Getting major media placements in outlets such as “NBC Nightly News” and The Huffington Post is every PR and media relations professional’s dream—and if you can get 1 million or so people to visit your brand’s website in response to the coverage, that’s icing on the cake.
This year, The Ohio State University Wexner Medical Center pulled off this feat using a brand journalism approach. Here’s how it attracted so much public attention to the news so quickly:
Keeping eyes open for good storytelling opportunities
Bob Mackle, director of media relations for The Ohio State University Wexner Medical Center, and his colleagues discuss potential story ideas in weekly meetings, as well as during weekly calls with MediaSource, the medical center’s brand journalism partner.
The best ideas, Mackle explains, help the medical center highlight its expertise and culture while also telling a story—and therefore merit a full-court press effort, including the development of video and audio elements, interviews with patients and physicians, and aggressive pitching efforts.