1.
Information Overload:
How Do You Create a Story That Stands Out
from the Noise?
Hosted by Dietitians in Business and Communications
Presented by Jennifer E Seyler, MS, RD, CPT

2.
Disclosures
Vice President of Food and Nutrition at FleishmanHillard, a
public relations and communications agency
President of the Illinois Academy of Nutrition and Dietetics
Board Member of the Chicago Food and Nutrition Network
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Learning Objectives
At the end of this webinar, you should be able to:
> Maintain desired reputation while speaking
> Provide relevant content to target audiences
> Amplify messages and grow share of voice
> Share communications best practices to enable positive
business performance and growth
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Goal
We Want:
Dietitians to be seen as the
most valued food and nutrition
resource
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Situation: Lot’s of Information
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Situation: Not All is Credible Information
Anyone with a smartphone is a
news reporter
...BUT...
Not everyone is an expert
Dietitians have an
opportunity to help
clear confusion
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Agenda
Who You Are, What Is Your Brand
Relevant and Authentic Content
Target Audience Considerations
Message Amplification
Communications Best Practices
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Registered dietitians are
the most valued food and
nutrition resources
BRAND / REPUTATION MANAGEMENT
Who You Are, Your Brand

9.
Who Are You?

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Melissa Joy Dobbins: Media Dietitian
MEDIA
TRAINING
SOCIAL MEDIA
WORKSHOPS
SPEAKER
COACHING

11.
Sara Korzeniewski: The Organic Dietitian

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Jodie Shield: Healthy Eating for Families Dietitian

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What You Say
Mission / Vision
How You Behave
Your Brand
Communications
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What Others Say
About You
Reputation
Audience Interpretation
of Your Brand
No Communication
No Shared Experience

14.
Brand
What You Say and
How You Behave
Reputation
What Others Say
About You Based on
Shared Perceptions
Authenticity
Communication and Authenticity
Managing alignment between brand and reputation to achieve successful business results
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Experience
Commonality

15.
Registered dietitians are
the most valued food and
nutrition resources
CONTENT
Relevant and Authentic

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Authentic Story Telling
Good stories enable us to better engage our most critical audiences –
patients, doctors and media. Strong story angles resonate with key
audiences by delivering on the following:
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IT’S COMPELLING
Grab media’s attention
by being really great,
really horrible, really
controversial, or really
unique
IT’S TIMELY
What’s the “hook” – why
is the story relevant
now? It is a new
publication, program
announcement, special
event/season (i.e., IBS
Awareness Month)
IT’S UNIVERSAL
A great story affects a
wide range of people
and is easy for people to
understand
IT FEATURES
INTERESTING “CHARACTERS”
Great characters make
great interviews. “Real
people” is a newsroom
mantra. Provide people
who are directly affected
(i.e., patients,
communities, specific
groups).
IT HAS
STRONG VISUALS
Reporters want action;
they want to see video
and animated
mechanisms of action

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Audience Matrix
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Internal
ExternalR&D
Corporate
Affairs
Brands
Regulatory
Legal Leadership
Globalization
Competition
Economy
Public
Health
Legislation
Policy
Health
Professionals
Customers
Suppliers
Shareholders
Activists
Consumers
Media
Nutrition
 Need to know who your
audience is
 What does your audience
understand
 Where your audience
‘lives’
 When your audience is
most receptive to what
you have to say
 Why do they want to hear
what you have to say

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Define: Who, What, Where, When and Why
Gender
Parent
Race
Athlete
Health Professional
Policy Maker
Scientist
Environmental
Naturalist
Mother
Health Conscious
Weight Loss Driven
Condition Focused
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Facebook
Twitter
TV
Radio
Newspapers
Online

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Understand Audience Beliefs
Knowledge is
King
Consumer who wants
to take ownership of
health and nutrition
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Healthy Aspirations
Interaction between
consumer desires and
actual behaviors
Food as Medicine
Use fortified and
functional foods and
beverages; understands
benefits
One Size Doesn’t
Fit All
Population diversity and
differences in purchase
behaviors

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Understand What Audience Values

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Understand What Audience Values

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Understand Audience Needs
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% General Population Indicating They Want More of the Following

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Understand Audience Influencers

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Understand Audience Influencers

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Generational Differences
Generation Z and Millennials
comprise half the American population
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20-35 ≤19

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Millennial Behaviors
Percent of Millennials who check their phones...
> 54% laying in bed
> 51% while using the bathroom
> 36% during a meal with others
> 32% while driving
53% would give up their sense of smell instead of their social
networks
Easy-to-share tips
during meal times
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Millennial Behaviors
Eat out the most at lunch and tend to eat four smaller meals a
day at non-traditional times
30% eat foods that are certified organic
> Compared to 21% of Gen X and 15% of Boomers
Prefer whole foods over processed foods
> Will spend more on ethically sourced meats and farm-to-table
experiences
80% want to know more about how food is grown
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Generation Z Behaviors
~ 3/4 of moms say their Gen Z kids have influence over the week’s
dinner menu
Vs.
Vs.
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Generation Z Behaviors
Social Media Usage
Facebook
Twitter
Instagram
Google+
Tumblr
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Device Usage
TV
Cell Phone
Laptop
Desktop
iPad
Gaming Console

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Food News Study: Importance of Nutrition Stories
Objective: Provides an understanding of how important food
stories overall are to Americans and identifies the effect of
food news on consumer behavior
Date: October 2014
Methodology: Quantitative online survey of 1,002 American
adults; conducted by Hunter Public Relations
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Multimedia
Content
Distribution
to Paid +
Owned
+ Eared +
Peers
“Primetime
Posting”
to Social
Channels
Performance
Analysis
Amplification Strategy
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Integrated Distribution Approach
Owned channels inform
and engage existing
audience
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Paid channels drive
engagement beyond
existing fans or
followers
Peers and earned help
drive new viewers and
increase credibility

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Most Powerful and Enduring PR Tool
Syndicated Content / Advertorial
A 500- to 700-Word Feature Article
Geared Towards Consumer
Appear in Print Newspapers and
Online
Why Works:
> Less staff
> Still need to attract readers
and advertisers
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35 – 50 million
impressions

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Sharable, Searchable, Easy-to-Digest
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Visuals can increase the impact of a piece by more than 100 fold

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Analysis
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Listen Learn Engage

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Social Media Monitoring Tools
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Social Media Monitoring Tools
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Registered dietitians are
the most valued food and
nutrition resources
BEST PRACTICES
Take Away Messages

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Keys to Success
Speak to your audience
Stay on par with your reputation
Use messages consistently and often
Make them your own
> Internalize the concepts, don’t just memorize the words
Constantly review and update your messages
> Ideally, the support points change, not the primary messages
Prepare and practice, practice, practice
> Even a little bit makes a big difference
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Ethics
Differentiate between beliefs, perceptions and opinions
Registered Dietitian =
Science-Based Information
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Drive impact through
authentic, compelling
stories
Move beyond talking.
Create compelling stories
and content that people
feel compelled to share.
Identify voices and
channels that surround
your audience.
Build influencer
networks who can
mobilize on your behalf
Identify others who can
help share your
message and be an
advocate in good times
and in bad; when and
before you need them.
Insulate from current and
emerging issues
Be on top of “what’s now’
but also ahead of what’s
next.
Establish an identity that
demonstrates your value
Walk your talk with a
narrative that resonates
internally and externally.
Align with partners who
share your values.
Takeaway
Promote Protect
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THANK YOU!
Jennifer.Seyler@fleishman.com
@jseyler
www.fitnessandnutritionconversations.com