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

2. 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 … !

3. 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.

4. 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 –
Send your stories to

6. 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

7. 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!

8. 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

9. 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.

10. 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.

11. 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 ...

12. 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.

13. 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

14. 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

15. “Health Industry Heavyweight” Media Hits in the Past Year: 4300

16. Media Contacts Media Chair Neil Crosby
x 408
NAHU Staff Liaisons Kathryn Gaglione, Manager of Public Relations (202)
ReDonah Anderson, PR Coordinator
(202)
Kelly Loussedes, Vice President of Public Relations (202)