Soe2015 lights camera_action

© 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org


Lights, Camera, Action Going on the Record and Perfecting Your Interview

© 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 2

•  Almost 40% of consumers say they got enrollment information from the news, the highest percentage of any source.

•  In fact, when asked for their single most important source of news, “local television news” alone came in third behind “family” and “friends.”

Why does this matter?


What we’ll cover:

•  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 kinds of interviews.

•  How to prepare, what to wear. •  Live vs Recorded. •  Television vs Radio vs Print.


LIVE TELEVISION

Getting Ready for Your Close-Up!


On TV, non-verbal communication matters!


Weak Strong

Cold

Warm


The Happy Warrior

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

Strength and

Warmth


Smile!


Smile!


What do I do with my hands?!


For a Stand-Up Interview

•  Stand up straight, with your face and body facing towards the camera.

•  Don’t put your hands in your pockets, and don’t clasp them together.

•  Leave them at your sides, or cupped in front of you.


For a Sit-Down Interview

•  Sit towards the front of the chair, so you’re not tempted to lean back.

•  Your feet should comfortably reach the floor, one slightly in front of the other.

•  You can rest your hands on your lap, or on the table.


•  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).


KNOW YOUR CORE MESSAGE


Speaking to your audience

•  You are not speaking to your interviewer, you’re speaking to your audience.

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


Know Your Core Message

•  The one simple argument you want the audience to remember an hour after hearing an interview with you.

•  Clearly getting the core message across should be your primary goal every time you go into an interview.


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.

Example of a core message:


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


Always have a story: •  A story helps make your

argument real, and the interviewer may ask you for one, so it’s best to have one in mind before you start.

Use one key statistic: •  Viewers will tune you

out if you use to many numbers, but one impactful stat can really clinch your case.

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 found coverage for just $12 a month.


Include a specific call to action: •  This Saturday, come down to the Public

Library at 2pm and you can get help enrolling in a plan.

OR •  Visit GetCoveredAmerica.org/Connector

and you can sign up for a free appointment with an enrollment expert in your neighborhood.


How long should you talk?

•  Find the middle-ground: •  You should never give one or two word answers. •  But once you’ve said what you want to say, STOP TALKING!

•  Your first answer should be your longest, but generally you should stay in the 20 to 30 second range.

•  Make sure you say everything you want to say in your first answer – you may not get another chance!


DEALING WITH TOUGH QUESTIONS


How do you handle tough or argumentative questions?

It’s as easy as ABC!


The ABCs of Staying on Message:

•  Agree with a shared concern: “You’re absolutely right that…”

•  Bridge to your point: “That’s why…” or “What we’re seeing is…” or “The good news is…”

•  Convince your audience: end strongly on core message.


ABC Examples

We just talked to a consumer who said this process was too complicated, so she gave up – why can’t you simplify the enrollment process?

Question:

Yes, we hear a lot from consumers who have questions about the enrollment process, and what plan is best for their family.

The good news is, personalized help is available!

Anyone who visits GetCoveredAmerica.Org/Connector can schedule an appointment to meet in-person with an assister in their neighborhood.

Find a shared concern to AGREE with:

BRIDGE to your point:

CONVINCE your audience:


AGREE BRIDGE CONVINCE

1. Don’t be hostile or combative!

2. But don’t accidentally agree with something that isn’t true!


LET’S PRACTICE!

Find a partner, and decide who will role-play the interviewer, and who will be the guest. We’ll have five minutes for a practice interview, and a few minutes for feedback. Focus on your non-verbal communication, and one getting all of your core message across! Enroll America Communications staff will be circulating to answer questions and give feedback as well.


Questions for interviewer: What do consumers here in [MY STATE] need to know about the Affordable Care Act?

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

Is financial help available for those who need it?

How can consumers get answers to questions they have about enrolling?

Core message: Key Stat: Story:


PRACTICE, ROUND 2!

Same structure as before, but this time, the interviewer is skeptical of the Affordable Care Act and the enrollment Effort. Focus on getting your core message out to consumers, without being combative or defensive. We’ll let you know when to switch roles!


Questions for interviewer: I heard that premiums went up again – what makes you think insurance is affordable

for working families?

The ACA is a government takeover of healthcare – why would anyone enroll?

We just interviewed a man who is so confused about enrollment, he gave up –

why is this process so complicated?

AGREE BRIDGE CONVINCE


INTERVIEW TIPS AND TRICKS Answers to the questions you’ve always wanted to ask.


A few tips:

•  Don’t rush into an interview cold – take some time to

practice and prepare.

•  Learn your interviewer’s name, and use it!

•  Ask whether you should make eye contact with the interviewer or look into the camera.

•  If you’re in studio, you can ask to see yourself on the monitor, but make sure you can’t see the monitor while you’re talking!

•  Don’t talk to fast, and watch out for filler words!


What to Wear

•  Don’t wear any loud patterns, like plaid or stripes. And stay away from particularly shiny or dangly jewelry.

•  Generally, steer clear of white, black, and bright red. Pick a color in the mid-range that works with your complexion.

•  Simple, plain, professional, and comfortable are the key words here.


Recorded

•  Make sure you’re ready to give all the important information in a succinct way.

•  It’s okay to repeat yourself a bit.

•  Use simple, straight-forward sentences.

•  Answer each question like it’s the first question.

•  Remember: You can start over!

Live

•  Find out how long your segment will be and the format: i.e. Debate vs Panel

•  Don’t ramble. Make your point… then stop talking.

•  Stick to your core message – you’re live, so your audience is guaranteed to hear it!

•  SMILE!


Print •  With a print reporter, you can

share more context and detail.

•  Remember, though, that your quotes can be taken out of context.

•  Say what you want to say…then stop.

•  Limit the length of interviews – it makes the report prioritize their questions

Radio •  Since listeners will only hear

your voice, make sure you’re not speaking in a monotone.

•  Bring your notes with you and keep them in front of you.

•  Smiling still helps! Often you can hear it through the radio.

•  Repeat your core message often for people who are just tuning in.


QUESTIONS?


IF YOU ONLY REMEMBER THREE THINGS:

•  Hammer your core message early and often.

•  Focus on reaching your audience, the uninsured, not the interviewer.

•  Remember to smile!


JOIN THE PROGRAM!

www.EnrollAmerica.org/Communicators

•  Weekly email messaging update •  Earned media best practices •  Localized messaging resources •  Social media content

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