Strengthening your newsroom Heather Woolwine, M.A. MUSC Media Relations Director

What we will cover today

•  In the beginning… getting started •  Our story •  Lessons learned •  5 things you can do

right now

Getting Started: Our story

Two directives- improve the overall Public Relations website; increase output / interaction with MUSC news content

•  But… no additional money… or staff…or time •  Must use best practices / learn from those doing it well

•  Guiding principles/goals: streamlining information for news media, better explanation for “how it all works,” improved and detailed resources for internal and external audiences, better and more visuals, multimedia content, better navigation

Getting started: Our story

Assembling the team, prep work, moving forward

•  Dawn Brazell / Sarah Pack •  Research, research, research •  Deadlines & meeting schedule •  SMART objectives •  Identify easy changes •  Barriers and politics •  Roll out plan

Getting started: Our story

RESULTS 1.  Exponential increase in overall strategic web traffic 2. Site and newsroom aligned with prioritized best practices 3. Repurposing of news content by external and internal sources 4. Enhanced involvement with selecting content for main

homepage story-telling

MUSC Newsroom: KC Jackson’s Story

https://youtu.be/duKM68-oFrw

Where we are now http://academicdepartments.musc.edu/pr/

Enhancing the news center’s role as an integrated digital asset:

- reinforcing & delivering on brand promise/vision - more resources through new structure - enhanced IT support -more focused criteria for story selection (helps with volume) - better connectivity, linkages and proof of ROI -at the front end of evolution of digital presence

Where we are now

Refining work flow processes Increased awareness and internal pitching for coverage Added staff member, Helen Adams (again, the right skill set)

The newest member of the team…

Lessons learned

•  Get creative •  Lean on others when possible •  Determine content

management system capabilities early

•  Think through work flows for posting, video/photo/content editing, timelines, & story selection criteria

•  Be flexible & evaluate often

5 things you can do right now

1.  Find examples of what you like

Why is it good? (what best practice is it demonstrating?) Reach out to those orgs and ask questions Think big (you can always scale back)

5 things you can do right now 2. Get a handle on your CMS’ capabilities

Assess your skills and resources

IT resources Any changes coming that will automatically enhance your online presence?

Can you make a suggestion for everyone that benefits your news room, too? Is this outsourced? You need a plan.

5 things you can do right now

3. Get ready to learn and implement

Little to no additional resources = heavy involvement Get training It will be stressful, messy and frustrating, but…

5 things you can do right now

4. Work on barriers & relationships What’s really a non-starter? Money talks; can you positively impact the bottom line? Make it clear you have an evidence-based strategy that takes into account your org’s needs

5 things you can do right now

5. Make the case to leadership Show how your newsroom will better support strategic goals & objectives of your organization Explain how you will measure and course correct as needed If asking for additional resources, offer multiple options