Think Like a Publicist, Act Like a Journalist
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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.
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Think Like a Publicist, Act Like a Journalist
- 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