Influencers including government officials, the street, press, academics and NGOs believe they know better than you… even if you are the expert that they are calling on for information, (let alone the public.) The model they believe in is by creating carefully curated content, through chosen sources, they have created the best piece of information on a subject at that point in time. Their model is curated from trusted pieces of information from media, academics, companies, industry and financial analysts, competitors, customers and shareholders to formulate a curated opinion to share with an audience.
In order to be validated as an expert by this community, you most use earned, paid and owned media to garner their attention. This means you need to effectively combine market intelligence with your marketing and communications efforts in an integrated matter to influence the expert curator.
Tim Heffernan has experience leading and advising Fortune 500s through all phases of market development, business development, research, government relations, public relations, crisis, branding and internal communications. Tim has advised government, corporate affairs, marcoms and market development executives in the areas of healthcare, financial services, retail, entertainment, supply chain, consumer behavior, environment, technology, and enterprise policy.
Prior to Aperio Consulting, Tim was vice president of Government Relations and Emerging Business Opportunities for NCR Corporation. He was responsible for policy-driven growth initiatives that drove innovation, revenue and aided in reducing NCR's cost structure. He sat on NCR’s Innovation Council where his team incubated approved council ideas and holds two patent-pending technologies. In addition, Tim managed corporate and marketing communications for the company, including external media relations, executive communications, events, multimedia, graphics and digital services, community relations and thought leadership activities.
Prior to joining NCR, Tim headed Motorola’s Enterprise Mobility Division’s (formerly Symbol Technologies) Government Relations, Public Policy and Affairs. Prior to working at Motorola, Tim worked for communication firm KCSA, and began his career at Weber/Shandwick (formerly Shandwick.) He also held public relations/marketing research positions at Nexgenix and the NPD Group.
Heffernan holds a Bachelor of Arts degree in political science from the University of Rhode Island. He has been rewarded with both challenge coins from the Department of Defense and a token of appreciation from The White House. He lives in Brickell, FL.
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