Transcript Managing Your Message in the Media 2009

Managing Your Message
in the Media
Presented By:
Kelly Loussedes
Vice President of Public Relations
March 30, 2009
NAHU Media Relations Tools

Media Relations Tab on Homepage
• 8 Guidebooks
• Press release templates
• Canned editorials
• 5 PowerPoint presentations on media relations
• 6 NAHU FREE ads
• Sound Bytes
• Sample press kit
• So much more … !
Media Relations Guidebooks
Media Relations Officer’s Guide to Leadership
Working with the Media Handbook
Media Buying Guide
Health Insurance Awareness Week Guide
Hosting a Medicare Community Event
MR Tools to Promote the Healthy Access
Database
 How to Host a Press Conference
 Hosting a Hill Briefing
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FREE NAHU Ads
“You Don’t Have To Do It Alone”
 “Knowledge Is Power”
 “Eat My Dust”
 Value of the Agent
 LPRT
 Long-term Care
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NAHU Sound Bytes
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Compiled list of responses for you to use
when reporters call – short and long
version!
 We want to make you the expert.
 NAHU needs to “Speak with One Voice”
Media Spokesperson Database

The Media Spokesperson Database is
comprised of NAHU members who are
experts on important NAHU issues such
as Medicare Part D, 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.
Single Payer Campaign

Continue to conduct daily media searches in
the top 25 media markets for articles
highlighting single payer systems.
 Aggressive national media monitoring in
key metropolitan areas has allowed NAHU
to respond to reporters with timely lettersto-the-editor.
Faces of the Uninsured
Campaign

Brochure that provides testimonials from 5
individuals and families from across the
country that were previously uninsured but
with the help of an NAHU agent now have
health insurance.
 Effectively counters the single payer debate.
 www.facesoftheuninsured.com
Message Management
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Preparation. You only have one chance to get it
right. Always prepare.
 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!
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 Media
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Print
• Allows more in-depth coverage
• Often more lead-time
• Great range of venues
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Broadcast
• Must be more concise
• Experienced Spokesperson
Tips for Print Interviews
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First Question -- When is your deadline?
 Buy prep time
 Establish “interview setting”
– Clear your desk
– Close the door
Use prepared notes – sound bytes on NAHU
website
 Keep message points in front of you
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Interview Tips (con’t)
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Speak clearly and concisely – be able to explain
your story in a few brief sentences.
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Present your conclusion first. This sounds odd,
but your time talking with a reporter will be
limited, you need to assert the main point first and
then support the statement with facts.
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Be honest. If you don’t know something the
reporter asks, don’t guess. Tell him or her you
will get back to him promptly with the correct
information.
Interview Tips (con’t)
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Never speak off the record. Assume everything you
say will be reported, whether it’s before, during, or
after an interview.
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Make sure that what you tell the reporter is what you
want to see in print.
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Most reporters will not allow you to see the article
before it goes to print. Always invite the reporter to
call you for more information or clarification.
Radio Interview Prep
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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. 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?"
During the Radio Interview
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Speak one to three sentences at a time. If they want more
explanation, they will ask.
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Don't say, "Umm." Practice the day before and have a
friend count your "umms."
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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.”
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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.
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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.
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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 TV Interview
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Always assume the microphone is on. Until that
microphone is taken from you and you leave the studio.
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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.
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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.
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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 have knowledge you want to convey
The Art of “Bridging”
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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).
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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 ...
Interviews Gone Astray…
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Sometimes you need to abruptly change the
direction of the interview. Perhaps the reporter
has wandered into a different direction, or is
touching on a controversial issue, and you want
to get back on message.
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Here are some bridging statements you can use:
–
–
The question that you should ask is ...
The real issue here is ...
Ten Tips
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Use simple, direct answers
Repeat messages
Pause
Don’t over answer: make point, stop talking
Avoid jargon
Listen, don’t interrupt
Stay in your zone of expertise
Don't get angry
Never say “off the record” or “no comment”
Don’t say it if you don’t want to see it
“Do you have any questions for my answers?”
--- Scott Leavitt,
NAHU President