Using Pop Culture and Major Events to Highlight Your Organization's Expertise

Hosted by the Health Academy.

This interactive discussion is not currently available. Email the Sections Department to inquire about future availability of this program.

Categories: Communication Strategy, Media Relations, Techniques & Tactics

There is nothing like a pop culture phenomenon to open communication opportunities for your organization. From Pokemon Go to the Olympics, these events can be a long planning process or a fast and unexpected opportunity, with little time to plan a full-fledged campaign around the event. Learn how the University of Miami Health System and University of Texas Southwestern Medical Center are taking advantage of the expected and unexpected, as well as juggling recent crises with Uber and the Dallas shootings. Participants will learn how to build out media relations and social media strategies, as well as be prepared for surprising opportunities and issues.


Jennifer Smith, APR, director of media relations, UHealth – the University of Miami Health System

Jennifer is the director of media relations for UHealth – the University of Miami Health System. She develops external communications plans and manages media opportunities for UHealth, focusing on ENT, sports medicine, orthopedics, diabetes and pediatrics. She has more than 15 years of experience in communications, including public relations and crisis communication.

Kristen Holland Shear, manager, web editorial/social media, UT Southwestern Medical Center

With a background in journalism, online content management, and social media, Kristen functions as both a visionary and long-term strategist for UT Southwestern’s digital communications efforts. She is responsible for shepherding the institution’s social media and digital communications efforts to ensure that all aspects of UT Southwestern’s brand identity and messaging are presented consistently and effectively across all digital platforms including Facebook, Twitter, Pinterest, YouTube, and our various websites.