Working with the Media

Working with the Media Acing Radio and TV Interviews Presented By: Kelly Loussedes Vice President of Public Relations

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 … !

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.

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.

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

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

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

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

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!

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

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 you’re talking about, but the listeners may not. • And, Remember to Speak with One Voice!

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 you’re 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...

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.

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 ...

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?"

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 you’re speaking only to your interviewer. Try to connect with the interviewer as a person and pretend you’re having a conversion just with him or her.

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.

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.

During the Interview • Always assume the microphone is on. Until that microphone is taken from you and you leave the studio, don’t say anything you wouldn’t 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! • You’re glad to be being interviewed • You’re interested in the subject matter • You have knowledge you want to convey

Nonverbal Communication • Remember you’re 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, don’t shift back and forth; stay still. If you are seated, lean forward a little and don’t 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.

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

Working with the Media