Transcript Presentation: Working with the Media

Working with the Media
Building relationships with local media
Kathryn Gaglione
Region I Meeting
© 2011, National Association of Health Underwriters • www.nahu.org
Take Advantage of Local Media
“The world is all gates, all opportunities, strings of
tension waiting to be struck.”
Ralph Waldo Emerson
• NAHU tools on the web
• Building a media list
• Become a spokesperson
© 2011, National Association of Health Underwriters • www.nahu.org
NAHU Tools on the Web
Make your life a little easier
© 2011, National Association of Health Underwriters • www.nahu.org
Training Tools
Visit the Media & Communications: For Chapters webpage
• Tips and Tricks
– Media Moment
– Writing Pointers
– Sound Bytes
• Webinars
– Working with the Media
– Award Criteria
– The Art of a Media Interview
• Guidebooks
– “How To” Media Guide for Members
– And much more!
© 2011, National Association of Health Underwriters • www.nahu.org
Media Templates
Localize and forward materials already available
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Press releases
Media advisories
Opinion editorials
Letters to the editor
Video clips
Radio PSAs
Advertisements
Event plans
Brochures
© 2011, National Association of Health Underwriters • www.nahu.org
Legislative Information
Have the most updated information at your fingertips
• Read the “Washington Update”
• Keep in touch with NAHU’s
legislative staff: Brooke Bell
• Know your local legislative
committee members
• Establish a relationship with state
and national legislative
representatives and their staff
© 2011, National Association of Health Underwriters • www.nahu.org
Build a Media List
We can help!
Upon request, we will search a
national media database to find
reporters and editors in your area.
We will send you:
• Print media list
• Broadcast media list
• Sample letter of introduction
• Tips on how to keep list updated
© 2011, National Association of Health Underwriters • www.nahu.org
First Contact
Make the best first impression
• Contact a reporter by:
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Sending an email
Making a phone call
Introducing yourself at an event
Networking through a friend
• Have a specific purpose
• Don’t:
– Send snail-mail or fax
– Just “drop by”
– Let a month go by without contact
© 2011, National Association of Health Underwriters • www.nahu.org
Update Information
If it’s more than six months old…
• Newspapers have always had a high turnover rate, and
it’s only getting worse.
• Pay attention to bylines: Who is writing about
insurance/health care reform?
• Look out for local blogs, newsletters and forums.
© 2011, National Association of Health Underwriters • www.nahu.org
Become a Media Spokesperson
Establish yourself as an expert
© 2011, National Association of Health Underwriters • www.nahu.org
Find Your Hook
What do you know that everyone else should too?
When pitching a story idea,
make sure your proposal is:
• Local
• Timely
• Unique
• Personal/Relatable
© 2011, National Association of Health Underwriters • www.nahu.org
Know What to Say
Plan ahead: “Knowing is half the battle”
© 2011, National Association of Health Underwriters • www.nahu.org
Sample Questions
Ready to give it a try?
Turn to your neighbor and ask one of the following
questions. Then let them take a turn.
• What is the value of using a health insurance agent?
• Why do health care premiums continue to rise even after
health care reform was passed?
• What is a health insurance "navigator” and what will their
role be in our state?
• What resource are available to help consumers find the
health care coverage they need?
© 2011, National Association of Health Underwriters • www.nahu.org
Media Spokesperson Database
Get on the list
© 2011, National Association of Health Underwriters • www.nahu.org
Questions?
What I’m an expert in:
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Newspapers (Want to know about being a reporter?)
Social Media (Thinking about starting a blog?)
Layout and Design (Any questions about the new logo?)
Literacy (Need a good book recommendation?)
© 2011, National Association of Health Underwriters • www.nahu.org