Three courses MA Journalism MA International Journalism BA Journalism Journalism at Brunel.
Branded Journalism: Becoming a Multimedia News Network.
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Transcript of Branded Journalism: Becoming a Multimedia News Network.
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Branded Journalism: Becoming a Multimedia News Network.
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Karl Oestreich, ManagerMedia Relations, Mayo Clinic News Network
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Ron Petrovich, ManagerCenter for Social Media, Mayo Clinic News Network
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What is Mayo Clinic News Network?
A Go To Source for TV, radio, newspaper and blog journalists to download health, science and research information. Here is a link to a video description.
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Why did we launch?
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Opportunities • Media
• Technology
• Public
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How Do We Operate?We function like a news dept. & built a newsroom
Beats• Clinical
• Media Outlets
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Daily Leads Meeting- What will we do today?
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Pipeline Maximizes PA Content Funnel raw content into the pipeline
Building a Multimedia Content Pipeline
Ingest customizable multimedia content
Shape & deliver content based on audience
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Content Delivery Platforms
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Content Delivery Tools
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• #fluchat: Chat with HealthDay where we reached 1.6 million people
• #abcDrBchat: Chat with ABC News’ Dr. Richard Besser where we reached 6.5 million people
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Built on same platform as Same Platform
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• Customized and enhanced to fit our needs
• SMHN and NN have some functionality
Wordpress is the base
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WordPress: What is it ?
• Free open source content management system (CMS)
• Used to create millions of websites/blogs
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Why we use WordPress • Familiar Interface (just like Microsoft word)
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How it works for the media
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How it works for the public Same Story –Just no embargo or download option
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This video will show you what we do every day. A Day in the Life of the News Network
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Keys to Our Success: • Keep it Simple• Implement in increments• Point out the wins• Set clear expectations and provide trainingToday: Hundreds of Members • Technically Stable • Main platform of distribution • Members “It’s clean” “It’s easy” “It’s news”
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Examples of Our Success• Real News, Proactive, Reactive, Evergreen • Several posts a day • Work ahead: Flu Season Alert in July• Embargoed material every day • Developed processes
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10 Challenges 1. Cultural change/clashes between teams 2. Lack of buy-in, credibility from our teams, others 3. Technical instability4. Staffing constantly repositioning 5. Working differently
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10 Challenges Continued… 6. Goals and process did not align(evolving) 7. Weak planning (improving, remains a priority)8. Communication breakdowns 9. Pace increased as outreach expanded 10.Sharing the vision-needed to show multiple platforms
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10 Tips To Building a Brand Journalism Newsroom1. Understand what the media and public need. Base
plan on reliable multimedia content. 2. Jump In: Even if it is ugly at first, be open to change
and adapt. 3. Constantly sell it, internally at first, then externally. 4. Accept that there will be a lot of failures. 5. Build foundation of process and communication.
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10 Tips To Building a Brand Journalism Newsroom Continued…6. Try to keep it simple (people don’t read). 7. Take every opportunity to explain the latest plan. 8. Include as many people as possible (everyone has
contributed). 9. Prepare to tell your story on as many platforms as
possible. 10.Commit to grinding through it.