When Nutrition Meets Marketing: Registered Dietitians in PR Agencies
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Transcript of When Nutrition Meets Marketing: Registered Dietitians in PR Agencies
WHEN NUTRITION MEETS MARKETING RDs IN PR AGENCIES
JANUARY 15, 2015 PRESENTED BY: JENNIFER SEYLER, MS, RD, CPT FLEISHMANHILLARD, VICE PRESIDENT @JSEYLER WWW.FITNESSANDNUTRITIONCONVERSATIONS.COM
RD ROLES...
PR Knowledge High
Nutrition Knowledge High
Account Leader
PR Knowledge Varies
Nutrition Knowledge High
Nutrition Support
PR Knowledge Varies
Nutrition Knowledge High
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 skills Acc
ou
nt
/ P
roje
ct L
ead
s
RD ROLES...
PR Knowledge High
Nutrition Knowledge High
Account Leader
PR Knowledge Varies
Nutrition Knowledge High
Nutrition Support
PR Knowledge Varies
Nutrition Knowledge High
Nutrition Consultant
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
Sup
po
rt T
eam
RD ROLES...
PR Knowledge High
Nutrition Knowledge High
Account Leader
PR Knowledge Varies
Nutrition Knowledge High
Nutrition Support
PR Knowledge Varies
Nutrition Knowledge High
Nutrition Consultant
...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 Brochures Creative Assets
Message & Material
Development
Monitor & Manage Issues
Media Outreach
Consumer Engagement
Health Influencer Outreach
DELIVERING YOUR MESSAGE
• Speak in headlines, then add support
• Generally two to three key messages
Headline
Fact
Fact
MONITOR / MANAGE ISSUES
NUTRITION CONSULTANT
NUTRITION SUPPORT
ACCOUNT LEAD
Social Media Print / Online Broadcast
Trends Response Document
Decision Tree
Message & Material
Development
Monitor & Manage Issues
Media Outreach
Consumer Engagement
Health Influencer Outreach
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 MANAGEMENT Consumers 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 Pitches Media
Meetings / Events
Spokesperson Recruitment
Paid Tactic Coordination
Media Mailers
Message & Material
Development
Monitor & Manage Issues
Media Outreach
Consumer Engagement
Health Influencer Outreach
RD SPOKESPEOPLE & MEDIA
CHICAGO
Jodie Shield, RD NEW YORK
Elisa Zied, RD DBC 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
CONSUMER ENGAGEMENT
NUTRITION CONSULTANT
NUTRITION SUPPORT
ACCOUNT LEAD
Events Social
Channels Direct Mail
Brochures Recipes Creative Assets
Message & Material
Development
Monitor & Manage Issues
Media Outreach
Consumer Engagement
Health Influencer Outreach
SOCIAL 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
Pitch One-on-One Meetings /
Events
Partnership Relationships
Conferences Education
Mailers
Message & Material
Development
Monitor & Manage Issues
Media Outreach
Consumer Engagement
Health Influencer Outreach
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 Size Coupons?
Travel, Set Up, Staff, Tear Down,
Travel
May June July August Sept Oct
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
STANDOUT
1. Do your research
2. Highlight transferrable
skills
3. Know what your willing to
do or not do
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
Nutrition 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 Knowledge High
Nutrition Support
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
Nutrition Knowledge High
Nutrition Consultant
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