“Show don’t tell,” was the primary message that I took away from last week’s Southeastern Public Relations Society of America conference in Chattanooga. The conference, appropriately named “Creating Authentic Relationships in the Age of Me,” featured several speakers who talked about the short attention spans we now have and our states of “constant distraction.” A fascinating presentation by Amanda Mauck and Nellann Mettee of LeBonheur Children’s Hospital in Memphis reinforced the message of our ever shortening attention spans. In fact they called their presentation, “Nobody’s Going to Read That: Telling your story in a world short on time and attention span.” The two communications professionals apparently hit home with that title as it was the most crowded of all of the sessions I attended! They shared how their hospital physicians told them there is “no time to read” anymore. Here are some of the changes the communicators implemented as a result of their research:
1- Tripled their professional photography budget.
2- Targeted physicians by creating 5 x 8 postcards instead of traditional newsletters. The postcards feature four, quick briefs and multi-color photos.
3- Created short (1:30-2:00) video interviews with physicians and posted them on YouTube. The two said that people love to see their physician on video, particularly when he or she has helped to save their child’s life.
4- Increased their use of digital cameras and iPhone cameras and they posted daily albums to Facebook.
Realizing the power of images, Mauck and Mettee, along with their on-staff videographer and a fabulous nursing crew, created an award winning music video to tell the LeBonheur story. If you have any interest in positive employee communications, take less than 5 minutes and watch this exceptionally creative video. They managed to get all of their key messages across and showcase every group of hospital employees all in one rappin’ video! The “stars” are real nurses who tried out for the parts! How have you seen the use of images change over the past few years? Do you have examples of great images that you’ve used with success?