NAHU Media Relations Award Criteria “The Key for a Successful Media Campaign”

1. NAHU Media RelationsAward Criteria“The Key for a Successful Media Campaign” Presented by Kelly Loussedes Vice President of Public Relations National Association of Health Underwriters

2. National Media Relations Cmte • The main purpose of our national media relations committee is to support state and local media relations campaigns and help both state and local media chairs communicate effectively with the media. • All media campaigns should result in more effective advocacy and a more common understanding of the complex health insurance issues that we face today as well as the important role of agents and brokers.

3. New Structure for National Media Relations Committee • Broadcast Media (Radio and TV) • Print Media (Newspapers, Magazines and Trades) • Electronic Media (Blogs and Newswires) • Social Networking (Facebook and Twitter) • Training (Webinars, Media Lists, Job Aids)

4. Step 1 – Maintain an Active Media Relations Committee • Conduct a strategic planning session to establish target issues and how they relate to the overall mission. • Develop a system for monitoring target issues and emerging issues in the news media. • Assist local chapter media relations committees to develop and meet the media relations goals and tasks. • Attend and participate in state teleconferences and training. • Identify local spokespersons with expertise in the target and emerging issues. • Develop relationships with media reporters and editors.

5. New Media Relations Roles • Media Coordinator/Media Chair • Media Spokesperson • Media “Journalist”

6. Media Coordinator/Chair The Media Chair coordinates media activity within the chapter. The Media Chair does NOT need to be a “spokesperson” but does need to coordinate the communication between the “spokesperson” and media. • Identify media outlets and reporters in the area using local, state and NAHU resources • Identify MR spokespersons on specific issues • Monitor media outlets daily • Establish relationships with local reporters • Respond to media requests for information and interviews • Prepare and submit press releases, advisories, and editorials with approval of local and state leaders

7. Media Spokesperson The Media Spokesperson needs broad general knowledge of our issues and typically is the “go-to” person for broadcast media outlets. • Identify yourself as a local or state media spokesperson • “Speak With One Voice” • Establish relationships with local media • Respond to reporter requests for information and interviews • Respond to MR Coordinator requests • Prepare and submit editorials for publication with approval of local and/or state leaders and NAHU staff

8. Media Relations “Journalist” A member with expertise in a specific area, willing to write editorials, and serve as a resource for the Media Spokesperson. • Identify which topics you can write about • Utilize NAHU’s MR tools and resources to help draft articles and editorial pieces • Coordinate with Media Spokesperson, MR Coordinator and NAHU staff to “Speak With One Voice” • Forward articles submitted to local and state awards chairs • Offer yourself as a resource to reporters

9. Appointing a Media Chair • Look to members who regularly attend meetings as potential volunteers. • Don’t need to have prior media relations experience, but must be willing to work with the local media. • Make sure to match the right job to the right person. • Share expectations with new volunteers. Make sure new recruits know what is expected of them.

10. Step 2 – Press List Before beginning any media outreach, there is a fundamental piece that needs to be in place – the press list. • With the print media you should direct your information to the business and health editors. • In addition to local newspapers, make certain you compile a list of key industry trade publications – insurance, health, medical and business trade press.

11. Compiling Press List (con’t) • With broadcast media, you need to find out who the producer is who handles topics related to health and business or the assignment editor. • This applies for both television and radio stations. You also will want to include specific programs or talk shows that focus on health or business issues.

12. Step 3 – Creating a Press Kit • A press kit is a set of materials designed to communicate your message in detail to your local media. • It’s used to help reporters gain an understanding of the Association so they will write about it. • You may send the kit to the media when you make a significant news announcement, present the kit at a meeting you may have with a reporters, or distribute the kit at a press conference or other chapter event. • The press kit should be updated at least annually with a new fact sheet and new biographical information on officers and chairs.

13. What’s in a Press Kit? • Fact Sheet – A concise summary of the Association’s important data such as founding date, mission statement, number of members, names of officers/committee chairs, and affiliation with NAHU. • Brochures or Newsletters – Including business literature will help identify you as an expert in the industry. • Glossary of Terms – A glossary will help reporters become familiar with the complex issues in our industry. • Contact information -- Provide a clear indication of whom reporters should call, and where to reach them, for more information. • Business Card – Place a copy of the contact person’s business card on one of the sides of the folder. • Cover Letter or Pitch Letter – A cover letter is a short correspondence (no longer than one page) that allows you to introduce yourself to the reporter.

14. What Are the Tools of the Trade? • Press release • Media advisory • Photo • Letter to the editor • Op-Ed

15. When and How to Use the Tools • Press Release – Announces “news” • Include contact information and date of release • Include an eye-catching “headline” that captures the “essence” of the news • Describe the “core” news message in first paragraph (who, what, when, where, why) • Expand the news story in following paragraphs • Include a quote from a recognized spokesperson in the organization • Close with a “boilerplate” paragraph about the organization announcing the news • Limit to 1 or 1 1/2 pages

16. When and How to Use the Tools • Media Advisory – Announces an upcoming news event or offers a resource person to address a current “hot” issue • Include an eye-catching “headline” • Distribute several days in advance of the news event • Use a “What, When, Where, Why” format • Bullet the main points • Provide contact information and date

17. When and How to Use the Tools • Photograph – Attach a “cut-line” to the photo that identifies the person(s) in the photo and describes what is pictured • Include with appropriate news announcements (promotion, awards, partnerships) • Ask the reporter how they want the photo sent to them

18. When and How to Use the Tools • Letter to the Editor – Responds to an article or editorial that has appeared in a publication • Make certain it relates directly to the topic • Include name of article, date, and page for reference • Be concise and brief • Share your unique perspective • Give examples • Close with your name, title and affiliation (Advance Chapter approval required if identified)

19. When and How to Use the Tools • Op-Ed – An “opinion piece” submitted by an individual or on behalf of an organization to a publication. Placement can be paid for or a publication may decide to publish on its own. • Needs to be linked to a topical issue of interest. • Offers a unique perspective. • Is brief (usually 300-600 words). • Includes name of author and affiliation.

20. Monitor Press Hits • Receive points for submitting as well as having your piece published. • Information published in news articles or features must mention either NAHU or the state/local chapter. • In general, all articles submitted for documentation need to include the publication name and date. • Original copies should be submitted whenever possible.

21. Other Great Ways to Earn Points • cc NAHU media relations staff within 30 days of communication with the media. • Present any of NAHU’s “Working with the Media” PowerPoint presentations at a chapter or leadership training meeting. • Attend one of NAHU’s “Working with the Media” webinars. • Media Chair attend media training at Capital Conference or Convention. • Section to receive Extra Points for innovative ideas to attract media attention .

22. Media Spokesperson Database • The Media Spokesperson Database is comprised of NAHU members who are experts on important NAHU issues such as health care costs, uninsured, Medicare, long-term care and others. • We recently made enhancements to our media spokesperson database housed on the homepage of the NAHU website.