Managing Your Message in the Media

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Managing Your Message in the Media
Presented By Kelly Loussedes Vice President of
Public Relations March 30, 2009
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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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Message Management

• Preparation. You only have one chance to get it
  right. Always prepare.
• 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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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 Media

• Print
• Allows more in-depth coverage
• Often more lead-time
• Great range of venues
• Broadcast
• Must be more concise
• Experienced Spokesperson

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Tips for Print 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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Radio Interview Prep

• 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. 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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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 TV Interview

• Always assume the microphone is on. Until that
  microphone is taken from you and you leave the
  studio.
• 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
• You have knowledge you want to convey

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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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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

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