Media Workshop.ppt by suchufp


									Working with the Media
   A Guide for NAHU Members

          Presented By:
         Kelly Loussedes
 Vice President of Public Relations
          August 8, 2008
          Purpose Statement
   The purpose of NAHU's Media Relations
    Committee is to demonstrate the value of
    the Health Insurance Professional and the
    importance of the private health insurance
    system, and to enhance the image of
    NAHU, by raising public awareness
    through media exposure at the national,
    state and local levels.
A    significant percentage of licensed
    agents, brokers and consultants will
    be NAHU members.

    NAHU will be known as a leader in
    industry and public-policy forums.
NAHU Media Relations Tools
   Media Relations Tab on Homepage
    • 8 Guidebooks
    • Press release templates
    • List of canned editorials
    • 5 PowerPoint presentations on media relations
    • Ad co-op application
    • 6 NAHU FREE ads
    • Sound Bytes
    • Sample press kit
    • So much more … !
    Media Relations Guidebooks
   Media Relations Officer’s Guide to Leadership
   Working with the Media Handbook
   Media Buying Guide
   Health Insurance Awareness Week Guide
   Hosting a Medicare Community Event
   MR Tools to Promote the Matrix
   How to Host a Press Conference
   Hosting a Hill Briefing
         FREE NAHU Ads
 “You Don’t Have To Do It Alone”
 “Knowledge Is Power”
 “Eat My Dust”
 Value of the Agent
 Long-term Care
       NAHU Sound Bytes
 Compiled  a 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.
Media Spokesperson Database

 The Media Spokesperson Database is
  comprised of NAHU members who are
  experts on important NAHU issues such
  as Medicare Part D, HSAs, long-term
  care and the uninsured.
 We recently made enhancements to our
  media spokesperson database housed on
  the homepage of the NAHU website.
     Find an Agent Feature
 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.
        Ad Co-op Program
 NAHU has created an ad co-op fund that
  provides state and local chapters the formal
  opportunity to request assistance in buying
  print and broadcast advertisement.
 All NAHU chapters are eligible to receive
  up to 50% off the cost of running
  advertisements, up to a maximum of $1000
  per year.
       Single Payer Campaign
   Conduct daily media searches in the top 25 media
    markets for articles highlighting single payer
    systems. Aggressive national media monitoring in
    key metropolitan areas has allowed NAHU to
    respond to reporters with timely letters-to-the-

   Through this project, NAHU has begun debunking
    myths about the benefits of single payer systems
    nationwide, as well as demonstrating to NAHU
    members, consumers, policy makers and the
    media that NAHU is committed to combating this
       Faces of the Uninsured
 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.
  Protect Your Health & Your Future
Long-term Care Partnership Campaign
   This PR campaign will help maximize the
    effectiveness of the new partnership legislation
    by educating the consumers, policy makers and
    the media about the benefits of these new plans.
   We will be publicizing our message through
    press conferences, editorial board meetings, print
    and broadcast ads as well as distributing new
    brochures and flyers promoting long-term care
Value of the Agent Campaign
 The brochure “NAHU Agents Come Equipped to
  Give You the Right Coverage and Peace of Mind”
  highlights the role of the agent and how they
  provide consumers and employers 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.
 Brand New Value of the Agent Ad
      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
    • Provide balanced commentary
    • Advance legislative agenda
   Chapter News                    Feature Material
    • Legislative Activities         • Consumer Tips or Advice
    • “Day on the Hill”
    • Meeting with Governor or
                                    National News
                                     • Reaction
    •   Awards, Member
        Professional                 • Local Impact
    •   Charitable Activities
    •   Speaking Engagements
    •   Public Hearings
    •   Client Feature Stories
Localize story or issue
  • Refer to local people and how issue will
    affect them and local businesses
  • Use quotes from local people about the
Craft meaningful, short messages with
 relevance to community
Tell why it is relevant with facts/statistics;
 and tangible examples
           Tools of the Trade
   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-Ed
    • 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
    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
   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

   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
    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
  • Needs to be linked to a topical issue of
  • Offers a unique perspective.
  • Is brief (usually 300-600 words).
  • Includes name of author and affiliation.
When and How to Use the Tools

   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
     When a Reporter Calls
 Get his/her affiliation
 Ask: “What story are you working on?”
 Ask: “What’s your deadline?”
 Promise to get back before (not on) deadline
 If TV, ask location, format, live or taped
     Telephone Interview Tips
 Buy prep time
 Establish “interview setting”
    – Clear your desk
    – Close the door
 Use notes
 Keep message points in front of you
    Telephone Interview Tips
 Speak clearly and concisely – be able to explain
  your story in two 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
Pitching Tips… And I Don’t Mean Baseball

   Make your pitch short.
    Media pitching is meant to intrigue the editor not
    to tell them everything you know about the health
    insurance industry. The pitch is to get the editor to
    say, "Yes, I'd like to talk to you."

   Know the publication and the reporter.

   Know the reporters coverage areas or interests.
    Press releases need to be of relevance and interest
    to their readership. “Blanket” press releases are
    not effective and tend to aggravate reporters.
Pitching Tips… And I Don’t Mean Baseball
  Reel 'em in with your subject line.
   If your subject line is boring or doesn't relate to
   anything the editor writes about, your email
   message is likely to end up in the "deleted items"
   file. Remember, it's very easy to hit that delete
  Write compelling copy.
   Short, succinct paragraphs are critical. You want
   the reader to keep reading. But if you can't say it
   in 4-6 short paragraphs, you need to rethink your
Pitching Tips… And I Don’t Mean Baseball
 Have something to say.
  Make sure your information is newsworthy. Keep
  in mind that publishers must provide interesting,
  beneficial, wanted information to their readers.
 Tie your pitch to a current event or trend.
  If you can link your release to a current event or
  trend, your email will be much better received.
  The editor must easily understand how your
  release can benefit their readers.
Pitching Tips… And I Don’t Mean Baseball
 Be honest.
  If you don’t know something the reporter asks,
  don’t guess. Tell the reporter you will get back to
  them promptly with the correct information.
 Always provide contact information.
  The reporter may have additional questions at a
  future time. You want to be the “go to” person
  when the reporter has a question on a health
  insurance related topic.
                 Bridging Tips
Some Reliable Bridges --
 What’s important to remember is. . . .
 Before we move on to another subject, I want to add. . . .
 Your viewers should also remember. . . .
 The reality is….
 There is more to the story, specifically. . . .
 You make a good point there, but our main consideration
  was. . .
 Let me take a step back. . . .
 What the public needs to understand….
 I’d just like to touch on….
 But may I just add….
           Bridging Tips (con’t)
 No spinning, fudging, or skirting!
 Instead of “no comment,” bridge by saying:
 I don’t know the exact number, but I can tell you….
 I don’t know; I’ll be happy to help you find out, but what’s
  important here is….

   Flagging – Focuses attention on your message and
    provides emphasis.
   To flag one of your core messages: stop, use a gesture and
    wording to highlight your point:
     – What the 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….
        Bridging Tips (con’t)
 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
                  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.

 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….
                    Ten Tips
   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
         Media Relations Award
   Winners will be recognized for media relations
    activities that have placed them in the forefront
    in all areas of media relations activities,
    including the following:
    –   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 exposure
    –   Attend “Working with the Media” webinars
    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
 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
     Send press releases to media contacts responding to
      targeted legislative issues.
     Forward NAHU releases on national issues to media
      contacts with a local spin.
     Send media advisories to reporters announcing chapter
     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.

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