Using the Media to Get Your Message Out Before February 15

© 2015 Enroll America and Get Covered America

EnrollAmerica.org | GetCoveredAmerica.org 01-14-2015

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Using the Media to Get Your Message Out Before February 15



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 DonadoField Organizer – Georgia, Enroll America

V. Making the Media Work for Your Message

Jason StevensonEducation and Communications DirectorUtah Health Policy Project (UHPP)

VII. Q&A Type your questions into the chat box



There is Still Time



MESSAGING: EARNED MEDIA & DIGITAL BEST PRACTICES

Jonathan ShieldsEnroll America



Why Press & Digital Matter

39%

18%

36%

21%

44%

16%

23%21%

News Advertisements Website/onlinesearches

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



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



Press Opportunities

• Enrollment events• Outreach events• Consumers helped• HHS announcements• Deadlines



Who Are We Talking To?

Still Uninsured• Hard-to-reach• Distracted• Skeptical• Cost-Conscious



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





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



Digital Messaging

The same messages are important in the digital space:

• Affordability & financial help• Local help• Deadline• The fine



Keep It Short, Sweet & Nutritious

• Emails – 100 words or less• Clear, simple language• Avoid from industry jargon

when possible• Resources, resources,

resources



Join the Communicators Program!

www.EnrollAmerica.org/Communicators

• Weekly email messaging update• Earned media best practices• Localized messaging resources• Social media content

http://www.enrollamerica.org/Communicators



THINKING OUTSIDE THE “STANDARD” MEDIA BOX

Alex DombronovichEnroll America



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



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!



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



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



ENGAGING THE LATINO MEDIA IN GEORGIA

Maria DonadoEnroll America



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



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



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.



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



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



MAKING THE MEDIA WORK FOR YOUR MESSAGE

Jason StevensonUtah Health Policy Project (UHPP)



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




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




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



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



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 EnablerMelanie Soules

(real person)



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



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



Before Feb. 15Promote 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…



You Can Do It!

Plan Ahead

Follow Up

Track Results



Speakers Contact Information

Jonathan Shields

[email protected]

434.203.0298

Alex Dombronovich

[email protected]

470.955.9214

Maria Donado

[email protected]

404.670.1416

Jason Stevenson

[email protected]

801-433-2299 x.7

Dayanne Leal

[email protected]

617-999-5871

Jennifer Roniger

[email protected]

202-870-1339

mailto:[email protected]








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

http://www.enrollamerica.org/resources/webinars/just-in-time-outreach-strateges-february-15/?utm_source=EA_homepage&utm_medium=sidebar_1&utm_campaign=EA_homepage

http://www.enrollamerica.org/resources/webinars/the-road-to-march-31-effective-outreach-and-enrollment-strategies-to-use-now/?source=webinars

http://www.enrollamerica.org/



Q&A SESSION

Healthcare

Using the Media to Get Your Message Out Before February 15