hcpra 2013 think like a publicist, act like a journalist

Think Like a Publicist,Think Like a Publicist,Act Like a JournalistAct Like a Journalist

Henry MietkiewiczHenry MietkiewiczSenior Communications SpecialistSenior Communications Specialist

Jewish General HospitalJewish General Hospital• A McGill University teaching A McGill University teaching

hospitalhospital• 637 beds637 beds• Medical services in more Medical services in more

than 40 specialtiesthan 40 specialties

• Admissions: 24,000Admissions: 24,000• Babies born: 4,200Babies born: 4,200• Outpatient visits: 687,000Outpatient visits: 687,000• Emergency visits: 73,000Emergency visits: 73,000• Volunteers: Over 1,000Volunteers: Over 1,000

External InternalExternal Internal

IN-HOUSEIN-HOUSE

WritingWriting

EditingEditing

PhotographyPhotography

OUTSIDEOUTSIDEDesignDesign

TranslationTranslation

PrintingPrinting

Mailing (JGH News)Mailing (JGH News)

22,00022,000 4,0004,000

All content generated internallyAll content generated internally

How to … Do itHow to … Do it

1.1. Find itFind it

6.6. Spin itSpin it

5.5. Sell itSell it

4.4. Move itMove it

3.3. Energize itEnergize it

2.2. Check itCheck it

How to … Do itHow to … Do it

1.1. Find itFind it

1.1. Find itFind itAdopt an investigative strategyAdopt an investigative strategy

1.1. Find itFind itCultivate contactsCultivate contacts

1.1. Find itFind itPhone vs. in-person contactPhone vs. in-person contact

1.1. Find itFind itFollow your curiosityFollow your curiosity

1.1. Find itFind itLook with “new” eyesLook with “new” eyes

1.1. Find itFind itAdapt from otherAdapt from other

magazines and web sitesmagazines and web sitesStealSteal

1.1. Find itFind itResult: TrustResult: Trust

How to … Do itHow to … Do it

1.1. Find itFind it

How to … Do itHow to … Do it

1. Find it

2.2. Check itCheck it

2.2. Check itCheck itAssemble an Editorial GroupAssemble an Editorial Group

2.2. Check itCheck itUse an audio recorder … sparinglyUse an audio recorder … sparingly

2.2. Check itCheck itDon’t trust Spell CheckDon’t trust Spell Check

2.2. Check itCheck itDevelop your own index and style guideDevelop your own index and style guide

2.2. Check itCheck itVerify with in-house expertsVerify with in-house experts

How to … Do itHow to … Do it

1. Find it

2.2. Check itCheck it

How to … Do itHow to … Do it

3.3. Energize itEnergize it

2. Check it

1. Find it

3.3. Energize itEnergize itWrite distinctively for immediacyWrite distinctively for immediacy

3.3. Energize itEnergize itDemystify and simplifyDemystify and simplify

3.3. Energize itEnergize itFind the target … and shoot!Find the target … and shoot!

3.3. Energize itEnergize itFind the target … and shoot!Find the target … and shoot!

3.3. Energize itEnergize itUse humour … cautiouslyUse humour … cautiously

How to … Do itHow to … Do it

3.3. Energize itEnergize it

2. Check it

1. Find it

How to … Do itHow to … Do it

4.4. Move itMove it

3. Energize it

2. Check it

1. Find it

4.4. Move itMove itThe deadline is todayThe deadline is today

How to … Do itHow to … Do it

4.4. Move itMove it

3. Energize it

2. Check it

1. Find it

How to … Do itHow to … Do it

5.5. Sell itSell it

4. Move it

3. Energize it

2. Check it

1. Find it

5.5. Sell itSell itMake the most of photographyMake the most of photography

5.5. Sell itSell itMake the most of graphic designMake the most of graphic design

5.5. Sell itSell itMake the most of graphic designMake the most of graphic design

5.5. Sell itSell itMake the most of graphic designMake the most of graphic design

5.5. Sell itSell itMake the most of (celebrity) tie-insMake the most of (celebrity) tie-ins

How to … Do itHow to … Do it

5.5. Sell itSell it

4. Move it

3. Energize it

2. Check it

1. Find it

How to … Do itHow to … Do it

1. Find it

6.6. Spin itSpin it

5. Sell it

4. Move it

3. Energize it

2. Check it

6.6. Spin itSpin itCapitalize on human interest … in all mediaCapitalize on human interest … in all media

6.6. Spin itSpin itCapitalize on human interest … in all mediaCapitalize on human interest … in all media

How to … Do itHow to … Do it

1.1. Find itFind it

6.6. Spin itSpin it

5.5. Sell itSell it

4.4. Move itMove it

3.3. Energize itEnergize it

2.2. Check itCheck it

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