This document summarizes a discussion between organizers working to promote the Affordable Care Act and representatives of ethnic media. The panelists discussed why ethnic media is an important source for reaching communities of color, and shared tips for how organizers can effectively engage with local ethnic outlets, such as getting to know decision-makers, offering Spanish speakers for interviews, and providing ready-made articles that fit the outlet's needs and deadlines. Both organizers and media representatives emphasized the importance of building relationships with ethnic media and learning about each other's perspectives.

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© 2015 Enroll America and Get Covered America
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The Power of Local and
Constituency Press
Annette Raveneau, National Latino Press Secretary,
Enroll America

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MEET OUR PANELISTS

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Meet Our Panelists
PEDRO RODRIGUEZ
Philadelphia Radio Co-Host
and Enroll America Field
Organizer
• Co-Host of Ritmo de la
comunidad on 1340 AM – El
Zol Philly
• Spanish Spokesperson for
Enroll America in PA
• Field Organizer for Enroll
America
• Former Associate Editor of
Community Focus / Enfoque
Comunal – bilingual weekly
print outlet

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Your Moderator
ANNETTE RAVENEAU
Nat’l Latino Press
Secretary / Regional
Communications Director
for Enroll America
• Has worked on ACA
communications for 5 years
• Leads the local and national
Latino media strategy for
Enroll America
• Oversees EA’s
communications strategy in
GA-FL-TX-GA
• Former General Assignment
Reporter for Univision Nevada
• Former Reporter / Producer
for Univision Network

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TELL US ABOUT YOU

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Share out
How are you reaching out to
the ethnic media in your
area?

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AGENDA
What We Hope You Will Walk Away With:
• A better understanding of how you can work with
local minority media to get the word out
• Ways in which you can build a relationship with local
ethnic outlets
• Identify the media outlets that can help you connect
with hard-to-reach communities

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WHY IT MATTERS?

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Why it matters?
Source: Perry Undem for Enroll America, April 2014
0
5
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What has been your main
news source on this issue?
Enrolled Uninsured

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ETHNIC MEDIA:
A TRUSTED SOURCE

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As a Hispanic media outlet, what
is your duty?
• Informing the audience
• Responsibility to educate and
empower audience
Ethnic Media Perspective

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How do the needs of ethnic media differ from
general market outlets?
• The need to make the story relatable to the culture and language of the
community it serves (i.e. Latinos, African-American, LGBT, Asian/Pacific
Islanders, etc.)
• The need to have an expert that speaks the language
• The human side of the story, somebody affected/benefitted that is from
the community they serve
Ethnic Media Perspective

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HOW TO REACH THE
ETHNIC MEDIA

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What’s the best way to reach you and
how do you like to be approached for
a story?
• Email and call in advance of the event
• When you promise something… deliver! (i.e.
Spanish speaker)
• Establish a relationship with the news outlet
How to Reach the Ethnic Media

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SHARE WITH THE
PANELISTS

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How have you approached
the local ethnic media and
what has worked and/or not
worked?
Share with the Panelists

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KNOWLEDGE FROM
BOTH SIDES

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Tips from an organizer and journalist
• Get to know all the outlets in your area
• Who’s the decision maker in that outlet
• Who’s the assignment editor, the beat reporter
• Be neighborly with your neighborhood newspaper
• When are their deadlines
• Offer ready-to-print articles (error-free)
• Offer exclusives
Learn from experience

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QUESTIONS FOR OUR
PANELISTS

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SHARING BEST
PRACTICES

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What takeaways will you
incorporate to build
stronger relationships with
constituency media?
Share Best Practices

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LAST REMARKS

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THANK YOU!
¡GRACIAS!