Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Creating your personal brand as an early-career healthcare researcher

42 Aufrufe

Veröffentlicht am

Presentation for University of Michigan Institute for Healthcare Policy and Innovation summer students and trainees, July 2018

Veröffentlicht in: Gesundheitswesen
  • Als Erste(r) kommentieren

Creating your personal brand as an early-career healthcare researcher

  1. 1. Creating your personal “brand” Kara Gavin, M.S. Lead Public Relations Representative, Michigan Medicine Dept. of Communication Policy & Research Media Relations, U-M IHPI Communicating your work as an early-career healthcare researcher
  2. 2. Who am I? • Michigan Medicine Department of Communication & IHPI Communication team • Trained in biology, science writing & journalism • 20+ years’ experience communicating about research at U-M & Brookhaven National Lab
  3. 3. • Find & tell stories • Handle news media inquiries • Push stories & info out any way I can (including IHPI & MichMed social channels) • Help researchers understand/use communication channels What do I do?
  4. 4. Why does U-M* have staff like me? • our institution’s work should reach people who care • U-M expertise can have impact • taxpayers & policymakers who fund research need to know what they’re paying for • most Americans need science/medicine translated • it’s easier than ever *and lots of other places too Because…
  5. 5. What do you mean, “brand”?
  6. 6. Your personal brand… • NOT a logo • Must be built, over time • Comes from the ways you present yourself to the world…and what people can find about you • Affects how people will interact with you & your work
  7. 7. A new era of communication • Traditional news media’s gatekeeper role is eroding • Big institutions = trustworthy news sources • Everyone’s a publisher
  8. 8. Who needs reporters anyway? • Social media & search • Institutions & individuals create & share directly • Visuals are vital • Fast response to questions & controversy
  9. 9. News Media • Immediate coverage • Later coverage • Later expert source requests PR services • Eurekalert • Newswise • PR Newswire • Futurity • News aggregators U-M outlets • Record / Headlines • Magazines • Websites & blogs • Newsletters • Email: donors, alumni, others Social media • U-M followers • Shares of our stories • Shares of news coverage • Reddit, etc. You can share our content to build your own personal brand! Michigan Medicine: brand-building through content sharing
  10. 10. www.michiganhealthlab.org Facebook - Twitter - Email Sister site for health stories: www.michiganhealthblog.org
  11. 11. • 1-2 stories a day • Easily shareable • Custom graphics • Paid social media promotion • Open copyright • Always looking for timely & timeless ideas!
  12. 12. Engage directly: Social media for academics Facebook, Reddit, Wikipedia, YouTube, Instagram, Snapchat…
  13. 13. Why do it? • Connect with others in your field & beyond • Raise the visibility of your work • Share new findings, publications, news items, observations, opinions, timely links • Engage with individuals & institutions around the world & right next door • Get the most out of conferences & events • Raise awareness of YOU for career purposes
  14. 14. Why else? Altmetrics! • Aggregating activity around individual journal articles: • media coverage • blog posts • social media activity • policy documents • Traces links to papers & DOI mentions • Assigns a score & percentile • Not perfect! But getting better
  15. 15. Your essentials • A robust, updated professional web profile •Basic LinkedIn profile • Google yourself/set up alert • Know your PR person & when you should contact us
  16. 16. Take it to the next level • Claim Twitter handle, add bio & link • Share links & posts about your work, talks, professional activities, etc. • Tell your PR person about upcoming papers & timely expertise • Write “plain English” blurbs on your research – then share on web & social
  17. 17. “Laying low” • Start by “lurking” – follow individuals, institutions, organizations, news media • Monitor Twitter traffic at conferences via hashtags (& use them!) • Subscribe to lists of Twitter users compiled by others in your field • Join LinkedIn groups for professional societies
  18. 18. Engage more fully • Share links to your own work & work of others • Use LinkedIn’s “Write an Article” feature • Post slide sets on your site or SlideShare • Take part in tweet chats, Reddit AMAs, online campaigns, virtual journal clubs, etc. • On your personal social media, educate friends by sharing news/observations
  19. 19. Join • Platform to reach the public on timely topics • Articles created by academics, shaped by professional editors • Open copyright for republishing • Routinely republished by major media outlets, from Time and Washington Post to IFL Science • Easily shared via social media and the web • Authors can see data on views & republishing
  20. 20. What could happen? • Connect with others • Spread knowledge • Amplify your impact • Keep up with new ideas & opportunities • Lend your voice • Get more from your work
  21. 21. Be careful of… • Connecting with patients on social platforms • Being too political/personal – but DO cite published research • Engaging in debates/advocacy without knowing the mechanics of the platform you’re on
  22. 22. Social Media Integrity site - best practices U-M Social & School of Information https://socialintegrity.umich.edu/ Navigating Social Media as a Scholar - examples U-M Public Engagement site http://michmed.org/Q2V81 Two new U-M resources
  23. 23. I challenge you… • Venture onto social platforms & web publishing • Learn from others • See it as part of your career • Build your brand so it doesn’t get built for you!
  24. 24. Online Learning AcademyHealth EDM Forum: Why Tweet? Building the Skills to Engage New Audiences and Promote Your Work: http://repository.edm-forum.org/webinars/18/ The Social Network: Using Twitter to Translate and Disseminate Evidence http://repository.edm-forum.org/webinars/19/
  25. 25. More Resources My handouts on social media, news media, etc. https://www.slideshare.net/KaraGavin Joyce Lee, M.D.’s Slideshares on social media: http://www.slideshare.net/joyclee/presentations Andrew Ibrahim, M.D.’s Visual Abstract Primer https://www.surgeryredesign.com/resources IHPI members who tweet – follow them & learn! http://michmed.org/e0Zgg
  26. 26. Still More Resources! NIH Checklist for Communicating Science and Health Research to the Public: http://michmed.org/EzD1O AAAS Center for Public Engagement with Science: http://www.aaas.org/pes Health News Review: Toolkit for communicating about health research: http://www.healthnewsreview.org/toolkit/
  27. 27. Send questions & ideas! kegavin@umich.edu