EXPERT SOURCES RDs in a PR Agency - dbconline.org Camp/2015/Seyler... · Media Meetings / Events...

1

WHEN NUTRITION MEETS

MARKETING

RDs IN PR AGENCIESJANUARY 15, 2015

PRESENTED BY: JENNIFER SEYLER, MS, RD, CPTFLEISHMANHILLARD, VICE PRESIDENT

@JSEYLERWWW.FITNESSANDNUTRITIONCONVERSATIONS.COM

WHAT YOU WILL SEE..

• Potential RD roles

• The RD impact

• How to position yourself

ROLES & RESPONSIBILITIES

RDs in a PR Agency

EXPERT SOURCES

2

RD ROLES...

PR Knowledge High

Nutrition Knowledge High

Account Leader

PR Knowledge Varies


Nutrition Support

PR Knowledge Varies


Nutrition Consultant

PR TEAM ROLES & RESPONSIBILITIES

SENIOR VICE PRESIDENT

Develop and evaluate strategy

VICE PRESIDENT

Practice Leader, grow and develop existing/new

business

MANAGING SUPERVISOR

Oversee planning and execution of client

programs

ACCOUNT SUPERVISOR

Frequent client contact, develop client plans and

advanced media skillsAcc

ou

nt

/ P

roje

ct L

ea

ds

RD ROLES...

PR Knowledge High


Account Leader

PR Knowledge Varies


Nutrition Support

PR Knowledge Varies



PR TEAM ROLES & RESPONSIBILITIES

SENIOR ACCOUNT

EXECUTIVE

Manage projects, develop

plans, mastery of media relations

ACCOUNT EXECUTIVE

Write key client documents, contribute to brainstorms,

work with media, begin building client contact skills

ASSISTANT ACCOUNT

EXECUTIVE

Complete assignments,

possess basic media relations, media monitoring

INTERN

Assist account team with day-to-day projects; learn

proper media skills, contribute to brainstorms

Su

pp

ort

Te

am

3

RD ROLES...

PR Knowledge High


Account Leader

PR Knowledge Varies


Nutrition Support

PR Knowledge Varies



...AND RESPONSIBILITIES

• Strategic Partnerships

• Research / Trends

• Brand Positioning

• New Product Launches

• Event Promotion &

Execution

• Internal Communications

• Health Influencer

Marketing

• Key Opinion Leader

Relationship Development

• Social Media Integration &

Execution

• Customer Relationship

Management

• Project Execution

• Integrated Marketing

• Issues & Reputation

Management

TYPICAL ASSIGNMENT

Foundation

• Message & Material Development

• Monitor & Manage Issues

Program Execution

• Media Outreach: Product Launch

• Consumer Engagement: Events

• Health Influencer Outreach: Awareness

MATERIAL DEVELOPMENT

NUTRITION

CONSULTANT

NUTRITION

SUPPORT

ACCOUNT

LEAD

Key Messages

Talking Points Fact Sheets

Recipes BrochuresCreative Assets

Message & Material

Development

Monitor & Manage Issues

Media Outreach

Consumer Engagement

Health Influencer Outreach

4

DELIVERING YOUR MESSAGE

• Speak in headlines, then add support

• Generally two to three key messages

Headline

Fact

Fact

RECIPE CARDS

• Development

• Card content

• Design

BROCHURES: HEALTH PROFESSIONAL VS. CONSUMER MONITOR / MANAGE ISSUES

NUTRITION

CONSULTANT

NUTRITION

SUPPORT

ACCOUNT

LEAD

Social Media Print / Online Broadcast

TrendsResponse Document

Decision Tree

Message & Material

Development


Media Outreach

Consumer Engagement


5

KEEP A PULSE: TRENDS

2013 Action of Sugar Survey Released and Citrus Greening

FDOC Captain Citrus Launch

Negative News Can Dominate

‘Fruit juice has benefits, but calories

outweigh them, experts say’

‘Fruit juice and smoothies:

Dangerous for your health?’

2010 Dietary Guidelines that allow a

4-ounce serving of juice to be

equivalent to a whole fresh fruit are

in jeopardy

Academy says it isn’t necessary to

offer children any juice to have

well-balanced diet

‘Fruit juice poison – could it

be true? Yes, apparently.’

This year’s Florida State Dietetic

Meeting featured study on 100% fruit

juice and the risk of diabetes

Susan Jebb, the U.K.’s adviser on

obesity, warned fruit juice contains so

much sugar it should be taxed and

should not be counted as one of “five-

a-day” portions of fruit

‘Obesity tsar calls for tax on juice’

‘Misunderstanding Orange

Juice as a Health Drink’

ISSUES & REPUTATIONS MANAGEMENTConsumers Receive Misleading Information

‘Fruit Juice Vs. Soda? Both

Beverages Pack In Sugar,

Health Risks’

RESPONSE DOCUMENT

• Draft nutrition

related Q&A

• Suggest appropriate

person to respond,

i.e., brand, third

party

• Act as

‘spokesperson’

MEDIA EFFORTS

NUTRITION

CONSULTANT

NUTRITION

SUPPORT

ACCOUNT

LEAD

Media Lists PitchesMedia

Meetings / Events

Spokesperson Recruitment

Paid Tactic Coordination

Media Mailers

Message & Material

Development


Media Outreach

Consumer Engagement


6

RD SPOKESPEOPLE & MEDIA

CHICAGO

Jodie Shield, RD

NEW YORK

Elisa Zied, RDDBC Member

WASHINGTON D.C.

Stephanie Clarke, RD

271

700

381

42K

700

563

8K

3.5K

2.9K

Keri Glassman

Women's Health's Advisor

Joy Bauer

Nutrition and Health

expert for NBC’s TODAY

show

Contributing Editor

at HEALTH magazine

Cynthia Sass

PAID TACTIC: SATELLITE MEDIA TOUR

Determine Needs (Topic,

Spokesperson)

Research Vendor Options; Secure Spokesperson

Draft Script, Segment Set Up

& Headlines -Pitch

Run Through

Coordinate Travel for

Spokesperson and Team

Conduct & Report

January February March

MEDIA MAILERS

• Branded

freezer bag

• Brand and

product fact

sheets

• Coupons

CONSUMER ENGAGEMENT

NUTRITION

CONSULTANT

NUTRITION

SUPPORT

ACCOUNT

LEAD

EventsSocial

ChannelsDirect Mail

Brochures RecipesCreative Assets

Message & Material

Development


Media Outreach

Consumer Engagement


7

EVENTS: OJ EXPRESSSOCIAL CHANNELS:RD TWITTER PARTIES

• Hosted by

renowned dietitian

• Promoted on brand

social media

channels and within

other consumer /

media efforts

• Drive people to

brand site

*DBC Member

HEALTH INFLUENCER OUTREACH

NUTRITION

CONSULTANT

NUTRITION

SUPPORT

ACCOUNT

LEAD

Influencer Lists

PitchOne-on-One Meetings /

Events

Partnership Relationships

ConferencesEducation

Mailers

Message & Material

Development


Media Outreach

Consumer Engagement


ONE-ON-ONE MEETINGSEducating the Influencers

8

EVENTS: GROVE TO GLASS CASE STUDY

PARTNERSHIP RELATIONSHIPS

30

HEALTH INFLUENCER OUTREACH EXAMPLE: FNCE CONFERENCE BOOTH

Research Booth Costs & Needs

Determine Needed Materials

& Signage

Develop, Print, Ship Materials &

Signage

Determine Booth Staffing &

Message Train

Determine Catering & When

to Serve

Coordinate Travel for Team

Product & Coupon Distribution –

Order, Proper SizeCoupons?

Travel, Set Up, Staff, Tear Down,

Travel

May June July August Sept Oct

RD IMPACT

RDs in a PR Agency

9

PART OF THE CONVERSATION

• Influence brand messaging

• Help clear nutrition clutter

• Increase RD value within corporate world

• Heighten awareness of the need for specific

nutrition credentials

• Can heighten importance in need for health

influencer outreach efforts

• Opportunity to touch millions of lives

RAISE THE BAR

• Sets a standard for other agencies, even beyond PR

• Competitive advantage

Sends a message...authentically

knowing the audience makes a

difference

HOW TO POSITION YOURSELF

RDs in a PR Agency

STANDOUT

1. Do your research

2. Highlight transferrable

skills

3. Know what your willing to

do or not do

10

MANY PR AGENCIES TRANSFERABLE SKILLS

• Research

• Translation

• Write

• Present

• Social skills

• Organization

• Coordination

• Management skills

DAY-TO-DAY DESIRES

• Do you want to manage teams, clients, budgets?

• Are you okay with not always working on nutrition work?

• Do you good at conflict management?

• Are you a good problem solver?

• Do you have awesome time management skills?

• Are you a team player and leader?

PR Knowledge High


Account Leader

DAY-TO-DAY DESIRES

• Do you want to coordinate conference participation?

• Are you a good writer and researcher?

• Are you okay not working on only nutrition work? If so, how much time are you okay spending on non-nutrition work?

• Are you eager to absorb new information/skills

• Would you consider yourself resourceful?

• Are you a good team player and flexible?

PR Knowledge Varies


Nutrition Support

11

DAY-TO-DAY DESIRES

• Do you want to do a little of everything within PR but only on nutrition focused accounts?

• Are you okay not being a core team member but rather coming and going off of accounts?

• Are you good with groups and little direction?

• Are you understanding of different work ethics?

PR Knowledge Varies



DAY-TO-DAY DESIRES

• PR isn’t for everyone

• Fast paced and time demanding

• Don’t always get your way or the ‘right

way’

– Need to be able to compromise but be able to

sleep at night

• Client service business; at the end of the

day, you have to roll with it

THANK YOU!

[email protected]

@jseyler

www.fitnessandnutritionconversations.com

EXPERT SOURCES RDs in a PR Agency - dbconline.org Camp/2015/Seyler... · Media Meetings / Events...

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Transcript of EXPERT SOURCES RDs in a PR Agency - dbconline.org Camp/2015/Seyler... · Media Meetings / Events...