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Deep Dive Breakout 1: Self-Produced Media

October 27 @ 2:00 pm - 3:00 pm

Why not produce your own media? This panel will review self-produced media options from video, podcasts, long- and short-form posting, even setting up your own micro media outlet. We’ll also discuss questions of quality, building an audience, and maintaining trust.


Learning Objectives:

– What is self-produced media? Please provide examples.
– How do you find and build your audience for these new communications outlets?
– What are some challenges you may face internally from communications and/or leadership


Speakers: Hannah Reed (Distilled Spirits Council & Spirits United), Michael Mullane (American Hospital Association), Lindsay Gill (American Kidney Foundation), and Jim MacGregor (National Association of REALTORS)

What is self-produced media? 

  • Online accounts and websites that are run by users posting content about a unique subject
  • Self Produced Media for Nurse Leaders: 
    • Voice of Nursing Leadership Magazine
    • Nursing Leadership Today Podcast (targeted at nurses who were covered in PPE and couldn’t spend the day scrolling through social) 
    • Member Community Website 
    • Social Engagement Campaigns 
      • National Nurses Week 
      • Reflections on COVID-19 
      • Live Stream REleases (ability to pre-record and vet content before it went live) 
  • Self Produced Media for Distilled Spirits Council 
    • Share important industry updates, insights, etc.; share fun lifestyle content/fun facts; interest new followers; and encourage industry advocacy
    • The goal is to get the message out there and gain advocacy
    • Fact Friday (especially during themed months) and Member Monday
    • Create GIFs
    • Spirited Advocate Podcast (once every two weeks and promote on Twitter and then follow up on other platforms to drive people to Spotify and apple) 
  • Self Produced Media for American Kidney Foundation 
    • Quick 30 second to one-minute reels to share on Facebook, YouTube, and Twitter with Ambassadors
    • Mainly posting on the private Facebook group – goal to make patients feel secure and that they have a platform where they can speak publicly (have a comfortable safe place)
    • People want to see authenticity in these videos – quick and easy to do


How do you find and build your audience for these new media outlets? 

  • DISCUS Findings and Building Audiences
    • Use your strongest social media channels to promote the new media/platforms
    • Use Paid Social Media Ads – “they are your best friend”
      • Ex. Gained 5,000 followers on Instagram by Paid Social
    • Utilize your employees to share organically  
    • Build on engagement by continually posting new media frequency
      • EX. If it is someone’s birthday and they were in the podcast – reshare the podcast
  • AKF Findings and Building Audiences 
    • Private Facebook Group for patients
    • Ambassador Zooms that have a library of special guests on YouTube
      • Great for networking and helps build audiences
      •  Kidney Action Week Congressional Briefing – hosted online and asked people to text in to join the advocacy network
    • Advocacy blogs pushed out on Twitter, LinkedIn, Facebook (monthly and focused on what is happening in the states) 
  • AHA Building Your Own Media 
    • Creating a hashtag that is tied to your audience
    • Utilize paid advertising for audience building
    • Provide organic content campaigns to the audience
    • Create a frequency for your content
    •  Build evergreen content with your organizations content


What are some challenges you may face internally from communications and/or leadership? 

  • Organizational Challenges for AHA
    • Organization overall mission and goals (Advocacy efforts and System Needs)
      • Always a give or take with the content being pushed out and what can go through the hospitals and what goes out for the nurses) (the line between where do hospitals come in and where do nurses)
    • Media Attention
      • Over the past year or two, there is a lot of balancing the spectrum on how nurses are portrayed in the media
    • Outside Organizations
      • Different lanes for nurses – being mindful when you are in an organization with multiple other organization
    • Leadership Media Competencies
      • Sometimes needs to be told when you are looking to do something new
      • Prepare for any type of questions or conversations that happen around 
  • Challenges faced by DISCUS
    • Staying true to your mission & vision
      • Because DISCUS has a wide range of issues they created a person/voice that encompassed a lot 
      • Created the voice/tone of a cool hip informed person and approach all social with this lens
    • Online Promotion
      • The best place to put social ads comes from experimenting and the acceptance that everything changes over time 
    • Acquiring guests
      • Want different topics and guests so the audience stays engaged and keeps coming back 
    • Scheduling
    •  Data: determine what is working and what is not 
    • Important to determine what platform works for your brand – ie. for DISCUS due to the age range they were unable to promote on TikTok 
    • TIP: Create videos to sound fun and engaging – use highlights of clips to encourage people to come back
  • Overcoming Internal Challenges (American Kidney Fund)
    •  Shared access for Social Media pages for both Advocacy/Government Affairs and Communications
      • Getting more access to the Facebook page, advocacy Twitter so all teams can work together to post and monitor the accounts
    • Dedicated weekly meetings on Advocacy Communications and set a content plan
      • Scheduling can be a big issue because there is so much that needs to come out so in order to combat this having a content plan helps
      • Try to work together to put the content plan together
    • Shared Social Calendar
      • Have conversations on a monthly basis about what is working and what is not
      • Collaboration is a big theme 



  • Who is your audience and how do you tailor your stories for each audience? (Question directs to Hannah for DISCUS podcast) 
    • The main audience/goal is consumers and those who want to advocate 
    • The benefit of sharing on social media is that members share/engage with the content but sometimes journalists will interact opening new doors of opportunity 
    • The variety of messaging/guests on the podcast allows for a broader audience (varies from the episode by episode) 
  • When there are different arms of a company, what is your experience or advice around taking a niche part of the whole organization and generating support/more information? How do you make sure the company shares the advocacy-focused information? 
    • Main takeaway: Have meetings of what is going on in any given week/create a shared social calendar so all teams can be aligned and share information happening in each department 
    • Have brainstorming meetings over Zoom of what is happening this week and brainstorming any little piece of content that the audience might be interested in 
  • How do you reach the audiences that are not in these social spaces all the time? Do you do any self-produced media that is offline or outside of these digital spaces? 
    • Podcasts are a good way to reach audiences that do not have time for other forms of social 
      • Promote the podcasts through ads on streaming platforms so people listening to the radio or music will hear of the podcast 
    • Currently in an evolving state – still determining the best way to reach those audiences not on social 
    • Michael shared the tip of sending mail reminders by diving the members into generations, so those that have been a nurse for 25+ years will receive mail, and those that have only been there for 5 receive solely digital. 
  • Quickly say the post that you did on the medium that got the most engagement and how you measured it? 
    • For AKF: the quick clips performed the best on Facebook because it brought something new to the audience 
      • Overall, the success of posts differs between what they are putting out there and what they are looking for. AKF sees a lot of engagement when they are asking for people to take action 
      • See the most engagement on Facebook using videos 
    • For DISCUS: fun lifestyle shots or breaking news posts or groundbreaking lifestyle (with a cool angle or spin) are the posts that receive the most engagement 
      • Do not see as much success with videos 
    • For AHA: Break news and Advocacy Days produce more engagements and help some of the posts go viral. They see the most success when they are creative and think outside the box. 


October 27
2:00 pm - 3:00 pm
Event Category: