Working with the Working with the Media Media

Getting More Press to NAHU Chapter Events

April 20, 2005

Value of Media RelationsValue 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

Why Our Views Are Important Why Our Views Are Important to the Pressto 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

Our Unique Perspective:Our Unique Perspective:Understanding the InsuredUnderstanding the Insured

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

decisions

Our Unique Perspective:Our Unique Perspective:Understanding the UninsuredUnderstanding the Uninsured

We Know:• Who cannot buy health insurance• Who will not buy insurance• Why they can’t or won’t buy• The consequences of not having coverage• Solutions for accessibility/affordability

Understanding the PressUnderstanding the Press

The press communicates via print (including newspapers and magazines) and broadcasting (including television, cable and radio).

Referred collectively as the media.

Print MediaPrint 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.

• Assistant editor is the “gofer” of the newsroom.

Broadcast Media 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 contact for general coverage for your chapter.

Distinctions BetweenDistinctions BetweenPrint and BroadcastPrint and BroadcastPrint

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

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

OPPORTUNITIES FOR OPPORTUNITIES FOR VISIBILITYVISIBILITY

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• Client Feature Stories• Consumer Tips or

Advice

National News• Reaction• Local Impact

Planning a Press Conference Planning a Press Conference Step by StepStep 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 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.

Planning A Press Conference Planning A Press Conference Step by Step 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.

Planning A Press Conference Planning A Press Conference Step by Step (con’t) Step by Step (con’t)

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.

Planning A Press Conference Planning A Press Conference Step by Step (con’t) Step by Step (con’t)

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.

Media Materials – What Kinds Media Materials – What Kinds and How Do They Help? 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

Media Materials – What Kinds Media Materials – What Kinds and How Do They Help? (con’t)and How Do They Help? (con’t)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

Tips on Talking with ReportersTips 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.

Tips on Talking with Reporters Tips on Talking with Reporters (con’t)(con’t)

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 information.

Tips on Talking with Reporters Tips on Talking with Reporters (con’t)(con’t)

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.