Grab headlines with news-style video Mary Masson, Joe Hallisy UMHS Department of Communication
Pitching to the media is difficult OUR ANSWER: Start acting like a news outlet, and anticipate what reporters and readers will want. Clearly written, accurate information Photography More and more importantly: VIDEO
CASE STUDY: A baby, a 3 D printer, and a life saved
Call from one of our faculty, Dr. Glenn Green, a pediatric otolaryngologist 1. He saved a baby using a 3 D-printed device! 2. The baby was dying from a rare condition called tracheobronchomalacia 3. Using a 3 D printer, our doctors were able to create a splint that would hold baby Kaiba’s airway open, allowing him to breathe 4. Dr. Green was hoping to get published in the New England Journal of Medicine 5. FOR THE FIRST TIME EVER, a life was saved using a 3 D-printed device
Knew we had a big story. Had recently been incorporating video into our media relations efforts We had some time to prepare waiting for the NEJM to publish. So myself and my two-person video team traveled to Youngstown, Ohio to meet Kaiba Gionfriddo and his family, four years ago.
The video was shared under embargo with reporters, along with a press release. Prior to the embargo, our faculty did interviews with all of these outlets: The Associated Press USA Today US News and World Report CBS (a story package will be sent to all CBS affiliates) CNN. com (planning for it to go on their front Web page tomorrow) NBC News. com Health Day Scientific American Detroit News Smithsonian Magazine WDIV-TV Channel 4 WWJ Radio 950 Healthline Correio Braziliense Michigan Radio CBS-3 Philadelphia WPVI-TV, Philadelphia The Independent, London International Business Times The Telegraph, India
The story went crazy, as did the video views:
Sites embedded our video, and broadcast outlets used it in their coverage.
Why did it work: Above all, an amazing story … But: Video to show reporters brought to life what could have been a hard-to-understand, easy-to-miss Letter to the Editor in the NEJM We had the patient story ready to go and easily shareable We were able to provideo in multiple formats (embedded, without music, etc. ) on reporter deadlines
Maybe it was just a fluke, because of the groundbreaking nature of the story? Possible, but then we had the superheroes come to wash the windows at C. S. Mott Children’s Hospital:
Media coverage: Good Morning America World News Tonight Detroit Free Press Ann. Arbor. com WXYZ-TV, Channel 7 in Detroit WDIV-TV, Channel 4 in Detroit
Not only news media that likes to share video (or any good content) Drive up your views with celebrity shares, endorsements
Video on a budget Options for creating a video 1. Hire a vendor (Prices between $2, 000 and $6, 000) 2. Look for local students (U of M, EMU, WCC) 3. DIY!
Do it Yourself? IPhone/Android Device • Great image, not great audio • Microphones available ($20 -$50 for mic ) • Filmic app for video recording • IPhone Tripod for smooth video (around $15)
Do it Yourself? Camcorder (around $200) • Great image, easy to use, audio input built in • Microphones available ($80 -$200 for Shotgun, $20 -$50 for Lavaliere) • Tripod for smooth video (around $80 -$100)
Do it Yourself? Editing • For small edits at beginning and end – Quicktime or You. Tube • For Mac users – IMovie is free • Adobe Premiere Pro - $20 a month, free trial available • LYNDA. COM – Free access with umich. edu email. Tons of free tutorials
Do it Yourself? Tips for DIY filming • Add Depth – Avoid putting subject up against a wall • Leave room for editing – leave space between questions and at the end of answers to avoid a jarring reaction for the viewer • Multiple takes – Don’t be afraid to have the subject answer the same question a few times. The will get better/more comfortable each time.
Links: Miracle Sound Lavalier (for i. Phone) - https: //www. amazon. com/Miracle-Sound-Omnidirectional-Microphone. Smartphones/dp/B 011 EXBCMQ/ref=sr_1_1? ie=UTF 8&qid=1465405064&sr=8 -1&keywords=miracle+sound+lavalier Aluminum i. Phone Tripod - https: //www. amazon. com/50 -Tripod-Universal-Smartphones/dp/B 018 ICYNKY/ref=sr_1_1? ie=UTF 8&qid=1465405168&sr=8 -1 spons&keywords=aluminum+universal+smartphone+tripod&psc=1 Fi. LMi. C Pro (video app) - https: //itunes. apple. com/us/app/filmic-pro/id 436577167? mt=8
Links: Canon Camcorder - http: //www. bhphotovideo. com/c/product/1210611 REG/canon_1238 c 001_vixia_hf_r 700_full. html Magnus Tripod - http: //www. bhphotovideo. com/c/product/1088734 REG/magnus_pv_7451 m_photo_video_tripod_with_monopod. html Lavalier Microphone - http: //www. bhphotovideo. com/c/product/944398 REG/polsen__olm_10_omni_directional_lav. html Shotgun Microphone - http: //www. bhphotovideo. com/c/product/1210611 REG/canon_1238 c 001_vixia_hf_r 700_full. html
Contact: Joe Hallisy – Jhallisy@med. umich. edu Mary Masson – mfmasson@med. umich. edu
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