This document outlines steps for effectively communicating as a public relations specialist at the Jewish General Hospital in Montreal. It discusses finding compelling stories, thoroughly checking facts, energizing content for readers, meeting deadlines by moving content into production, selling stories through design and photography, and spinning stories to attract interest across various media. The hospital serves over 24,000 admissions annually, has 637 beds, delivers over 4,200 babies each year, and relies on over 1,000 volunteers to support its broad range of medical services.
1. Think Like a Publicist,Think Like a Publicist,
Act Like a JournalistAct Like a Journalist
Henry MietkiewiczHenry Mietkiewicz
Senior Communications SpecialistSenior Communications Specialist
2.
3. Jewish General HospitalJewish General Hospital
• A McGill University teachingA McGill University teaching
hospitalhospital
• 637 beds637 beds
• Medical services in moreMedical services in more
than 40 specialtiesthan 40 specialties
• Admissions: 24,000Admissions: 24,000
• Babies born: 4,200Babies born: 4,200
• Outpatient visits: 687,000Outpatient visits: 687,000
• Emergency visits: 73,000Emergency visits: 73,000
• Volunteers: Over 1,000Volunteers: Over 1,000
6. How to … Do itHow to … Do it
1.1. Find itFind it
6.6. Spin itSpin it
5.5. Sell itSell it
4.4. Move itMove it
3.3. Energize itEnergize it
2.2. Check itCheck it
7. How to … Do itHow to … Do it
1.1. Find itFind it
8. 1.1. Find itFind it
Adopt an investigative strategyAdopt an investigative strategy
32. How to … Do itHow to … Do it
4.4. Move itMove it
3. Energize it
2. Check it
1. Find it
33. How to … Do itHow to … Do it
5.5. Sell itSell it
4. Move it
3. Energize it
2. Check it
1. Find it
34. 5.5. Sell itSell it
Make the most of photographyMake the most of photography
35. 5.5. Sell itSell it
Make the most of graphic designMake the most of graphic design
36. 5.5. Sell itSell it
Make the most of graphic designMake the most of graphic design
37. 5.5. Sell itSell it
Make the most of graphic designMake the most of graphic design
38. 5.5. Sell itSell it
Make the most of (celebrity) tie-insMake the most of (celebrity) tie-ins
39. How to … Do itHow to … Do it
5.5. Sell itSell it
4. Move it
3. Energize it
2. Check it
1. Find it
40. How to … Do itHow to … Do it
1. Find it
6.6. Spin itSpin it
5. Sell it
4. Move it
3. Energize it
2. Check it
41. 6.6. Spin itSpin it
Capitalize on human interest … in all mediaCapitalize on human interest … in all media
42. 6.6. Spin itSpin it
Capitalize on human interest … in all mediaCapitalize on human interest … in all media
43. How to … Do itHow to … Do it
1.1. Find itFind it
6.6. Spin itSpin it
5.5. Sell itSell it
4.4. Move itMove it
3.3. Energize itEnergize it
2.2. Check itCheck it