you are a trusted voice: tactics and tools for working with the media to reach the uninsured

© 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org


You are a Trusted Voice Tactics and Tools for Working with the Media

© 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 2

Today We’ll Be Discussing…

•  What is earned media? •  Building reporter relationships •  Pressworthy press events •  How to pitch stories to reporters •  User consumer-friendly messages in your

materials •  The Get Covered Communicators program


We Hope That You’ll Leave Knowing…

•  Why earned media is so important

•  How to build relationships with your local reporters

•  What tools you have to contact reporters

And a plan to do it!


BUT FIRST…. YOUR PLANNING SHEET!

You are a Trusted Voice: Tactics and Tools for Working with the Media


WHAT IS EARNED MEDIA?



•  Earned = “Not Paid” •  Publicity gained through editorial influence •  Different from paid advertising •  “Mid-reach, mid-impact”

•  What’s the goal? •  Further your mission •  Reach your target audience •  Reach them with your core message

•  All press is NOT good press

Definition of “Earned Media”


•  It’s free! •  Paid ads are expensive…and not as effective!

•  The uninsured are hard to find!

•  The uninsured tend to be transient •  Media reinforces positive messages

•  The media is a trusted source of news •  A good relationship is invaluable •  You are an expert that can be an asset •  Often the best way to reach your audience •  Great source for “just the facts”

Why work with the press?


Studies show that local news is where the majority of people get their ACA information…So we want to be there.

It Just Works.



SO, WHO IS

YOUR AUDIENCE?


There is more than audience •  Consumers

•  The uninsured •  The soon-to-be uninsured •  People with uninsured loved ones

•  Stakeholders •  Other health care organizations •  Opponents of the ACA

•  Potential volunteers

•  Potential funders

•  Thought leaders

Who is your audience?


BUILDING REPORTER

RELATIONSHIPS



•  You want to be the go-to group for stories about the ACA •  Reporters should know your name and trust your

opinion •  Reporters need you as much as you need

them! •  You want them to cover your organization •  But reporters need stories with trustworthy,

compelling sources

Why build relationships with reporters?


Help them, help you!

•  Be easy to work with

•  Flag stories for reporters you already know or want to get to know better

•  Be willing to do work to help them with their stories •  Always have a story idea in your back pocket •  Watch and read the local news

Reporter Relationships 101


•  When you get a reporter on the phone •  Be brief, be direct •  Keep it local and in their beat •  Be explicit about what you offer to a story

•  If you meet a reporter in-person

•  Get their business card •  Find out:

•  Their beat •  What days they work •  What type of stories they like to do •  What stories they work on

•  Keep in touch

Tips for Talking with a Reporter


DIFFERENT KINDS OF

MEDIA

(AND HOW TO PITCH THEM ACCORDINGLY)



•  To preview events you have coming up

•  Stories that can be done via email or phone

•  Print often has the longest lead time from pitch to published story . . . plan ahead!!

Print Media


• Emphasize any visual elements that make the story unique

• Easiest pitching done early morning and midday

Television Media


•  Use news of the day and updates as springboards for pitching

•  Position yourself/your spokesperson as an expert

Radio


•  Save your best stories for your best reporters.

•  Helps cement relationships.

•  Ensures your story is getting the attention it deserves.

Exclusives and Targeted Pitches


Exclusives and Targeted Pitches


USING CONSUMER-FRIENDLY MESSAGES

IN YOUR MATERIALS



Even if a reporter doesn’t cover your event, they may use your language

•  Reporters often borrow language from press releases

•  Use verbiage that would work for consumers

•  We want to make sure that our audiences are hearing the right messages

Why use Consumer-Friendly Messaging?


•  Pitch enrollment events around key deadlines •  Use state and local numbers to show affordability on

the local level

•  Don’t forget smaller outlets! •  Include action items

Including Consumer-Friendly Messages


1.  Who is your audience(s)?

2.  What is our primary objective?

3.  What do we know about the audience? What are their health literacy skills?

4.  What is the main message we want to reporter/reader to know?

Questions to Consider


Example – Lincoln Journal Star

Informative headline

“What you need to know” lead

Consumer messaging

Action item


But How do I Know What to Say?

?


The Get Covered Communicators Program!


28

Section 1: Enrolling your family Your one-stop-shop for messaging and media outreach guidance!

What is the Communicators program?

•  Receive weekly emails with talking points on the latest ACA news and join monthly calls to practice what you learned

•  Learn media best practices and build your experience working with the press

•  Learn from other Communicators how to become a trusted voice in your community


Sounds Great…How do I Sign Up!?

•  Fill out the Communicators sign up sheet in your folder and give it to a presenter • Go to www.enrollamerica.org/communicators • Email Paydon Miller at [email protected] or your local Enroll America contact


BUILDING A

PRESS OUTREACH PLAN



DEBRIEF



New training resources

•  Highly customized, action-oriented •  New suite of training services

•  Goal-setting •  Planning •  Coaching •  In-person training

FOR MORE INFO –

[email protected]

you are a trusted voice: tactics and tools for working with the media to reach the uninsured

Healthcare

covered america

transient media

trusted voice tactics

covered communicators

aca reporters

uninsured people

local reporters

trusted source of news