Transcript NAHU Media Relations Award Criteria “The Key for a Successful Media Campaign” Presented by Kelly Loussedes Director of Public Affairs National Association of Health Underwriters.

NAHU Media Relations
Award Criteria
“The Key for a Successful
Media Campaign”
Presented by
Kelly Loussedes
Director of Public Affairs
National Association of Health Underwriters
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
Appointing a Media Chair
 Look to members who regularly attend meetings
as potential volunteers.
 Don’t need to have prior media relations
experience, but must be willing to work with the
local media.
 Make sure to match the right job to the right
person.
 Share expectations with new volunteers. Make
sure new recruits know what is expected of them.
Responsibilities of a Media Chair
 Compile a list of local print and broadcast media contacts.
 Send press releases to media contacts responding to
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targeted legislative issues.
Forward NAHU releases on national issues to media
contacts with a local spin.
Send media advisories to reporters announcing chapter
events.
Submit op-eds and other editorials responding to targeted
legislative issues.
Send NAHU media relations staff person all chapter press
releases, media advisories and other communications with
the media.
Present NAHU’s “Working with the Media” PowerPoint
presentation at chapter meetings.
Understanding the Press
 The press communicates via print (including
newspapers and magazines) and broadcasting
(including television, cable and radio).
 Referred collectively as the media.
Building a Press List
 Before beginning any media outreach, there is a
fundamental piece that needs to be in place – the press list.
 With the print media you should direct your information to
the business and health editors. In addition to local
newspapers, make certain you compile a list of key
industry trade publications – insurance, health, medical and
business trade press.
 With broadcast media, you need to find out who the
producer is who handles topics related to health and
business or the assignment editor. This applies for both
television and radio stations. You also will want to include
specific programs or talk shows that focus on health or
business issues.
What to Include on Your Press List
 The media is an industry that is notorious for high turnover of
staff – so, don’t rely solely on any resource book to provide you
the names of the most up-to-date listing.
 As you are compiling your initial press list it is critical to call
each individual media outlet to obtain the most current names of
those reporters who cover the topics.
 Start with the receptionist at each outlet to ask who covers
health care policy or insurance issues. You will also want to
know to whom you should direct company or chapter news such
as awards, promotions or meeting information.
 In addition to an address, you also will need to know the
reporter's direct telephone number, fax number and e-mail
address and whether he/she prefers to receive news
announcements by fax or e-mail.
Creating a Press Kit
 A press kit is a set of materials designed to communicate
your message in detail to your local media.
 It’s used to help reporters gain an understanding of the
association so they will write about it.
 You may send the kit to the media when you make a
significant news announcement, present the kit at a
meeting you may have with a reporters, or distribute the kit
at a press conference or other chapter event.
 The press kit should be updated at least annually with a
new fact sheet and new biographical information on
officers and chairs.
What’s in a Press Kit?
 Fact Sheet – A concise summary of the association’s
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important data such as founding date, mission statement,
number of members, names of officers/committee chairs,
and affiliation with NAHU.
Brochures or Newsletters – Including business literature
will help identify you as an expert in the industry.
Glossary of Terms – A glossary will help reporters
become familiar with the complex issues in our industry.
Contact information -- Provide a clear indication of
whom reporters should call, and where to reach them, for
more information.
Business Card – Place a copy of the contact person’s
business card on one of the sides of the folder.
Cover Letter or Pitch Letter – A cover letter is a short
correspondence (no longer than one page) that allows you
to introduce yourself to the reporter.
What Are the Tools of the Trade?
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Press release
Media advisory
Photo
Letter to the editor
Op-Ed
When and How to Use the Tools
 Press Release -- Announces “news”
• Include contact information and date of release
• Include an eye-catching “headline” that captures the
“essence” of the news
• 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
When and How to Use the Tools
 Media Advisory -- Announces an upcoming news
event or offers a resource person to address a
current “hot” issue
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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
 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
 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.
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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.
Building and Maintaining Relationships
 Network and share your news
 Offer yourself as a resource
 Localize NAHU announcements/press release and
distribute
 Arrange meetings with editors of media
departments
 Send “thank you” notes following an interview
 Send personal notes and include articles of interest
Opportunities for Visibility
 Chapter News
• Legislative Activities
• “Day on the Hill”
• Meeting with Governor
or Legislators
• Awards, Member or
Professional
Achievements
• Charitable Activities
• Speaking Engagements
• Public Hearings
Feature Material
•Legislative Activities
•Consumer Tips/Advice
National News
•Reaction
•Local Impact