January 6, 2021
Fast Five with Mike Morrison: A Media Deluge, New Ways of Working, and “Amazing Gestures of Support”
Mike Morrison, Director of Media Relations for Massachusetts General Hospital, looks back on 2020 and managing through a pandemic.
When did you know that MGH was facing a public health crisis?
As of late December 2019, leaders from our Center for Disaster Medicine had been closely monitoring news from abroad, as well as updates from domestic and international agencies. The hospital officially launched its Incident Command System at the end of January and ramped up the frequency of its meetings as the pandemic progressed.
How has this crisis changed the way you work?
Within the management structure, the Office of News and Public Affairs plays a key role in communicating crucial information. The big challenge for our department has been moving from working very much “in person” to working remotely. We have a team of 13 – 14 people who are very much used to working closely and collaboratively, so working remotely created some challenges at first.
Also, with the volume of media requests, we’ve had to make sure that the same experts are not being approached by different staff from the same media outlet through different folks on our team. To that end, our department designated a kind of “air traffic controller” who is copied on relevant media requests, so she can provide a bird’s-eye-view of the situation.
Our day-to-day staffing plan includes two members of our team in the office on a rotating basis to cover the phones and escort media, as needed, on campus. And as another change, since most media don’t want to come on campus, we had to quickly shift to Zoom interviews, which have to be coordinated.
Have you had any special challenges?
Especially during the height of the surge, we’ve been deluged with incoming media requests. We’ve needed to balance these with proactive communications around critical public health messages. We had nearly 1100 media placements between early March until the end of May.
Our entire team has been just incredible. During the height of the initial spring surge, our colleagues went above and beyond to keep up with the hospital’s incredible communications needs. Every media request represented a huge opportunity to get important information to the public.
We’ve also wanted to share stories about the amazing gestures of support from the Boston community. We’ve had offers of free parking for our staff and some very smart people with 3-D printers offering to create PPE. Also, people would just come by the hospital with donations of food, hand lotion, PPE, and other items. We’ve responded on social media and on our website, and we continue to work hard to acknowledge and help coordinate all that support and goodwill.
Were there any resources that particularly helped?
While we always have worked closely with other departments, the hospital community has really pulled together. Our colleagues in Marketing have played a key role in helping to generate social media content, as well as a consistent look and feel for Covid-19 communications. Communicators in other departments, such as the Mass General Research Institute, have also volunteered to take on various writing and other projects to help in the effort. It’s really been “all-hands-on-deck,” and we’re fortunate to work in a place with that kind of culture.
Has your focus changed over the year?
At this point, as we gear up for what may be a second surge, we’re really keeping with the practices we began in the spring—but are getting better at it. Now, though, people want to talk about the vaccine, and we’re getting experts and materials ready to provide information.
Also, we are working hard to get images and video to show staff in action and help with communication—and we’ve already captured thousands of images. And for this phase, we’re focusing even more on those photos and videos, both for public communication and also as a chronicle for MGH history.
January 4, 2021
Fast Five with Ellen Berlin: Supporting Key Audiences, Staying Focused, and Communicating Beyond Covid-19
Ellen Berlin, Director of Media Relations for Dana-Farber Cancer Institute, discussed the challenges of communicating for a specialty hospital during 2020.
How was Dana-Farber impacted by the pandemic?
Most of our work at Dana-Farber involves providing treatment for cancer on an outpatient basis. Patients desperately want treatment, but particularly early in the pandemic, some were afraid to come in since they were already dealing with a compromised immune system. And early in 2020, there was a lot we didn’t know.
Also, as of last March, many employees needed to work off site, which was a new way of working, and they needed information and support. And Dana-Farber also had to keep research work going despite the restrictions.
How has this crisis changed the way you work in media relations?
We have a small media relations department—eight people—and early on it was hard because we were managing with many unknowns, and we were scared. But we adapted and have stayed focused on two important areas: providing patient information and managing the reputation of the institute.
Initially, it felt like crisis communication, and it went on for weeks. We responded to inquiries, such as: how were we continuing to treat patients and how were we keeping the hospital safe? And we communicated about changes in fundraising events from in-person to virtual.
Have you had any special challenges?
From a media-relations perspective, our biggest challenge has been getting attention on cancer treatment and research in the midst of the pandemic. We continue to push out a lot of information, but we know it needs to be particularly relevant to get media coverage. Fortunately, we have been very adept at pitching stories that reporters are interested in. We use a wide variety of media—social, mainstream, and trade publications—and we communicate through our website and blogs and videos.
Also, a big challenge has been internal communication, and while we have a separate team working on that, the media staff contributes to it. For most employees, this has been their first experience working remotely.
In addition, the timeframe to return to work has kept changing; first we were coming back in June, then September, and now in June of 2021. The media team has been fortunate because we were already working remotely one day a week, so it was not totally new for us.
What kind of programs were put in place internally?
Internally we support colleagues who produce bi-weekly Zoom forums for thousands of staff members. They use them to answer employee questions and share information about patient care, administrative issues, and well-being tools. Also, we’ve contributed content for the intranet. Now, focus has turned to the vaccines and the process for how they will be rolled out for staff and then patients. It’s very complex.
We also now have a manager’s forum and an “all-staff” email three times a week. The email covers developments related to Covid-19, summary information from the bi-weekly forum, and other items.
What are your thoughts as you look back on the year?
When I look back, I think OMG; it’s a miracle that despite what we have lived through, we’ve all been able to continue to do our jobs and contribute to this important work of cancer care. It’s such a testament to the resilience and adaptability of the people here.
Our colleagues at Boston Children’s Hospital and Brigham and Women’s where patients receive inpatient care also were there with support, and we are so grateful to them. We have all stayed focused and have pulled together—but It’s been quite a year!
March 26, 2019In Cannabis, Chapter Events, Crisis, Entrepreneur, Fast Five, Government, Media Relations, PRSA Member Feed, Public Affairs, Thought Leaders, Uncategorized on
Francy Wade owns Chatter Boss Communications, a boutique communications consultancy with clients in both the private, public and non-profit sectors. Some of her recent work been has been on behalf of new cannabis companies, including one of the state’s licensed dispensary pioneers, Cultivate. Her career is a convergence of public relations, research, politics and news experience. She recently sat down with Loring Barnes to chat about the unique experiences of launching Massachusetts into the new world of legalized marijuana.
Has serving clients in the marijuana sector in any way inhibited your PR consulting practice?
When I started Chatter Boss a little over a year ago, I had no idea how large the market was for what I was selling: High-touch, high-energy, low-process PR. I love to tell great stories to the right journalists and audiences and not get bogged down in process. I am so blessed that I’ve had an over abundance of clients retain me over over the past 15 months. Usually, my clients and prospects love to see the crazy mix of subject areas I work in. From higher education and education equity to healthcare, fashion technology and marijuana, it has been a wild ride.
I did, however, lose one piece of new business because of my work in the marijuana space. It was a controversial development project and the company CEO was staunchly against legal cannabis. I am absolutely respectful of people’s opinions and understood his perspective. But, before I walked away, I did want to make sure this individual knew I am the ultimate professional and one client’s point of view never impacts another’s.
Marijuana isn’t legal nationwide, which has resulted in a prohibition or high restriction of social media usage by dispensaries and cultivation facilities. It’s almost a throwback to our pre-social communications era. How have you helped your cannabis clients to maintain a brand voice as more of these licensed companies have had to launch while being handcuffed in their use of social media?
I like to use social media as a storyline with media pitching for my marijuana clients. In the days after legalization in Massachusetts, all of my clients’ social accounts were shut down. On the surface, it might seem debilitating, but not for me. Facebook, which owns Instagram, never gave an exact reason for the move and I thought that was a GREAT storyline for TV and digital media. Interestingly enough, just last week, Facebook announced it was easing its ban on marijuana content, which provided a great pitch point for some stories you’ll see appear very soon. I’m such a tease!
You’re a parent and travel in other business and community circles. And you aren’t a pot user. Do you find that when people know that as a PR professional, you are a communications counselor to cannabis companies like Cultivate and Sira, that conversations abruptly shift from scouts and soccer to the curiosities of marijuana, and how do you navigate this?
I do a lot of work in my children’s schools and I am even a catechist for the kindergarten students at my church. So when it comes up that I also happen to work in the marijuana space, people’s jaws hit the floor. I’ve been a goody-goody my whole life, so having a shock factor in my mid-thirties is kind of fun!
I started out my career as a journalist, so I pride myself on always seeing things from all sides. Before talking about any of my clients, I tend to allow people to tell me how they feel about the industry instead of voicing any opinions. It makes people feel at ease with the subject. If people do have a differing opinion, I tend to share some stories that opened my eyes to the benefits of cannabis as a medicine for veterans. Then let the conversation transfer to the trouble with the illicit market and how many jobs and how much revenue we will get from the legal industry.
What do you read to keep on top of cannabis business trends, innovators and subject experts? How would you advise someone to steer clear of disinformation?
I have to say, my clients are the best source of information for me. They have a way of explaining nuanced regulations and trends better than anyone. I feel lucky to work with such smart innovators like Sam Barber of Cultivate and Mike Dundas of Sira. I tend to use them to help journalists understand the stories they are writing, even if they aren’t going to be quoted. The way I see it, we are all building this industry together. Storytelling and the reporting being done will help us document this for the history books in the future, so it is critical we get this right.
I really like the reporting the Boston Globe has done and the way they have dedicated reporters to this beat exclusively. I had a meeting with some of their staff, including Linda Henry, last year and encouraged them to create and entire Cannabis section of the paper. Similar to the Travel or Arts. It is complex, not only as a political and social issue, but the industry involves banking, scientific and marketing aspects too. It needs to be treated as the unique behemoth subject that it is.
You’ve had your consultancy, Chatter Boss Communications, for just over a year, after working in respected PR agencies, political campaigns and television news. Did opportunity create the impetus to strike out on your own, or did you decide to take the plunge and hope that the clients would follow? How has life as a solo practitioner surprised or rewarded you, and how would you counsel others who are considering to follow suit to think through this decision?
I have three children, a 13-year-old stepdaughter, a 5-year-old son and 4-year-old son. When I started taking care of my daughter when she was a toddler, I realized how fast time flies. After having my oldest son, I made a very easy decision to not go back to an agency. Instead, I networked my way into having a few clients and projects that kept me in the game. After my second son, I was approached to more formally work with a political polling firm and got involved with the campaign to regulate, tax and legalize marijuana. When the campaign came to a close, I had a series of fun lunch meetings with former colleagues and friends who kept asking me if they could get me to tell their stories and I gave birth to my fourth child which is Chatter Boss.
I was meant to be an entrepreneur. It’s in my DNA. My dad owns his own business and he, like me, does some of his best work from places other than a desk and office. My mom, a teacher, stayed home with me until I was in high school, before going back to work and getting her masters. I am trying to take a page from both of my amazing parents and be the best mother and businesswoman I can be. None of this would be possible without my husband’s support. He is, by far, the most talented storyteller I’ve ever met. We don’t have a nanny or full-time help. We work as a team to make sure we are at the top of our parenting and professional games at all times.
I don’t think agency life is for everyone and I certainly don’t think the solo practitioner road is one that most people find attractive. It is uncertain, exhausting but ultimately exhilarating. I’ve been called naturally caffeinated, which is the highest compliment, and what I think has been the secret to my success in this most recent chapter of my communications career.
Meet Francy Wade on Thursday, April 4th (@chatterbosscomm) and hear about the landmines and victories on the cannabis industry’s journey in Massachusetts. She joins an A-lister panel of marijuana business experts and policy influencers. The lively discussion will be lead by Jess Bartlett (@BOSBIZJess), veteran cannabis and craft beer beat journalist for the Boston Business Journal. Click on this LINK to get your ticket. Special rates for students, young professionals and members.
September 8, 2018In Media Relations on
The local channels in Boston put together a total of 62.5 hours of news every weekday. Each station is averaging 35 stories per hour. That means on any given day you have 2,187 opportunities to get your client coverage that can be seen in millions of households in the Boston area. So why aren’t you? Chances are that you are making some of these big mistakes.
1. You are wasting my time
This is the cardinal sin of pitching television news. As a producer, I receive around 400 emails every day. Reporters are in the same boat and the assignment desk gets even more. 90 percent of them get deleted without ever being opened. Headlines like “Great event this weekend”, or worse “Interview Opportunity” get deleted immediately. When crafting your pitch, you need to think like a journalist. You have six seconds to win my attention and make me stick around for another paragraph. Within the first line I should know why my audience will care about this story. Once you have established that, you can fill in the where and when of the story.
2. You aren’t pitching the right person (at the right time)
You need to know what your story is worth. Generally, there are two types of stories that you will pitch.
VO (Voice-overs): These are the vast majority of stories your client will want you to pitch. They are quick, 20 second scripts that make up the bulk of a newscast. Charity functions, races, product launches, the latest and greatest study from your health care team are all likely voice-overs. Don’t bother a reporter with a VO, they will ignore it. Email a producer and pass along the information to the assignment desk. Be very brief. No one is going to read your release if it’s longer than a page (or even half a page). Also, timing is important. Packages are assigned at the start of the shift.
The producer generally spends the next two to three hours finding stories to fill the rest of the newscast. If you want to save the day, email (OR CALL) the desk and the producers with your pitch while the producers are stacking the show. For the 4/5/6pm that generally happens before noon. If you have an event happening at night, email before 4. If you want to crack the elusive morning show, stay up late and call at midnight. They don’t want to be awake at that hour any more than you do but a morning show needs fresh content more than any other time slot. NEVER call between 5-7 AM, 4-7 PM, or 9-11 PM. They are busy and will likely hang up on you if you ask “will you be covering our event today?”
Packages: If it isn’t a VO, it is a package. Reporters, producers and the assignment desk all pitch stories for packages in the assignment meeting. Get to know people’s names and emails. Keep a list and update it at least every six months. If you think you have a great emotional story then reach out directly to a reporter. Email or call their cell. Promise exclusivity (everyone wants to be only on) and do it at the right time. Most journalist spend the 30 minutes before the assignment meeting searching every source they have for a decent story. You can be a hero by sending the perfect story just in time. The morning meeting (for the noon/4/5/6 PM shows) is usually at 9 AM. The afternoon meeting for the late shows is between 2-3 PM depending on the stations. Don’t be afraid to ask the desk when those meetings take place. On that note, the assignment desk is one of the hardest working group of people. Be nice to them because they are usually the key to getting a reporter or photog at your event.
3. You are accepting defeat
How many times have you had stations confirm they were coming to an event only to back out at the last second? News happens and generally you are pretty low on our priority list, but that doesn’t mean we don’t want to cover the story. We just simply don’t have the bodies. So, take some initiative. If no one shows up to your event, take some pictures, write up a brief synapsis and email it to the station (you should also have a one-page synapsis printed out and ready for every photog and reporter that shows up). If you can get me a picture or video, I am far more likely to run your story even if it is just a quick mention.
4. You aren’t thinking like a journalist
The bulk of pitches I receive describe the event/study/product, but they never really focus on why I should care. News judgement is driven by the question “Why should the audience care about this?” Answer that question immediately in your pitch. A charity walk is not the Xth annual “run to remember this person” or “cure this disease”. It is a gathering of survivors ready to share their story and motivate others to take action. When developing your pitch think about what the audience will care about. What will make someone sit on their couch for another five minutes without going to bed or heading to work? Once you have come up with the pitch, think about what elements you can offer the reporter or producers that will play well on TV. That could be emotional audio or great video. If your client has created some incredible life changing medicine but you can’t provide a compelling patient, your great package just became a 20 second VO.
I recently received a pitch from a PR firm. They wanted to bring someone on for an interview. The pitch was that the person would discuss all the ways that Boston is falling short when it comes to attracting major events. They weren’t thinking like a journalist. I am not going to bring someone on to tell the people of Boston all the ways that their city is failing and doesn’t measure up to other places. Frankly, your client is going to look like an arrogant jerk. This type of story may play on the radio or newspaper, but it isn’t going to work on TV (Print/Radio/TV pitches should be different). You are far too limited by time and format to make that story work in your client’s best interest.
5. You aren’t thinking about what you want from the coverage
Before you ever come up with a pitch you should have a clear understanding of what your clients wants out of the coverage. Are you looking to build awareness for your client, or call people to action? Who is the target audience? The coverage you receive often depends on the pitch you put together. Sending an email about an event the day it occurs might get you a VO recapping the event but won’t help you boost actual attendance. If you pitch one thing, but have expectations of completely different coverage, I am going to ignore you next time.
So, to wrap it all up. Keep it short. Pitch the right people, in the right way, at the right time. When you do pitch a TV station, know why you are doing it and what you can offer the station. These are straightforward ways to get your clients the coverage that they probably deserve.
Joe Chambers is an Emmy-nominated journalist with more than 10 years of experience working in television newsrooms across the country. He currently lives and works in Boston