Media Training: How to Create, Build and Grow Media Relationships and How to Give A+ Interviews Jessica Kendall, MPH Director of the Enrollment Assister.

Media Training: How to Create, Build and Grow Media Relationships and How to Give A+ Interviews

Jessica Kendall, MPHDirector of the Enrollment Assister [email protected]

Heather Bates, LMSWRegional Manager, State Assistance, Enroll [email protected]

FamiliesUSA.org

Today’s Goals

• Understanding media outlets– Earned media – Paid media

• Establish Your Role with the Media– Outreach– Preparation tips & tricks– Strategy: “block and bridge”– Rule of thumb: The Ten

• Role play

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Media: The What & The Who

• Earned– Free! Convince the press your story is worth telling

• News story • TV, radio, newspaper or online interview!

• Owned– Website, blog site, social media outlets

• Paid– Display ads, paid content promotion, commercials

Today’s Focus

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Goal: share your message, not the individual reporter or media outlet. • You are speaking to the uninsured consumer

EVERY interview is an opportunity for you to reach the uninsured & get the word out about your ability to help• Earned Media is Free! Outreach

Most Important Rule

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Prep for the Interview

• Who is your intended audience? – Are you communicating your message to them?

• What do you know about this reporter?– Past articles, past interviews, angles?– Types of questions, outcomes, upshots?

• What is their reason for contacting you?• Who else are they reaching out to?

– Who else will appear in the interview?

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“If I’m the expert, can’t I just say what I think?”

• Consumers are inundated with expert opinions & news sources

• People have short memories.– Core, simple, short messages resonate and have

sticking power

• You will say too much, lose your audience and won’t get to your point.

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Get Your Message Right

• Make 3-4 clear points that “stick”

– What are they?

• How can you support them?

– The head and the heart

• Are they accurate, relatable, clear, true and

interesting?

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Your Rights as an Interviewee

• You have the right to know:– Overall topic, participants and format– Whether the interview is live or taped

• You do not have the right to:– See the questions in advance– Expect your view to be the only one presented– Count on the reporter asking the “right” questions– Review the story or approve quotes

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Industry Standard “Block & Bridge”

• You are expected to Block:– Talk about what you want to talk about.

• Communicate your core messages to your intended audience.

• You are expected to Bridge:– Answer the question and bridge to the issue you

want to discuss.• Useful phrases

– The good news is...– The real issue is…– The things to remember are… – The most important thing is…– That’s why your listeners need to know…

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Listen first.

Smile.

Remember your core message.

Acknowledge with a shared concern: “You’re absolutely right…” or “I definitely hear you”

Bridge to your point: “That’s why…” or “What I can tell you is…” or “The good news is…”

Convince your audience: end strongly on your core message.

Repeating your core message(s) is how to wrap: “At the risk of repeating myself…” or “It bears repeating…”

During the interview…

FamiliesUSA.org

Rule of Thumb: The Ten

1. Prepare ahead of time.2. Develop your core messages in advance.3. Keep it simple.4. Keep it short. 5. Practice.6. Know bridge phrases to your messages.7. Flag key points.8. Summarize for your audience.9. Stick to what you know. 10. Don’t fill the silence.

FamiliesUSA.org

Sample Messages to Move

People need a few simple facts:• Financial help is available. Over half of uninsured

Americans could get covered for under $100 a month!• 8 out of 10 people are eligible for some kind of

financial help.• Free In-Person help is available.

Deadlines motivate!• The first day you can enroll in coverage is Nov 1st

• Sign up by January 31, 2016

Where do consumers get help?• Call to make an appointment today!

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Let’s Do This!

• Smartphone activity

• Practice makes perfect!

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Example: Enrollment event

Pre-EventMedia advisory & social

mediaDaybook/community

calendar listingsCall/email reporters (be

brief)Prepare spokespeoplePrepare press logistics

At the EventGreet the mediaGet contact infoTake pictures!Tweet/post

Post-EventFollow up w/ reportersOffer photos Letters/op-eds

What’s My Game Plan?

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Wrap Up

• Earned Media is your friend, free outreach– Cultivate reporters you want to work with

• Craft your messages, be prepared, have them ready to go– Keep track of your press and media clippings for reports – Track progress

• Arm your staff with your core messages– Keep sharing your message, maintain momentum– Beat your drum!– Post them up around the office

FamiliesUSA.org

Resources

Issue Brief: Using Volunteers in Navigator and Assister Programs: Doing More with Less

Webinar: Cutting through the Static: Media Tips for Assisters to Get Your Message Heard

Fact Sheet: What to Do after You Buy Health Insurance in the Marketplace

Where do you find these resources and more? http://familiesusa.org/initiatives/enrollment-assister-resource-center

FamiliesUSA.org

Resources

The Get Covered Communicators Program is for anyone who plans to share the “Get Covered, Stay Covered” message with the public. Sign up here: http://www.enrollamerica.org/communicators/

Get Covered America Communicator’s Guide: https://s3.amazonaws.com/assets.enrollamerica.org/wp-content/uploads/2014/10/Enroll-America-Communicators-Guide.pdf

Review of National Findings: Why Did Some People Enroll and Not Others?http://www.enrollamerica.org/resources/webinars/review-of-national-findings-why-did-some-people-enroll-and-not-others/

Key Messages for the Latino Community / Mensajes Claves para la Comunidad Latinahttp://www.enrollamerica.org/resources/webinars/key-messages-latino-community/

1201 New York Avenue, NW, Suite 1100Washington, DC 20005

main 202-628-3030 / fax 202-347-2417

Questions?

Heather BatesRegional ManagerState AssistanceEnroll Americahbates@enrollamerica.orgwww.enrollamerica.orgwww.getcoveredamerica.org

Jessica KendallDirector of the Enrollment Assister NetworkFamilies [email protected]