We work at Mayo Clinic where we try to connect with the heart, mind and eye. We’re not neurologists, cardiologists, psychologists or ophthalmologists. What are we? We’re brand journalists and that means telling our story with emotion, credibility and imagery on traditional and social media platforms.
Our Public Affairs team strives to accomplish this (video of our typical day) on the Mayo Clinic News Network by creating content aimed at the media and the public. We have a big staff, but brand journalism is scalable to any organization. Regardless of staff size it’s simply about telling a real story.
More media choices for consumers and dwindling resources for journalists have created an unprecedented opportunity to become the news. During this year's Social Media Week, Mayo Clinic media relations manager Karl Oestreich and I presented a case study about successes, challenges and lessons learned from the launch of our brand journalism initiative:
At first we faced challenges with:
We stressed three keys to success:
— Susana Shephard (@sesaz) October 22, 2014