Yusila RamirezPublic Relations Manager – FL Nemours Children’s Health System
Orlando, Florida
Wilmington, Delaware
Nonprofit devoted to children’s health, providing care, research and education with xxxx
Patients/1.3 million annual encounters
Employed physicians
Researchers
Pediatric care locations in five states
Specialties and subspecialties
Employed hospitalists
Collaborating hospitals
410,000
724
228
60
42
40
19
5
Patients By The Numbers
NEMOURS AT A GLANCE
“It is the duty of everyone to do what is within his power to alleviate human suffering.”
3
A Transformational Gift
6
• Opened in 2012
• Unique Specialties
• Treat children from 50 states and 71 countries
• 382 research and clinical projects focused on bedside care.
• 100+ physician scientists, 25 PhD lab heads, 200 research support staff.
Nemours Children’s Hospital
• TV/Radio Journalist for 15+years
• Left news 10+ years ago
• PR Then and Now
• When I first started at NCH, 7 years ago, we were using traditional ways of getting earned media.
• Had good relationships with the newsrooms
• Understood news cycle
• And…. we can write for TV
• We got this, right?
Brief Background
Lake Nona in 2011 Distance to most news outlets? 20-42 miles away
Nemours to specialize in children's rare illnesses such as
juvenile arthritis
5:34 p.m. EST, April 1, 2012|By Marni Jameson, Orlando Sentinel
Sadie Veselka, 7, and mom Dawn play recently at an Oviedo park. Since Sadie's juvenile-arthritis
diagnosis, they have gone to Gainesville for treatment. Soon, she can get treated at Nemours. (Jacob
Langston, Orlando Sentinel / Apr 01, 2012)
Sadie Veselka was only 4 when she started complaining that her body hurt. She had trouble getting up
after sitting on the floor, and she walked "like a little old woman," said her mom, Dawn Veselka of
Oviedo.
Her pediatrician called the problem growing pains. An orthopedist thought it was an infection. A
chiropractor ordered orthotics. An allergist and the emergency-room doctors the Veselkas saw in
desperation waved the girl and her mother off. "All said the problem would resolve, to give it a month,"
Dawn Veselka said.
It would take nine months and a 130-mile drive to the nearest pediatric rheumatologist before they
would learn that Sadie had juvenile arthritis, a disease that affects one in 250 kids and causes
inflammation and stiffness in joints.
"I never heard of arthritis in kids," said Veselka, who worked as a radiation therapist before Sadie was
born. "I thought it just happened to old people."
Starting this month, Central Florida parents in Veselka's situation won't have to drive beyond Orlando to
get faster answers and more-convenient treatments. Nemours Children's Hospital, which will open in
IT WAS A GOOD DAY…
• PR Team of (1-2) in Orlando
• Video Manager | Jacksonville
CHALLENGES
• What Budget?
• Figure out - how to get more placement?
• Former reporter mentality – NO WAY they’ll use our video, right….?
• Kate Norton
• Video Manager
• Nemours Children’s Health System
Videos on a
DSLRs
Disclaimer – NOT A TECHIE!
• Digital Single Lens Reflex Camera
• External microphones
• Easy to use
• Good video
• Editing on Final Cut
SO BASIC…
Nick’s Big Day
In 2013, Nick Bender, a little boy who was born with hearing loss, had his cochlear implant turned on for the first time at Nemours Children’s Specialty Care, Jacksonville.
Making An Impact | I hear that! • Shot with Sony camcorder and edited with iMovie.
What Happened Next…
• Fox News in Tallahassee saw the video and interviewed the parents.
And then…
•Fox & Friends discovered the story.
•Interviewed family live on air from NYC.
Look Mom, USA Today!
The Numbers That Count
• Posted on the Fox News Facebook page on 8/2013 and received more than 18,000 ‘likes,’ 2,600 ‘shares,’ and 630 comments.
• National Viewership: 925,951
• National Publicity Value $60,140.52 per 30s (4 minute interview = $481,124.16)
Phones
• iCan Make a movie, You Can Make a Movie!
In Orlando
WENT SOCIAL
FOX NEWS…Again!
4 Secrets to Video on a Shoestring
• Invest in the Basics
• Make the Time
• Get Help
• Find the Story
My iSet Up
• iPhone 7 Plus
• Stabilizer | $12.99
• Camera Shoe Mount | $7.99 for 4PK
• Aladdin EYE-LITE Bi-Color Dimmable Mini Light Fixture | $139.50
• Purple Panda Lavalier Lapel Microphone | $23.99
• iPhone Adapter | $12.99 for 2
Keeping It Real…
• A MUST ---- > PHI Form signed
• Worry about Lighting
• Worry about Sound
• Is this thing on?
• KISS
MORE STUFF (and Yusila’s Wish List, in red)
• Lens Kit
• DJI Osmo Kit
• Wireless Mic System
• Small Light Kit
• Zoom audio recorder (requires syncing and learning curve)
• Green Screen
EDITING• iMovie
• Video Shop
• Live Collage Plus
• Adobe Premiere Clip
• FilmoraGo
Adobe Premiere Clip Live Collage Plus Video Shop
FilmoraGoiMovie
How-To-Book (new edition released last year)
By Steve Stockman
Stockman on Camera Equipment
• You can shoot a great movie on your cell phone, and a bad one on an IMAX rig.
• Do you already own it?
• Is it easy for you to use?
• Use what you’re good at
• Technical not your thing … Don’t Worry
• Streamlining means you’ll do it more.
• Focus on the story line – Capture the moment.
Equipment Continued.
• Is it easy to carry?
• Does it shoot video in a format that is current? (1080p/4K is best)
• Does it take video you think looks good?
Stockman’s Advice on Editing.
• Editing video is like editing a document.
• The basics are cut, copy and paste.
• Output your video from your camera to iMovie/Editing Tool
• Cut the technically bad and boring parts out
• Maybe copy or paste a couple of things into a different part of the video, maybe not.
• Output in a format you can use on social, web, even share with media.
4 Secrets to Video on a Shoestring
• Invest in the Basics
• Make the Time
• Get Help
• Find the Story
MAKE THE TIME
• There is a learning curve to video.
• Make time to work on filming and editing skills and sharing opportunities.
• A great website to get started on video skills: Wistia.com
TECHNICAL ADVISOR
4 Secrets to Video on a Shoestring
• Invest in the Basics
• Make the Time
• Get Help
• Find the Story
GET SOME HELP
• An IT smarty pants with a creative streak
• A still photographer who is a lifelong learner
• An intern who’s been making movies since they were 10 years old
WHEN I CALL THE PROFESSIONALS…
• Major PR events
• Marketing Campaigns
• Leadership Interviews
• Big Productions
• Conceptual Videos
MAKE THE MOST OF EVERY SHOOT• When you do use professionals, keep in mind:
• short, social media videos/ Get to Know/ Tips
• Build b-roll library
• Video News Releases (Online Media Room)
FOR THE PROFESSIONALS:
Megyn Kelly Today
4 Secrets to Video on a Shoestring
• Invest in the Basics
• Make the Time
• Get Help
• Find the Story
MOST IMPORTANT THING
Find:
• The Story
• The Moment
• The News
• The Thing You Didn’t Know
• The Experts/Characters
PITCHING THE STORY
Nemours Surgeon us 3D Model to Deliver Safer Care
TAKE YOUR TIME | Maddie’s Story
iPhone Photo
Landed NCH on NBC NIGHTLY
YEARLY TRADITION
Making Lemonade out of Lemons in Lakeland
5th Secret to Video on a Shoestring
• Use what you have and start now.
When to TIY (Try It Yourself).
• Social Media
• Internal Videos
• How to videos
• One-offs or small events
Tips for shooting mobile phone videos
• Stabilize shot w/ selfie stick ( two hands elbow locked against side)
• Watch audio holes - don’t cover
• Shoot horizontally not vertically
• Watch backlighting
• Use in phone app to edit
I clearly didn’t watch my lighting
HELPFUL RESOURCES
Music
• Pond5.com
• Premiumbeat.com
• Triple scoop audio
• audio jungle
Converting files
Wondershare
iSkysoft
Handbrake
MORE HELPFUL RESOURCES
Learning
• Wistia.com
• Lynda.com
• Tutsplus.com
• Creativecow.com
• Video 101course.com
ETC.
Transferring Videos and Footage
• Box
• Dropbox
• We Transfer
• Hightail
HELPFUL HINTS
Stockman’s Website:
• SteveStockman.com
Get Your Gear:
• Amazon
• B&H Phot
• Cowboy Studio
Equip Your iPhone
• PhotoJojo.com