Working with the Media

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Working with the Media

• The Art of a Media Interview
• Techniques to Hook, Bridge and Flag

Presented By Kelly Loussedes Vice President of
Public Relations
October 29, 2008
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NAHU Media Relations Tools

• Media Relations Tab on Homepage
• 8 Guidebooks
• Press release templates
• Canned editorials
• 5 PowerPoint presentations on media relations
• 6 NAHU FREE ads
• Sound Bytes
• Sample press kit
• So much more !

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Media Relations Guidebooks

• Media Relations Officers 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 Healthy Access Database
• How to Host a Press Conference
• Hosting a Hill Briefing

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FREE NAHU Ads

• You Dont Have To Do It Alone
• Knowledge Is Power
• Eat My Dust
• Value of the Agent
• LPRT
• Long-term Care

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NAHU Sound Bytes

• Compiled 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

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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 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.

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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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Single Payer Campaign

• Continue to 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-editor.
  

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Faces of the Uninsured Campaign

• Brochure that provides testimonials from 5
  individuals and families from across the country
  that were previously uninsured but with the help
  of an NAHU agent now have health insurance.
• Effectively counters the single payer debate.
• www.facesoftheuninsured.com

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The Value of Media Outreach

• 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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Tips for Newspaper Interviews

• First Question -- When is your deadline?
• Buy prep time
• Establish interview setting
• Clear your desk
• Close the door
• Use prepared notes sound bytes on NAHU website
• Keep message points in front of you

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Interview Tips (cont)

• Speak clearly and concisely be able to explain
  your story in a few 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.

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Interview Tips (cont)

• Never speak off the record. Assume everything
  you say will be reported, whether its before,
  during, or after an interview.
  
• Make sure that what you tell the reporter is what
  you want to see in print.
  
• Most reporters will not allow you to see the
  article before it goes to print. Always invite
  the reporter to call you for more information or
  clarification.

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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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Interviews Gone Astray

• Sometimes you need to abruptly change the
  direction of the interview. Perhaps the reporter
  has wandered into a different direction, or is
  touching on a controversial issue, and you want
  to get back on message.
• Here are some bridging statements you can use
• The question that you should ask is ...
• The real issue here is ...

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Bridging Tips

• The First Question Rule Take Control
• You can begin your answer with a bridge such
  as
  
• Mike, thats a great question. Lets take a
  step back and look at some important information.
  Id like to give you some history.
  
• Then deliver your message.
• NEVER ANSWER A HYPOTHETICAL QUESTION!
• 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
• Thats too hypothetical at this point, but.
• I dont want to speculate on that, but what I
  think youre trying to get at is.

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The Hook

• The Hook is a technique that gets the interviewer
  to follow-up on your first point allowing you to
  get a second point in.
  
• For example, you can say, There are two very
  important considerations that must be taken into
  account before we can support this proposed
  health care policy. The first is . . . then
  expand on that point.
• The interview will seem incomplete if the
  reporter doesnt follow-up with, and the second
  point? This is a good way to ensure that both
  your points get air time.

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Flagging

• Flagging alerts the reporter to what you consider
  most important. Its a good way to emphasize the
  key point or points you want the reporter to
  remember.
• Flagging is simply giving the reporter a verbal
  clue about what is important
  
• What your audience needs to know is
• What I want to be sure you understand here is. .
  
  
• The critical point is.
• If theres one point viewers need to
  understand.
  

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Be Prepared!

• Consider your Messages --
• Review sound bites and quotable phrases
• Facts and statistics
• Examples
• Analogies
• Be ready to speak in laymans terms no jargon.
• Project Positive Energy --
• Youre glad to be here
• Youre interested in your audience
• You have knowledge you want to convey

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Ten Tips

• Use simple, direct answers
• Repeat messages
• Pause
• Dont over answer make point, stop talking
• Avoid jargon
• Listen, dont interrupt
• Stay in your zone of expertise
• Don't get angry
• Never say off the record or no comment
• Dont say it if you dont want to see it