HealthCareCommunication.com

How to make the business case for brand journalism

Fri, 17 May 2013 05:00:24 GMT

So you want to build the mother of all brand journalism sites.

It’ll be awesome: timely news, great storytelling, vivid photos, compelling videos and blogs. A daily news feed and all your social media channels to get the word out. The works.

Sounds like every communicator’s dream, right? But before you go charging into the future, changing everything about the way your organization communicates, stop long enough to ask this question:

OK, so why are we doing this?

Sooner or later, that question will likely come down from the executive suite, from the people who have to sign off on this glorious adventure and, most important, agree to pay for it. And they’re right for asking it.

Building a brand journalism site can be pricey and time consuming, and it needs more than a few warm bodies to get it off the ground and keep it going. In some cases, it may even require a major cultural change, no small feat in the best of times.

So how do you convince your boss to do exactly what every fiber of her being tells her not to do in these budget-challenged times: spend money, shake up the status quo and, dare I say it, maybe even hire another communicator or two?

You have to make the business case for brand journalism.

I’ve got to hand it to the chiefs at Advocate Health Care, the Chicago-area hospital network that, with Ragan’s help, launched health e-news earlier this year. They asked for—no, they demanded—that we make a strong business argument for the project.

In some ways, Advocate was primed for brand journalism, at least on the communications side of the equation. They have a terrific staff of enthusiastic, skilled writers, with great topics to write about and an already existing social media and multimedia presence.

But what guaranteed the success of the Advocate project was less about content than about consensus. Before anyone wrote a story or sketched out the home page, we worked out the business reasons for doing it in the first place and got everyone to sign off on them. Essentially, we asked ourselves this question:

How will brand journalism help our business do its business better?

Organizations, whether they care for patients or make snack foods, want to serve more customers, sell more products and services, and, ultimately, be more profitable. Even nonprofits want to make more money they can plow back into their operations or use to expand their services.

When we posed that question at Advocate, the answers were staring us in the face:

Market share. The Chicago region is thick with hospitals. It’s a crowded marketplace, and highly competitive. Advocate wants to showcase its medical expertise among health care consumers. Brand journalism can help do that.
Media presence. Many Advocate hospitals are in the suburbs, and the big media outlets are in Chicago. When a story breaks, the reporters in town generally run to the downtown hospitals to get video footage and quotes. A brand journalism site brings media to you, wherever you are.
Connect employees. I know what you’re thinking. Everyone likes to talk all warm and fuzzy about employee engagement. But employees really do want to feel proud of their organization and share in its success. Stories about their work and their colleagues, shared with a larger audience via social media channels, will inspire employees to promote the organization faster than you can say “brand ambassador.”
Search. Got a weird rash? Worried about your grandma’s failing memory? These days, people turn to the web for answers to their health questions. An effective brand journalism site can move you at or near the top of search page results on Google or other search engines. And health inquirers just might turn into health care consumers.

You may have different business reasons behind your own brand journalism efforts. Maybe you’re looking to save money by consolidating repetitive and overlapping communications so you can do less, but do it more effectively. Or your organization may be restructuring, or preparing for an acquisition. You could be repositioning your brand and want to make a splash in the marketplace. You may be trying to establish your experts as “thought leaders” in your industry.

Just make sure you ask the question, and that everyone is satisfied with the answer. Brand journalism takes far too much effort to be done half-heartedly, or without the full support of the people who pay the bills.

OK. Business case? Check.

Now let’s get started. We’ve got some work to do.

Next: Getting started: 4 steps to building your brand journalism site

Jim Ylisela is a longtime journalist, communications consultant and former Ragan publisher and president of Ragan Consulting. He served as Ragan’s project manager for Advocate’s brand journalism site, health enews.

Do you want to learn more about brand journalism? Sign up for this FREE webinar with Jim!

#SocialAtMayo video educates Mayo Clinic employees on social media guidelines

Fri, 17 May 2013 05:00:22 GMT

The new video, #SocialAtMayo—Social Media Guidelines for Mayo Clinic Employees, will be part of the orientation program for new hires and also will be distributed to the broader base of 60,000 current employees.

The Mayo Clinic Center for Social Media produced the video as part of its charge to “improve health globally by accelerating effective application of social media tools throughout Mayo Clinic and spurring broader and deeper engagement in social media by hospitals, medical professionals and patients.”

“We have three major goals for this video,” says Farris Timimi, M.D., the medical director for the Center for Social Media. “First, we wanted to clearly and concisely communicate Mayo’s expectations of professionalism and reinforce high standards of behavior for our employees. Second, we wanted our employees to know about the resources, in-depth training and consultation services available to them through the Center for Social Media, to help them take advantage of social tools to do their work more effectively and efficiently. And finally, by making the video available externally on YouTube, we’re providing a resource other organizations can use in their employee training, or that may inspire creation of their own videos.”

Mayo Clinic created its Center for Social Media in July 2010 with a mission of “leading the social media revolution in health care, contributing to health and well-being for people everywhere.” The Center launched the Social Media Health Network later that year to bring together like-minded organizations interested in navigating the challenges of social media together and in promoting health-related application of social media tools. Employees of member organizations have full access to all resources on the Network site and qualify for discounted registration on training and networking events sponsored by the Center for Social Media.

Through its Social Media Residency program, a 1.5-day intense immersion course, the Center offers in-depth training and a framework for strategic social media planning. Social Media Residency runs twice per year on Mayo Clinic’s Arizona, Florida and Minnesota campuses, and will be offered in New York City for the first time next month at Lenox Hill Hospital on June 18-19. The Center also hosts an annual Social Media Summit in October as part of Social Media Week at Mayo Clinic.

“Releasing this educational video is an important step in our journey,” says Lee Aase, center’s director. “It reinforces and explains our employee guidelines while maintaining a fundamentally positive stance toward social media, and includes action steps for our employees and others interested in constructive use of these tools.”

A version of this article appears on the Mayo Clinic Social Media Health Network here.

Webcast alert: Establish an upbeat office culture

Fri, 17 May 2013 05:00:20 GMT

The one thing that successful companies have behind them?

Happy employees.

Learn how to establish a culture in your office that boosts your bottom line in our latest Webcast: “Create an Exceptional Workplace by ‘Delivering Happiness’ to your Employees,” airing June 7, at 1 p.m. Central.

Employee communications experts from Zappos and Expedia will share the secrets to creating a happy workforce and how it helps build your brand.

Check out the full agenda.

We’ve packed two sessions into one webcast to give you real examples of how happy employees drive business results:

Zappos “Speaker of the House” Jamie Naughton will explain how they create loyal and passionate employees and customers in “Delivering Happiness to Keep Employees Engaged and Customers Coming Back.”
Expedia Program Managers, Kristen Graham and Mark Schmitt, explain how their business uses an intranet and other online programs to connect with employees in, “Come on get happy! How Expedia enhances employee engagement”

Use positive office morale as a new business strategy—inspire and engage employees, improve retention and boost your bottom line.

Click here for a discount on your registration.

3 things you should NEVER do before surgery

Fri, 17 May 2013 05:00:19 GMT

Well, my body is continuing to fall apart.

Now, I have a sebaceous cyst on my left check. (Translation: A pimple-looking lump under the skin that belongs on Frankenstein.)

My otolaryngologist (your guess is as good as mine) gave me two choices: I could leave it or get it surgically removed. By removing it, I’ll have a scar, and I was warned that I might have a lopsided grin (think: Mona Lisa) because there’s a possibility of nerve damage. If I leave it, it could continue to grow and would annoy me every time I saw my cheek in the mirror.

Decisions, decisions…

What the heck. I decided to sign up for surgery. Might as well give it a go.

This is the first time I’ve had surgery. If I ever do this again, here’s what I won’t be doing next time:

1. Asking nonmedical professionals for a second opinion

You would not believe how many people have had a cyst, or have a friend, mechanic, florist, or hairdresser who has had a cyst. When I told people about this upcoming surgery, it was like opening up the cyst floodgates.

Everybody was freaking me out—with stories about scarring and the dangers of anesthesia. Friends and family asked me a slew of questions I couldn’t begin to answer.

“Have you talked to a dermatologist?”

“What about a plastic surgeon?”

“Have you checked out your doctor on Yelp?”

“Are you getting a second opinion?”

“It’s not like I have cancer,” I’d say. “It’s just a cyst.”

“But it’s your face!” they’d say back.

Everyone’s concerns made me concerned. Realistically, I’m too lazy to go around to different hospitals and doctors, trying to find new opinions or treatments. I know what I want: I want this thing off my face.

To calm everybody down, I called my primary care doctor and asked her what she thought. She knows my otolaryngologist—OK, that’s an ear/nose/throat specialist, or ENT—and said she was confident that he could perform the surgery. Because the antibiotics didn’t work, she didn’t think going to a dermatologist would do any good. She thought the risks of a lopsided grin seemed low and that he was just preparing me for a worst-case scenario.

That was enough of a second opinion for me.

2 . Telling my sister about it

If someone in your family overacts to any kind of news—good or bad—it’s better just to avoid talking to them, especially if you’re going to have surgery.

I made the mistake of telling my sister, Jeanine, about this. When my dad had surgery last month, she predicted that he was going to die and that would cause her and my mom to commit suicide.

I tried to deliver the news as calmly as I could over the phone. She was taking a walk when I told her, and she yelled, “Oh, God, oh, God! I’m going to pass out! No, I’m going to throw up! I can’t decide! Both! Oh, my God! You can’t have surgery! This can’t be happening to you!”

I explained to her that the surgery would be only an hour long and that because I’d be under anesthesia, I wouldn’t feel any pain. I thought this might help alleviate her fears. It made them worse.

She paused rather dramatically and whimpered: “Can you just remember one thing? Just one thing? Just remember…to wake up.”

All that was missing was violin music.

3. Over-Googling my condition

A little Internet research is OK—and of course, we encourage hospitals to use video in their patient outreach efforts—but when you’re the one going under the knife, YouTube videos about surgery can be a little off-putting. OK, they can be just plain gross.

Besides, I’m going to be unconscious the whole time, so why do I actually need to know what’s happening? I don’t.

Once I learned what a cyst is, there really wasn’t a point for me to go beyond page one of Google searches—but I kept going—and if you start Googling, you wind up reading the craziest things.

Here was one newspaper subhead I read when I typed in the word “cyst”:

Florida woman's face catches fire during cyst surgery ... Kim Grice, of Holt, Fla., was having three cysts removed from her head at a hospital in...

Good grief! That’s worse than watching cyst-removal videos.

Despite all this, I feel pretty good about my surgery this morning. I’ll wake up (yes, Jeanine, I promise I’ll remember) with a scar—but hopefully, with my normal smile.

4 habits MultiCare Health System brought from the newsroom

Fri, 17 May 2013 05:00:18 GMT

Nobody is forced to read your work.

That’s an early lesson from journalism school that is often forgotten in marketing.

As traditional news outlets have fewer reporters, companies must find ways to tell their own stories in an engaging way.

Over the past two years, a four-person newsroom has sprouted within the marketing department at MultiCare Health System, a five-hospital not-for-profit organization based in Tacoma, Wash.

What’s the best way to replicate the skills found inside a real newsroom? Hire reporters and editors.

This is what’s worked for us, and some of the lessons we’ve learned along the way.

Consume news

It was a hard decision for each of us to leave journalism, but it helped to know we’d still be surrounded by like-minded news junkies.

If you are, or have been, a journalist, you can never fully separate yourself from the news. We may no longer race to be first for every scoop, but you can bet our ears still perk up and our hearts beat a little faster with every new “news” tip.

As fellow news-lovers, each of us knows we won’t be the only one dragging in the morning after staying up late to follow a major news event. We know that each member of our team starts the morning devouring the news, from local politics, to international events, to anything and everything related to our industry. We each scour the Internet for new studies, consumer warnings and health care trends and are constantly thinking about how we can localize a broader conversation.

Write stories, not news releases

As reporters and editors, we’d all been on the receiving end of a lot of bad press releases.

Yet here at our health system, as recently as two years ago, we were still doing a lot of work to research and write traditional press releases, which would be blasted to a news list, then be rewritten or ignored by reporters.

We relegated old press releases to a dead-end section of the hospital’s website. But that collection of information still had a lot of value, so we started a blog where we could give our news release an extended life.

Our content focuses on health tips, patient stories, “MultiCare Profiles” that highlight staff members or volunteers, and of course, the hospital award stories. We try to write each blog post like a news story— we tell a story from start to finish, with quotes, colorful details and an objective voice. We eschew stock photos in favor of taking our own, and avoid heavy-handed Photoshop use. We don’t mind smartphone photos—they feel more real.

Instead of a mass email news release, we target specific reporters with story ideas that apply to their personal beats. Now, some reporters even check our blog regularly and contact us when they see a story they want to pursue.

Straightforward approach

Journalists convey a level of trust and objectivity by not using adjectives and hyperbole. People are sharp, and they don’t like to feel like they’re hearing from a pitch monkey.

Our first priority is always to market our organization and our services. But thinking like journalists means we are also working for the common good—what questions can we answer; what information gap can we fill? With the goal of truly sharing information, not just selling, selling, selling, we are able to provide a much more valuable and relevant experience for our readers.

Of course we want potential patients to click on the “Find a physician” links embedded in our Downton Abbey post, but we also want them to be engaged with the story we’ve told, and finish reading it feeling like they learned something worthwhile.

Morning standup meeting

We try to stay one step ahead, and do so by starting each morning with a stand-up news meeting to hash out what people might be talking about that day.A shocking episode of Downton Abbey from the night before. A tragic event in a far-away state. President’s Day.

Then, we move on it.

It’s not enough to tell great stories—you have to also be quick and flexible to follow the churn of the 24-hour news cycle. Think of every story like breaking news. It’s happening now. People are talking about it now. Tomorrow is going to be too late.

As soon as we choose a story to tell, we begin combing our system for relevant health resources, for experts we can interview, and for people with interesting experiences to share.

Then, we tell their stories.

Editor’s Note: Do you want to learn how to transform your hospital’s communications team into a newsroom? We’ve got a FREE webinar in June that’s just for you.

Congratulations to the winners of the 2012 Employee Communications Awards

Fri, 17 May 2013 05:00:15 GMT

The job of an employee communicator is a hard one. Employee communicators must be good writers, editors, social media masters, videographers, jargon busters—the list goes on.

But looking at the winners of Ragan's 2012 Employee Communications Awards, rock star employee communicators are everywhere.

We're happy to announce the winners of this year's program. Click here to see the full list of winners and honorable mentions.

The winners had to work hard for first place. The caliber of this year's entries set a new standard for excellence in the industry, and we were impressed by every submission.

We thank everyone for participating in this year's award program. Congratulations to the winners, and we look forward to seeing your work again next year!

Click here for the full list of winners and honorable mentions for the 2012 Employee Communications Awards.

Health care communicator to shed locks for love

Fri, 17 May 2013 05:00:14 GMT

Stephanie Mahin is the media relations and broadcast manager at UNC Health Care & UNC School of Medicine. She wrote this post about her colleague, Danielle Bates.

Danielle Bates is in the unusual position of being the news instead of crafting it. Danielle, communications director of NC Children’s Hospital, is shaving her head to help raise awareness and money for children with cancer. Her dark brown hair which cascades down the middle of her back comes off Saturday, May 18th, at noon, at The Crunkleton in downtown Chapel Hill.

Danielle Bates

Danielle tells us why she’s doing this:

Worldwide, a child is diagnosed with cancer every 3 minutes. I have met many kids (too many kids!) battling cancer. In the fall of 2010, I met a family that became particularly special to me, Taylor Stewart of Norman, N.C. and her mother, Lorrie.

Taylor was diagnosed with acute myeloid leukemia (AML) within a couple weeks of turning 12 earlier that summer. Having once been a 12-year-old girl myself, I was in awe of how she took her illness in stride and remained upbeat. Lorrie, too, inspired me, always smiling and looking for the positive, even in the scariest of situations. I have two young ones of my own. I can’t imagine what Lorrie was going through.

Over the next couple of years, I grew close to Taylor and Lorrie, riding the roller coaster of ups and downs posed by Taylor's illness. I always hoped I'd hear good news the next time I saw them. Then one day last summer, I ran into Lorrie. The expression on her face said it all. I cried openly as she bravely managed the words: Taylor was near the end.

Taylor lost her brave battle September 7, 2012, just a few weeks after her 14th birthday. It was then I resolved that I had to do something-something drastic and dramatic. I had to raise not only awareness but money to fund research in Taylor's memory.

Some have asked: why not walk or run a marathon? My mom was just 43 when she was diagnosed with breast cancer. She caught it early and we were told she had a 99 percent chance for survival. I told her I’d shave my head if she lost her hair. As it turns out, I didn’t have to, because her chemotherapy regimen was “light” enough that she didn’t lose it . . . at least not the first time around.

A year later we found out her cancer had metastasized to her liver. They pulled out the big guns. When her hair fell out, I reiterated my commitment and told her I was going to shave my head. As most moms probably would, she argued against it. “You’re young. You’re single. Please don’t.” I didn’t put up much of a fight. And I’ve always regretted it.

Some months after we learned the cancer had spread, my mom and I were standing outside a children’s cancer clinic in California. We were watching the children play, and she turned to me and said, “If there is a shortage of miracles in this world, I don’t want God to waste one on me.” She explained all the things she’d been blessed to experience in her life and how heartbreaking it was to her knowing that those kids might never get the chance. So in my mind, not only am I making up for the fact I didn’t shave my head when I first had a chance, but I’m doing my part in making Mom’s miracle wish come true. She’d really like that—much more than if she and I had been bald together during her treatment.

3 ways to create a superior ‘About Us’ page

Fri, 17 May 2013 05:00:11 GMT

Joe Connolly is The Wall Street Journal Business Correspondent for NewsRadio 88 in New York. Each weekday, he broadcasts reports on small business trends and entrepreneurial success stories. I’ve been listening to Connolly for years, and was grateful when he accepted my invitation for an interview.

When I asked for tips on how companies can be more effective on the web, Connolly shared this advice: Update your ‘About Us’ page.

“Everyone is so concerned about their home page and how it looks, they may not have looked at their ‘About Us’ page for months,” Connolly says. “It’s the second place that people go; that’s where the deal is made. That’s where they decide to call or contact you.”

Connolly says three components are important for this page on your website. It should:

1. Resemble an elevator speech at the top, followed by any additional information

2. Talk about the purpose of the business and how the business is different from competitors

3. Mention in a very personal and direct way why you founded this business

In addition, Connolly suggests that while industries vary, your home page should have white space and not be overcrowded. “I think not too slick is good, something that looks homegrown but intelligent and somewhat sophisticated, he says. “It’s fine if the business owner didn’t design the page, but it should reflect that the owner had a very strong say in what it was going to look like.”

Follow Connolly on Twitter.

Susan Young is the president of Get in Front Communications, Inc. A version of this post first appeared on her blog here.

7 writing tips from 'The Great Gatsby'

Fri, 17 May 2013 05:00:10 GMT

According to USA Today, F. Scott Fitzgerald's "The Great Gatsby" is the mythic "great American novel," even though a Publisher's Weekly poll handed the crown to Harper Lee's "To Kill a Mockingbird."

Just what is it about Fitzgerald's 1920s masterpiece that makes it so enduring? Scholars interviewed in the USA Today article tout the novel's relevance, American-ness, and snapshot of the time period. They also focus on the book's "imperishable prose."

"There's not one flabby sentence," Saturday Evening Post historian Jeff Nilsson said.

For further proof of the power of Fitzgerald's writing, Ragan.com turned to some of today's writers—of books, but also of communications materials—to ask how the book has influenced their work. Here's what they said they learned.

1. Be aware of who's telling the story.

"It would be a completely different work if told from Gatsby's or Daisy's or Jordan's point of view, or that of an omniscient narrator," says Michael J. Youmans, a.k.a. "Dr. Yo," founder and director of CollegePrepExpress, a company that helps students with their college essays. "Fitzgerald has Nick tell the story not only because he's the most sober and reliable character, but also to give immediacy to the events that a non-participant could not equal."

Making Nick the narrator gives the story a personal touch it wouldn't otherwise have, too.

2. Sometimes you can say more by saying a little.

Fitzgerald famously said: "Cut out all these exclamation points. An exclamation point is like laughing at your own joke." According to author and corporate trainer Marlene Caroselli, that quote proves the value of understatement.

The text of "Gatsby" does that, too.

Bob Zeitlinger, managing director at B to Z communications, says the book "conveys different thoughts and messages throughout the book without saying them directly. You're left with a number of feelings, but you're not sure why."

3. Choose words carefully.

Fitzgerald was a master of using the right word at exactly the right time, Youmans says. He cites this passage:

"The lights grow brighter as the earth lurches away from the sun, and now the orchestra is playing yellow cocktail music, and the opera of voices pitches a key higher. Laughter is easier minute by minute, spilled with prodigality, tipped out at a cheerful word."

"Notice how he uses diction associated with drinking to delineate the general activity at the party," Youmans says.

4. Be a cultural observer.

Fitzgerald nailed the essence of his time, because he was aware of the people around him, says Marijane Funess of Crenshaw Communications.

In a blog post about storytelling lessons from "Gatsby," she wrote: "Capture interesting conversations and people. This is easy to do in an era where everything you wear, eat, and talk about is immediately saved for posterity on a social media site."

5. Remember a small story can represent a big one.

Everything that happens in "Gatsby" takes place over the course of one summer and focuses on a few people, Youmans notes, but it's essentially about the United States and its people.

"Like Huck Finn, Gatsby has been labeled a quintessential American novel because the story of Gatsby's dream is the story of so many others' American dream," he says.

6. Know that repetition is powerful. That's right. Repetition is powerful.

Caroselli cites another Fitzgerald quote as an example:

"First you take a drink, and then the drink takes a drink, and then the drink takes you."

7. Make your sentences elegant.

"Every sentence not only seems crafted to be as specific and clear as possible, but also structured to be unique, interesting, and appropriate to what he's describing," Youmans says. He points to this sentence describing one of Gatsby's parties:

"People disappeared, reappeared, made plans to go somewhere, and then lost each other, searched for each other, found each other a few feet away."

Youmans explains: "The string of verb phrases and absence of conjunctions where we might normally expect them form a marriage of form and content—parallel to the fast-paced ebbs and flows of the various groupings on Gatsby's lawn—that only master writers achieve."

A counterpoint: Why you should learn from Hemingway instead

Liz Kelly, CEO of employee engagement consultancy Brilliant Ink, says: "The Great Gatsby" is a book she loves for its concision, but the language is too flowery.

"For our kind of work, internal communications, the best literary hero to look up is Hemingway," she says. "Tight content, no fluff, straight talk. We refer to his style when doing writing workshops: 'All you have to do is write one true sentence. Write the truest sentence you know.' Enough said."

(Image via)

Which Disney character resembles your PR life most?

Fri, 17 May 2013 05:00:05 GMT

You’ve probably seen all the Disney classics, and as a PR pro, you love happy endings.

So in this fairytale profession of ours, which Disney princess are you?

Ariel

You’re a PR newbie. It’s your first job in the industry, and you’re looking to make a splash. Sure, there are whozits and whatzits galore—but you’re tackling your new career path with impressive curiosity and determination. As the big fish of the company zip past your cubicle, you can’t help but think, “I wish I could be part of that world.”

Recognize the power of your own voice, and avoid selling out.

Snow White

Who is the fairest of them all? Well, you are—for your ability to work well with others. Whether it’s a grumpy account executive, a sleepy client, or even a bashful intern, you’ve seen it all and come down to their level in order to help them. Although it’s great that you get along with everyone, careful you’re not too naive.

Watch out for those only out for their own personal advancement—nothing but bad apples!

Alice in Wonderland

You’re the firm’s risk taker. Your whimsical ideas might be considered crazy by some, but you’re taking your clients down new and exciting rabbit holes every day. As the adage goes, “The greater the risk, the greater the reward,” and soon everyone will be curiouser and curiouser about you.

Your outlandish approach isn’t for everyone, so use it in moderation before the client loses their temper and it’s off with your head.

Belle

You manage a very challenging account; some would even say the client is beastly. Your patience and compassion suit the profession well. You see a client by its potential and not by how much work it requires.

Because you embrace situations others run from, there will be times when fellow account executives say, “If you think you can handle this account better, please be our guest.”

Cinderella

You’ve overcome so many obstacles to achieve your dream come true, because a career in PR was a wish your heart made long ago. Although at times it felt like you were taking orders from an evil stepmother and working on hand and knee until the clock struck midnight, you eventually made it to the big dance with PR royalty.

It was your ability to turn the ordinary into the extraordinary that proved you were just the right fit for a happily ever after in public relations.

Sleeping Beauty

There are no sleeping beauties in the PR world.

Wake up!

So, which Disney princess are you?

RELATED: What Disney movies say about public relations

Kellie Mazur is an assistant account manager at Travers Collins, an integrated marketing communications agency in Buffalo, NY. Some days she is a Snow White and some days she is Alice. A version of this story first appeared on the company's blog, Smartyrants.

(Image via, via, via & via)