Branded Journalism: Becoming a Multimedia News Network.

Karl Oestreich, ManagerMedia Relations, Mayo Clinic News Network

Ron Petrovich, ManagerCenter for Social Media, Mayo Clinic News Network

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.

Why did we launch?

Opportunities • Media

• Technology

• Public

How Do We Operate?We function like a news dept. & built a newsroom

Beats• Clinical

• Media Outlets

Daily Leads Meeting- What will we do today?

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

Content Delivery Tools

• #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

Built on same platform as Same Platform

• Customized and enhanced to fit our needs

• SMHN and NN have some functionality

Wordpress is the base

WordPress: What is it ?

• Free open source content management system (CMS)

• Used to create millions of websites/blogs

Why we use WordPress • Familiar Interface (just like Microsoft word)

How it works for the media

How it works for the public Same Story –Just no embargo or download option

This video will show you what we do every day. A Day in the Life of the News Network

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”

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

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

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

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.

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.

Questions?• SocialMediaCenter@mayo.edu

• Petrovich.ronald@mayo.edu

• Oestreich.karl@mayo.edu