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Academic Medicine - Public Relations Case Studies

Red Ball  Stimulating Minority Student Interest in
     Academic Medicine
Bristol-Myers Squibb Foundation
Red Ball  Refocusing Media Attention on Leadership Columbia University Medical Center
Red Ball  Bringing Research to National Attention University of Connecticut Health Center

Stimulating Minority Student Interest in Academic Medicine

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Bristol-Myers Squibb Foundation
The Bristol-Myers Squibb Foundation asked Dennis Tartaglia and colleagues to create a public relations program that would help generate more applications to its Fellowship Program in Academic Medicine for Minority Students. The program sought to encourage medical students from underrepresented minority groups to consider careers in academic medicine and biomedical research. Tartaglia designed a program that resulted in extensive coverage in medical school publications and daily, weekly and minority media around the country, and led to major stories in publications that cover academic medicine.

The publicity program, together with outreach to medical schools, resulted in a significant increase in applications. Tartaglia’s program also focused on publicizing a mentoring roundtable for minority high school students, which BMS held annually in conjunction with its fellowship research symposium – and helped expose a rising generation of diverse scientists to biomedical research careers.

Refocusing Media Attention on Leadership

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Columbia University Medical Center
Columbia University Medical Center was largely overlooked as a resource by journalists, and reporters were confused about how to credit CUMC in stories following the merger of New York and Presbyterian Hospitals. Dennis Tartaglia instituted a vigorous media outreach program that showcased CUMC’s centers of excellence and put EVP Dr. Gerald Fischbach and key faculty forward as experts in academic medicine and biomedical research.

In just 12 months, the media relations strategy paid off:  2.1 billion media impressions, including cover stories, profiles and major features in top-tier media such as The New York Times, The Wall Street Journal, Newsweek and Charlie Rose.The program won a number of honors including a Bulldog Award for Media Relations Excellence.

Bringing Research to National Attention

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University of Connecticut Health Center
Dennis Tartaglia introduced the University of Connecticut Health Center’s research and clinical leadership to national media including ABC News, CBS News, the Associated Press and the Wall Street Journal through a series of feature stories, publicity campaigns and one-on-one meetings with key journalists.  He also leveraged communications staff’s expertise in working with Connecticut media to help them build their own national media relationships.  The result: sustained national media coverage.

NOTE:  This work was done by Dennis Tartaglia while employed by M Booth & Associates.



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