How to tell your organization's best story

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What You’ll Learn:: 

MultiCare Tacoma General Hospital was moving to a new location, and the bigwigs wanted to secure a front-page story in the local newspapers.

But how to land that?

Buildings aren’t stories. Neither is plaster, the smell of fresh paint, or new carpets. But when Cole Cosgrove learned that on one day all 22 babies in neonatal intensive care would be moved to their new unit—bingo!—he had a story he could push to the press. Action. Drama. Character. And people. Tiny ones.

All the babies made it safely into their new unit, you’ll be glad to learn. And MultiCare’s bigwigs smiled bigwiggishly at all the media love they got.

In this 75-minute webinar, “How to tell your organization's best story,” MultiCare Health System’s digital media team reveals how it tells its best stories in ways that boost the brand. You will learn:

  • How to turn your communications department into a newsroom
  • How to write stories, not news releases
  • How to write social media-friendly stories
  • How to bring warmth to your hospital’s brand by making it less institutional
  • To become a trusted resource by interacting with patients more personally
  • To newsjack: Insert your experts into stories people are already talking about

Do you write stories for specific social media outlets? Do your stories prompt people to share their own stories? Do people see your hospital as a trusted resource?

If you answered “no” to any of these questions, learn the ropes through this webinar. And if answered “yes” but you’d like to sharpen your techniques—you, too, will come away with a whole new set of tactics.

MultiCare Health System’s digital media team combines people from media relations, social media, and the web. They re-invented themselves as one super content team. All are former journalists, so they act like a newsroom.

MultiCare Health System needed to humanize the technology and large buildings that most people associated with it. To do that, its communicators had to cultivate stories

Sick of those calls where the reporter barks at you and hangs up the phone? Don’t throw the baby out with the bathwater. Learn to tell the kind of stories they want to hear. Sign up for Ragan Training now.

May 2014

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Presenter bio: 

Cole Cosgrove

Cole Cosgrove is a former senior media relations coordinator for MultiCare Health System. He is currently a senior content editor at Alaska Airlines. He also teaches the “Media Lab: Journalism” class at the University of Puget Sound. His ability to write engaging stories was honed by 10 years as a newspaper reporter and editor. He made the switch to PR three years ago.

Halley Knigge

Halley Knigge, a former social media specialist at MultiCare Health System, is now a communications specialist at Alaska Airlines. She comes from digital journalism. At, she wrote and edited stories for the web, as well as used social media to gain market share, gather news tips and source stories. She used those same skills at MultiCare, combing social media conversations for great patient stories to share. She also gathered leads on health news and other news events to localize for blog readers.