Lights, Camera, Action: Giving Effective Press Interviews Part 1

© 2016 Enroll America | StateOfEnrollment.org

Rachel Shumaker, Texas Communications Director for Enroll America | 05.12.16

Annette Raveneau, National Director of Media Partnerships

Lights, Camera, ActionGoing on the Record and Perfecting Your Interview


• Live Television: Getting ready for your close-up!

• Non-verbal communication.• Know your core message.• Dealing with tough questions.

• Your turn: practice your interview techniques!

• Tips and tricks for different interviews.

• Q & A

What we’ll cover:


Getting Ready for Your Close-Up!

LIVE TELEVISION

© 2016 Enroll America | StateOfEnrollment.org 4

On TV, non-verbal communication matters!


Successful speakers have a presence that is both relatable and formidable. They hold their ground, but avoid dismissiveness, defensiveness and anger.

Strength and Warmth


For a Stand-Up Interview

For a Sit-Down Interview

The Goal with Non-Verbal


• Don’t go overboard, but it is totally okay to gesture with your hands!

• Never look to the side off-camera – you’ll look shifty!

• Same with looking up (don’t know the answer) and down (apologetic).

Non-Verbal No-No’s


KNOW YOUR CORE MESSAGE


Regardless of the question, the first thing you say should be your core message – you may not get another chance.

Repeat the core message early and often!

Speaking to your audience• You are not speaking to your interviewer, he/she is just the

middleman.

• In other words: Give the message you want to convey, not necessarily the one the reporter asks about.

Get Straight to the Point


Write your core message or elevator speech (5 min.)

It’s Your Turn!


Example of a core message:

Financial help is available to help you enroll in a quality insurance plan, and you can get free, face-to-face enrollment help in your community.


Don’t be afraid to repeat your core message – you want to make sure your audience remembers it!

Repeat, and often!


Always have a story:

Use one key statistic:

Almost 9 out of 10 people who enrolled through the Marketplace received financial help to lower their costs.

Thanks to the financial help she received, Rebecca from Colorado Springs found coverage for just $12 a month.


Include a specific call to action:

• This Saturday, come down to El Paso Public Library at 2 pm to get help enrolling in a health plan.

OR

• Visit GetCoveredAmerica.org/Connector to sign up for a free appointment with an enrollment expert in your neighborhood.


How long should you talk?


Find a partner, and decide who will role-play the interviewer, and who will be the guest.

We’ll have 3 minutes each for a practice interview, and a few minutes for feedback.

Focus on your non-verbal communication, and on getting all of your core message across!

Enroll America Communications staff will be circulating to answer questions and give feedback as well.

Let’s practice!


• What do consumers here in [MY CITY] need to know about the Affordable

Care Act?

• What is your organization doing to get the word out about these

opportunities?

Questions for interviewer:

Core message: Key Stat: Story:

Financial help is available to help you enroll in a quality insurance plan, and you can get face-to-face enrollment help in your community.

Almost 9 out of 10 people who enrolled through the Marketplace received financial help to lower their costs.

Thanks to the financial help she received, Rebecca from Colorado Springs found coverage for just $12 a month.

Lights, Camera, Action: Giving Effective Press Interviews Part 1

Healthcare