Transcript Working with the Media: Acing Radio and TV Interviews

Working with the Media
Acing Radio and TV Interviews
Presented By:
Kelly Loussedes
Vice President of Public Relations
NAHU Media Relations Tools

Media Relations Tab on Homepage
• 8 Guidebooks
• Press release templates
• List of canned editorials
• 5 PowerPoint presentations on media relations
• 5 FREE Ads
• Sound Bytes
• Sample press kit
• So much more … !
Media Spokesperson Database

The Media Spokesperson Database is
comprised of NAHU members who are
experts on important NAHU issues such as
Medicare, HSAs, long-term care and the
uninsured.
 We recently made enhancements to our
media spokesperson database housed on the
homepage of the NAHU website.
Find an Agent Feature

Extremely popular resource on the NAHU
homepage.
 Profiled on major media outlets like the
Today Show, Good Morning America, New
York Times, LA Times, Washington Post
and countless others.
Faces of the Uninsured
Campaign

New brochure that provides testimonials
from 5 individuals and families from across
the country that were previously uninsured
but with the help of a NAHU agent now
have health insurance.
 Effectively counters the single payer debate.
 www.facesoftheuninsured.com
Value of the Agent Campaign
 Role
of the Agent Brochure
 Two - 30 second radio spots that stress the
importance of having a professional health
insurance agent to help consumers and
employers navigate through the
complexities of our health care system.
 FREE Value of the Agent Ad
Value of Media Relations

What Can Media Outreach Do?
• Project a positive image about our industry
• Generate understanding of role in health care
• Educate public about insurance
• Identify NAHU members as a source of
information
• Provide balanced commentary
• Advance legislative agenda
Why Our Views Are
Important to the Press

Insurance agents have:
• Direct contact with consumers seeking
coverage
• Professional knowledge and insight of health
insurance issues
• Broader perspective as liaison between carrier,
employer and consumer
Nuts and Bolts of Media Relations
Know your local media
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Types
• Print – daily and weekly newspapers, trade
publications
• Broadcast – radio and TV
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Be a Media Monitor!
Distinctions Between
Print and Broadcast
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Print
• Allows more in-depth coverage
• Often more lead-time
• Great range of venues
Broadcast
•Sound bites -- message must be
more concise
•Must have experienced
spokesperson
Message Management
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Preparation. You only have one chance to get it
right. Always prepare. This includes having strong
and precise messages you wish to relay to the
audience and goals for the interview.
 Have three key messages. Short, not sermons.
Sometimes the host opens the door, other times
you have to answer a question and segue to a key
message.
 Lose the jargon. Avoid using industry terms.
You may know what you’re talking about, but the
listeners may not.
 And, Remember to Speak with One Voice!
Stay on Message!
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Most radio and TV interviews are less than 10
minutes in duration.
Radio will often use interviews live and later cut
them up for use throughout the day so keep your
answer to a 10 to 20 second sound bite.
When you’re scheduled for a radio or TV
interview, ask for a list of questions before hand.
It really takes the pressure off to prepare in
advance - but be aware that radio interviews can
go off topic...
The Art of “Bridging”

A bridging statement is simply a transition from
one topic (based on a reporter's question) to a
subject you want to talk about (your message).
 You should answer the question as briefly as
possible, and then bridge to your message.
Sometimes you are introducing your message for
the first time, while other times you are
reinforcing it.
Bridging Examples
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Here are some examples of bridging
statements that will effectively help you
stay on message:
– The fact is …
– What I recommend people do is ...
– Let me re-emphasize something I said earlier
about ...
– That's why it is important to ...
Radio Interview Prep
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Never do an interview cold if you aren't used to doing them.
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If possible, provide the radio host with interview questions
before the interview. This is a great timesaver for a producer
and it gives the producer an idea of what you can discuss.
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Research the show and tailor your message accordingly. Just
Google the host's name and station and check out their web
site. Is it a national audience or a small town in Ohio? What
is their format? Is it News/Talk, NPR or something else?
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Practice answering your questions out loud. Put your
answers on index cards. Don't write complete sentences; use
simple words to jog your memory.
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Have a summary sentence prepared to answer a question
such as: "Do you have any final words of advice for us?"
Day of Radio Interview
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Use a landline, not a cell phone. Go to a quiet room in
your home or office; be sure staff and/or family know
you are on a radio interview and cannot be interrupted.
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Have your index cards with answers to your questions
handy. Turn off your computer.

If you know anyone in the listening audience, and it's a
call-in show, have that person call in if response is slow.

Imagine that you’re speaking only to your interviewer.
Try to connect with the interviewer as a person and
pretend you’re having a conversion just with him or her.
During the Radio Interview
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Speak one to three sentences at a time. If they want
more explanation, they will ask.
Don't say, "Umm." Practice the day before and have
a friend count your "umms."
If the host has not mentioned by the end of the
interview your chapter website or the Find an Agent
feature, jump in and say, "By the way, to find a local
health insurance professional in your area, go to
www.nahu.org.”
After the interview, write a thank you note to the
producer and the hosts.
Preparing for a TV Interview
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Before the interview begins, be sure to ask
whether the interview will be live or taped.
 Discuss with the reporter the kind of questions he
or she will ask. If the interview is live, ask if there
will be callers with questions.
 What to wear to a TV interview: In general,
conservative wear is best. Clothing colors should
be neutral and if patterns are worn they should be
very subtle. Distracting or shiny jewelry should be
avoided. Wearing make-up is recommended for
women and men, especially powder.
During the Interview
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Always assume the microphone is on. Until that
microphone is taken from you and you leave the studio,
don’t say anything you wouldn’t want to be broadcast.
Maintain eye contact with the reporter if they are present.
If the reporter is not present, ask whether you should look
towards the camera or at someone standing off camera.
During a taped interview, the length of answer should be 7
to 12 seconds. During a live interview be prepared to stop
for a commercial break.
Be aware of the general message your words and body
language portray. Always try to Project Positive Energy!
– You’re glad to be being interviewed
– You’re interested in the subject matter
– You have knowledge you want to convey
Nonverbal Communication
Remember you’re communicating with more than
just words. Be aware of your non-verbal cues and
what they convey.
 If you are interviewed in a standing position, don’t
shift back and forth; stay still. If you are seated,
lean forward a little and don’t cross your legs. You
want to come across as approachable and
interested.
 Maintain eye contact as you answer questions.
Doing so makes you look confident,
knowledgeable, and trustworthy.
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“Do you have any questions for my answers?”
--- Scott Leavitt