Case Study: Extreme Media Makeover: Baylor Health Care System Peps Up Tired Online Newsroom to Great Results

Baylor Health Care System’s online newsroom sports two standout features: required registrations for journalists to download content, and a “basket” content checkout system a la Amazon.  Image courtesy of Baylor Healthcare Systems Company: Baylor Health Care System Timeframe: Nov. 2009 - Jan. 2012 Journalists now get their information from a wide variety of sources, including Twitter, so you might be inclined to think “woe is the online newsroom.” Indeed, the idea of such a destination on an organization’s Web site now seems a bit quaint.

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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.

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