doing better pr with less--- kmbc @jakesjournal @childrensmercy 235 likes 1,077 shares 100,704...
TRANSCRIPT
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
@JakesJournal @ChildrensMercy
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
@JakesJournal @ChildrensMercy
Unparalleled Teamwork: Breadth & Depth
• Nearly 8,000 employees
• 700+ pediatric specialists
• 2,200 nurses
• 1,000+ allied health
professionals
• Nearly 1,000 volunteers
@JakesJournal @ChildrensMercy
Why Should You Share Your Stories?
@JakesJournal @ChildrensMercy
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
@JakesJournal @ChildrensMercy
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
@JakesJournal @ChildrensMercy
Why Should You Share Your Stories?
Reputation Referrals Recruitment
@JakesJournal @ChildrensMercy
Retention
Why Should You Share Your Stories?
Reputation Referrals Recruitment
Locally, we
want parents
to know their
kids are in
good hands.
@JakesJournal @ChildrensMercy
Retention
Why Should You Share Your Stories?
Reputation Referrals Recruitment
Locally, we
want parents
to know their
kids are in
good hands.
Regionally, we
want physicians
to be confident
in their
decisions.
@JakesJournal @ChildrensMercy
Retention
Why Should You Share Your Stories?
Reputation Referrals Recruitment
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.
@JakesJournal @ChildrensMercy
Retention
Why Should You Share Your Stories?
Reputation Referrals Recruitment
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.
@JakesJournal @ChildrensMercy
Retention
Happy, proud
employees
provide better
care for our
kids & families.
Why Should You Share Your Stories?
Reputation Referrals Recruitment
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.
@JakesJournal @ChildrensMercy
Retention
Happy, proud
employees
provide better
care for our
kids & families.
Why Should You Share Your Stories?
@JakesJournal @ChildrensMercy
Why Should You Share Your Stories?
@JakesJournal @ChildrensMercy
Content Marketing
Why Should Your Colleagues Care?
Content Marketing – whether through
owned channels, social media or editorial
coverage – makes a promise to consumers.
@JakesJournal @ChildrensMercy
Why Should Your Colleagues Care?
Content Marketing – whether through
owned channels, social media or editorial
coverage – makes a promise to consumers.
@JakesJournal @ChildrensMercy
But it takes the entire organization
to help your brand keep its word.
Why Should Your Colleagues Care?
@JakesJournal @ChildrensMercy
@JakesJournal @ChildrensMercy
Why Should Your Colleagues Care?
@JakesJournal @ChildrensMercy
Why Should Your Colleagues Care?
@JakesJournal @ChildrensMercy
Why Should Your Colleagues Care?
@JakesJournal @ChildrensMercy
Why Should Your Colleagues Care?
How Should You Tell Your Stories?
@JakesJournal @ChildrensMercy
How Should You Tell Your Stories?
@JakesJournal @ChildrensMercy
Ethos:
Pathos:
Logos:
How Should You Tell Your Stories?
@JakesJournal @ChildrensMercy
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.
@JakesJournal @ChildrensMercy
@JakesJournal @ChildrensMercy
@JakesJournal @ChildrensMercy
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
@JakesJournal @ChildrensMercy
Helping Journalists Share Your Stories
@JakesJournal @ChildrensMercy
Pitching a story to journalists
Posting to newsroom/social media
Monitoring engagement
Helping Journalists Share Your Stories
@JakesJournal @ChildrensMercy
Pitching a story to journalists
Posting to newsroom/social media
Monitoring engagement
@JakesJournal @ChildrensMercy
@JakesJournal @ChildrensMercy
@JakesJournal @ChildrensMercy
Helping Journalists Share Your Stories
@JakesJournal @ChildrensMercy
Pitching a story to journalists
Posting to newsroom/social media
Monitoring engagement
@JakesJournal @ChildrensMercy
235 Likes
1,077 Shares100,704 People Reached
@JakesJournal @ChildrensMercy
235 Likes
1,077 Shares100,704 People Reached
@JakesJournal @ChildrensMercy
235 Likes
1,077 Shares100,704 People Reached
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
@JakesJournal @ChildrensMercy
235 Likes
1,077 Shares100,704 People Reached
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?
@JakesJournal @ChildrensMercy
235 Likes
1,077 Shares100,704 People Reached
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?
Helping Journalists Share Your Stories
@JakesJournal @ChildrensMercy
Pitching a story to journalists
Posting to newsroom/social media
Monitoring engagement
@JakesJournal @ChildrensMercy
Sharing Your Stories and Seeing Results
@JakesJournal @ChildrensMercy
Reputation
@JakesJournal @ChildrensMercy
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
@JakesJournal @ChildrensMercy
26,133
49,606
203,794
0
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
@JakesJournal @ChildrensMercy
Recruitment
@JakesJournal @ChildrensMercy
Retention
@JakesJournal @ChildrensMercy
Retention
Retention
@JakesJournal @ChildrensMercy
In two days:1,600 reactions193 shares69 comments73,000 reach
Retention
@JakesJournal @ChildrensMercy
In two days:1,600 reactions193 shares69 comments73,000 reach
Retention
@JakesJournal @ChildrensMercy
In two days:1,600 reactions193 shares69 comments73,000 reach
Retention
@JakesJournal @ChildrensMercy
Resource Development: History of Giving
@JakesJournal @ChildrensMercy
Resource Development: #ThankfulThursdays
@JakesJournal @ChildrensMercy
Resource Development: The Little Things
@JakesJournal @ChildrensMercy
Resource Development: The Little Things
@JakesJournal @ChildrensMercy
Resource Development: The Little Things
@JakesJournal @ChildrensMercy
Resource Development: The Little Things
@JakesJournal @ChildrensMercy
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 @ChildrensMercy
Resource Development: Big Slick
@JakesJournal @ChildrensMercy
Resource Development: Big Slick
@JakesJournal @ChildrensMercy
Resource Development: Big Slick
@JakesJournal
Resource Development: Big Slick
@JakesJournal @ChildrensMercy
Big Slick in
newsroom:
60,000 viewsin 10 days
Helping Your Colleagues Share Your Stories
@JakesJournal @ChildrensMercy
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
@JakesJournal @ChildrensMercy
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.
@JakesJournal @ChildrensMercy
Prepare for Surprise Guests
@JakesJournal @ChildrensMercy
Prepare for Surprise Guests
1,230,000 followers@JakesJournal @ChildrensMercy
Celebrating as a Community
@JakesJournal @ChildrensMercy
Finding New Ways to Share Your Stories
@JakesJournal @ChildrensMercy
@JakesJournal @ChildrensMercy
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
@JakesJournal @ChildrensMercy
The Results: Meeting New Donors
@JakesJournal @ChildrensMercy
The Results: Meeting New Donors
@JakesJournal @ChildrensMercy
The Results: Meeting New Donors
@JakesJournal @ChildrensMercy
The Results: Meeting New Donors
@JakesJournal @ChildrensMercy
The Results: WE WON AN EMMY!!!!!
@JakesJournal @ChildrensMercy@ChildrensMercy
‘Thank You Notes’ From Parents
@JakesJournal @ChildrensMercy
The Perfect Mix: Ethos, Pathos & Logos
@JakesJournal @ChildrensMercy
Helping Your Partners Share Your Stories
@JakesJournal @ChildrensMercy
Helping Your Partners Share Your Stories
516k followers 34k followers
1 million followers
7.7 million followers
500+retweets, 1000 Likes
Helping Your Partners Share Your Stories
@ChildrensMercy
@JakesJournal @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!
@JakesJournal @ChildrensMercy
Helping Our Families Share THEIR Stories
@JakesJournal @ChildrensMercy
Helping Our Families Share THEIR Stories
@JakesJournal @ChildrensMercy
Helping Our Families Share THEIR Stories
@JakesJournal @ChildrensMercy
Helping Our Families Share THEIR Stories
@JakesJournal @ChildrensMercy
Thank YOU for Sharing
Your Stories!!
Any questions?
Dr. Angela Myers Dr. Barbara Pahud