A public relations project using brand journalism and content marketing tactics that generated so much web traffic that it crashed a major hospital’s website resulted in MediaSource winning Best Content Marketing/Brand Journalism in the 2014 PR Daily Awards.

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With our client partner The Ohio State University Wexner Medical Center, we were named the top brand journalism winner over 350 entries from companies around the world. 

“Brand journalism and content marketing are the future of public relations," said Lisa Arledge Powell, our president. "This type of storytelling is what brands need to be doing today and it’s an honor to be recognized by industry leader PR Daily for our work." 

We were recognized for our work in promoting The Ohio State University Wexner Medical Center’s SAGE Test, a self-administered test which evaluates a person’s cognitive skills. 

The brand journalism campaign, one of the most successful individual brand journalism initiatives to date for the hospital, included taking a journalistic approach to the creation of multimedia elements for both earned media as well as for hospital-owned social media channels.

The story was featured by national media outlets across the world including a major placement on NBC Nightly News. The buzz prompted more than a million consumers to download the SAGE test, generating so much traffic that it temporarily shut down the hospital’s website! So far the campaign has reached over 539 million people to date with an advertising value of $1.6 million. 

Click here for the SAGE Test case study.

Our company’s brand journalism team uses journalistic tactics to create client content which is amplified by using both earned and company-owned coverage. Our MS team of brand journalists also utilizes our Multimedia Newsroom, which we developed as a way to deliver high quality multimedia content directly to the news media, allowing for maximum buzz for clients. All major television networks and other top tier news media utilize our Multimedia Newsroom to access and download content.

We work to educate PR professionals across the United States about their award winning tactics. Most recently, we launched the “Brand Journalizer” song, which incorporates our “Brand Journalizer” Criteria that teaches PR professionals how to transform into a brand journalist.

Lisa is a leading expert on brand journalism, speaking at national and regional industry conferences including PRSA Health Academy, The Mayo Clinic Health Care Social Media Summit and Content Marketing Institute. She also contributes to national PR publications and teaches college students our brand journalism techniques. 

We work with the nation’s top health care providers including The Ohio State University Wexner Medical Center, Nationwide Children’s Hospital, Arnold Palmer Hospital for Children, National Jewish Health, American Society of Plastic Surgeons and Orlando Health.

The two other finalists in the Content Marketing/Brand Journalism category who are listed as honorable mentions are NorthShore-LIJ Health System and Stein IAS for the international company, Trelleborg Marine Systems.

MediaSource is a media relations and content production firm that specializes in brand journalism tactics. From news media coverage to consumer video tactics, MediaSource partners with the nation’s top hospitals and corporations to get their message to targeted audiences. MediaSource is best known for delivering brand buzz by amplifying messages across both earned media and company-owned media channels.  



AuthorColleen O'Morrow