working with the media building relationships with local media
TRANSCRIPT
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Working with the MediaBuilding relationships with local media
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© 2011, National Association of Health Underwriters • www.nahu.org
Take Advantage of Local Media
“The world is all gates, all opportunities, strings of tension waiting to be struck.”
- Ralph Waldo Emerson
• NAHU tools on the web• Building a media list• Become a spokesperson
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© 2011, National Association of Health Underwriters • www.nahu.org
NAHU Tools on the Web
Make your life a little easier
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© 2011, National Association of Health Underwriters • www.nahu.org
Training Tools
Visit the Media & Communications: For Chapters webpage
• Tips and Tricks• Media Moment• Writing Pointers• Sound Bytes
• Webinars• Working with the Media• Award Criteria• The Art of a Media Interview
• Guidebooks• “How To” Media Guide for Members• And much more!
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© 2011, National Association of Health Underwriters • www.nahu.org
Media Templates
Localize and forward materials already available
• Press releases• Media advisories• Opinion editorials• Letters to the editor• Video clips• Radio PSAs• Advertisements• Event plans• Brochures
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© 2011, National Association of Health Underwriters • www.nahu.org
Legislative Information
Have the most updated information at your fingertips
• Read the “Washington Update”• Keep in touch with NAHU’s
legislative staff: Brooke Bell• Know your local legislative
committee members• Establish a relationship with state
and national legislative representatives and their staff
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© 2011, National Association of Health Underwriters • www.nahu.org
Build a Media List
We can help!
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
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© 2011, National Association of Health Underwriters • www.nahu.org
First Contact
Make the best first impression
• Contact a reporter by:• Sending an email• 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
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© 2011, National Association of Health Underwriters • www.nahu.org
Update Information
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/health care reform?
• Look out for local blogs, newsletters and forums.
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© 2011, National Association of Health Underwriters • www.nahu.org
Become a Media Spokesperson
Establish yourself as an expert
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© 2011, National Association of Health Underwriters • www.nahu.org
Find Your Hook
What do you know that everyone else should too?
When pitching a story idea, make sure your proposal is:• Local• Timely• Unique• Personal/Relatable
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© 2011, National Association of Health Underwriters • www.nahu.org
Know What to Say
Plan ahead: “Knowing is half the battle”
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© 2011, National Association of Health Underwriters • www.nahu.org
Sample Questions
Ready to give it a try?
Turn to your neighbor and ask one of the following questions. Then let them take a turn.• What is the value of using a health insurance agent?• Why do health care premiums continue to rise even after
health care reform was passed?• What is a health insurance "navigator” and what will their
role be in our state?• What resource are available to help consumers find the
health care coverage they need?
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© 2011, National Association of Health Underwriters • www.nahu.org
Media Spokesperson Database
Get on the list
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© 2011, National Association of Health Underwriters • www.nahu.org
Questions?
What I’m an expert in:
• Newspapers (Want to know about being a reporter?)• Social Media (Thinking about starting a blog?) • Layout and Design (Any questions about the new logo?)• Literacy (Need a good book recommendation?)