From Media Relations to Brand Journalism

Who We Are

Angela Showell: Academic Team Leader

Debbie Goldberg: Media Relations

Edyta Zielinska: Science & Research

Mike Bederka: Content Specialist

Sarah Brechbill: Social Media & Multimedia

Natalie Singleton: Media Relations Coordinator –Center City

What We Do

• Use Social Media and Traditional Media to Convey the Jefferson Brand Narrative

• Drive Executive Thought Leadership Platforms• Grow National and International Press Relationships• Actively Pitch Local, Regional and National Press Contacts • Explore and Pitch High Impact National Speaking Opportunities for

Jefferson thought leaders• Set a New Direction For How We Transmit Information to

Consumers

How Does This Impact Thomas Jefferson University?

A Statistical Look at University Impact – Social Media• Total posts – 2,500 across Facebook, Twitter, Instagram, LinkedIn and Snapchat in

FY 18• Engagement Rate – 101% engagement rate on Facebook, 74% on Twitter• Top Performing posts:

• Highest performing Facebook post of FY 18 (boosted): Jefferson engineering students and surgeons work on sports helmets, 29,488 people reached

• Top Facebook video of FY 18: Jefferson Fashion Show Recap, 11,207 people reached

• Top Tweet of FY 18: Bernice King’s visit to Jefferson, 406 likes & 61 retweets• Top Instagram Story of FY 18: Jefferson Orientation Leaders Instagram Take

Over: 1,013 views

A Statistical Look at University Impact – Social Media

• Facebook: Thomas Jefferson University Facebook account used to share a heartwarming story that reached 16,335 people

Current State of Print- Locally

454 staff members listed since 2008

Current State of Print- Nationally

Current State of Broadcast - Nationally

Current State of Digital News Outlets - Nationally

Edelman Trust Barometer

What Does This Mean For Us?• Less experienced writers in

newsrooms• Greater dependence on

submitted, or paid content • Fighting for share of voice• Significant shift in media

departments over the next 10 years

• So…

We Will Enter the News Space

The Vision

• The Nexus• Become a trusted resource for higher-ed news• Curate snackable, shareable content that target audiences want• Tell the Jefferson story our way• Build loyalty and national brand awareness• Break our own news• Consolidate external news outlets • Amplify advertising goals through content • Engage faculty, researchers and employees in content curation, development

and deployment

What Qualifies as a Nexus Story?

Intelligence Will Drive Decisions

• Unique visitors• Time spent on site• Click rates• Social engagement• Organic search • In time … email

• Open rates• Click throughs

What Will It Take?

• Deep commitment to great, authentic story telling• Focus on brevity• Multimedia content• ID characters for the stories we write• Deeper level of collaboration across colleges• Deeper level of collaboration with marketing staff• Shift toward newsroom planning, editorial vision, etc.• Daily news jacking flash meetings