Working with the Media

1
Working with the Media

• Getting More Media Attention
• For Your Chapter
• By
• Kelly Loussedes
• Director of Public Relations
• February 8, 2006

2
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

3
Why Our Views Are Important to the Press

• Insurance agents have
• Direct contact with consumers seeking coverage
• Professional knowledge and insight of health
  insurance issues
• Broader perspective as liaison between carrier,
  employer and consumer

4
Our Unique PerspectiveUnderstanding the Insured

• We know
• When they buy
• Why they buy
• When they cannot buy -- accessibility problems
• How their preconceptions affect coverage
  decisions

5
Our Unique PerspectiveUnderstanding the
Uninsured

• We Know
• Who cannot buy health insurance
• Who will not buy insurance
• Why they cant or wont buy
• The consequences of not having coverage
• Solutions for accessibility/affordability

6
Understanding the Press

• The press communicates via print (including
  newspapers and magazines) and broadcasting
  (including television, cable and radio).
• Referred collectively as the media.

7
Print Media

• The publisher does NOT usually have any direct
  newsroom responsibility. Responsible for the
  financial aspects of the publication.
• Editor-in-chief is responsible for all aspects of
  reporting the news. Oversees newsroom operations
  and editorial schedules.
• Senior editor or editor is assigned to cover
  certain topics or events.

8
Broadcast Media

• The producer is like an editor-in-chief and may
  also have the responsibilities of a publisher.
• Assignment editor, especially in television, is
  likely your key contact. The assignment editor
  has control over the flow of all information and
  assignments.
• Associate producer usually specializes in a
  particular topic such as health care or
  education. This is a good person to contract for
  general coverage for your chapter.

9
Distinctions BetweenPrint and Broadcast

• Print
• Allows more in-depth coverage
• Often more lead-time
• Longer shelf-life

• Broadcast
• Sound bites -- message must be more concise
• Must have experienced spokesperson

10
OPPORTUNITIES FOR VISIBILITY

• Feature Material
• Client Feature Stories
• Consumer Tips or Advice
• National News
• Reaction
• Local Impact

• Chapter News
• Legislative Activities
• Day on the Hill
• Meeting with Governor or Legislators
• Awards, Member or Professional Achievements
• Charitable Activities
• Speaking Engagements
• Public Hearings

11
Planning a Press Conference Step by Step

• Finding the Right Media Outlets
• Put together a media list. Local libraries will
  have media directories that list reporters. NAHU
  has access through VOCUS 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 address

12
Planning A Press Conference Step by Step

• Set the date and time. Mid-morning Tuesday and
  Wednesday are the ideal times to maximize press
  coverage.
• Determine who will speak at the press conference
  and how long it will last.
• Invite VIP guests, such as the mayor or local
  legislator early.
• Prepare a media advisory and send it out at least
  one week before your event.

13
Planning A Press Conference Step by Step
(cont)

• A few days before the event follow up by phone to
  encourage reporters to attend, including
  daybooks.
• Assemble press kits that include written
  summaries of your findings, prepared statements
  to be read at the briefing, recent press
  releases, general information about your chapter
  and appropriate contact information.
• On the day of the event, make arrangements to
  leave enough space for television cameras on the
  sides or back of the room.

14
Planning A Press Conference Step by Step
(cont)

• Welcome all media and have them sign in. Give
  them a copy of your media kit.
• Give them the opportunity to interview the
  speakers with their permission before or after
  the event.
• Start and end the event on time.
• Thank the media and participants for attending.
• Send thank you notes to all the press that
  attended the event.

15
Media Materials What Kinds and How Do They
Help?

• 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
• Limited to one page and include a What, When,
  Where, Why format
• If interview and photo opportunities will be
  available, mention this in the advisory
• Provide contact information and date
• Make follow-up calls!!

16
Media Materials What Kinds and How Do They
Help? (cont)

• 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 the end of the release

17
Content

• 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

18
Tips on Talking with Reporters

• Decide on what 3 points you want to convey.
• When you reach a reporter, introduce yourself and
  ask if the reporter is on a deadline for another
  story.
• Know the goal of your call do you want the
  reporter to attend one of your events? Write a
  story? Schedule a meeting with you? Tell the
  reporter the purpose of your call early in the
  conversation.

19
Tips on Talking with Reporters (cont)

• 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 dont know something the
  reporter asks, dont guess. Tell him or her you
  will get back to him promptly with the correct
  information.

20
Tips on Talking with Reporters (cont)

• When the conversation is over, thank the reporter
  for his/her time and make sure he/she has your
  phone number if there are further questions.
• If the reporter calls you, return the call
  promptly.