To get journalists to pay attention, you have to have a compelling and newsworthy story. But sometimes a killer story isn’t enough. The tools and tactics used are vital to get reporters to pick up your story and use your multimedia elements.
The media relations team at Nationwide Children’s Hospital in Columbus, Ohio, takes extra steps to produce and distribute stories in a way that all kinds of media outlets—print, broadcast, and online—can easily and quickly report the news.
In autumn 2013 Pam Barber, director of media relations at Nationwide Children’s Hospital, and her colleagues found a story that they believed was just about a slam-dunk for their brand journalism efforts.