Marketing Your Faculty: Introduction

Welcome to a new Massey & Associates Consulting blog series. It's a new year, and we're all considering trying new things. I will spend the following few issues discussing exciting faculty development and marketing options. I'll offer ideas about how your program's members can promote themselves and the PA program through writing, speaking opportunities, or practicing volunteerism in both general and skill-based arenas. 

Primarily, we'll focus on your faculty, but in many cases, these ideas can also involve staff and students. These are win/win scenarios: successful presentation in any of these arenas creates a good reputation. It draws attention to your faculty and program and is a valuable opportunity for personal growth and satisfaction. 

And, of course, before embarking on any publicity efforts, confirm that you comply with your institute's rules and guidelines.

Why should we market ourselves?

Prospective students often research thoroughly by exploring your program's website and social media platforms. They seek alignment between their values and those of your program. Additionally, they like to know that your faculty is at the forefront of education, possessing prestige and expertise. 

One effective way to address these concerns is by maintaining an impressive news page on your website, providing comprehensive information about your faculty's activities. You can also showcase their successes through your program's social media.

However, it is crucial to note that suggesting these marketing techniques to your faculty does not imply that every instructor must engage in all three activities. Each instructor may have different interests and strengths. For example, some prefer writing over public speaking, while others enjoy volunteer work but dislike writing articles. Public speaking can also be a source of stress for individuals who lack enthusiasm for it. 

Therefore, we must allow our faculty members the autonomy to choose which promotion techniques suit them best. It is important to emphasize that faculty growth and marketing possibilities are broader than these three areas. The purpose of presenting these options is to encourage you and your faculty to explore different avenues for promotion.

By adopting a thoughtful and inclusive approach, you can empower your faculty to showcase their unique strengths while fostering a sense of unity within your program. You may attract prospective students who resonate with your program's values and contribute to your institution's growth and success. 

Writing a scholarship project

We'll briefly review scholarship in today's blog, as we have covered this topic before. For an in-depth examination of scholarly publications for PA educators, I urge you to review the book Learning to Love Data, of which I was co-author. Chapter 9 of that book is devoted to presenting and publishing outcome data. Also, refer to my previous blog series, "Assessment-Driven Research Opportunities" (published in January-February 2023). There, you will find blogs devoted to:

• developing a research question;

• seeking a research mentor;

• conducting a comprehensive literature review; and

• conceptualizing the research design.

We should make the most of our scholarly activities. For instance, an instructor may present a small research study as a poster at a state association gathering. The same study can be transformed into a concise manuscript suitable for publication in a peer-reviewed journal or adapted into a presentation for the podium. 

Other writing opportunities

Thanks to the internet, it has never been easier to engage with journalists, publishers, and interviewers specifically interested in one's expertise. I'll give two examples of services that facilitate these connections, but others are available. These services often offer a free subscription option, particularly beneficial for beginners or speakers on a tight budget.

Here is an example of how this can work: a journalist might want to collaborate with a PA for an article about the career path or the differences between a PA and a nurse practitioner. While such contributions may not fulfill the scholarship requirements of your program, you could nevertheless be credited as an information source by merely answering questions, offering an opinion, or reviewing an article for accuracy. The primary objective of these sites is to minimize the time journalists spend searching for credible sources while facilitating connections between these sources and interested journalists.

HARO (helpareporter.com) is a much-recommended resource for connecting journalists and experts, often allowing experts to achieve media coverage in prestigious outlets through this platform. Upon joining, one consents to receiving a specific number of weekly emails about articles by journalists actively seeking sources. If one's expertise aligns with the topic, one may respond and offer assistance.

HARO offers a free basic subscription and tiered monthly memberships that provide additional features, such as selecting keywords for more targeted searches and accessing various other tools to enhance your overall experience.

Qwoted.com is another platform with unique features, such as the ability to track underrepresented opportunities, thereby increasing the chances of success. One feature that users particularly appreciate is the notification they receive when their pitch has been read, offering reassurance that their ideas have not vanished into the abyss of the internet. Qwoted.com also has a free membership and custom plans for teams seeking additional benefits.

These ideas should get you thinking about ways to flex your faculty's expertise. In my next blog, I will discuss various public speaking avenues and how to obtain such engagements. Please join me for more ideas to inspire your program's faculty and members.