Brand journalism case study: the Mayo Clinic News Network

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Not everyone believed the hype when Mayo Clinic launched its news network. Would the media even notice or care?

But after a prime TV channel pretty much swiped an entire story and B-roll from a Mayo Clinic piece on speech disorders, even the critics were won over, says Ron Petrovich, manager of its Center for Social Media.

“Skeptical about NN?” a former skeptic wrote in an email to Petrovich. “No more. This is proof that it works.”

Join Petrovich, and he will reveal:

  • How to tear down silos to integrate multimedia content
  • Ways to tell your story through traditional and social media
  • Why everyone—not just the internal editor—needs to think differently
  • Ways to manage change
  • Lessons learned: what worked and what didn't
  • Tips that apply to small, medium and large organizations

Why did Mayo Clinic launch its news network? Consider what’s happening in mainstream journalism: The layoff of the Chicago Sun-Times’ entire photo staff was only the latest bloodbath.

But the steady erosion of staff in the traditional U.S. media reduces opportunities for organizations to spread the news about their accomplishments.

Mayo decided to create its own opportunities through owned media and technology that reaches both the public and (surviving) members of the news media.

Learn how Mayo’s newsroom operates. It functions like a news department and has created journalistic-style beats for its staff.

Learn more from Mayo and other exemplars of brand journalism. Start here.

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May 2014
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Presenter bio: 

Ron Petrovich, a graduate of Indiana University in Bloomington, joined Mayo Clinic in November 2010 as manager of its Center for Social Media.