Spotlight your Social Responsibility Story for Stakeholders
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Although many PR pros focus on 140-character messages and creating online memes aimed at making TV newscasts, sometimes going old school works best. Print may be dying, but it isn't dead yet. For certain key audiences an advertorial in your local newspaper or industry magazine is the right way to go, especially to highlight how you're solving the ills of your industry, fixing problems and making your community better.
- The winning combination that makes your message memorable
- Why and how an "advertorial" works
- Homing in on the core values your customers expect and creating content around those themes
- Reaching out to the key influencers who can amplify your story
Erin Kennedy is a senior communications specialist and chief content strategist at Community Medical Centers, Central California's largest hospital network—the safety net health care provider for a region that's been called the "Appalachia of the West." She leads Community's social responsibility storytelling efforts. Erin spent 23 years as an award-winning investigative journalist/columnist and did a stint as communications chief in the nation's 46th largest school district before her current corporate communications role. She loves to connect the dots and crunch the data to find the story behind the story.