lights, camera, action: giving effective press interviews part 3

© 2016 Enroll America | StateOfEnrollment.org

Example of ABC


1. Don’t be hostile or combative!

2. But don’t accidentally agree with something that isn’t true!

AGREE BRIDGE CONVINCE


Same structure as before, but this time,

the interviewer is skeptical of the

Affordable Care Act and the enrollment

Effort.

We’ll have 5 minutes for a practice

interview, then switch roles and

questions. We’ll have a few minutes for

feedback.

Focus on getting your core message out

to consumers, without being combative or

defensive.

We’ll let you know when to switch roles!

Let’s Practice, Deuce!


With the Presidential campaign taking place barely a week into the beginning

of the fourth open enrollment period, are you worried that it will be hard to

get Americans the information they need to enroll in coverage?

I heard that premiums went up again – what makes you think insurance is

affordable for working families?

Questions for interviewer:



What does it say about the future of the marketplace when the biggest

insurance company leave 34 Obamacare exchanges?

How do you explain to the newly insured the importance of using their health

insurance if they only bought it to avoid paying the penalty?

Questions for interviewer:



INTERVIEW TIPS AND TRICKS

Answers to the questions you’ve always wanted to ask.


• Don’t rush into an interview cold – take some time to

practice and prepare.

• Learn your interviewer’s name, and use it!

• Ask whether you should make eye contact with the

interviewer or look into the camera.

• If you’re in studio, you can ask to see yourself on the

monitor, but make sure you can’t see the monitor while

you’re giving the interview! (It can distract you)

• Don’t talk to fast, and watch out for filler words!

A few tips:


• Hammer your core

message early and often

• Speak to our audience,

the uninsured, not to the

reporter

• Find that ideal balance

of strength and warmth

and remember to smile!

Remember…


QUESTIONS?


www.EnrollAmerica.org/Communicators

• Weekly email messaging update

• Earned media best practices

• Localized messaging resources

• Social media content

JOIN THE PROGRAM!

http://www.enrollamerica.org/Communicators


Get hands on help building and implementing your own

communications program. Participation includes:

• Support throughout process of writing a media plan, fielding press

inquiries, editing written materials, pitching stories, & more

• Resources for implementing media plan including tracking clips,

building press lists, & Champion Communicators Resource Hub.

• Support in hitting goals, tracking progress, & quantifying success

Sign up at www.enrollamerica.org/championcommunicators!

Get Covered Champion Communicators!


THANK YOU! / ¡GRACIAS!

lights, camera, action: giving effective press interviews part 3

Healthcare