1. Abramson Cancer Center in the News
Abramson Cancer Center Development Leadership Council
Holly Auer
Corporate Director of Communications

2. Communications at Penn Medicine
Our mission is…
Mission: We promote -- and protect -- the reputation of the Perelman School of Medicine and the University of Pennsylvania Health System.
Strategies
Media Relations
Social Media
Penn Medicine Publications
Coordination with Development/Marketing

3. The Reputation Equation
Many factors influence reputation…media coverage provides us with an avenue to showcase many of these things and to boost perception of Penn Medicine among our peers, patients and the general public.
Research funding
Caliber of faculty
Quality of students
Publication productivity/ research
Patient care
Community contributions
Awards
US News rankings
Ability to attract faculty
Ability to attract students
Ability to invest in facilities
US News rankings
Reputation
*Data from Yale Study

4. Penn Medicine Communications Toolkit
Media Relations
Internal Publications
Penn Medicine Website/News Blog
Social Media
Government & Community Relations Collaborations
Leadership Communications Materials

5. Strategic Pathways to Media Placements
Groundbreaking Work
Published discoveries
Research in progress
Unprecedented surgeries, treatment outcomes
Compelling Stories
Expert commentary
Unique patient/staff stories
Milestones and events

6. What is News? Clinical Innovations Patient Stories Expert Commentary
Research in Progress

7. Abramson Cancer Center Media, FY16
40+ press releases on ACC basic, translational & clinical research
Total news stories: 4,244
22% of all Penn Medicine news coverage

8. ACC On Top in the News VP Biden’s Moonshot Launch & Parker Institute
News coverage of Joe Biden’s visit to Penn to launch the cancer moonshot initiative, and the star-studded launch of the Parker Institute for Cancer Immunotherapy, were the largest drivers of Penn Medicine media coverage in FY16, which each netted more than twice as much news coverage as the announcement of the world’s first pediatric double hand transplant and results of the Penn-led, high-profile T Trials study on testosterone replacement therapy.
VP Biden’s Moonshot Launch & Parker Institute

9. Leveraging News for Maximum Impact
Additional Marketing opportunities – to push content to physician liaisons, and referring phys in cancer network, donor e-blasts trumpeting headlines, gifts, relationships with philanthropic partners. Press helps more $$$ flow back into the organization.
Research
Development
Public Relations
Media Coverage