Presented at Enroll America's 2016 State of Enrollment conference.

1. © 2016 Enroll America | StateOfEnrollment.org
Example of ABC

2. © 2016 Enroll America | StateOfEnrollment.org
1. Don’t be hostile or combative!
2. But don’t accidentally agree with something that isn’t true!
AGREE BRIDGE CONVINCE

3. © 2016 Enroll America | StateOfEnrollment.org
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!

4. © 2016 Enroll America | StateOfEnrollment.org
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:
AGREE BRIDGE CONVINCE

5. © 2016 Enroll America | StateOfEnrollment.org
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:
AGREE BRIDGE CONVINCE

6. © 2016 Enroll America | StateOfEnrollment.org
INTERVIEW TIPS AND TRICKS
Answers to the questions you’ve always wanted to ask.

7. © 2016 Enroll America | StateOfEnrollment.org
• 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:

8. © 2016 Enroll America | StateOfEnrollment.org
• 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…

9. © 2016 Enroll America | StateOfEnrollment.org
QUESTIONS?

10. © 2016 Enroll America | StateOfEnrollment.org
www.EnrollAmerica.org/Communicators
• Weekly email messaging update
• Earned media best practices
• Localized messaging resources
• Social media content
JOIN THE PROGRAM!

11. © 2016 Enroll America | StateOfEnrollment.org
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!

12. © 2016 Enroll America | StateOfEnrollment.org
THANK YOU! / ¡GRACIAS!