Doing Better PR with Less, and Having a Ton of Fun in the Process
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What do Paul Rudd, a crayon shortage, a Microsoft Surface and lawnmower safety tips have in common? How do you pitch stories at a time when newsrooms, attention spans and the organic reach of social media are all shrinking? What could your brand possibly have in common with a local nonprofit children's hospital? And most important, how could this session be better than a good afternoon nap? Jake Jacobson, Director of Public Relations at Children's Mercy Kansas City, will share all of those answers and more.
- How strategic storytelling can stretch your content further than you thought possible
- How a cycle of content—crafting, pitching, amplifying—can create more ways to speak directly to a journalist or consumer
- How to identify stories your audience will love, many of which are hiding in plain sight
- The importance of identifying champions and cheerleaders inside and outside of your organization
- How to find the best mix of channels and appeals to achieve your brand's various strategic goals
Jake Jacobson director of public relations at Children's Mercy Kansas City, shares patients' inspiring stories and physicians' innovative with an ever-growing audience through national editorial coverage, social media (@ChildrensMercy) and community engagement. Jake especially enjoys educating and empowering physicians and staff on the benefits of using social media to build and bolster relationships. In nearly 20 years of experience in brand-side social media, media relations and daily journalism, Jake continues to hone his PR skills through immersion, experimentation, learning from his friends ... and his mistakes. When he's not refreshing Twitter (@JakesJournal) or Facebook, Jake enjoys running, biking, hiking, traveling, volunteering and being a cheerleader for all things KC.