Presented By: Kelly Loussedes Senior Vice President of Public Relations Working with the Media “The Art of the Media Interview”

Value of Media Relations What Can Media Outreach Do? Project a positive image about our industry Generate understanding of role in healthcare Educate public about insurance Identify NAHU members as a source of information Provide balanced commentary Advance legislative agenda

NAHU Media Relations Tools Media Relations Tab on Homepage Multiple media guidebooks Press release templates List of canned editorials PowerPoint presentations on media relations FREE ads FREE radio PSAs Sound Bytes Sample press kit So much more … !

NAHU Tools on the Web The place to start

Media Spokesperson Database The Media Spokesperson Database is comprised of NAHU members who are experts on important NAHU issues such as MLR, Exchanges, Medicare, Disability, Long- term Care. We recently made enhancements to our media spokesperson database housed on the homepage of the NAHU website.

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New BMD Website

BMD Interactive Map If you have any questions, please do not hesitate to reach out to ReDonah Anderson at for assistance. We will be premiering our newly updated Brokers Making a Difference website shortly. NAHU has put together a new interactive map making it easy for you to access your state’s Brokers Making a Difference (BMD) stories. You may use these testimonials as a promotional tool for your clients, as well as a lobbying tool for your local legislators. new interactive map

BMD Campaign

Communicating in a Different Way

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...

Bridging Tips The First Question Rule: Take Control You can begin your answer with a “bridge” such as: “Mike, that’s a great question. Let’s take a step back and look at some important information. I’d like to give you some history….” Then deliver your message. NEVER ANSWER A HYPOTHETICAL QUESTION! A journalist might try to get an interesting story by leading you into a “what if” scenario. Never speculate. Instead, bridge to one of your core messages with: – That’s too hypothetical at this point, but…. – I don’t want to speculate on that, but what I think you’re trying to get at is….

Flagging Flagging alerts the reporter to what you consider most important. It’s a good way to emphasize the key point or points you want the reporter to remember. Flagging is simply giving the reporter a verbal clue about what is important: – What your audience needs to know is … – What I want to be sure you understand here is.. – The critical point is… – If there’s one point viewers need to understand…

The Hook The Hook is a technique that gets the interviewer to follow-up on your first point allowing you to get a second point in. For example, you can say, “There are two very important considerations that must be taken into account before we can support this proposed health care policy. The first is...” then expand on that point. The interview will seem incomplete if the reporter doesn’t follow-up with, “and the second point?” This is a good way to ensure that both your points get air time.

Be Prepared! Consider your Messages -- – Review sound bites and quotable phrases – Facts and statistics – Examples – Analogies Be ready to speak in layman’s terms — no jargon. Project Positive Energy -- – You’re glad to be here – You’re interested in your audience – You have knowledge you want to convey

Ten Tips Use simple, direct answers Repeat messages Pause Don’t over answer: make point, stop talking Avoid jargon Listen, don’t interrupt Stay in your zone of expertise Don't get angry Never say “off the record” or “no comment” Don’t say it if you don’t want to see it

HEALTH INDUSTRY HEAVYWEIGHT Media Hits in 2016: 1,700

March Press Highlights In March, NAHU received more than 543 press hits. “Russell Dixon, a Wheaton insurance agent and president of the Illinois State Association of Health Underwriters, said consumers will have a hard time finding an agent to help them or face the possibility of paying a separate consulting fee, which will raise the cost of insurance. “The elimination of commissions also is a move that signals the carriers' retreat from Obamacare business, Dixon said. "ISAHU feels that the decisions being made now by insurance carriers in Illinois will impact the structure and functionality of the insurance marketplace in Illinois in the year ahead," Dixon said.” “Since the Affordable Care Act (ACA) was signed into law in 2010, benefits brokers have had to help clients understand its complexity—and the requirements it places on employers. But the 2016 enrollment season was especially tough for brokers, according to Marcy Buckner, vice president of government affairs for the National Association of Health Underwriters (NAHU). “This has been one of the most charged years since the ACA was put into place,” said Buckner.” “Brokers say insurance directories are constantly evolving as doctors retire, sell their practices or join provider groups that may not be in a network. On top of that, they find that customers often get confused because one insurer may have several networks, some that cover their doctor and some that do not. “It can be overwhelming,” said Susan Rider, a consultant with the Indianapolis-based insurance agency Gregory & Appel. “Ryan Heider, Brett Thomas, Rhonda Bartholomew and David Wilcox from the Idaho Association of Health Underwriters along with other members from Idaho attended this conference, both for the opportunity to learn more about healthcare reform and its impact on healthcare consumers, as well as to communicate the role of the agent and broker to Congress.”

Social Media Highlights

Media Relations Award Winners will be selected for their outstanding media relations activities at the chapter level. Media Relations committee in place Press list of local media contacts Sending press releases Publication of Op-Eds and other editorials Prints and broadcast press hits Keeping NAHU informed on press exposure Attend “Working with the Media” webinars

Questions? Reach out to NAHU PR staff Kelly Loussedes Senior Vice President of PR (202) Chad Schneider National Media Chair ReDonah Anderson Manager of PR (202) Cira Fear PR Coordinator (202)