1. Working with the Media Getting More Media Attention For Your Chapter By: Kelly Loussedes Director of Public Relations February 8, 2006

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

3. Why Our Views Are Important to the Press Insurance agents have: Direct contact with consumers seeking coverage Professional knowledge and insight of health insurance issues Broader perspective as liaison between carrier, employer and consumer

4. Our Unique Perspective: Understanding the Insured We know: When they buy Why they buy When they cannot buy -- accessibility problems How their preconceptions affect coverage decisions

5. Our Unique Perspective: Understanding the Uninsured We Know: Who cannot buy health insurance Who will not buy insurance Why they cant or wont buy The consequences of not having coverage Solutions for accessibility/affordability

6. Understanding the Press The press communicates via print (including newspapers and magazines) and broadcasting (including television, cable and radio). Referred collectively as the media.

7. Print Media The publisher does NOT usually have any direct newsroom responsibility. Responsible for the financial aspects of the publication. Editor-in-chief is responsible for all aspects of reporting the news. Oversees newsroom operations and editorial schedules. Senior editor or editor is assigned to cover certain topics or events.

8. Broadcast Media The producer is like an editor-in-chief and may also have the responsibilities of a publisher. Assignment editor, especially in television, is likely your key contact. The assignment editor has control over the flow of all information and assignments. Associate producer usually specializes in a particular topic such as health care or education. This is a good person to contract for general coverage for your chapter.

9. Distinctions Between Print and Broadcast Print Allows more in-depth coverage Often more lead-time Longer shelf-life Broadcast Sound bites -- message must be more concise Must have experienced spokesperson

10. OPPORTUNITIES FOR VISIBILITY Chapter News Legislative Activities Day on the Hill Meeting with Governor or Legislators Awards, Member or Professional Achievements Charitable Activities Speaking Engagements Public Hearings Feature Material Client Feature Stories Consumer Tips or Advice National News Reaction Local Impact

11. Planning a Press Conference Step by Step Finding the Right Media Outlets Put together a media list. Local libraries will have media directories that list reporters. NAHU has access through VOCUS to current media lists by state and subject matter List should include print, television and radio reporters. Remember to also include weekly and community newspapers Make sure to include name, phone number, fax number, email, and address address

12. Planning A Press Conference Step by Step Set the date and time. Mid-morning Tuesday and Wednesday are the ideal times to maximize press coverage. Determine who will speak at the press conference and how long it will last. Invite VIP guests, such as the mayor or local legislator early. Prepare a media advisory and send it out at least one week before your event.

13. Planning A Press Conference Step by Step (cont) A few days before the event follow up by phone to encourage reporters to attend, including daybooks. Assemble press kits that include written summaries of your findings, prepared statements to be read at the briefing, recent press releases, general information about your chapter and appropriate contact information. On the day of the event, make arrangements to leave enough space for television cameras on the sides or back of the room.

14. Planning A Press Conference Step by Step (cont) Welcome all media and have them sign in. Give them a copy of your media kit. Give them the opportunity to interview the speakers with their permission before or after the event. Start and end the event on time. Thank the media and participants for attending. Send thank you notes to all the press that attended the event.

15. Media Materials – What Kinds and How Do They Help? 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 Limited to one page and include a What, When, Where, Why format If interview and photo opportunities will be available, mention this in the advisory Provide contact information and date Make follow-up calls!!

16. Media Materials – What Kinds and How Do They Help? (cont) 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 ### or – 30 – at the end of the release

17. Content 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

18. Tips on Talking with Reporters Decide on what 3 points you want to convey. When you reach a reporter, introduce yourself and ask if the reporter is on a deadline for another story. Know the goal of your call – do you want the reporter to attend one of your events? Write a story? Schedule a meeting with you? Tell the reporter the purpose of your call early in the conversation.

19. Tips on Talking with Reporters (cont) Speak clearly and concisely – be able to explain your story in two 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 dont know something the reporter asks, dont guess. Tell him or her you will get back to him promptly with the correct information.

20. Tips on Talking with Reporters (cont) When the conversation is over, thank the reporter for his/her time and make sure he/she has your phone number if there are further questions. If the reporter calls you, return the call promptly.