Working with the Media

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Working with the Media

• Acing Radio and TV Interviews

Presented By Kelly Loussedes Vice President of
Public Relations
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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
• 5 FREE Ads
• Sound Bytes
• Sample press kit
• So much more !

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Media Spokesperson Database

• The Media Spokesperson Database is comprised of
  NAHU members who are experts on important NAHU
  issues such as Medicare, HSAs, long-term care and
  the uninsured.
• We recently made enhancements to our media
  spokesperson database housed on the homepage of
  the NAHU website.

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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.

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Faces of the Uninsured Campaign

• 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.
• www.facesoftheuninsured.com

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Value of the Agent Campaign

• Role of the Agent Brochure
• Two - 30 second radio spots 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.
• FREE Value of the Agent Ad

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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

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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

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Nuts and Bolts of Media RelationsKnow your local
media

• Types
• Print daily and weekly newspapers, trade
  publications
• Broadcast radio and TV
• Be a Media Monitor!

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Distinctions BetweenPrint and Broadcast

• Print
• Allows more in-depth coverage
• Often more lead-time
• Great range of venues

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

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Message Management

• Preparation. You only have one chance to get it
  right. Always prepare. This includes having
  strong and precise messages you wish to relay to
  the audience and goals for the interview.
• Have three key messages. Short, not sermons.
  Sometimes the host opens the door, other times
  you have to answer a question and segue to a key
  message.
• Lose the jargon. Avoid using industry terms. You
  may know what youre talking about, but the
  listeners may not.
• And, Remember to Speak with One Voice!

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Stay on Message!

• Most radio and TV interviews are less than 10
  minutes in duration.
• Radio will often use interviews live and later
  cut them up for use throughout the day so keep
  your answer to a 10 to 20 second sound bite.
• When youre scheduled for a radio or TV
  interview, ask for a list of questions before
  hand. It really takes the pressure off to prepare
  in advance - but be aware that radio interviews
  can go off topic...

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The Art of Bridging

• A bridging statement is simply a transition from
  one topic (based on a reporter's question) to a
  subject you want to talk about (your message).
• You should answer the question as briefly as
  possible, and then bridge to your message.
  Sometimes you are introducing your message for
  the first time, while other times you are
  reinforcing it.

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Bridging Examples

• Here are some examples of bridging statements
  that will effectively help you stay on message
• The fact is
• What I recommend people do is ...
• Let me re-emphasize something I said earlier
  about ...
• That's why it is important to ...

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Radio Interview Prep

• Never do an interview cold if you aren't used to
  doing them.
• If possible, provide the radio host with
  interview questions before the interview. This is
  a great timesaver for a producer and it gives the
  producer an idea of what you can discuss.
• Research the show and tailor your message
  accordingly. Just Google the host's name and
  station and check out their web site. Is it a
  national audience or a small town in Ohio? What
  is their format? Is it News/Talk, NPR or
  something else?
• Practice answering your questions out loud. Put
  your answers on index cards. Don't write complete
  sentences use simple words to jog your memory.
• Have a summary sentence prepared to answer a
  question such as "Do you have any final words of
  advice for us?"

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Day of Radio Interview

• Use a landline, not a cell phone. Go to a quiet
  room in your home or office be sure staff and/or
  family know you are on a radio interview and
  cannot be interrupted.
• Have your index cards with answers to your
  questions handy. Turn off your computer.
• If you know anyone in the listening audience, and
  it's a call-in show, have that person call in if
  response is slow.
• Imagine that youre speaking only to your
  interviewer. Try to connect with the interviewer
  as a person and pretend youre having a
  conversion just with him or her. 

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During the Radio Interview

• Speak one to three sentences at a time. If they
  want more explanation, they will ask.
• Don't say, "Umm." Practice the day before and
  have a friend count your "umms."
• If the host has not mentioned by the end of the
  interview your chapter website or the Find an
  Agent feature, jump in and say, "By the way, to
  find a local health insurance professional in
  your area, go to www.nahu.org.
• After the interview, write a thank you note to
  the producer and the hosts.

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Preparing for a TV Interview

• Before the interview begins, be sure to ask
  whether the interview will be live or taped.
• Discuss with the reporter the kind of questions
  he or she will ask. If the interview is live, ask
  if there will be callers with questions.
• What to wear to a TV interview In general,
  conservative wear is best. Clothing colors should
  be neutral and if patterns are worn they should
  be very subtle. Distracting or shiny jewelry
  should be avoided. Wearing make-up is recommended
  for women and men, especially powder.

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During the Interview

• Always assume the microphone is on. Until that
  microphone is taken from you and you leave the
  studio, dont say anything you wouldnt want to
  be broadcast.
• Maintain eye contact with the reporter if they
  are present. If the reporter is not present, ask
  whether you should look towards the camera or at
  someone standing off camera.
• During a taped interview, the length of answer
  should be 7 to 12 seconds. During a live
  interview be prepared to stop for a commercial
  break.
• Be aware of the general message your words and
  body language portray. Always try to Project
  Positive Energy!
• Youre glad to be being interviewed
• Youre interested in the subject matter
• You have knowledge you want to convey

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Nonverbal Communication

• Remember youre communicating with more than just
  words. Be aware of your non-verbal cues and what
  they convey.
• If you are interviewed in a standing position,
  dont shift back and forth stay still. If you
  are seated, lean forward a little and dont cross
  your legs. You want to come across as
  approachable and interested.
• Maintain eye contact as you answer questions.
  Doing so makes you look confident, knowledgeable,
  and trustworthy.

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Do you have any questions for my
answers? --- Scott Leavitt