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WHEN NUTRITION MEETS
MARKETING
RDs IN PR AGENCIES
JANUARY 15, 2015
PRESENTED BY:
JENNIFER SEYLER, MS, RD, CPT
FLEISHMANHIL...
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
Nutriti...
PR TEAM ROLES & RESPONSIBILITIES
SENIOR VICE PRESIDENT
Develop and evaluate
strategy
VICE PRESIDENT
Practice Leader, grow ...
RD ROLES...
PR Knowledge High
Nutrition
Knowledge High
Account Leader
PR Knowledge
Varies
Nutrition
Knowledge High
Nutriti...
PR TEAM ROLES & RESPONSIBILITIES
SENIOR ACCOUNT
EXECUTIVE
Manage projects, develop
plans, mastery of media
relations
ACCOU...
RD ROLES...
PR Knowledge High
Nutrition
Knowledge High
Account Leader
PR Knowledge
Varies
Nutrition
Knowledge High
Nutriti...
...AND RESPONSIBILITIES
• Strategic Partnerships
• Research / Trends
• Brand Positioning
• New Product Launches
• Event Pr...
TYPICAL ASSIGNMENT
Foundation
• Message & Material Development
• Monitor & Manage Issues
Program Execution
• Media Outreac...
MATERIAL DEVELOPMENT
NUTRITION
CONSULTANT
NUTRITION
SUPPORT
ACCOUNT
LEAD
Key
Messages
Talking Points Fact Sheets
Recipes B...
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
R...
KEEP A PULSE: TRENDS
2013 Action of
Sugar Survey
Released and
Citrus
Greening
FDOC Captain
Citrus Launch
Negative News Can...
‘Fruit juice has benefits, but calories
outweigh them, experts say’
‘Fruit juice and smoothies:
Dangerous for your health?...
RESPONSE DOCUMENT
• Draft nutrition
related Q&A
• Suggest appropriate
person to respond,
i.e., brand, third
party
• Act as...
MEDIA EFFORTS
NUTRITION
CONSULTANT
NUTRITION
SUPPORT
ACCOUNT
LEAD
Media Lists Pitches
Media
Meetings /
Events
Spokesperson...
RD SPOKESPEOPLE & MEDIA
CHICAGO
Jodie Shield, RD
NEW YORK
Elisa Zied, RD
DBC Member
WASHINGTON D.C.
Stephanie Clarke, RD
2...
PAID TACTIC:
SATELLITE MEDIA TOUR
Determine
Needs (Topic,
Spokesperson)
Research Vendor
Options; Secure
Spokesperson
Draft...
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 Recip...
EVENTS: OJ EXPRESS
SOCIAL CHANNELS:
RD TWITTER PARTIES
• Hosted by
renowned dietitian
• Promoted on brand
social media
channels and within
ot...
HEALTH INFLUENCER OUTREACH
NUTRITION
CONSULTANT
NUTRITION
SUPPORT
ACCOUNT
LEAD
Influencer
Lists
Pitch
One-on-One
Meetings ...
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
& Signag...
RD IMPACT
RDs in a PR Agency
PART OF THE CONVERSATION
• Influence brand messaging
• Help clear nutrition clutter
• Increase RD value within corporate w...
RAISE THE BAR
• Sets a standard for other agencies, even
beyond PR
• Competitive advantage
Sends a message...authentically...
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 ...
DAY-TO-DAY DESIRES
• Do you want to manage teams,
clients, budgets?
• Are you okay with not always
working on nutrition wo...
DAY-TO-DAY DESIRES
• Do you want to coordinate
conference participation?
• Are you a good writer and
researcher?
• Are you...
DAY-TO-DAY DESIRES
• Do you want to do a little of
everything within PR but
only on nutrition focused
accounts?
• Are you ...
DAY-TO-DAY DESIRES
• PR isn’t for everyone
• Fast paced and time demanding
• Don’t always get your way or the ‘right
way’
...
THANK YOU!
Jennifer.Seyler@fleishman.com
@jseyler
www.fitnessandnutritionconversations.com
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When Nutrition Meets Marketing: Registered Dietitians in PR Agencies

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WHAT YOU WILL SEE..
•Potential RD roles in marketing and communications
•The RD impact on end product
•How to position yourself as a marketing and communications professional

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When Nutrition Meets Marketing: Registered Dietitians in PR Agencies

  1. 1. 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
  2. 2. WHAT YOU WILL SEE.. • Potential RD roles • The RD impact • How to position yourself
  3. 3. ROLES & RESPONSIBILITIES RDs in a PR Agency
  4. 4. EXPERT SOURCES
  5. 5. 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
  6. 6. 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 Account/ProjectLeads
  7. 7. 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
  8. 8. 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 SupportTeam
  9. 9. 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
  10. 10. ...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
  11. 11. TYPICAL ASSIGNMENT Foundation • Message & Material Development • Monitor & Manage Issues Program Execution • Media Outreach: Product Launch • Consumer Engagement: Events • Health Influencer Outreach: Awareness
  12. 12. 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
  13. 13. DELIVERING YOUR MESSAGE • Speak in headlines, then add support • Generally two to three key messages Headline Fact Fact
  14. 14. RECIPE CARDS • Development • Card content • Design
  15. 15. BROCHURES: HEALTH PROFESSIONAL VS. CONSUMER
  16. 16. 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
  17. 17. KEEP A PULSE: TRENDS 2013 Action of Sugar Survey Released and Citrus Greening FDOC Captain Citrus Launch Negative News Can Dominate
  18. 18. ‘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’
  19. 19. RESPONSE DOCUMENT • Draft nutrition related Q&A • Suggest appropriate person to respond, i.e., brand, third party • Act as ‘spokesperson’
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. MEDIA MAILERS • Branded freezer bag • Brand and product fact sheets • Coupons
  24. 24. 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
  25. 25. EVENTS: OJ EXPRESS
  26. 26. 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
  27. 27. 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
  28. 28. ONE-ON-ONE MEETINGS Educating the Influencers
  29. 29. EVENTS: GROVE TO GLASS CASE STUDY
  30. 30. PARTNERSHIP RELATIONSHIPS 30
  31. 31. 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
  32. 32. RD IMPACT RDs in a PR Agency
  33. 33. 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
  34. 34. RAISE THE BAR • Sets a standard for other agencies, even beyond PR • Competitive advantage Sends a message...authentically knowing the audience makes a difference
  35. 35. HOW TO POSITION YOURSELF RDs in a PR Agency
  36. 36. STANDOUT 1. Do your research 2.Highlight transferrable skills 3.Know what your willing to do or not do
  37. 37. MANY PR AGENCIES
  38. 38. TRANSFERABLE SKILLS • Research • Translation • Write • Present • Social skills • Organization • Coordination • Management skills
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. THANK YOU! Jennifer.Seyler@fleishman.com @jseyler www.fitnessandnutritionconversations.com

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