Vice President of Public Relations Working with the Media Message Management Presented By: Kelly Loussedes Vice President of Public Relations May 29, 2013

NAHU Media Relations Tools Media Relations Tab on Homepage 8 Guidebooks Press release templates Canned editorials 5 PowerPoint presentations on media relations 6 NAHU print ads 6 NAHU PSAs Sound Bytes Sample press kit So much more … !

Media Spokesperson Database The Media Spokesperson Database is comprised of NAHU members who are experts on important NAHU issues such as health care cost drivers, exchanges, uninsured, market reforms, Medicare and long-term care. We recently made enhancements to our media spokesperson database housed on the homepage of the NAHU website.

Brokers Making A Difference Campaign that highlights the value of professional agents and brokers 71-page booklet of personal testimonials 6-page condensed version that highlights the most compelling stories Value of the Agent brochure Several Editorials and PSAs Website – www.brokersmakingadifference.com Send your stories to stories@nahu.org

Content – Message Mgt Localize story or issue Refer to local people and how issue will affect them and local businesses Use quotes from local people about the story Craft meaningful, short messages with relevance to community Tell why it is relevant with facts/statistics and tangible examples

Message Mgt. (con’t) Preparation. You only have one chance to get it right. Always prepare. Have three key messages. Short, not sermons. Sometimes the host opens the door, other times you have to answer a question and segue to a key message. Lose the jargon. Avoid using industry terms. You may know what you’re talking about, but the listeners may not. And, Remember to Speak with One Voice!

Tips for Print Interviews First Question -- When is your deadline? Buy prep time Establish “interview setting” Clear your desk Close the door Use prepared notes – sound bytes on NAHU website Keep message points in front of you

Interview Tips (con’t) Speak clearly and concisely – be able to explain your story in a few brief sentences. Present your conclusion first. This sounds odd, but your time talking with a reporter will be limited, you need to assert the main point first and then support the statement with facts. Be honest. If you don’t know something the reporter asks, don’t guess. Tell him or her you will get back to him promptly with the correct information.

Interview Tips (con’t) Never speak off the record. Assume everything you say will be reported, whether it’s before, during, or after an interview. Make sure that what you tell the reporter is what you want to see in print. Most reporters will not allow you to see the article before it goes to print. Always invite the reporter to call you for more information or clarification.

Interviews Gone Astray Sometimes you need to abruptly change the direction of the interview. Perhaps the reporter has wandered into a different direction, or is touching on a controversial issue, and you want to get back on message. Here are some bridging statements you can use: The question that you should ask is ... The real issue here is ... Let me re-emphasize something I said earlier about ...

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.

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 the Past Year: 4300

Media Contacts Media Chair Neil Crosby 800-801-2300 x 408 ncrosby@warnerpacific.com NAHU Staff Liaisons Kathryn Gaglione, Manager of Public Relations (202) 595-3075 kgaglione@nahu.org ReDonah Anderson, PR Coordinator (202) 888-0819 randerson@nahu.org Kelly Loussedes, Vice President of Public Relations (202) 595-3074 kloussedes@nahu.org