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

WHAT YOU WILL SEE..

• Potential RD roles

• The RD impact

• How to position yourself

ROLES & RESPONSIBILITIES

RDs in a PR Agency

EXPERT SOURCES

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

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

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

MEDIA MAILERS

• Branded freezer bag

• Brand and product fact sheets

• Coupons

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

EVENTS: OJ EXPRESS

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

ONE-ON-ONE MEETINGS Educating the Influencers

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 Size Coupons?

Travel, Set Up, Staff, Tear Down,

Travel

May June July August Sept Oct

RD IMPACT

RDs in a PR Agency

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

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

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! Jennifer.Seyler@fleishman.com @jseyler www.fitnessandnutritionconversations.com