activities

31. Help Your Colleagues Develop a Strategy

32. Help Your Colleagues Develop a Strategy

33. Strategy Mitigates Risk

34. Strategy Mitigates Risk

35. Help Your Colleagues Understand the
Complete PR Mix

36. Help Your Colleagues Understand the
Complete PR Mix

37. Earned Media - Messaging

38. Earned Media - Messaging

39. Earned Media - Messaging

40. Earned Media - Messaging

41. Earned Media - Messaging
ANSWER BRIDGE CONCLUDE

42. Earned Media – Example #1
• How did Brad Irwin do in this interview?
• Where could he have improved?

43. Earned Media – Example #2
• How does Bill George do in this interview?
• How does he demonstrate the A, B, Cs?

44. Earned Media – Example #3
• How long are her responses?
• What is the interaction like between Professor Bulik and
the journalists?
• How many book references are included in the clip?
• What are your takeaways from her messages? Do you
remember her key points?

45. Earned Media – Mock Interview Checklist
DID YOUR COLLEAGUE:
• get messages across?
• back up messages with data & stories?
• provide short and crisp responses?
• incorporate sound bites?
• effectively use bridges?

46. Owned Media – Reaching
Audiences Directly

47. Owned Media - Editorial Mission
Statement
EDITORIAL MISSION STATEMENTS SHOULD ANSWER:
• Who is the core audience?
• What will you deliver to them?
• What is the desired outcome?
* This is beneficial for institutional communications as well.

48. Owned Media - Editorial Mission
Statement

49. Owned Media - Content Marketing
The marketing and business process for creating and distributing
relevant and valuable content to attract, acquire, and engage a clearly
defined and understood target audience – with the objective of driving
profitable customer action (Content Marketing Institute).
Content
Engage Targeted

50. Shared Media
Network
Disseminate
Learn
Impact

51. Shared Media – Laying the Foundation
Mission
Statement
Social
Media Bio
Social Media Activity

52. Shared Media – Example 1

53. Shared Media – Example 2

54. Questions

55. Resource
• Mobilize ambassadors, mitigate risk & scale training
• Online course and customized in-person workshops
• Online course available individually or as a group package
• For communicators, course provides tips, templates and
frameworks to train your colleagues.

56. Resource

57. Contact
kevin@experientialcommunications.com
@kevinanselmo
www.mediatrainingforacademics.com