The PR pros at MediaSource aren’t interested in spamming reporters with press releases. Instead, they’re figuring out ways to make it easy for reporters to come to them and their hospital clients.
For one thing, the agency doesn’t just take information and plug it into a template for press releases. It partners with hospitals to find the best stories, figures out who the audience is, and determines how to best present that story.
And once the story’s finished? It goes into the company’s MediaSourceSHARE Multimedia Newsroom, a tool built by former journalists who know what reporters really want when it comes to seeking out information, photos, links, video, and audio for their stories. All that innovation makes MediaSource the winner of the Best Health Care PR/Marketing Agency category in Ragan’s 2013 Health Care PR and Marketing Awards.
So how does MediaSource actually get journalists to come to the newsroom? The firm’s eight employees share 150 years of newsroom experience between them and pitch the stories they know reporters will be amenable to, at the times they most want to hear those pitches. No broad email pitches to hundreds of reporters here.
It’s working. Reporters have downloaded more than 10,000 items from the online newsroom, and downloads have increased by 83 percent since 2010.
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