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Kevin Anselmo
Founder of Experiential Communications and Creator of Media Training for Academics online course
Founder of Experiential Communications and Creator of Media Training for Academics online course


If you are looking to expand the number of "ambassadors" at your school who can communicate effectively on their own, then perhaps you might be interested in the new book: “Maximize Your Impact: How Academics Can Communicate Knowledge Through Traditional and Digital Media”. More information is at

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Hi all, I created this free eBook for those working in any aspect of higher ed marketing communications. Perhaps it might be useful to some folks here.

Does anyone here know how to create tweets in which the URL doesn't appear in the main tweet, but instead is embedded in a nicely featured image that shows up below the tweet? Thanks in advance for any help!

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Does anyone know of or have personal experience successfully using LinkedIn community groups among alumni audiences? I am looking to address this topic on my podcast focused on marketing / communications within higher education: Thanks for any suggestions!

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The media interview is not the right time to be reviewing answers and going over tactics! Ken Starr, the recently ousted president of Baylor University following an investigation into the mishandling of sexual assault at the school, and his media adviser Merrie Spaeth, founder of Spaeth Communications, learned this lesson the hard way.

In a June 2 interview on KWTX News 10, a journalist ask Starr if he had seen an email that had the subject line “I was raped at Baylor.” Starr replied, “I honestly may have. I’m not denying that I saw it.”

Spaeth, whose firm specializes in strategic consulting, training and crisis communication, interrupted the interview. She requested the news director not use that answer, then asked Starr to leave the room so the two of them could regroup. Upon returning to the interview room, she said: “She (the reporter) needs to ask you that question again. Whether you do that on camera or not is up to you. I just want to be sure it doesn’t end up being mis-edited.”

The question is asked again, and this time Starr responds that he had no recollection of the email. He actually looks over to Spaeth to get her approval, to which she says: “Don’t look at me. Look at her.” You can see this entire interview at

Just a day before this interview, Starr noted his desire to provide transparency in light of this situation.

There are many lessons that can be gleaned from this interview debacle. On episode 56 of FIR on Higher Education, I break down some of the lessons with +Greg Brooks Principal of the West Third Group. Among the topics we explore:

– Why a PR person should never interrupt an interview

– Is it necessary for a PR person to sit in on an interview to begin with?

– The difference between journalists’ mis-quoting a spokesperson and stupid answers

– Strategic transparency

– Lying to the press

– Ethics

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Are you confident in your institution’s key messaging? Can you summarize it in a simple, clear and jargon free way to your different audiences? What about within your department? Do you know why the department for which you work exists? Do others know? Episode 55 of FIR on Higher Education will outline steps that you can consider adopting to address these questions and gain clarity.

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Is your school using messaging apps as part of your marketing / communications activities? I host a podcast focused on higher education marketing and communications ( The interview show aims to provide practical communications tips for academics, marketers, communicators and academics. I would like to devote an episode to messaging apps, so if you have something interesting to share related to this topic and would be interested in sharing that story with my podcast audience, please do not hesitate to let me know. Thanks!

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Book authors: should you have dedicated book website or include on your personal website? Answer:
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Check out highlights from the media event I ran in North Carolina #MediaRelations   #PublicRelations  
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The book publishing world has undergone massive disruption in recent years. This presents challenges and opportunities for book authors. Many academics are writing books, and communicators directly or indirectly, can provide support. On episode 54 of FIR on Higher Education, Oral Roberts University Professor David Burkus discusses his experiences writing two different books.

From my observations, David is a great example of a professor who is marketing his ideas and books. He has demonstrated the ability to build an audience through his different content creation activities, and consequently to build an email subscriber base and social media following that fuel his book marketing activities. On the interview, he discusses:

- How to get on best seller lists
- How to generate sales before the book is released
- The importance of building and communicating to your email list
- Creating a dedicated book website vs. including on your personal website
- How to best work with your publisher
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