There have been some changes I have seen since I have become an assistant professor. This is my fifth year as being “Dr. Freberg 2.0” (Mom is still the original Dr. Freberg!) and I am getting closer to the year where I will be going up for tenure. It’s been a busy (but fabulous) few years working on publications, presenting at research conferences, contributing to the field with service to the profession, and having the opportunity to teach some amazing students.
However, an additional requirement is being discussed and sometimes recommended for professors to have in order to validate their work both in and out of the classroom, and that is to get cited and interviewed more in the popular press. Along with publishing work in our popular and established academic journals, teaching several courses per semester, advising and mentoring graduate students, and making time to do service for our university and profession, this is an added requirement we are now seeing among university professors.
This week, I had a professional first, and this was to be interviewed for a well known publication on not my research, but teaching. I had a chance to be interviewed by USA Today College about my social media class and how I have been using the Hootsuite Higher Education program as part of my class.
I have been a huge supporter for sharing insights, research, and even best practices and assignments with my fellow colleagues. We are all in the same boat on many occasions when it comes to making sure we are doing what is necessary to get tenure at our respective universities. With that being said, I want to share with you all and my fellow colleagues and professors on how to get your work (research and teaching) into the popular press.
Here are some of my tips:
Be your own publicist. It’s a simple tip – you are your own best advocate and you need to add this to the list of duties and roles you have as a professor. No one knows your work better than you and you have to be active and engaged in understanding your personal brand, contribution to the field, and your unique characteristics. You can’t rely just on one or two outlets to get your work out there – you have to do it sometimes yourself. It does take a lot of work and there are some features and stories that do not pan out. However, each time you do this, you learn something to note for the future.
Social media IS your best friend: I am an avid fan of social media of course, but this ties in to what I talked about with being your own publicist. You have to produce content on a sustainable basis and invest the time and energy to build sustainable relationships with your communities and professionals. I know I would NOT be where I am right now if I went the traditional route of a professor. Social media allowed me to showcase who I am as a professor, engage with fellow colleagues and professionals, and connect with students online to extend the conversation and dialogue further within the strategic communication and PR field. You have to produce original content and NOT be afraid to share your ideas and resources with others. That’s how the field grows and if you are viewed as a resource, then you will get attention.
Brainstorm alternative ideas to navigate new media environment: I am not saying you are pitching or even sending notices about your work to the media – but when you think about it, the media picks up on what people are talking about you online. I got the chance to be featured for my social media class last semester by WDRB not because I contacted them, but due to word-of-mouth by my students and fellow professionals in Louisville in person AND online. You also want to have as many opportunities for the media to contact YOU. Share your Twitter handle, blog URL and email address with them and let them know that this is the best way to connect with you directly.
Be confident and share your voice: Sure, people may steal your ideas sometimes or even dismiss how you present yourself as being “not a typical” professor, but that is perfectly okay. We are in a new era where the traditional rules of what it means to be a professor are evolving and changing as we speak. We have to of course follow traditional expectations, but we also have to be mindful about what we need to do in this new environment. Have confidence in what you are doing in your work and online – it may take some time to get used to it, but it will pay off. This is what I did for this story – I am a huge fan of Hootsuite and have seen what the program has done for my students and what others have said through research, and this resulted in being interviewed for this story, which was very exciting! 🙂
Make it a win-win collaboration with a company or organization: This is what is great about the collaboration many professors and I know have with brands. Some have some great relationships with agencies like Edelman PR or other brands, and there are others who have a great relationship with companies in higher education and social media like Hootsuite. The relationship with Hootsuite has been a win-win situation for everyone involved. As professors, we are able to expose our students to a great tool for them to get certified in for free, give them practice with a social media management tool, and learn valuable lessons and best practices from the best.
In return, professors are able to contribute and be part of their community in higher education to share ideas, brainstorm new ventures, and partner with research. This has been the BEST corporate collaboration I’ve had for my research and teaching. I am extremely grateful for the wonderful team at Hootsuite for their continued support and dedication for higher education social media programs. Special thanks to Kimberly Yu, Kristen Bailey, Kelsey Wong, Allie Russell, and everyone at Hootsuite! You all are the best!
In summary, while it may appear to be challenging to get your work out there to the popular press, it will take time. However, if you invest in the time and dedicate a little bit each day for yourself to extend your personal brand a bit more, you’d be surprised with the opportunities you can get from doing just this. I have learned this over the past few years and it has been a lot of work, but it also has been extremely rewarding.
Hope you all are having a great day!
Best Wishes,
