Transcript Working with the Media A Guide for NAHU Members Presented By: Kelly Loussedes Senior Vice President of Public Relations.

Working with the Media
A Guide for NAHU Members
Presented By:
Kelly Loussedes
Senior Vice President of Public Relations
National Media Relations Cmte
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Broadcast Media (Radio and TV)
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Print Media (Newspapers, Magazines and
Trades)
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Electronic Media (Blogs and Newswires)
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Social Networking (Facebook and Twitter)
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Training (Webinars and Presentations)
Media Relations Roles
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Media Coordinator/Media Chair
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Media Spokesperson
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Media “Journalist”
Media Coordinator/Chair
The Media Chair coordinates media activity
within the chapter. The Media Chair does NOT
need to be a “spokesperson” but does need to
coordinate the communication between the
“spokesperson” and media.
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Identify media outlets and reporters in the area
Identify MR spokespersons on specific issues
Monitor media outlets daily
Establish relationships with local reporters
Respond to media requests for information and interviews
Prepare and submit press releases, media advisories,
LTEs and Op-eds with appropriate approval
Media Spokesperson
The Media Spokesperson needs broad general
knowledge of our issues and typically is the “goto” person for broadcast media outlets.
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Multiple within chapter
“Speak With One Voice”
Establish relationships with local media
Respond to reporter requests for information and
interviews
Respond to MR Coordinator/Chair requests
Media Relations “Journalist”
A member with expertise in a specific area, willing to
write and submit Op-Eds and LTEs, and serve as a
resource for the Media Coordinator.
Utilize NAHU’s MR tools and resources to help draft
articles and Op-Ed pieces
• Coordinate with Media Spokesperson, MR Coordinator
and NAHU staff to “Speak With One Voice”
• Forward articles submitted to local and state awards
chairs
• Media Award points given for media submissions and
press hits
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NAHU Media Relations Tools
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 … !
Media Relations Guidebooks
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MR Officer’s Guide to Leadership
Working with the Media Handbook
Media Buying Guide
Health Insurance Awareness Week Guide
How to Host a Press Conference
Hosting a Hill Briefing
Hiring a PR Firm
Find an Agent Feature
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Extremely popular resource on the NAHU
homepage.
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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.
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We recently made enhancements to our
media spokesperson database housed on the
homepage of the NAHU website.
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We need more spokespeople!!
Brokers Making A Difference
A no-pressure, high-impact writing exercise
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Visit our Brokers Making a Difference webpage to find
out what consumers are saying about the difference you
make.
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Click here to share your story and encourage your
clients to submit as well.
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We greatly appreciate you for helping us reach our goal
and your wonderful support of NAHU!
Get Involved!
Members:
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Submit stories sharing how you have made a difference.
Promote the campaign and get your chapter and regional members
to participate.
Have your clients submit personal testimonials telling how you, as
their broker, have been a resource in their healthcare insurance
process.
Promotional Tools:
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We have created material to make promoting very easy.
• Two forms of sample email verbiage (Member-to-Member and
Member-to-Client).
• Flyers
• Widgets for websites and email signatures
• PowerPoint slides
Submit Your Stories to http://www.nahu.org/media/tools/BMD/story.cfm
Interactive Map
NAHU has put together a
new interactive map
making it easy for you to
access your state’s
Brokers Making a
Difference (BMD)
stories. You may use
these testimonials as a
promotional tool for your
clients, as well as a
lobbying tool for your
local legislators.
If you have any questions, please do not hesitate to reach out to ReDonah Anderson at [email protected]
for assistance. We will be premiering our newly updated Brokers Making a Difference website shortly.
Value of Media Relations
What Can Media Outreach Do?
• Project a positive image about our industry
• Generate understanding of role in health
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care
Educate public about insurance
Identify NAHU members as a source of
information
Provide balanced commentary
Advance legislative agenda
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
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
• Letter-to-the-editor
• Editorial/Op-Eds
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
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Your credentials
Topic/issues you can address
An offer to provide a background briefing
Contact number and e-mail address
• Follow up by phone with every contact…just like
in sales!
When and How to Use the Tools
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Press Release - Announces “News”
• Include contact information and date of release
• Include an eye-catching “headline”
• Describe the “core” news message in first paragraph
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(who, what, when, where, why)
Include a quote
Close with a “boilerplate” paragraph
Limit to 1 page
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”
• Use a “What, When, Where, Why” format
• Bullet the main points
• Provide contact information and date
• Distribute several days in advance of the news event
When and How to Use the Tools
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Letter-to-the-Editor(LTE) – Responds to an article
or editorial that has appeared in a publication.
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Make certain it relates directly to the topic
Include name of article, date and page for reference
Be concise and brief (usually 100-200 words)
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
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Opinion-Editorial (Op-Ed) – An “opinion piece”
submitted by an individual or on behalf of an
organization to a publication.
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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
Advance Chapter approval required if identified
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
Media Relations Award
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Winners will be recognized for media relations
activities, including the following:
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Media Relations committee in place
Press list of local media contacts
Sending press releases
Publication of Op-Eds and other editorials
Prints and broadcast press hits
Keeping NAHU informed on press hits
Attend “Working with the Media” webinars
“Health Industry Heavyweight”
Media Contacts
Reach out to NAHU PR staff
Kelly Loussedes
Senior Vice President of PR
(202) 595-3074
[email protected]
Dana Browne
Senior Manager of PR
(202) 595-3075
[email protected]
Chad Schneider
National Media Chair
[email protected]
ReDonah Anderson
Manager of PR
(202) 888-0819
[email protected]