Transcript Media Workshop - National Association of Health Underwriters

Working with the Media
Message Management
Presented By:
Kelly Loussedes
Vice President of Public Relations
May 29, 2013
NAHU Media Relations Tools
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Media Relations Tab on Homepage
• 8 Guidebooks
• Press release templates
• Canned editorials
• 5 PowerPoint presentations on media relations
• 6 NAHU print ads
• 6 NAHU PSAs
• Sound Bytes
• Sample press kit
• So much more … !
Media Spokesperson Database
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The Media Spokesperson Database is
comprised of NAHU members who are experts
on important NAHU issues such as health care
cost drivers, exchanges, uninsured, market
reforms, Medicare and long-term care.
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We recently made enhancements to our media
spokesperson database housed on the
homepage of the NAHU website.
Brokers Making A Difference
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Campaign that highlights the value of professional
agents and brokers
71-page booklet of personal testimonials
6-page condensed version that highlights the most
compelling stories
Value of the Agent brochure
Several Editorials and PSAs
Website – www.brokersmakingadifference.com
Send your stories to [email protected]
Content – Message Mgt
Localize story or issue
• Refer to local people and how issue will
affect them and local businesses
• Use quotes from local people about the
story
Craft meaningful, short messages with
relevance to community
Tell why it is relevant with facts/statistics
and tangible examples
Message Mgt. (con’t)
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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!
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.
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 ...
– Let me re-emphasize something I said earlier
about ...
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.
Be Prepared!
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Consider your Messages -– Review sound bites and quotable phrases
– Facts and statistics
– Examples
– Analogies
 Be ready to speak in layman’s terms — no jargon.
 Project Positive Energy -– You’re glad to be here
– You’re interested in your audience
– You have knowledge you want to convey
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
“Health Industry Heavyweight”
Media Hits in the Past Year: 4300
Media Contacts
Media Chair
Neil Crosby
800-801-2300 x 408 [email protected]
NAHU Staff Liaisons
Kathryn Gaglione, Manager of Public Relations
(202) 595-3075 [email protected]
ReDonah Anderson, PR Coordinator
(202) 888-0819 [email protected]
Kelly Loussedes, Vice President of Public Relations
(202) 595-3074 [email protected]