newsjacking

Cook Children's

Jeff Calaway – Creating a Hospital Newsroom

December 1, 2017 Janet Kennedy Get Social Health, Podcast 0 Comments
Content creation is critical to an effective hospital marketing plan. On the Get Social Health podcast, I chat with Jeff Calaway about the creation of a newsroom-style PR department for Cook Children’s Hospital. By operating as a newsroom, the hospital communications team was positioned to take advantage of health-related stories in the news. To find out how listen to the podcast or drop in at the time stamps below.
00:51  Intro
01:18  About Jeff
04:09  Mobility & flexibility
07:35  Telling personal stories
10:07  Involving your staff
13:06  Evergreen vs live news
15:34  “Newsjacking?”
17:08  Timely posting on current events
20:12  Spontaneous vs oversight
24:20  Physicians who produce social content
27:19  Accuracy vs accessibility
28:32  End
29:18  Social Media Tip Mari Smith
30:01  Closing

Connect with Jeff:

 

The Cook Children’s Marketing & PR Team

  • Justin Smith, Medical Advisor for Digital Health/Primary Care Innovator, Twitter: @TheDocSmitty
  • Wini King, AVP, Public Relations, Twitter: @PRKing1210
  • Missy Staben, Manager of Digital Communications, @Missy Staben
  • Kim Brown, Media Relations Specialist, Twitter: @KimatCook
  • Abigail Hodgson, Social Media Specialist, Twitter: flabigaill

The story doing well in India:

http://www.checkupnewsroom.com/5-days-of-fever-now-what-should-i-do/

India is their third biggest country in audience readership behind U.S. and U.K. The story now has more than 10k views since it was published in June 2015. It has more than 140,000 total views.

Our Selena Gomez Trilogy:

7 Questions Answered about a Kidney Transplant Surgery

http://www.checkupnewsroom.com/7-questions-answered-about-a-kidney-transplant-surgery/

8 facts about lupus

http://www.checkupnewsroom.com/8-facts-about-lupus/

13 Reasons Why You Should Be Concerned Your Child May Attempt Suicide

http://www.checkupnewsroom.com/13-reasons-why-you-should-be-concerned-your-child-may-attempt-suicide/

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social media for healthcare

Building a Brand Journalism Team: Michael Yoder

December 2, 2014 Janet Kennedy Get Social Health, Podcast 00:35:26 0 Comments

It started with a desire to connect with people via social media and platforms like LinkedIn. As a result of his early adopter experience, Michael Yoder ended up at Spectrum Health guiding the digital communications efforts. One of his major projects  involves working with communications, marketing and social media ambassadors to develop and execute a detailed content plan. He has helped Spectrum Health transition from a traditional communications department to a Brand Journalism team.

Follow our conversation below:

Michael Yoder00:00 Introduction
01:18 Michael Yoder – Spectrum Health
01:43 Michael’s background
04:00 Brand Journalism
05:11 Traditional news coverage
05:44 Intense competition to be “first”
07:10 How will the transition impact the team
08:20 “News jacking”
09:06 Creating a digital newsroom
13:25 Technology tools – Kapost
14:40 Sign-off process
16:00 How did the digital transition come about?
18:19 How does the team manage content assignments?
30:50 LinkedIn strategy
32:50 Hospitals lagging behind in Showcase Pages
25:10 LinkedIn thought leadership
26:10 LinkedIn analytics
27:00 Publishing daily
27:30 LinkedIn publishing platform
30:09 Getting physicians involved
30:40 Using analytics to create content – Brandwatch
33:30 Elevating communication
34:20 Social Media Tip: Ahava Leibtag of Aha Media. Use 4 pillar topics for content development
35:12 Closing remarks

Visit our resources page for more valuable (and free!) resources on social media and digital health.

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