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Branded Journalism: Becoming a Multimedia News Network.

Branded Journalism: Becoming a Multimedia News Network. . Karl Oestreich, Manager Media Relations, Mayo Clinic News Network . Ron Petrovich, Manager Center for Social Media, Mayo Clinic News Network . What is Mayo Clinic News Network?

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Branded Journalism: Becoming a Multimedia News Network.

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  1. Branded Journalism: Becoming a Multimedia News Network.

  2. Karl Oestreich, Manager Media Relations, Mayo Clinic News Network

  3. Ron Petrovich, Manager Center for Social Media, Mayo Clinic News Network

  4. What is Mayo Clinic News Network? A Go To Source for TV, radio, newspaper and blog journalists to download health, science and research information. Here is a link to a video description.

  5. Why did we launch?

  6. Opportunities • Media • Technology • Public

  7. How Do We Operate? • We function like a news dept. & built a newsroom • Beats • Clinical • Media Outlets

  8. Daily Leads Meeting- What will we do today?

  9. Pipeline Maximizes PA Content Building a Multimedia Content Pipeline Funnel raw content into the pipeline 1 Ingest customizable multimedia content 2 Shape & deliver content based on audience 3

  10. Content Delivery Platforms

  11. Content Delivery Tools

  12. #fluchat: Chat with HealthDay where we reached 1.6 million people • #abcDrBchat: Chat with ABC News’ Dr. Richard Besser where we reached 6.5 million people

  13. Built on same platform as Same Platform

  14. Wordpress is the base • Customized and enhanced to fit our needs • SMHN and NN have some functionality

  15. WordPress: What is it ? • Free open source content management system (CMS) • Used to create millions of websites/blogs

  16. Why we use WordPress • Familiar Interface (just like Microsoft word)

  17. How it works for the media

  18. How it works for the public Same Story –Just no embargo or download option

  19. A Day in the Life of the News Network This video will show you what we do every day.

  20. Keys to Our Success: • Keep it Simple • Implement in increments • Point out the wins • Set clear expectations and provide training • Today: Hundreds of Members • Technically Stable • Main platform of distribution • Members “It’s clean” “It’s easy” “It’s news”

  21. Examples of Our Success • Real News, Proactive, Reactive, Evergreen • Several posts a day • Work ahead: Flu Season Alert in July • Embargoed material every day • Developed processes

  22. 10 Challenges Cultural change/clashes between teams Lack of buy-in, credibility from our teams, others Technical instability Staffing constantly repositioning Working differently

  23. 10 Challenges Continued… Goals and process did not align(evolving) Weak planning (improving, remains a priority) Communication breakdowns Pace increased as outreach expanded Sharing the vision-needed to show multiple platforms

  24. 10 Tips To Building a Brand Journalism Newsroom Understand what the media and public need. Base plan on reliable multimedia content. Jump In: Even if it is ugly at first, be open to change and adapt. Constantly sell it, internally at first, then externally. Accept that there will be a lot of failures. Build foundation of process and communication.

  25. 10 Tips To Building a Brand Journalism Newsroom Continued… Try to keep it simple (people don’t read). Take every opportunity to explain the latest plan. Include as many people as possible (everyone has contributed). Prepare to tell your story on as many platforms as possible. Commit to grinding through it.

  26. SocialMediaCenter@mayo.edu • Petrovich.ronald@mayo.edu • Oestreich.karl@mayo.edu Questions?

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