Interactive Media Relations

Maximize Coverage with Online Newsrooms,

Multimedia Releases and Interactive Assets

Eileen Scahill, The Ohio State University Wexner Medical Center

@EileenScahill, @OSUWexMed, Eileen.Scahill@osumc.edu

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, eileen.Scahill@osumc.edu

#CONFHASHTAG #BrandJournalism

larledge@MediaSourceTV.com

June 15, 2016

#RaganHealth