Mayo Clinic exec: ‘Everything we do … can become part of brand journalism’

How thinking and working like reporters ensures Mayo’s content reaches as many audiences as possible.

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The Rochester, Minnesota, medical research organization brings together media relations, social media, public affairs, and internal communications teams to share upcoming news from Mayo Clinic, as well as trending news that the organization’s experts can weigh in on.

The daily leads meeting—as well as departmental pitching meetings and communications strategy meetings—do much more than generate press releases and place medical experts in news stories.

“We coordinate news on the front end so that it can be delivered as completely possible,” explains Ron Petrovich, manager of Mayo Clinic’s Center for Social Media.

The end goal of this coordination, Petrovich says, is to deliver compelling brand journalism—that is, content that meets the needs of news organizations and their audiences while highlighting the Mayo Clinic brand.

Creating an environment where brand journalism can flourish requires advance planning, says Karl Oestreich, media relations manager for Mayo Clinic.

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