Best Practices for Communicating with Press

Writing For Press

Press Releases Date and Contact Info Headline and Sub-head Dateline and Lede Quote Body Boilerplate

Press Advisories Date and Contact Info Advisory Line Headline and Kicker Dateline, Lead and Brief Description Boilerplate Event Details Who, What, Where, When, Local Contact and How

Press Statements Headline Dateline and Lead Statement Quote Date and Contact Info Headline Dateline and Lead Statement Quote Boilerplate

Letters to the Editor A letter submitted to a newspaper or magazine that addresses relevant issues of concern to readers 100-200 words Offers a personal perspective Drives public discussion and encourages action

Affordable Care Act helps area residents LTEs Relevant for audience Affordable Care Act helps area residents I was really touched to see many uninsured Triad residents get the opportunity to get insurance through the Affordable Care Act’s health insurance marketplace during the open enrollment period. I witnessed the importance of health coverage to many Triad residents in my work as a Get Covered America organizer. I met people who had to go without health insurance for many years because they could not afford it. They really wanted coverage, but it was beyond their means. Some had been denied coverage because of pre-existing conditions. The ACA made coverage affordable and guarantees that no one is denied insurance because of pre-existing conditions. Thousands of North Carolinians who have enrolled now have quality, affordable insurance that gives them peace of mind as they know they are not one broken bone or unexpected illness away from bankruptcy. I am excited that Get Covered America will continue to work with volunteers and partner organizations in the Triad to educate uninsured people about the health insurance marketplace. - Kathy Haughton, Greensboro First person POV Impact of the Issue 165 words Encourages Action Signed

Lights, Camera, Action! Tips for Media Interviews

What to Say: Effective Consumer Messages

How to Say It: The Importance of Non-Verbal Communication

Be Warm; Be Strong Warm Weak Strong Cold Photo Credit: NBCUniversal

Smile!

Tips 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.

Tips 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.

Watch Your Gestures It is totally okay to gesture with your hands Just don’t go overboard! Never look to the side off- camera – you’ll look shifty! Same with looking up (don’t know the answer) and down (apologetic).

Combining what to say and how to say it Giving the Interview Combining what to say and how to say it

Speaking to Your Audience You are speaking to your audience, not the interviewer Give the message you want to convey, not necessarily the one you were asked about What are some examples of audiences?

Know Your Core Message Your Core Message is one simple argument you want your audience to remember an hour after hearing an interview with you. Your primary goal every time you go into an interview is to get your Core Message through.

Know Your Core Message Example of a core message: Financial help is available to help you enroll in a quality insurance plan, and you can get free, in-person assistance in your community.

Make Your Message Real Always have a story: Use one key statistic: A story helps make your argument real, and the interviewer may have 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 too many numbers, but one impactful stat can really clinch your case. About 4 out of 5 people who enrolled through the Marketplace received financial help to lower their costs. Thanks to the financial help she received, Pam from Pennsylvania found coverage for just $12 a month.

Preparing for an Interview The main goal of an interview is to spread your core message If someone watches an interview with you, what is the one thing they should remember? Practice ahead of time Come prepared – You can bring notes!

Say What You Want to Say… Then Stop How long should you talk? Your first answer should be your longest, but generally 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! Repeat your core message – you want to make sure your audience remembers it! If the reporter doesn’t immediately respond, that’s fine! Let them fill the silence, not you

Include a Call to Action Include a specific call to action: “This Saturday, come down to the Public Library at 2 PM, and you can get help enrolling in a plan.” OR “Visit OrganizationWebsite.org to learn more about your coverage options!”

Dealing With Tough Questions Easy as ABC!

The ABCs of Staying on Message Agree With a shared concern: “You’re absolutely right that…” Bridge To your point using a bridging phrase “That’s why,” “What we’re seeing is,” “The good news is” Convince Your audience and end on you core message

ABC Example Question: Find a shared concern to AGREE with: 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? Find a shared concern to AGREE with: Yes, we hear a lot from consumers who have questions about the enrollment process, and what plan is best for their family. BRIDGE to your point: The good news is, personalized help is available! CONVINCE your audience: Anyone who visits GetCoveredAmerica.Org/Connector can schedule an appointment to meet in-person with an assister in their neighborhood.