7 ways to create a dynamite health care newsroom

Tell stories of hope. Make the most of your experts. Jettison the jargon. By writing narratives—rather than pitching dull press releases—you might even end up on ESPN.

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When Charles Krauthammer was paralyzed from the neck down in a diving accident in 1972, it seemed the first-year Harvard medical school student would never achieve his ambition to become a doctor.

Yet he managed to graduate with his class, earn his medical degree and eventually become a Pulitzer Prize-winning columnist.

Before his death in June, he wrote to Shepherd Center, an Atlanta rehabilitation hospital for patients with brain and spinal injuries, to express his gratitude for treatment he had received there.

The hospital pushed out the story in its newsroom, offering Krauthammer’s grit and determination as a story of hope, says Jane Sanders, director of public relations and digital marketing.

Shepherd Center is one of many health care organizations demonstrating the power of a new style of external communication that relies on storytelling rather than cranking out stuffy press releases. (The hospital’s newsroom is hosted by PressPage.)

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