Presented By: Kelly Loussedes Senior Vice President of Public Relations Working with the Media A Guide for NAHU Members

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

Media Relations Chair The Media Relations Chair coordinates media activity within the chapter. The Media Relations Chair does NOT need to be a “spokesperson” but does need to coordinate the communication between the “spokesperson” and media. Identify media outlets and reporters in the area using local, state and NAHU resources Identify MR spokespersons on specific issues Monitor media outlets daily Establish relationships with local reporters Respond to media requests for information and interviews Prepare and submit press releases, media advisories, LTEs and Op-eds with approval of local and state leaders and NAHU staff

Media Relations Roles Media Coordinator/Media Chair Media Spokesperson Media “Journalist”

Media Spokesperson The Media Spokesperson needs broad general knowledge of our issues and typically is the “go-to” person for broadcast media outlets. Identify yourself as a local or state media spokesperson “Speak With One Voice” Establish relationships with local media Respond to reporter requests for information and interviews Respond to MR Coordinator requests Prepare and submit LTEs and Op-Ed pieces for publication with approval of local and/or state leaders and NAHU staff

Media Relations “Journalist” A member with expertise in a specific area, willing to write and submit Op-Eds and LTE, and serve as a resource for the Media Spokesperson. Identify yourself as a local, state or NAHU Media Journalist, and about which topics you can write about Utilize NAHU’s MR tools and resources to help draft articles and Op-Ed pieces Coordinate with Media Spokesperson, MR Coordinator and NAHU staff to “Speak With One Voice” Forward articles to local and state awards chairs

NAHU Tools on the Web The place to start

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 … !

Media Relations Guidebooks “How To” Media Guide Press Conference Guide Health Insurance Awareness Week Guide Guide to Buying Media Guide to Planning a Press Conference Guide to Hosting a Medicare Community Event

NAHU Tools on the Web Have the most updated information at your fingertips “Washington Update” “Media Moment” “The Leader” “NAHU News” “President’s Perspective” newsletters/index.cfm

Distinctions Between Print and Broadcast Media Print Allows more in-depth coverage Often more lead-time Great range of venues Broadcast Sound bites – message must be more concise Must have experienced spokesperson

Social Media Repost news stories and editorials Networking sites Facebook Twitter LinkedIn News sites Yahoo! Google News Networks Blogs Washington Post’s Health Care Rx Wall Street Journal’s SmartMoney

Building Relationships with the Media Where do I start? Upon request, we will search a national media database to find reporters and editors in your area. We will send you: Print media list Broadcast media list Sample letter of introduction Tips on how to keep list updated

Building Relationships with Media Make first contact Contact a reporter by: Sending an Making a phone call Introducing yourself at an event Networking through a friend Have a specific purpose Don’t: Send snail-mail or fax Just “drop by” Let a month go by without contact

Building Relationships with Media If it’s more than six months old… Newspapers have always had a high turnover rate, and it’s only getting worse. Pay attention to bylines: Who is writing about insurance/healthcare reform? Look out for local blogs, newsletters and forums.

Building Relationships with Media First Step -- Write a letter of introduction

Building Relationships with Media Establish yourself as an expert

Building Relationships with Media What do you know that everyone else should too? When pitching a story idea, make sure your proposal is: Local Timely Unique Personal/Relatable

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

When and How to Use the Tools Press Release - Announces “news” Include contact information and date of release Include an eye-catching “headline” Describe the “core” news message in first paragraph (who, what, when, where, why) Expand the news story in following paragraphs Include a quote from a recognized spokesperson in the organization Close with a “boilerplate” paragraph about the organization announcing the news Limit to 1 or 1 1/2 pages Use ### at end of release

When and How to Use the Tools Media Advisory - Announces an upcoming news event or offers a resource person to address a current “hot” issue Include an eye-catching “headline” Distribute several days in advance of the news event Use a “Who, What, When, Where, Why” format Bullet the main points Provide contact information and date

When and How to Use the Tools Letter to the Editor - Responds to an article or editorial that has appeared in a publication Make certain it relates directly to the topic Include name of article, date and page for reference Be concise and brief (usually words) Share your unique perspective Give examples Close with your name, title and affiliation (Advance Chapter approval required if identified)

Op-Ed - An “opinion piece” submitted by an individual or on behalf of an organization to a publication. Placement can be paid for or a publication may decide to publish on its own. Needs to be linked to a topical issue of interest. Offers a unique perspective. Is brief (usually words). Includes name of author and affiliation. When and How to Use the Tools

Opportunities For Visibility Chapter News Legislative Activities “Day on the Hill” Meeting with Governor or Legislators Awards, Member Professional Achievements Charitable Activities Speaking Engagements Public Hearings Client Feature Stories Feature Material Consumer Tips or Advice National News Reaction Local Impact

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

Sign-up Today! Get on the list

Brokers Making A Difference Visit our Brokers Making a Difference webpage to find out what consumers are saying about the difference you make.Brokers Making a Difference Click here to share your story and encourage your clients to submit as well.here We greatly appreciate you for helping us reach our goal and your wonderful support of NAHU! A no-pressure, high-impact writing exercise

Members: Submit stories sharing how you have made a difference. Promote the campaign and get your chapter and regional members to participate. Have your clients submit personal testimonials telling how you, as their broker, have been a resource in their healthcare insurance process. Promotional Tools: We have created material to make promoting very easy. Two forms of sample verbiage (Member-to-Member and Member-to-Client). Flyers Widgets for websites and signatures PowerPoint slides Submit Your Stories to Get Involved!

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

BY THE NUMBERS  In August, NAHU received more than 521 press hits.  In July, NAHU received more than 764 press hits.  So far in 2015, NAHU has received 4,745 press hits.  In 2014, NAHU received more than 7,600 press hits.

August Broadcast Media “Minnesota Association of Health Underwriters President Heidi Michaels is a fan of UCare and worries about its future. Her immediate concern is that UCare won't charge enough for individual and family coverage. Low prices could bring in more business but also could leave UCare without enough money to pay all claims. That's what happened with PreferedOne. It happened again with BlueCross Blue Shield of Minnesota this past year. Both companies experienced substantial financial losses after people who enrolled in a plan through MNsure used more health care than the insurers expected. “The concern now is that UCare doesn't have that bigger block of business to support a huge amount of claims," Michaels said.””

PRINT MEDIA IN AUGUST “The insurance carriers are looking for more-efficient ways to provide access to affordable insurance,” said Matthew Byrne, spokesman for the Columbus Association of Health Underwriters and president of MyHealthQuoter.com in Dublin.” “Access doesn’t come for free.” “When his partner retired, Goldmann joined the Word & Brown general agency. Goldmann was named president of the National Association of Health Underwriters (NAHU) in July, and he continues to serve as a vice president at the Word & Brown in Orange, California. Goldmann recently told Benefits Selling about NAHU’s plans for the coming year, his thoughts on outside forces affecting the insurance industry, and the ways he sees brokers and other insurance professionals reinventing themselves in order to adapt to the ever-changing benefits environment.” “Fairfield insurance broker Tim Tracy Jr. said it’s common to have clients who don’t understand what deductibles, copayments or co-insurance are. While schools typically teach basic financial information, insurance is rarely discussed, noted Tracy, president of the Connecticut Chapter of the National Association of Health Underwriters. “It’s not like shopping on Amazon. It’s not like shopping on Google,” he said. “You’re purchasing something that has an...enormous amount of ‘what if?,’ and you need to know what that ‘what if?’ is.”” “Letters - Blame ACA tax for premium increase: A June 2 article on OrlandoSentinel.com reported that "nearly a dozen health insurers are proposing double-digit rate increases for 2016 Florida plans" ("Some Florida health insurers request big 2016 rate increases"). The Affordable Care Act's new health insurance tax is a big reason why premiums are rising. Janet Trautwein executive vice president and CEO, National Association of Health Underwriters” “Not quite two months into his annual term as president of the Oklahoma State Association of Health Underwriters, Wayne Pettigrew and the association already are celebrating a win for small employers. Many agents had feared that age discrimination could have occurred if the individual rating methodology had been required, which could have put groups with over 50 employees in a bind as they attempt to comply with the Affordable Care Act (ACA) mandate to provide quality, affordable insurance,” Pettigrew said.”

Importance of Media Coverage We often send these clips to policymakers so they are aware of the issues we are facing. Media placement means an increased understanding of the issues in the public. Media attention increases NAHU name recognition and branding. We do not pay for our media placements, which means that all of the coverage that our members receive is free business promotion. As our increase in press hits shows, a little media coverage garners more media coverage.

Media Relations Award Winners will be for media relations activities that have recognized e placed them in the forefront in all areas of media relations activities, including the following: 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 Dana Browne Senior Manager of PR (202) ReDonah Anderson Manager of PR (202)