Health Policy Communications

1. Health Policy Communications Jackie Judd Vice President and Senior Advisor for Communications Kaiser Family Foundation KaiserEDU.org Tutorial This is Jackie Judd, Vice President and Senior Advisor for Communications at the Kaiser Family Foundation. I also am a former television and radio journalist. This tutorial will provide you with guidance and information about dealing with the media and presenting to policymakers.This is Jackie Judd, Vice President and Senior Advisor for Communications at the Kaiser Family Foundation. I also am a former television and radio journalist. This tutorial will provide you with guidance and information about dealing with the media and presenting to policymakers.

2. Media are a major source of information on health issues for policymakers and consumers alike. So, when you have the opportunity to speak to a journalist about health policy, do everything you can to be effective in delivering your message. Television, radio, newspapers and online websites all have very different audiences and it is important to tailor your information to the audience that will read or hear your comments.Media are a major source of information on health issues for policymakers and consumers alike. So, when you have the opportunity to speak to a journalist about health policy, do everything you can to be effective in delivering your message. Television, radio, newspapers and online websites all have very different audiences and it is important to tailor your information to the audience that will read or hear your comments.

3. What is Media Training? Strengthening communications skills Media training is about strengthening the communications skills you already have and developing new skills. It is not about making you someone you are not. It also is not about manipulating the media. It is about getting you comfortable and confident in talking to reporters, giving you guidance in how to prepare for an interview and gaining some awareness of the different needs of different types of reporters. Media training is about strengthening the communications skills you already have and developing new skills. It is not about making you someone you are not. It also is not about manipulating the media. It is about getting you comfortable and confident in talking to reporters, giving you guidance in how to prepare for an interview and gaining some awareness of the different needs of different types of reporters.

4. Getting Prepared �Who Are You Talking To? Know your audience In getting prepared, the single most important thing to understand is; who is your audience, who will read or hear your remarks. Is it a general consumer audience, a business-savvy audience, an audience of recent college graduates? Once you understand that, you can begin to consider what information would be appropriate and how to best discuss that information. There is a vast difference between explaining the Medicaid program, for example, to young office interns versus an audience of health insurance executives. Take time to get to know the reporter before the interview begins. Find out how much the reporter knows about the subject. That will also help you calibrate how much detail you will need to provide. It will also be helpful to both you and the journalist to understand his or her deadline and how much time you have for the interview. If the reporter has five minutes to hear about how Medicare Part D works you will have to think about paring your comments down to the essentials. If the reporter has 30 minutes, then you can be more expansive and, yes, more relaxed. Reporters will be eternally grateful if you show sensitivity to their very unforgiving deadlines.In getting prepared, the single most important thing to understand is; who is your audience, who will read or hear your remarks. Is it a general consumer audience, a business-savvy audience, an audience of recent college graduates? Once you understand that, you can begin to consider what information would be appropriate and how to best discuss that information. There is a vast difference between explaining the Medicaid program, for example, to young office interns versus an audience of health insurance executives. Take time to get to know the reporter before the interview begins. Find out how much the reporter knows about the subject. That will also help you calibrate how much detail you will need to provide. It will also be helpful to both you and the journalist to understand his or her deadline and how much time you have for the interview. If the reporter has five minutes to hear about how Medicare Part D works you will have to think about paring your comments down to the essentials. If the reporter has 30 minutes, then you can be more expansive and, yes, more relaxed. Reporters will be eternally grateful if you show sensitivity to their very unforgiving deadlines.

5. Laying the Ground Rules Establish how quotes will be used Before the interview begins, establish the ground rules. Establish how your quotes will be used. �Off the record� means your comments and quotes cannot be used, even without attribution. Unless you have an established and trusted relationship with a reporter, do not engage in �off the record� comments. You may think you are only providing guidance to the journalist but for any number of reasons your comments may end up being used. If you speak to a reporter �on background� that means your comments can be used but not attributed to you specifically. You can suggest ways in which to describe yourself, such as a �health care policy expert.� �On the record� is the simplest way to speak with a reporter. Your name will be attached to your quotes. It can be risky to go from one ground rule to another in the course of a single conversation. The reporter may later forget the circumstances and attribute a quote to you that you recall saying was �off the record.� And remember, if you get lulled into an �on the record� conversation and you find yourself saying something you wished you hadn�t, �off the record� is not retroactive. You can�t take the quote back, so be aware at all times about what you are saying.Before the interview begins, establish the ground rules. Establish how your quotes will be used. �Off the record� means your comments and quotes cannot be used, even without attribution. Unless you have an established and trusted relationship with a reporter, do not engage in �off the record� comments. You may think you are only providing guidance to the journalist but for any number of reasons your comments may end up being used. If you speak to a reporter �on background� that means your comments can be used but not attributed to you specifically. You can suggest ways in which to describe yourself, such as a �health care policy expert.� �On the record� is the simplest way to speak with a reporter. Your name will be attached to your quotes. It can be risky to go from one ground rule to another in the course of a single conversation. The reporter may later forget the circumstances and attribute a quote to you that you recall saying was �off the record.� And remember, if you get lulled into an �on the record� conversation and you find yourself saying something you wished you hadn�t, �off the record� is not retroactive. You can�t take the quote back, so be aware at all times about what you are saying.

6. What and How to Say It Decide 2-3 points to emphasize Well before the interview begins decide the most important points you want to make. Remember, that you have control over the messaging. So, be certain you know what those messages are. Because of time constraints, and because so many reporters these days are not specialists, you can generally hope to make two or three salient points. Think about how you might be able to put information and statistics in a meaningful context. Use words that are strong and descriptive. For example, if you mention how many uninsured people there are today, you might want to compare it to the number of uninsured a decade ago in order to make a point about trend lines. If you are speaking with a local reporter, think about how broad points you make have local relevance. Jot down some notes about those two or three key points and have them nearby, so you can glance down and make sure you have covered everything you intended to cover. Do not write down entire sentences or paragraphs. That would be an impossible situation if you were being interviewed on camera and if you sound as if you are reading off a script, the strength of your comments and credibility will be diminished. If you have the jitters, role play ahead of time with a colleague. Well before the interview begins decide the most important points you want to make. Remember, that you have control over the messaging. So, be certain you know what those messages are. Because of time constraints, and because so many reporters these days are not specialists, you can generally hope to make two or three salient points. Think about how you might be able to put information and statistics in a meaningful context. Use words that are strong and descriptive. For example, if you mention how many uninsured people there are today, you might want to compare it to the number of uninsured a decade ago in order to make a point about trend lines. If you are speaking with a local reporter, think about how broad points you make have local relevance. Jot down some notes about those two or three key points and have them nearby, so you can glance down and make sure you have covered everything you intended to cover. Do not write down entire sentences or paragraphs. That would be an impossible situation if you were being interviewed on camera and if you sound as if you are reading off a script, the strength of your comments and credibility will be diminished. If you have the jitters, role play ahead of time with a colleague.

7. Interview Basics Be comfortable Answer questions on your terms; do not be goaded to answer questions you are uncomfortable with Look for opportunities to make your points, even if you are not asked about them directly If you don�t know an answer, do not fake it Stick to your message Make simple statements and focus on central ideas Avoid technical jargon and alphabet soup If you have done everything you can to prepare for the interview, you should feel comfortable and confident. Here are a few essentials to keep in mind while speaking with a reporter; answer the questions but on your terms. Sometimes reporters, in an effort to get a strong and judgmental quote, will goad their subjects. So, if you say that �Medicaid is facing some financial challenges� the reporter may say �So are you saying Medicaid is on the brink of financial collapse?� Don�t go there if that is not what you believe! It is possible that the reporter may not ask you the questions you were prepared to answer. There are ways for you to still make the two or three points you had in mind. You can say in response to a question, �I�m not really prepared to answer that but I do want to say��.� and so on. When you do that, make sure what follows is on message, that it is delivered in a straight-forward way. Don�t fall into a pattern of using technical language or acronyms. Many in your audience may not be able to decipher what you are saying.If you have done everything you can to prepare for the interview, you should feel comfortable and confident. Here are a few essentials to keep in mind while speaking with a reporter; answer the questions but on your terms. Sometimes reporters, in an effort to get a strong and judgmental quote, will goad their subjects. So, if you say that �Medicaid is facing some financial challenges� the reporter may say �So are you saying Medicaid is on the brink of financial collapse?� Don�t go there if that is not what you believe! It is possible that the reporter may not ask you the questions you were prepared to answer. There are ways for you to still make the two or three points you had in mind. You can say in response to a question, �I�m not really prepared to answer that but I do want to say��.� and so on. When you do that, make sure what follows is on message, that it is delivered in a straight-forward way. Don�t fall into a pattern of using technical language or acronyms. Many in your audience may not be able to decipher what you are saying.

8. The Print/Online Interview Have material close at hand Let�s talk specifically about the major types of media interviews. First, the print or online interview. Have your material close at hand. Those notes you jotted down�with the two or three messages�should be nearby. If it is possible, be close to your computer. So, if a reporter asks a question that requires a moment�s research�such as a statistic that may have slipped your mind�you will have easy access. A reporter on deadline will be particularly grateful for that kind of help. At the end of the interview, do not be lulled into a comfort zone where you might say something you do not want quoted. Reporters are always reporters, and what you say is fair game. So, be cautious. Let�s talk specifically about the major types of media interviews. First, the print or online interview. Have your material close at hand. Those notes you jotted down�with the two or three messages�should be nearby. If it is possible, be close to your computer. So, if a reporter asks a question that requires a moment�s research�such as a statistic that may have slipped your mind�you will have easy access. A reporter on deadline will be particularly grateful for that kind of help. At the end of the interview, do not be lulled into a comfort zone where you might say something you do not want quoted. Reporters are always reporters, and what you say is fair game. So, be cautious.

9. The Television Interview Camera time often limited � be concise and to the point The television interview is quite a different animal from the print or online interview. If a soundbite is going to be used, you must think about how to frame your key messages in 10-15 seconds. Yes, that is how much time you might get in a news reporters piece. If the entire interview is going to be broadcast, you do not need to be quite so succinct. But, keep in mind as always, who will be watching, and what is the audience�s general level of knowledge. For an on camera interview dress simply. Men should not wear ties that have small patterns in them because that can make the camera �jump.� Women usually look good in jewel tones. At a minimum, put some powder on your face. The camera can �see� shine where the human eye cannot. And, a lot of �shine� can be distracting. You want your audience to only think about what you are saying, not what you look like or what you are wearing. Use a chair that is stable and not one with wheels which could move during the interview. Befriend the cameraman and soundman. They are part of the reporter�s team and can make or break what the interview will actually look like and sound like. As newsroom budgets become tighter, more reporters are doing �speakerphone� interviews. That is when the cameraman will show up but the reporter will be back in the newsroom and on speakerphone asking questions. Most people have difficulty turning this into a natural situation. Instead they lack eye focus and they speak louder than normal because the reporter is not in the room. Get a colleague to sit in the seat across from you and hold up the speaker phone at eye level. That way you will have something to focus on and this trick will reduce the possibility of you �shouting.� After you answer the first question, stop and ask the cameraman if everything seems to be going okay. Encourage him to be honest. At the end of the interview, as mentioned earlier, do not fall into a comfort zone and say something inappropriate. You should presume the mike is always on and the camera is always rolling.The television interview is quite a different animal from the print or online interview. If a soundbite is going to be used, you must think about how to frame your key messages in 10-15 seconds. Yes, that is how much time you might get in a news reporters piece. If the entire interview is going to be broadcast, you do not need to be quite so succinct. But, keep in mind as always, who will be watching, and what is the audience�s general level of knowledge. For an on camera interview dress simply. Men should not wear ties that have small patterns in them because that can make the camera �jump.� Women usually look good in jewel tones. At a minimum, put some powder on your face. The camera can �see� shine where the human eye cannot. And, a lot of �shine� can be distracting. You want your audience to only think about what you are saying, not what you look like or what you are wearing. Use a chair that is stable and not one with wheels which could move during the interview. Befriend the cameraman and soundman. They are part of the reporter�s team and can make or break what the interview will actually look like and sound like. As newsroom budgets become tighter, more reporters are doing �speakerphone� interviews. That is when the cameraman will show up but the reporter will be back in the newsroom and on speakerphone asking questions. Most people have difficulty turning this into a natural situation. Instead they lack eye focus and they speak louder than normal because the reporter is not in the room. Get a colleague to sit in the seat across from you and hold up the speaker phone at eye level. That way you will have something to focus on and this trick will reduce the possibility of you �shouting.� After you answer the first question, stop and ask the cameraman if everything seems to be going okay. Encourage him to be honest. At the end of the interview, as mentioned earlier, do not fall into a comfort zone and say something inappropriate. You should presume the mike is always on and the camera is always rolling.

10. The Radio Interview So many deadlines, so little time Radio reporters have multiple deadlines through out the day. They probably have the least amount of time to spare than any other kind of broadcast or print journalist. If you are being called for a quick interview that will be cut up into soundbites it is essential to be efficient. If you are participating in a live call-in show the rules are different. Anything can happen, but remember you should not be pushed into discussing something that is beyond your knowledge. For example, you may be on a show to discuss employer-sponsored health coverage and someone calls with a very specific question about their own personal situation. Do not be Ann Landers! Instead, you can suggest other organizations that may be of help or you can make a broader and more generic point about this individual�s situation. If the host or a caller asks you a question you simply do not know the answer to, that�s okay. Do not fake it. Just say, �you know that is not my specialty, but there is something I do want to add about��..� and go on from there. That way, you have turned the situation around to your comfort zone. As always, remember who the listeners are and calibrate the sophistication of your answers to that audience. And, yes, until your mike is off and you leave the studio, presume anything you say can and will be heard.Radio reporters have multiple deadlines through out the day. They probably have the least amount of time to spare than any other kind of broadcast or print journalist. If you are being called for a quick interview that will be cut up into soundbites it is essential to be efficient. If you are participating in a live call-in show the rules are different. Anything can happen, but remember you should not be pushed into discussing something that is beyond your knowledge. For example, you may be on a show to discuss employer-sponsored health coverage and someone calls with a very specific question about their own personal situation. Do not be Ann Landers! Instead, you can suggest other organizations that may be of help or you can make a broader and more generic point about this individual�s situation. If the host or a caller asks you a question you simply do not know the answer to, that�s okay. Do not fake it. Just say, �you know that is not my specialty, but there is something I do want to add about��..� and go on from there. That way, you have turned the situation around to your comfort zone. As always, remember who the listeners are and calibrate the sophistication of your answers to that audience. And, yes, until your mike is off and you leave the studio, presume anything you say can and will be heard.

11. The Briefing � To Reporters State key points early There will be occasions when you will be briefing a group of reporters. To prepare�just as you would for a one on one interview�determine the key messages and then state your key points early in your presentation. That is when you will have maximum attention. Deliver your remarks in an inverted pyramid; meaning discuss your broad findings first and then begin to drill down into the details. This is a signal to your audience about what you think are the most important take away messages. Whenever possible, use examples and anecdotes to bolster and animate those take away messages. There will be occasions when you will be briefing a group of reporters. To prepare�just as you would for a one on one interview�determine the key messages and then state your key points early in your presentation. That is when you will have maximum attention. Deliver your remarks in an inverted pyramid; meaning discuss your broad findings first and then begin to drill down into the details. This is a signal to your audience about what you think are the most important take away messages. Whenever possible, use examples and anecdotes to bolster and animate those take away messages.

12. Briefing Policymakers (I) Know your audience In addition to reporters, you may have the opportunity to brief policymakers. When you are briefing a roomful of policymakers know your audience. Are these professionals completely versed in the subject you plan to talk about or have young staff members been sent from the policymakers� offices? If it is possible to know this in advance, you will be able to make your remarks more appropriate. Streamline your remarks; most people can only take in about three big messages�and even professionals can get that glazed look if too many statistics are thrown at them. Add people, add anecdotes to those statistics to help the information come alive and to give them more meaning. Rehearse ahead of time, in front of a mirror or a colleague, to get comfortable with the material. In addition to reporters, you may have the opportunity to brief policymakers. When you are briefing a roomful of policymakers know your audience. Are these professionals completely versed in the subject you plan to talk about or have young staff members been sent from the policymakers� offices? If it is possible to know this in advance, you will be able to make your remarks more appropriate. Streamline your remarks; most people can only take in about three big messages�and even professionals can get that glazed look if too many statistics are thrown at them. Add people, add anecdotes to those statistics to help the information come alive and to give them more meaning. Rehearse ahead of time, in front of a mirror or a colleague, to get comfortable with the material.

13. Briefing Policymakers (II) Lose the script - reading undermines authority Your goal should be to get so comfortable with the material that you do not need a script or notes. Looking down at your papers undermines your authority. Looking at your audience�and not at your papers�will also keep people more interested and focused. Make your power points interesting, think about moving graphics. Do not make them so dense that all the focus shifts from you to what should only be a visual aid. Let your audience know there will be time for questions at the end. The overall goal; be interesting, quotable and academic all at the same time. Your goal should be to get so comfortable with the material that you do not need a script or notes. Looking down at your papers undermines your authority. Looking at your audience�and not at your papers�will also keep people more interested and focused. Make your power points interesting, think about moving graphics. Do not make them so dense that all the focus shifts from you to what should only be a visual aid. Let your audience know there will be time for questions at the end. The overall goal; be interesting, quotable and academic all at the same time.

14. When the Interview is Over Reporter got what he needed? A final comment on the interview scenario. When the reporter is finished, ask if you provided what they needed. If you sense something was lacking, offer to give it another try. A reporter will be grateful for the effort. And when it is over�well, it�s just a break before the next interview. In between, practice, until you get where you want to be. Remember, you are in charge of the interview, you determine how the information is presented. Make the most of these opportunities.A final comment on the interview scenario. When the reporter is finished, ask if you provided what they needed. If you sense something was lacking, offer to give it another try. A reporter will be grateful for the effort. And when it is over�well, it�s just a break before the next interview. In between, practice, until you get where you want to be. Remember, you are in charge of the interview, you determine how the information is presented. Make the most of these opportunities.

15. For More Information� I hope this KaiserEDU tutorial has provided you with some useful information on talking with reporters and policymakers. For more information, you can check out the resources listed here. Thank you. I hope this KaiserEDU tutorial has provided you with some useful information on talking with reporters and policymakers. For more information, you can check out the resources listed here. Thank you.