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Interactive Media Relations
Maximize Coverage with Online Newsrooms,
Multimedia Releases and Interactive Assets
Eileen Scahill, The Ohio State University Wexner Medical Center
@EileenScahill, @OSUWexMed, [email protected]
June 15, 2016
#RaganHealth
Online Newsroom Offers Multimedia Assets:
• Video
• Photos
• Infographics
@OSUWexMed
STRATEGIC PLANNING + TEAM EFFORT =
OUTSTANDING RESULTS
Discovering and creating news content
on behalf of a brand.
• Not just news-style — actual newsworthy content
• Focuses on audience and their needs
• Very little branding
Source: MediaSource, 2014
Definition
@OSUWexMed
Brand Journalism:
What Would a Journalist Do?
@OSUWexMed
Focus on the AUDIENCE
Find a VOICE (of a real person)
Be CREDIBLE
Keep it SIMPLE
Think VISUAL
UN-BRAND your content
Brand Journalizer Criteria
@OSUWexMed
Storytelling Secrets
Using Interactive
Media Relations
@OSUWexMed
From Journalist to Brand Journalist
@OSUWexMed
Brand Journalism
• Boost National Reputation
• Drive Patient Volume
@OSUWexMed
Goals:
Brand Journalism Drives Reputation
Goal: Hospital as innovator
@OSUWexMed
Earned Media + Owned Media
@OSUWexMed
Brand Journalism Outreach Strategy
Earned Media Owned Media
1,715 media hits
5 billion + worldwide
audience
$12 million
advertising value
Positioned hospital as
innovator@OSUWexMed
Brand Journalism Neural Bypass Results
Storytelling Secrets
Using Interactive
Media Relations
@OSUWexMed
Strategy:
•Brand journalism content creation
•Earned & owned media outreach
@OSUWexMed
Brand Journalism Drives Reputation
Neural Bypass
@OSUWexMed
Brand Journalism: Content Strategy
PurposeDelivers high-quality, downloadable
multimedia elements to journalists in
various formats
Allows for distribution via social media
@OSUWexMed
Brand Journalism: Earned Media Strategy
@OSUWexMed
Brand Journalism: Storytelling
@OSUWexMed
Brand Journalism: Storytelling
@OSUWexMed
Brand Journalism: Storytelling
@OSUWexMed
Brand Journalism: Storytelling
@OSUWexMed
Brand Journalism: Storytelling
Storytelling Secrets
Using Interactive
Media Relations
@OSUWexMed
Goal
Drive consumers to hospital
website to download SAGE Test
Strategy
•Brand journalism content creation
•Earned & owned media outreach
@OSUWexMed
Brand Journalism Crashes Website
SAGE Test
@OSUWexMed
Strategy: Push to Owned Media
@OSUWexMed
Brand Journalism: Content Strategy
Test Doctor Real Person
@OSUWexMed
Brand Journalism: Content Strategy
• Set Release Date
• Targeted Media Pitching• National exclusive
• Network TV
• National online / print
• Advance interviews with top tier media
• Pitch/distribute multimedia content
• All target media outlets
@OSUWexMed
Brand Journalism: Earned Media Strategy
PurposeDelivers high-quality, downloadable
multimedia elements to journalists in
various formats
Allows for distribution via social media
osuwmc.multimedianewsroom.tv
@OSUWexMed
Earned Media Distribution
@OSUWexMed
Earned Media Distribution
osuwmc.multimedianewsroom.tv
NBC Nightly News
@OSUWexMed
Brand Journalism on National Media
@OSUWexMed
Brand Journalism on National Media
@OSUWexMed
Brand Journalism Drives Website Traffic
alzheimersreadingroom.com
TOP REFERRING SITES
JANUARY 12 - 21, 2014huffingtonpost.com 92,598
alzheimersreadingroom.com 28,492
cbsnews.com 9,041
elconfidencial.com 8,254
nbcnews.com 5,629
cbc.ca 5,407
forbes.com 5,218
@OSUWexMed
Brand Journalism Drives Website Traffic
January 13th - 6 p.m. EST
NBC Nightly News Airs Story - East Coast
@OSUWexMed
Brand Journalism Drives Website Traffic
January 13th - 9 p.m. EST
NBC Nightly News Airs Story - West Coast
@OSUWexMed
Brand Journalism Drives Website Traffic
January 14th - 8 a.m. EST
Traffic starts to increase again.
@OSUWexMed
Brand Journalism Drives Website Traffic
January 14th - 4 p.m. EST
Back to normal
@OSUWexMed
Brand Journalism Drives Website Traffic
October 2013 - October 2014
@OSUWexMed
Brand Journalism Drives Website Traffic
1.5 MILLION+downloads of test
1.6 MILLION+visits to brand’s website
@OSUWexMed
Brand Journalism Drives a Million Downloads
@OSUWexMed
Brand Journalism Drives Results
538 media hits
713 millionaudience
$1.9 millionadvertising value
@OSUWexMed
Brand Journalism Results Continue
SAGE Test featured on
The Dr. Oz Show
in April and May
56,000+ visits tracked to
hospital website
Storytelling Secrets
Using Interactive
Media Relations
@OSUWexMed
@OSUWexMed
Goals:
•Hospital as leader in comprehensive
stroke care
•Increase awareness for gender-
specific stroke symptoms
Women and Stroke Survey
Brand Journalism Drives Reputation
@OSUWexMed
Key Messages:
•Establishes lack of knowledge women have on gender-specific
stroke symptoms
•Presents new survey results by hospital on women and stroke
•Call to action for medical professionals and patients across the
country
Brand Journalism Drives Reputation
Women and Stroke Survey
@OSUWexMed
Brand Journalism: Content Strategy
@OSUWexMed
Brand Journalism: Content Strategy
@OSUWexMed
Brand Journalism: Social/Webpage
17,588 reached on Facebook
815infographic downloads
Brand Journalism: Storytelling
@OSUWexMed
Brand Journalism: Storytelling
@OSUWexMed
Brand Journalism: Earned Media Strategy
@OSUWexMed
489media hits
922 millionaudience
$1.4 millionad value
Brand Journalism Drives Results
Storytelling Secrets Using Interactive Media Relations
• Aim for wide appeal
• Strategically choose story structure
• Position brand as thought leader
@OSUWexMed
Focus on the AUDIENCE
Find a VOICE (of a real person)
Be CREDIBLE
Keep it SIMPLE
Think VISUAL
UN-BRAND your content
Brand Journalizer Criteria
@OSUWexMed
Interactive Media Relations
Maximize Coverage with Online Newsrooms,
Multimedia Releases and Interactive Assets
Eileen Scahill, The Ohio State University Wexner Medical Center
@EileenScahill, @OSUWexMed, [email protected]
#CONFHASHTAG #BrandJournalism
June 15, 2016
#RaganHealth
