by Jeff Corbin | March 27, 2018

The topic for this month’s episode of How I Communicated That is storytelling.  I had the pleasure of interviewing Eileen Sheil, Executive Director of Corporate Communications of the Cleveland Clinic, about the importance of storytelling to the future of communications.  Given all of the change that has taken place in the media over the past years, Eileen provided great insight into how she and her team take advantage of technology and incorporate innovative strategies into their work to broadcast and ensure that their messages are heard and understood around the world.

Here are a few highlights from our discussion:

Quantifying PR Work:  It’s critical that an organization’s leadership understands the value of the work that we in PR and Communications do and how it actually impacts business success.  Focus and report on outcomes, not just outputs; quality, not quantity.

Rethinking Content in the Mobile Era:  The way news is both covered and consumed is changing significantly.  People consume news in brief intervals, mainly on their mobile devices, so it’s important to get your communications out in a timely manner and ensure they are mobile friendly and appeal to the new generations of individuals and how they want to be communicated with.

The Communications Team of the Future:  As technology and the media continues to change, it’s important to evolve with it and to push yourself to pick up and learn new skills and ways of thinking.  We need to look at metrics and analytics like we never have before.  At the same time, we need to preserve the core of what we do in PR and Communications – the skills that we have to offer are unique.

To hear my full conversation with Eileen, be sure to listen to the entire episode.  The podcast is initially available exclusively on the PRSA Member App.  To download it, click here from your Apple device, or here from your Android device.  Looking forward to next month’s episode on Reputation Management and my interview with Chipotle Mexican Grill.

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