doing better pr with less · children’s mercy: by the numbers •367 beds •308,830 outpatient...

DOING BETTER PR WITH LESS

@JakesJournal @ChildrensMercy

…and having a ton of fun

in the processJake Jacobson

Children’s Mercy Kansas City#RaganCCC

Children’s Mercy: By The Numbers

• 367 beds

• 308,830 outpatient visits

• 162,611 ER/UC visits

• 13,649 admissions

• 18,353 surgeries

• 4,986 transports

119 Years of Tradition & Trust

• 40+ pediatric specialty areas

• Highest level pediatric trauma center

• Highest level of neonatal intensive

care unit

• Ranked among the best children’s

hospitals in the country by US News

• Honored by the Magnet® Recognition

Program for excellence in nursing

Unparalleled Teamwork: Breadth & Depth

• Nearly 8,000 employees

• 700+ pediatric specialists

• 2,200 nurses

• 1,000+ allied health

professionals

• Nearly 1,000 volunteers

Why Should You Share Your Stories?

In a survey of global journalists:• 89% said they

turn to blogs for story research

• 65% to social media sites like Facebook and LinkedIn

• 52% to Twitter

In a survey of global journalists:• 89% said they

turn to blogs for story research

• 65% to social media sites like Facebook and LinkedIn

• 52% to Twitter

Reputation Referrals Recruitment

Retention

Locally, we

want parents

to know their

kids are in

good hands.

Retention

Locally, we

want parents

to know their

kids are in

good hands.

Regionally, we

want physicians

to be confident

in their

decisions.

Retention

Locally, we

want parents

to know their

kids are in

good hands.

Regionally, we

want physicians

to be confident

in their

decisions.

Nationally, we

want top

doctors to see

CMH & KC as a

destination.

Retention

Locally, we

want parents

to know their

kids are in

good hands.

Regionally, we

want physicians

to be confident

in their

decisions.

Nationally, we

want top

doctors to see

CMH & KC as a

destination.

Retention

Happy, proud

employees

provide better

care for our

kids & families.

Resource Development

Locally, we

want parents

to know their

kids are in

good hands.

Regionally, we

want physicians

to be confident

in their

decisions.

Nationally, we

want top

doctors to see

CMH & KC as a

destination.

Educate people that we’re a nonprofit

and that their donations make a difference.

Retention

Happy, proud

employees

provide better

care for our

kids & families.

Content Marketing

Why Should Your Colleagues Care?

Content Marketing – whether through

owned channels, social media or editorial

coverage – makes a promise to consumers.

Content Marketing – whether through

owned channels, social media or editorial

coverage – makes a promise to consumers.

But it takes the entire organization

to help your brand keep its word.

How Should You Tell Your Stories?

Ethos:

Pathos:

Logos:

Ethos: Appeal to ethics.

Focuses on character or credibility.

Pathos: Appeal to emotion.

Creating an emotional response.

Logos: Appeal to logic.

Persuading an audience by reason.

Recent statistics for HPV vaccination in Kansas and Missouri are actually even grimmer than the 30 percent Dr. Pahud quoted.

In Kansas, only 25 percent of girls ages 13-17 and 20 percent of boys have completed the recommended three-dose series. In Missouri, those stats are 28 percent of girls and only 11 percent of boys.

In Rwanda, it’s 93 percent.

“Rwanda,” Pahud says emphatically.

The area stats beg the question: Why? Pahud and other physicians believe part of the reason begins with educating their own. Some pediatricians don’t know enough about the vaccine to urge patients to get their children immunized.

Helping Journalists Share Your Stories

Pitching a story to journalists

Posting to newsroom/social media

Monitoring engagement

235 Likes

1,077 Shares100,704 People Reached

235 Likes

Good afternoon,We saw your tweet regarding the amount of lawn mower accidents this season. Is there a doctor who might be able to talk this evening?

--- KMBC

235 Likes

Sharing Your Stories and Seeing Results

Reputation

2265total stories in a year65% quoted CMH spokespeople

36% feature stories on CMH, data or expert

455 physician interviews

719 local Kansas City stories

CMH covered by every top-tier broadcast, wire, online outlet

Reputation

26,133

49,606

203,794

50,000

100,000

150,000

200,000

250,000

FY14 FY15 FY16YTD

Traffic Driven From Social Media

Referrals: Doctor’s snapshot after PR pushOntario

Recruitment

Retention

In two days:1,600 reactions193 shares69 comments73,000 reach

Retention

Resource Development: History of Giving

Resource Development: #ThankfulThursdays

Resource Development: The Little Things

In your presentation you spoke about the numerous kids coming to Children’s Mercy and there aren’t always enough supplies for the kids (you mentioned crayons specifically). I

asked you one question, “Where can I send crayons?” You said they could be sent to you directly. Well as a thank you to you and to Children’s Mercy, there are crayons on the way to you.

According to the confirmation from Amazon there will be a case of crayons delivered to you between August 4th and 10th.

Resource Development: Big Slick

@JakesJournal

Big Slick in

newsroom:

60,000 viewsin 10 days

Helping Your Colleagues Share Your Stories

Choosing Your Channels Wisely

Facebook:The ScrapbookBest for: Comments

LinkedIn:Professional NetworkBest for: Recruiting

Twitter:The News TickerBest for: Real-time

Instagram:The Photo AlbumBest for: Visuals

YouTube:All Things VideoBest for: Searchable

Pinterest:“Look what I found”Best for: Re-sharing

Getting Social: A chat is a chat is a chat• Think dinner party.

• People of all levels of knowledge… & self-awareness.

• Reply, agree, echo as appropriate.

• If you’re the host, it’s your role to maintain order and be inclusive.

• Crashing a party…

• Acknowledge and compliment host, don’t overshadow.

• Join conversations, but be respectful and helpful.

• As with all content, add value, not just self-promotion.

Prepare for Surprise Guests

1,230,000 followers@JakesJournal @ChildrensMercy

Celebrating as a Community

Finding New Ways to Share Your Stories

The Results: By the Numbers

• 2nd place – of all stations – both years

• 65% increase in applications

• 82% of employees said they are

“prouder than ever” to work here

The Results: Meeting New Donors

The Results: WE WON AN EMMY!!!!!

@JakesJournal @ChildrensMercy@ChildrensMercy

‘Thank You Notes’ From Parents

The Perfect Mix: Ethos, Pathos & Logos

Helping Your Partners Share Your Stories

516k followers 34k followers

1 million followers

7.7 million followers

500+retweets, 1000 Likes

@ChildrensMercy

Helping Your Partners Share Your Stories· Love, love, love this story and the Wahlgren family!! As a parent of a child with HLHS who used to keep a paper notebook of this information 11 years ago and call in once a week to the CV Surgery nurses, it is so great to see how this area has advanced! All of the hard work from this CHAMP team has paid off and will make a positive impact on so many families. Winston is an amazing kid and his family is doing great things to spread awareness for congenital heart defects (plus he's adorable!) Such a great and inspiring story!

· It's such an honor to work in the Heart Center with these amazing patients, families and staff! Congrats CHAMP Team!

· Amazing! This is why we work here, to discover and create ways we can give our patients and families healthier lives and improved quality of life. Great work!

· This is FANTASTIC! I am so proud to be a part of CMH and their continued efforts to take health care to the next level!

· Always something wonderful happening at Children's Mercy. I am so proud to work here!

Helping Our Families Share THEIR Stories

Thank YOU for Sharing

Your Stories!!

Any questions?

Dr. Angela Myers Dr. Barbara Pahud

@jakesjournaljajacobson@cmh.edu

doing better pr with less · children’s mercy: by the numbers •367 beds •308,830 outpatient...

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