1. Feeding the Beast: Managing BIDMC’s Message Jerry Berger, Director of Media Relations Beth Israel Deaconess Medical Center Tony Swartz-Lloyd Media Grand Rounds June 4, 2014

2. One (ineffective) way to feed the beast

3. In the Beginning

4. Media Marketplace, then Two dominant local dailies Globe had weekly Health/Science section Herald had two full-time reporters Three major TV stations with health desks Radio National and international media

5. Today’s reality

6. Media Marketplace today Globe’s G section focuses on consumer issues Herald coverage limited Four TV stations cover health, but with other priorities competing Three local radio stations Websites… and

7. Social media

8. Who we are Media Relations Jerry Berger, Director of Media Relations Bonnie Prescott, Senior Science Writer Kelly Lawman, Senior Media Relations Specialist Internal Communications Cindy Whitcome, Director of Internal Communications Jason Bouffard, Internal Communications Manager Erika Sloan, Internal Communications Specialist Marketing Communications Rhonda Mann, Chief Marketing Officer Ansuya Bijur, Marketing Director

9. What we do Handle approximately 1,000 media inquiries annually Available 24-7-365 by page Provide crisis communications support Pitch clinical, research, education and community news Arrange and escort media and video shoots Support senior leadership with network development communications Support communications with BIDMC network affiliates Generate multimedia website content

10. On the web

11. Social media: the new reality Media uses social media to broaden coverage Reporters often prefer using social media to e-mail Anyone can say anything about you

12. Condition by Twitter According to Beth Israel Deaconess Medical Center, Dzhokhar Tsarnaev remains in serious condition. The FBI is releasing this information at the request of the hospital.

13. Uh-oh!

14. Social Insecurity Image of Suspect #1 post-mortem hits web Twitter lights up Searching for sources FBI provides counsel Image of Suspect #2 in operating room appears

15. Keeping the lid – and your head – on Twitter is a great tool to broadly disseminate what you need to get out If you can monitor the fire hose, you can gain good intelligence on what people are saying Don’t be afraid to set record straight

16. Media monitoring

17. More social insecurity Facebook is a customer relations tool, alerting patients/customers to your status You need to constantly monitor wall for comments Walls can become home to an unexpected deluge of messages

18. Where we are headed

19. THANK YOU!