About the Episode
About the Episode:
In this episode, Jaime sits down with Kim Hallman to talk about the role placing faculty experts can play in an integrated marketing communications strategy. By strategically integrating faculty experts into an overall marketing communications strategy, universities can leverage their knowledge and reputation to enhance the institution’s image, attract and retain students, and potentially impact rankings. Takeaways from this episode include:
- Advice on how to choose faculty members for strategic expert pitching – and how to train them to make the most of their interview opportunities
- Insight into ways colleges and universities can use earned media as part of a broad marketing strategy
- Guidance on how to craft a pitch that sells an expert
- Insight into trending topics – including the forthcoming election
- Strategies for leveraging faculty expertise through short form video
Key Takeaways:
- Faculty as Thought Leaders: Faculty experts can strengthen a university’s reputation by sharing their insights on national platforms.
- Effective Media Preparation: Ensuring faculty are well-prepared for interviews helps align their expertise with institutional goals.
- Integrated PR Strategies: Earned media works best when combined with other marketing efforts, creating a "surround sound" approach.
- Faculty Buy-In: Success stories and institutional support can encourage more faculty to engage in media opportunities.
- Trending Topics in Higher Ed: The 2024 election, future of higher ed, and health and wellness remain hot topics for faculty to comment on.
Episode Summary
Why should universities focus on positioning faculty as experts in the media?
Kimberly emphasizes that PR should be approached as a brand-building activity, where faculty serve as ambassadors for the university’s strengths. Highlighting faculty expertise in national media outlets not only showcases individual research but also connects back to the university’s core academic areas. When faculty participate in media interviews, it helps promote thought leadership and creates a more human connection to the institution's story.
How can PR professionals prepare faculty for media opportunities?
Faculty media training is critical to ensure they are able to translate their deep academic expertise into digestible insights for the public. Kimberly recommends practicing interview scenarios that align with university priorities and help faculty understand how to represent the institution in interviews. She also advises faculty to make time for PR engagements, as media opportunities can arise quickly.
What criteria should be used to select faculty for media interviews?
Kimberly highlights that not all subject-matter experts are equally media-ready. Selection should be based on the faculty member's ability to articulate their expertise, their passion for the subject, and their availability. Additionally, mock interviews can help gauge their readiness for different types of media interactions, from email interviews to live broadcasts.
How can media exposure improve the university's reputation?
Kimberly explains that consistent media exposure for faculty experts helps build the university’s credibility and influence in national conversations. This can have a lasting impact on prospective students, alumni, and donors, as well as peer-to-peer rankings. She notes that media coverage positions the university as a thought leader, especially when faculty are seen regularly in high-profile publications.
How can universities pitch faculty expertise around major events, such as elections?
Ahead of the 2024 election, Kimberly advises universities to prepare their experts in fields like political science, economics, and public policy. However, she emphasizes that not all election commentary needs to be partisan. Faculty can offer non-partisan insights on topics like presidential communication strategies, historical perspectives, or the implications of public policy. The key is to be timely and relevant while positioning the faculty as objective commentators.
What are other trending topics for faculty PR in 2024?
In addition to election-related commentary, other trending topics in high demand include the future of higher education, access and affordability, mental health, climate change, and economic trends. Universities can take part in these national conversations by leveraging their faculty’s expertise to provide insightful commentary on these pressing issues.
To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for Confessions of a Higher Ed CMO in your favorite podcast player.
Connect With Our Host:
Jaime Hunt
https://twitter.com/JaimeHuntIMC
About The Enrollify Podcast Network:
Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Talking Tactics and Higher Ed Pulse.
Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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