This document discusses the potential roles of registered dietitians (RDs) within public relations (PR) agencies. It outlines typical RD roles like account leader, nutrition support, and nutrition consultant. These roles involve developing nutrition messaging and materials, monitoring issues and trends, assisting with media outreach, consumer engagement, and health influencer relationships. The document emphasizes that RDs can have a significant impact by influencing brand messaging and increasing awareness of nutrition. It advises RDs interested in these roles to research agencies, highlight transferable skills, and understand the fast-paced work environment of PR.

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. WHAT YOU WILL SEE..
• Potential RD roles
• The RD impact
• How to position yourself

3. ROLES & RESPONSIBILITIES
RDs in a PR Agency

4. EXPERT SOURCES

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. 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. 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. 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. 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. ...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. TYPICAL ASSIGNMENT
Foundation
• Message & Material Development
• Monitor & Manage Issues
Program Execution
• Media Outreach: Product Launch
• Consumer Engagement: Events
• Health Influencer Outreach: Awareness

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. DELIVERING YOUR MESSAGE
• Speak in headlines, then add support
• Generally two to three key messages
Headline
Fact
Fact

14. RECIPE CARDS
• Development
• Card content
• Design

15. BROCHURES:
HEALTH PROFESSIONAL VS. CONSUMER

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. KEEP A PULSE: TRENDS
2013 Action of
Sugar Survey
Released and
Citrus
Greening
FDOC Captain
Citrus Launch
Negative News Can Dominate

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. RESPONSE DOCUMENT
• Draft nutrition
related Q&A
• Suggest appropriate
person to respond,
i.e., brand, third
party
• Act as
‘spokesperson’

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. 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. 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. MEDIA MAILERS
• Branded
freezer bag
• Brand and
product fact
sheets
• Coupons

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. EVENTS: OJ EXPRESS

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. 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. ONE-ON-ONE MEETINGS
Educating the Influencers

29. EVENTS:
GROVE TO GLASS CASE STUDY

30. PARTNERSHIP RELATIONSHIPS
30

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. RD IMPACT
RDs in a PR Agency

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. 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. HOW TO POSITION YOURSELF
RDs in a PR Agency

36. STANDOUT
1. Do your research
2.Highlight transferrable
skills
3.Know what your willing to
do or not do

37. MANY PR AGENCIES

38. TRANSFERABLE SKILLS
• Research
• Translation
• Write
• Present
• Social skills
• Organization
• Coordination
• Management skills

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