Transcript Working with the Media: A Guide for NAHU Members

Working with the Media
A Guide for NAHU Members
Presented By:
Kelly Loussedes
Vice President of Public Relations
NAHU Media Relations Tools
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Media Relations Tab on Homepage
• 8 Guidebooks
• Press release templates
• List of canned editorials
• 5 PowerPoint presentations on media relations
• 6 FREE ads
• 4 FREE radio PSAs
• Sound Bytes
• Sample press kit
• So much more … !
Find an Agent Feature
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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.
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, uninsured, market
reforms, Medicare and long-term care.
 We recently made enhancements to our
media spokesperson database housed on the
homepage of the NAHU website.
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”
Brokers Making A Difference
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New PR Campaign that highlights the value of
professional agents and brokers.
71-page booklet of personal testimonials to use in
the media or while lobbying your legislators
concerning the need to include agents and brokers
in any reformed system.
6-page condensed version that highlights the most
touching stories.
Several New Op-Eds
New Website –
www.brokersmakingadifference.com
Faces of the Uninsured
Campaign
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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
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The Value of the Agent brochure highlights the
role of the agent and how they provide health
care consumers with the peace of mind that
they’re getting the right coverage at the most
affordable price.
Two 30 second radio spots on the role of the
agent 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.
Value of the Agent Ads
Several Value of the Agent Op-Eds and press
releases
Value of Media Relations
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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
Nuts and Bolts of Media Relations
Know your local media
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Types
• Print – daily and weekly newspapers, trade
publications and magazines
• 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
OPPORTUNITIES FOR
VISIBILITY
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Chapter News
• Legislative Activities
• “Day on the Hill”
• Meeting with Governor
•
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Feature Material
• Consumer Tips or
Advice
or Legislators
 National News
Awards, Member
• Reaction
Professional
Achievements
• Local Impact
Charitable Activities
Speaking Engagements
Public Hearings
Client Feature Stories
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
Tools of the Trade
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When and how to use the tools
• Building a press list
• Letter of introduction
• Press release
• Media advisory
• Photo
• Letter to the editor
• Editorial/Op-Eds
• Bylined article
Initiating the Media Process
Step by Step
Finding the Right Media Outlets
• NAHU has access through PR Newswire to
current media lists by state and subject matter.
• List should include print, television and radio
reporters. Remember to also include weekly
and community newspapers.
• Make sure to include name, phone number, fax
number, email, and address.
Media Materials – What Kinds and
How Do They Help?
Letter of Introduction
– Your credentials
– Topic/issues you can address
– An offer to provide a background briefing
– Contact number, e-mail address
 Follow up by phone with every contact…just like
in sales!
When and How to Use the Tools
 Press Release - Announces “news”
• Include contact information and date of release
• Include an eye-catching “headline”
• Describe the “core” news message in first
paragraph (who, what, when, where, why)
• Expand the news story in following paragraphs
• Include a quote from a recognized
spokesperson in the organization
• Close with a “boilerplate” paragraph about the
organization announcing the news
• Limit to 1 or 1 1/2 pages
• Use ### or -30- at end of release
When and How to Use the Tools
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Media Advisory - Announces an upcoming
news event or offers a resource person to
address a current “hot” issue
• Include an eye-catching “headline”
• Distribute several days in advance of the news
event
• Use a “What, When, Where, Why” format
• Bullet the main points
• Provide contact information and date
When and How to Use the Tools
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Photograph - Attach a “cut-line” to the photo that
identifies the person(s) in the photo and
describes what is pictured
• Include with appropriate news announcements
(promotion, awards, partnerships)
• Ask the reporter how they want the photo sent
to them
When and How to Use the Tools
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Letter to the Editor - Responds to an article or
editorial that has appeared in a publication
• Make certain it relates directly to the topic
• Include name of article, date and page for
reference
• Be concise and brief
• Share your unique perspective
• Give examples
• Close with your name, title and affiliation
• (Advance Chapter approval required if
identified)
When and How to Use the Tools
 Op-Ed
- An “opinion piece” submitted by
an individual or on behalf of an organization
to a publication. Placement can be paid for
or a publication may decide to publish on
its own.
• Needs to be linked to a topical issue of
interest.
• Offers a unique perspective.
• Is brief (usually 300-600 words).
• Includes name of author and affiliation.
When and How to Use the Tools
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Bylined Article - A lengthier article (primarily
used in trade publications) authored by an
organization’s staff or member on a topical
issue
• Offer to write an article for the publication
• Do not prepare an article without discussing
it with the editor
Tips for Newspaper 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)
Speak clearly and concisely – be able to explain
your story in a few brief sentences.
 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.
 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.
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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.
 Make sure that what you tell the reporter is what
you want to see in print.
 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.
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).
 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 ...
Bridging Tips
The First Question Rule: Take Control
 You can begin your answer with a “bridge” such as:
“Mike, that’s a great question. Let’s take a step back
and look at some important information. I’d like to give
you some history….”
 Then deliver your message.
NEVER ANSWER A HYPOTHETICAL QUESTION!
 A journalist might try to get an interesting story by
leading you into a “what if” scenario. Never speculate.
Instead, bridge to one of your core messages with:
– That’s too hypothetical at this point, but….
– I don’t want to speculate on that, but what I think
you’re trying to get at is….
The “Hook”
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The Hook is a technique that gets the interviewer
to follow-up on your first point allowing you to
get a second point in.
 For example, you can say, “There are two very
important considerations that must be taken into
account before we can support this proposed
health care policy. The first is . . . “ then expand
on that point.
 The interview will seem incomplete if the reporter
doesn’t follow-up with, “and the second point?”
This is a good way to ensure that both your points
get air time.
Flagging
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Flagging alerts the reporter to what you consider
most important. It’s a good way to emphasize the
key point or points you want the reporter to
remember.
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Flagging is simply giving the reporter a verbal
clue about what is important:
–
–
–
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What your audience needs to know is …
What I want to be sure you understand here is. .
The critical point is….
If there’s one point viewers need to understand….
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