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Hit Me With Your Best Shot!

Hit Me With Your Best Shot!. PAN/NACCDO 2008 Leveraging the Strengths of Others Cynthia Manley Associate Director for Communications Vanderbilt-Ingram Cancer Center Nashville, TN. Reality Check. Matrix organization, not free-standing

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Hit Me With Your Best Shot!

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  1. Hit Me With Your Best Shot! PAN/NACCDO 2008 Leveraging the Strengths of Others Cynthia Manley Associate Director for Communications Vanderbilt-Ingram Cancer Center Nashville, TN

  2. Reality Check • Matrix organization, not free-standing • Broad portfolio of responsibilities, small staff dedicated to cancer • Brand equity is in VANDERBILT • Budgets, FTEs tend to be centralized for marketing, public affairs • Expectations are high BUT … tradition of collegiality in my favor.

  3. Case Study: National PR • Center’s Board of Overseers wanted a “national PR firm” • Costs prohibitive, bandwidth still a challenge b/c firm would need management • VMC N&PA also wanted to focus on national placements, dedicated an FTE to building relationships

  4. Found a Win-Win • Cancer PIO (Dagny Stuart) is part of N&PA, attends weekly staff meetings, shares on-call duties, etc. • Craig Boerner is nat’l news director • She is responsible for knowing center, issues, trends, faculty, survivors • He is responsible for knowing national media, what they’re working on, etc.

  5. Reaching Across Campus • Craig works with VU News Service, which operates studio. • Medical Center pays portion of camera operator’s salary. • Also share resources like VOCUS, subscriptions, etc. • Med Center News Director meets regularly w/ VU News Service staff

  6. Benefits • Cost sharing, esp w/ studio • Better ability to focus for BOTH Craig and Dagny • National reporters LOVE having one contact for the medical center • We pick up on cancer opportunities that we’d miss otherwise

  7. Lessons Learned • Keep end game in mind • Let go of control • Look for win/win • “Manage up” • Celebrate each other’s victories • Treat colleagues as customers like you would outside media

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