MOBILIZING AMBASSADORS TO

COMMUNICATE YOUR SCHOOL’S

BRAND

Kevin Anselmo (@kevinanselmo)

Founder of Experiential Communications and Creator of

Media Training for Academics Program

Meet Duke Prof & Media Star Dan Ariely

Dan Ariely – Best-Selling Author

Dan Ariely – Huge Social Media Following

Dan Ariely – Always in the Media!

Dan Ariely – Blogger and Podcaster!

Meet Professor Unknown

Meet Professor Unknown –Characteristics

GREAT IN

CLASSROOM

INTERESTING

RESEARCH

COUNTERINTUITIVE

IDEAS

Meet Professor Unknown – View of PR

FEARFUL

DISCONNECTED

DOESN’T SEE

VALUE

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.

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

How Do You Support Professor Unknowns vs your Dan Arielys?

Support Your Ambassadors (Two-Way)

Mobilization Potential Ambassadors

FEARFULDISCONNECTEDDOESN’T SEE

VALUE

CONFIDENT ENGAGED EDUCATED

BRAND AMBASSADOR!

Social Business

Source: Stephen Waddington / Chartered Institute for

Public Relations

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.

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!

Social Business & Higher Education

Professors Deans / Leadership Researchers

Program Directors Students

Social Business & Higher Education

Some impact Maximum impact

Social Business & Higher Education

How Do You Motivate Your Colleagues?

2015 Edelman Trust Barometer

Survey – 33,000 respondents from 27 countries. Source: Edelman.

Person to Person

SCHOOL

LOGO

Answer the Why

#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

#2 – Promote a Program

#3 – Thought Leadership andCareer Advancement

#4 – Promote a Book

#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?

#6 – Integrate in All Activities

Help Your Colleagues Develop a Strategy

Help Your Colleagues Develop a Strategy

Strategy Mitigates Risk

Strategy Mitigates Risk

Help Your Colleagues Understand the Complete PR Mix

Help Your Colleagues Understand the Complete PR Mix

Earned Media - Messaging

Earned Media - Messaging

Earned Media - Messaging

Earned Media - Messaging

Earned Media - Messaging

ANSWER BRIDGE CONCLUDE

Earned Media – Example #1

• How did Brad Irwin do in this interview?

• Where could he have improved?

Earned Media – Example #2

• How does Bill George do in this interview?

• How does he demonstrate the A, B, Cs?

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?

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?

Owned Media – Reaching Audiences Directly

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.

Owned Media - Editorial Mission Statement

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

Shared Media

Network

Disseminate

Learn

Impact

Shared Media – Laying the Foundation

Mission

Statement

Social

Media BioSocial Media Activity

Shared Media – Example 1

Shared Media – Example 2

Questions

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.

Resource

Contact

kevin@experientialcommunications.com

@kevinanselmo

www.mediatrainingforacademics.com