hcpra 2013 think like a publicist, act like a journalist
TRANSCRIPT
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Think Like a Publicist,Think Like a Publicist,Act Like a JournalistAct Like a Journalist
Henry MietkiewiczHenry MietkiewiczSenior Communications SpecialistSenior Communications Specialist
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Jewish General HospitalJewish General Hospital• A McGill University teaching A McGill University teaching
hospitalhospital• 637 beds637 beds• Medical services in more Medical 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
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External InternalExternal Internal
IN-HOUSEIN-HOUSE
WritingWriting
EditingEditing
PhotographyPhotography
OUTSIDEOUTSIDEDesignDesign
TranslationTranslation
PrintingPrinting
Mailing (JGH News)Mailing (JGH News)
22,00022,000 4,0004,000
All content generated internallyAll content generated internally
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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
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How to … Do itHow to … Do it
1.1. Find itFind it
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1.1. Find itFind itAdopt an investigative strategyAdopt an investigative strategy
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1.1. Find itFind itCultivate contactsCultivate contacts
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1.1. Find itFind itPhone vs. in-person contactPhone vs. in-person contact
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1.1. Find itFind itFollow your curiosityFollow your curiosity
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1.1. Find itFind itLook with “new” eyesLook with “new” eyes
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1.1. Find itFind itAdapt from otherAdapt from other
magazines and web sitesmagazines and web sitesStealSteal
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1.1. Find itFind itResult: TrustResult: Trust
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How to … Do itHow to … Do it
1.1. Find itFind it
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How to … Do itHow to … Do it
1. Find it
2.2. Check itCheck it
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2.2. Check itCheck itAssemble an Editorial GroupAssemble an Editorial Group
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2.2. Check itCheck itUse an audio recorder … sparinglyUse an audio recorder … sparingly
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2.2. Check itCheck itDon’t trust Spell CheckDon’t trust Spell Check
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2.2. Check itCheck itDevelop your own index and style guideDevelop your own index and style guide
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2.2. Check itCheck itVerify with in-house expertsVerify with in-house experts
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How to … Do itHow to … Do it
1. Find it
2.2. Check itCheck it
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How to … Do itHow to … Do it
3.3. Energize itEnergize it
2. Check it
1. Find it
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3.3. Energize itEnergize itWrite distinctively for immediacyWrite distinctively for immediacy
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3.3. Energize itEnergize itDemystify and simplifyDemystify and simplify
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3.3. Energize itEnergize itFind the target … and shoot!Find the target … and shoot!
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3.3. Energize itEnergize itFind the target … and shoot!Find the target … and shoot!
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3.3. Energize itEnergize itUse humour … cautiouslyUse humour … cautiously
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How to … Do itHow to … Do it
3.3. Energize itEnergize it
2. Check it
1. Find it
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How to … Do itHow to … Do it
4.4. Move itMove it
3. Energize it
2. Check it
1. Find it
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4.4. Move itMove itThe deadline is todayThe deadline is today
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How to … Do itHow to … Do it
4.4. Move itMove it
3. Energize it
2. Check it
1. Find it
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How to … Do itHow to … Do it
5.5. Sell itSell it
4. Move it
3. Energize it
2. Check it
1. Find it
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5.5. Sell itSell itMake the most of photographyMake the most of photography
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5.5. Sell itSell itMake the most of graphic designMake the most of graphic design
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5.5. Sell itSell itMake the most of graphic designMake the most of graphic design
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5.5. Sell itSell itMake the most of graphic designMake the most of graphic design
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5.5. Sell itSell itMake the most of (celebrity) tie-insMake the most of (celebrity) tie-ins
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How to … Do itHow to … Do it
5.5. Sell itSell it
4. Move it
3. Energize it
2. Check it
1. Find it
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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
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6.6. Spin itSpin itCapitalize on human interest … in all mediaCapitalize on human interest … in all media
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6.6. Spin itSpin itCapitalize on human interest … in all mediaCapitalize on human interest … in all media
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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
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