This document outlines steps for effectively communicating as a public relations specialist at the Jewish General Hospital in Montreal. It discusses finding compelling stories, thoroughly checking facts, energizing content for readers, meeting deadlines by moving content into production, selling stories through design and photography, and spinning stories to attract interest across various media. The hospital serves over 24,000 admissions annually, has 637 beds, delivers over 4,200 babies each year, and relies on over 1,000 volunteers to support its broad range of medical services.

1. Think Like a Publicist,Think Like a Publicist,
Act Like a JournalistAct Like a Journalist
Henry MietkiewiczHenry Mietkiewicz
Senior Communications SpecialistSenior Communications Specialist

3. Jewish General HospitalJewish General Hospital
• A McGill University teachingA McGill University teaching
hospitalhospital
• 637 beds637 beds
• Medical services in moreMedical 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

5. External InternalExternal Internal
IN-HOUSEIN-HOUSE
WritingWriting
EditingEditing
PhotographyPhotography
OUTSIDEOUTSIDE
DesignDesign
TranslationTranslation
PrintingPrinting
Mailing (JGH News)Mailing (JGH News)
22,00022,000 4,0004,000
All content generated internallyAll content generated internally

6. 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

7. How to … Do itHow to … Do it
1.1. Find itFind it

8. 1.1. Find itFind it
Adopt an investigative strategyAdopt an investigative strategy

9. 1.1. Find itFind it
Cultivate contactsCultivate contacts

10. 1.1. Find itFind it
Phone vs. in-person contactPhone vs. in-person contact

11. 1.1. Find itFind it
Follow your curiosityFollow your curiosity

12. 1.1. Find itFind it
Look with “new” eyesLook with “new” eyes

13. 1.1. Find itFind it
Adapt from otherAdapt from other
magazines and web sitesmagazines and web sites
StealSteal

14. 1.1. Find itFind it
Result: TrustResult: Trust

15. How to … Do itHow to … Do it
1.1. Find itFind it

16. How to … Do itHow to … Do it
1. Find it
2.2. Check itCheck it

17. 2.2. Check itCheck it
Assemble an Editorial GroupAssemble an Editorial Group

18. 2.2. Check itCheck it
Use an audio recorder … sparinglyUse an audio recorder … sparingly

19. 2.2. Check itCheck it
Don’t trust Spell CheckDon’t trust Spell Check

20. 2.2. Check itCheck it
Develop your own index and style guideDevelop your own index and style guide

21. 2.2. Check itCheck it
Verify with in-house expertsVerify with in-house experts

22. How to … Do itHow to … Do it
1. Find it
2.2. Check itCheck it

23. How to … Do itHow to … Do it
3.3. Energize itEnergize it
2. Check it
1. Find it

24. 3.3. Energize itEnergize it
Write distinctively for immediacyWrite distinctively for immediacy

25. 3.3. Energize itEnergize it
Demystify and simplifyDemystify and simplify

26. 3.3. Energize itEnergize it
Find the target … and shoot!Find the target … and shoot!

27. 3.3. Energize itEnergize it
Find the target … and shoot!Find the target … and shoot!

28. 3.3. Energize itEnergize it
Use humour … cautiouslyUse humour … cautiously

29. How to … Do itHow to … Do it
3.3. Energize itEnergize it
2. Check it
1. Find it

30. How to … Do itHow to … Do it
4.4. Move itMove it
3. Energize it
2. Check it
1. Find it

31. 4.4. Move itMove it
The deadline is todayThe deadline is today

32. How to … Do itHow to … Do it
4.4. Move itMove it
3. Energize it
2. Check it
1. Find it

33. How to … Do itHow to … Do it
5.5. Sell itSell it
4. Move it
3. Energize it
2. Check it
1. Find it

34. 5.5. Sell itSell it
Make the most of photographyMake the most of photography

35. 5.5. Sell itSell it
Make the most of graphic designMake the most of graphic design

36. 5.5. Sell itSell it
Make the most of graphic designMake the most of graphic design

37. 5.5. Sell itSell it
Make the most of graphic designMake the most of graphic design

38. 5.5. Sell itSell it
Make the most of (celebrity) tie-insMake the most of (celebrity) tie-ins

39. How to … Do itHow to … Do it
5.5. Sell itSell it
4. Move it
3. Energize it
2. Check it
1. Find it

40. 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

41. 6.6. Spin itSpin it
Capitalize on human interest … in all mediaCapitalize on human interest … in all media

42. 6.6. Spin itSpin it
Capitalize on human interest … in all mediaCapitalize on human interest … in all media

43. 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

44. Got a question?Got a question?
Ask itAsk it