Yusila RamirezPublic Relations Manager – FL Nemours Children’s Health System

Orlando, Florida

Wilmington, Delaware

Nonprofit devoted to children’s health, providing care, research and education with xxxx

Patients/1.3 million annual encounters

Employed physicians

Researchers

Pediatric care locations in five states

Specialties and subspecialties

Employed hospitalists

Collaborating hospitals

410,000

724

228

60

42

40

19

5

Patients By The Numbers

NEMOURS AT A GLANCE

“It is the duty of everyone to do what is within his power to alleviate human suffering.”

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A Transformational Gift

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• Opened in 2012

• Unique Specialties

• Treat children from 50 states and 71 countries

• 382 research and clinical projects focused on bedside care.

• 100+ physician scientists, 25 PhD lab heads, 200 research support staff.

Nemours Children’s Hospital

• TV/Radio Journalist for 15+years

• Left news 10+ years ago

• PR Then and Now

• When I first started at NCH, 7 years ago, we were using traditional ways of getting earned media.

• Had good relationships with the newsrooms

• Understood news cycle

• And…. we can write for TV

• We got this, right?

Brief Background

Lake Nona in 2011 Distance to most news outlets? 20-42 miles away

Nemours to specialize in children's rare illnesses such as

juvenile arthritis

5:34 p.m. EST, April 1, 2012|By Marni Jameson, Orlando Sentinel

Sadie Veselka, 7, and mom Dawn play recently at an Oviedo park. Since Sadie's juvenile-arthritis

diagnosis, they have gone to Gainesville for treatment. Soon, she can get treated at Nemours. (Jacob

Langston, Orlando Sentinel / Apr 01, 2012)

Sadie Veselka was only 4 when she started complaining that her body hurt. She had trouble getting up

after sitting on the floor, and she walked "like a little old woman," said her mom, Dawn Veselka of

Oviedo.

Her pediatrician called the problem growing pains. An orthopedist thought it was an infection. A

chiropractor ordered orthotics. An allergist and the emergency-room doctors the Veselkas saw in

desperation waved the girl and her mother off. "All said the problem would resolve, to give it a month,"

Dawn Veselka said.

It would take nine months and a 130-mile drive to the nearest pediatric rheumatologist before they

would learn that Sadie had juvenile arthritis, a disease that affects one in 250 kids and causes

inflammation and stiffness in joints.

"I never heard of arthritis in kids," said Veselka, who worked as a radiation therapist before Sadie was

born. "I thought it just happened to old people."

Starting this month, Central Florida parents in Veselka's situation won't have to drive beyond Orlando to

get faster answers and more-convenient treatments. Nemours Children's Hospital, which will open in

IT WAS A GOOD DAY…

• PR Team of (1-2) in Orlando

• Video Manager | Jacksonville

CHALLENGES

• What Budget?

• Figure out - how to get more placement?

• Former reporter mentality – NO WAY they’ll use our video, right….?

• Kate Norton

• Video Manager

• Nemours Children’s Health System

Videos on a

DSLRs

Disclaimer – NOT A TECHIE!

• Digital Single Lens Reflex Camera

• External microphones

• Easy to use

• Good video

• Editing on Final Cut

SO BASIC…

Nick’s Big Day

In 2013, Nick Bender, a little boy who was born with hearing loss, had his cochlear implant turned on for the first time at Nemours Children’s Specialty Care, Jacksonville.

Making An Impact | I hear that! • Shot with Sony camcorder and edited with iMovie.

What Happened Next…

• Fox News in Tallahassee saw the video and interviewed the parents.

And then…

•Fox & Friends discovered the story.

•Interviewed family live on air from NYC.

Look Mom, USA Today!

The Numbers That Count

• Posted on the Fox News Facebook page on 8/2013 and received more than 18,000 ‘likes,’ 2,600 ‘shares,’ and 630 comments.

• National Viewership: 925,951

• National Publicity Value $60,140.52 per 30s (4 minute interview = $481,124.16)

Phones

• iCan Make a movie, You Can Make a Movie!

In Orlando

WENT SOCIAL

FOX NEWS…Again!

4 Secrets to Video on a Shoestring

• Invest in the Basics

• Make the Time

• Get Help

• Find the Story

My iSet Up

• iPhone 7 Plus

• Stabilizer | $12.99

• Camera Shoe Mount | $7.99 for 4PK

• Aladdin EYE-LITE Bi-Color Dimmable Mini Light Fixture | $139.50

• Purple Panda Lavalier Lapel Microphone | $23.99

• iPhone Adapter | $12.99 for 2

Keeping It Real…

• A MUST ---- > PHI Form signed

• Worry about Lighting

• Worry about Sound

• Is this thing on?

• KISS

MORE STUFF (and Yusila’s Wish List, in red)

• Lens Kit

• DJI Osmo Kit

• Wireless Mic System

• Small Light Kit

• Zoom audio recorder (requires syncing and learning curve)

• Green Screen

EDITING• iMovie

• Video Shop

• Live Collage Plus

• Adobe Premiere Clip

• FilmoraGo

Adobe Premiere Clip Live Collage Plus Video Shop

FilmoraGoiMovie

How-To-Book (new edition released last year)

By Steve Stockman

Stockman on Camera Equipment

• You can shoot a great movie on your cell phone, and a bad one on an IMAX rig.

• Do you already own it?

• Is it easy for you to use?

• Use what you’re good at

• Technical not your thing … Don’t Worry

• Streamlining means you’ll do it more.

• Focus on the story line – Capture the moment.

Equipment Continued.

• Is it easy to carry?

• Does it shoot video in a format that is current? (1080p/4K is best)

• Does it take video you think looks good?

Stockman’s Advice on Editing.

• Editing video is like editing a document.

• The basics are cut, copy and paste.

• Output your video from your camera to iMovie/Editing Tool

• Cut the technically bad and boring parts out

• Maybe copy or paste a couple of things into a different part of the video, maybe not.

• Output in a format you can use on social, web, even share with media.

4 Secrets to Video on a Shoestring

• Invest in the Basics

• Make the Time

• Get Help

• Find the Story

MAKE THE TIME

• There is a learning curve to video.

• Make time to work on filming and editing skills and sharing opportunities.

• A great website to get started on video skills: Wistia.com

TECHNICAL ADVISOR

4 Secrets to Video on a Shoestring

• Invest in the Basics

• Make the Time

• Get Help

• Find the Story

GET SOME HELP

• An IT smarty pants with a creative streak

• A still photographer who is a lifelong learner

• An intern who’s been making movies since they were 10 years old

WHEN I CALL THE PROFESSIONALS…

• Major PR events

• Marketing Campaigns

• Leadership Interviews

• Big Productions

• Conceptual Videos

MAKE THE MOST OF EVERY SHOOT• When you do use professionals, keep in mind:

• short, social media videos/ Get to Know/ Tips

• Build b-roll library

• Video News Releases (Online Media Room)

FOR THE PROFESSIONALS:

Megyn Kelly Today

4 Secrets to Video on a Shoestring

• Invest in the Basics

• Make the Time

• Get Help

• Find the Story

MOST IMPORTANT THING

Find:

• The Story

• The Moment

• The News

• The Thing You Didn’t Know

• The Experts/Characters

PITCHING THE STORY

Nemours Surgeon us 3D Model to Deliver Safer Care

TAKE YOUR TIME | Maddie’s Story

iPhone Photo

Landed NCH on NBC NIGHTLY

YEARLY TRADITION

Making Lemonade out of Lemons in Lakeland

5th Secret to Video on a Shoestring

• Use what you have and start now.

When to TIY (Try It Yourself).

• Social Media

• Internal Videos

• How to videos

• One-offs or small events

Tips for shooting mobile phone videos

• Stabilize shot w/ selfie stick ( two hands elbow locked against side)

• Watch audio holes - don’t cover

• Shoot horizontally not vertically

• Watch backlighting

• Use in phone app to edit

I clearly didn’t watch my lighting

HELPFUL RESOURCES

Music

• Pond5.com

• Premiumbeat.com

• Triple scoop audio

• audio jungle

Converting files

Wondershare

iSkysoft

Handbrake

MORE HELPFUL RESOURCES

Learning

• Wistia.com

• Lynda.com

• Tutsplus.com

• Creativecow.com

• Video 101course.com

ETC.

Transferring Videos and Footage

• Box

• Dropbox

• We Transfer

• Hightail

HELPFUL HINTS

Stockman’s Website:

• SteveStockman.com

Get Your Gear:

• Amazon

• B&H Phot

• Cowboy Studio

Equip Your iPhone

• PhotoJojo.com