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Using the Media to Get Your Message Out Before February 15

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Slides from an Enroll America webinar on January 14, 2015. Featuring speakers from the Utah Health Policy Project, Get Covered America - Georgia, and Enroll America.

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Using the Media to Get Your Message Out Before February 15

  1. 1. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-2015 Click to edit master title style. 1 Using the Media to Get Your Message Out Before February 15
  2. 2. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-20152 Agenda I. Moderator Dayanne Leal, Deputy Director, State Assistance, Enroll America II. Messaging: Earned Media & Digital Best Practices Jonathan Shields, Spokesperson Coordinator, Communications, Enroll America III. Thinking Outside the “STANDARD” Media Box Alex Dombronovich, Communications Lead, Field, Enroll America IV. Engaging the Latino Media in Georgia Maria Donado Field Organizer – Georgia, Enroll America V. Making the Media Work for Your Message Jason Stevenson Education and Communications Director Utah Health Policy Project (UHPP) VII. Q&A Type your questions into the chat box
  3. 3. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-20153 There is Still Time
  4. 4. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-20154 MESSAGING: EARNED MEDIA & DIGITAL BEST PRACTICES Jonathan Shields Enroll America
  5. 5. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-20155 Why Press & Digital Matter 39% 18% 36% 21% 44% 16% 23% 21% News Advertisements Website/online searches Friends and family Where have you been getting information about the new health insurance options including HealthCare.gov? Enrolled Uninsured Source: PerryUndem for Enroll America, April 2014
  6. 6. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-20156 Why Press & Digital Matter 42% 25% 9% 3% 19% 49% 27% 4% 4% 15% Local TV National/Cable TV Print Radio Online What has been your main news source on this issue? Enrolled Uninsured Source: PerryUndem for Enroll America, April 2014
  7. 7. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-20157 Press Opportunities • Enrollment events • Outreach events • Consumers helped • HHS announcements • Deadlines
  8. 8. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-20158 Who Are We Talking To? Still Uninsured • Hard-to-reach • Distracted • Skeptical • Cost-Conscious
  9. 9. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-20159 Who Are We Talking To? First-Time Renewing • Have mixed feelings about their plans, but thankful for coverage • Interested in shopping around • Not yet thinking about renewing • Need to know about changing financial help
  10. 10. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201510
  11. 11. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201511 What’s Changed? What’s Staying the Same What’s Changing Leading with financial help Get more specific with financial help, tell a story Promoting help with the process Emphasizing in-person help Get Covered Stay Covered Leading with security, peace of mind Giving details of the fine to “close the deal” “New” way to shop for health insurance “New” plans may be available
  12. 12. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201512 Digital Messaging The same messages are important in the digital space: • Affordability & financial help • Local help • Deadline • The fine
  13. 13. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201513 Keep It Short, Sweet & Nutritious • Emails – 100 words or less • Clear, simple language • Avoid from industry jargon when possible • Resources, resources, resources
  14. 14. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201514 Join the Communicators Program! www.EnrollAmerica.org/Communicators • Weekly email messaging update • Earned media best practices • Localized messaging resources • Social media content
  15. 15. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201515 THINKING OUTSIDE THE “STANDARD” MEDIA BOX Alex Dombronovich Enroll America
  16. 16. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201516 Press Roundtables & Events • Share your enrollment maximization plan openly • Do more than Invite the press…Invite them IN • Offer coverage exclusivity • ASK partners to help with press outreach • Visuals, visuals, visuals • Keep contact info and share information far and wide
  17. 17. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201517 How to Execute a Roundtable Step 1: Decide who’s in the room and map out your discussion agenda. (Attendees can include staff, volunteers, partners, community leaders, consumers, etc.) Step 2: Set date and location for the event Step 3: Send press/reporter invitations or offer coverage exclusivity to one reporter Step 4: Start on time and strictly adhere to timed agenda Step 5: Share upcoming calendar of events – especially enrollment events – and names and titles of your organization’s spokespeople. Remember: Maintain contact and provide ongoing updates!
  18. 18. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201518 The Media Needs You Too! • Be a resource for reporters on deadline • Let the Press know you’re responsive and available • Network your partners to the press (and vice versa) • Share data and updated talking points far and wide • Know who can speak on the record at other organizations and send “business” their way
  19. 19. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201519 Smaller Markets are Hungry! • Large market saturation decreases the likelihood media outlets will cover your story/event • Blitz ALL markets, but focus energies on the smaller markets • Radio interviews can be taped and conducted remotely • Newspapers are short on staffers. Offer to help! • Tweet links to health-related stories – it’s the “new” thank you note! Enroll America bus tour promotes health law in Dayton. “A lot of people have gotten financial assistance to pay for their plans, but that’s something we know a lot of people aren’t aware of. A lot of people are hesitant to sign up for health insurance because they think they can’t afford it.” President of Enroll America, Anne Filipic
  20. 20. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201520 ENGAGING THE LATINO MEDIA IN GEORGIA Maria Donado Enroll America
  21. 21. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201521 Working with Latino Media in Georgia • Reaching out to Latino Media is a great strategy to get the word out in your community • You don’t need to be a communications expert • Latino media outlets are looking for stories, events and ways to engage their audience • Latinos listen to radio, read newspaper and watch TV that are catered to them
  22. 22. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201522 Regular Radio Appearances: La Ley 1080 AM Started with existing connections Opened up space in regular programming to talk ACA 101 and about the Marketplace Led to regular appearances on the show. Graduated from monthly to weekly Radio host would ask questions and do 20 minutes for audience call-in to ask specific questions
  23. 23. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201523 Regular Radio Appearances: La Ley 1080 AM • The Navigators would address the specific marketplace questions • Many consumers were not aware that they could see all of their options • It is ok if you don’t know all the answers • Providing my phone numbers for listeners to contact me directly was key Most questions were about: • Eligibility and documentation needed. • Immigration status.
  24. 24. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201524 Steps You Can Take Do your research immediately and find out about Latino media outlets in your area Get the email and/or phone number of key contacts at the media outlet Contact the Latino media in your community and ask to participate live at their radio program - be proactive Provide your contact information for consumers to reach you after the program and follow up
  25. 25. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201525 Best Practices • Get to know the organizations that have influence in the Latino community • Engage radio stations – they are a great resource • Partner with local organizations – they can lead you to new media outlets • Provide your contact information for consumers to reach you after the program and follow up • Always be ready for an interview and have your messaging straight • Keep your social media profile up-to-date
  26. 26. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201526 MAKING THE MEDIA WORK FOR YOUR MESSAGE Jason Stevenson Utah Health Policy Project (UHPP)
  27. 27. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201527 Building Relationships Build a database of reporters, editors, and producers Scan articles and publications for new contacts Subdivide list into fields/areas: > Radio, TV, Newspaper, Social media, Magazines, Editorial, and Bloggers > Regional, State, and National Gather Names
  28. 28. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201528 Building Relationships Send reporters semi- personalized invitations, emails, or pitches Seek face-to-face introductions or meetings to reporters you don’t know well Assume reporters lack knowledge about healthcare policies and deadlines Meet ‘n Greet
  29. 29. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201529 Building Relationships Reward or recruit reporters with contacts and scoops Assign reporters stories that suit them Key factors: Reporting history, Readership, Strengths, and Biases Trust smart reporters with more complex stories or scoops Get Personal
  30. 30. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201530 Shaping Coverage Respect reporter’s deadlines, but don’t respond instantly to every interview request - Prep for 10 minutes Never write out quotes for TV or radio - They must sound natural and spoken Create a “media space” to conduct on- camera interviews that promotes your organization and brand First Steps
  31. 31. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201531 Shaping Coverage Feed “real people with real stories” to reporters. They will return for seconds and thirds Send simple charts (plus underlying raw data) to reporters to give them graphics ideas Send out pitches and previews for stories (ie. ACA enrollment deadline) 1 to 2 weeks before they occur Be an Enabler Melanie Soules (real person)
  32. 32. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201532 Post-coverage Thank reporters for especially helpful or intelligent coverage Never criticize a story or a reporter via email or a voicemail. Explain your concerns face-to-face Save online video clips with Clip Converter.cc (www.clipconverter.cc) or the screen capture program, Snagit.com Follow Up
  33. 33. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201533 Post-coverage ‘Like’ or ‘Retweet’ positive stories on social media. Many reporters are ranked by social media metrics Use Google Alerts (www.google.com/alerts) to track media hits for grant reporting and annual reports Review the online comment sections to gauge the effectiveness of your arguments… and understand your opposition Track Impact
  34. 34. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201534 Before Feb. 15 Promote ACA enrollment in your state by charting ASPE data releases Pitch profiles of people who already signed up for ACA insurance (storybankers) Keep media informed about deadlines (2/15) and what happens during SEPs Reach out to new media markets (rural, Spanish-language, alternative weeklies) http://aspe.hhs.gov/health/reports/2012/ACA- Research/index.cfm What To Do Now…
  35. 35. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201535 You Can Do It! Plan Ahead Follow Up Track Results
  36. 36. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201536 Speakers Contact Information Jonathan Shields JShields@enrollamerica.org 434.203.0298 Alex Dombronovich ADombronovich@enrollamerica.org 470.955.9214 Maria Donado MDonado@enrollamerica.org 404.670.1416 Jason Stevenson stevenson@healthpolicyproject.org 801-433-2299 x.7 Dayanne Leal dleal@enrollamerica.org 617-999-5871 Jennifer Roniger jroniger@enrollamerica.org 202-870-1339
  37. 37. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201537 Thank You If you missed out on the webinar we hosted yesterday, listen to the recording here: Innovative Outreach Strategies You Can Still Implement for OE2 For more outreach ideas listen to our 2014 March Webinar Series: The Road to March 31—Effective Outreach and Enrollment Strategies to Use Now Subscribe for Enroll America’s newsletter for updates: www.enrollamerica.org
  38. 38. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 01-14-201538 Q&A SESSION

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