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You Are a Trusted Voice: Tactics and Tools for Working With the Media to Reach the Uninsured
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Presented at Enroll America's 2015 State of Enrollment conference.
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You Are a Trusted Voice: Tactics and Tools for Working With the Media to Reach the Uninsured
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org You are a Trusted Voice Tactics and Tools for Working with the Media
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org2 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
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org3 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!
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org BUT FIRST…. YOUR PLANNING SHEET! You are a Trusted Voice: Tactics and Tools for Working with the Media
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org WHAT IS EARNED MEDIA? You are a Trusted Voice: Tactics and Tools for Working with the Media
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org • 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”
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org • 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?
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org Studies show that local news is where the majority of people get their ACA information…So we want to be there. It Just Works.
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org9 You are a Trusted Voice: Tactics and Tools for Working with the Media SO, WHO IS YOUR AUDIENCE?
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 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?
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org BUILDING REPORTER RELATIONSHIPS You are a Trusted Voice: Tactics and Tools for Working with the Media
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org • 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?
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 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
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org • 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
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org15 DIFFERENT KINDS OF MEDIA (AND HOW TO PITCH THEM ACCORDINGLY) You are a Trusted Voice: Tactics and Tools for Working with the Media
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org • 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
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org • Emphasize any visual elements that make the story unique • Easiest pitching done early morning and midday Television Media
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org • Use news of the day and updates as springboards for pitching • Position yourself/your spokesperson as an expert Radio
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org • Save your best stories for your best reporters. • Helps cement relationships. • Ensures your story is getting the attention it deserves. Exclusives and Targeted Pitches
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org Exclusives and Targeted Pitches
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org21 USING CONSUMER-FRIENDLY MESSAGES IN YOUR MATERIALS You are a Trusted Voice: Tactics and Tools for Working with the Media
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 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?
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org • 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
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 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
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org Example – Lincoln Journal Star Informative headline “What you need to know” lead Consumer messaging Action item
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org But How do I Know What to Say? ?
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org The Get Covered Communicators Program!
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org28 Section 1: Enrolling your familyYour 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
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 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 Communicators@enrollamerica.org or your local Enroll America contact
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org30 BUILDING A PRESS OUTREACH PLAN You are a Trusted Voice: Tactics and Tools for Working with the Media
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org31 DEBRIEF You are a Trusted Voice: Tactics and Tools for Working with the Media
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© 2015 Enroll
America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org32 New training resources • Highly customized, action-oriented • New suite of training services • Goal-setting • Planning • Coaching • In-person training FOR MORE INFO – training@enrollamerica.org
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