Working with the Media An Introduction to NAHU Media Efforts Kathryn Gaglione Region IV Meeting ©...

Working with the MediaAn Introduction to NAHU Media Efforts

Kathryn Gaglione

Region IV Meeting

© 2011, National Association of Health Underwriters • www.nahu.org


Message from Legislative Dept

• Please let the legislative department (i.e. Laura Eldon) know about any Hill visits you have scheduled with your senators and representatives in their home offices.

• If you need assistance from the national office with an legislative issues, please contact Dan Samson, manager of state affairs, at 202-595-3678 or [email protected].

• Two handouts from the legislative department:– Federal Policy Priorities – 2014– Federal Legislative Success

mailto:[email protected]



Welcome to the Media Movement

“The world is all gates, all opportunities, strings of tension waiting to be struck.”

Ralph Waldo Emerson

• NAHU tools on the web• Building relationships with local media• Utilizing social media• Helping with national efforts


NAHU Tools on the Web

The place to start

http://www.nahu.org/

http://www.nahu.org/members/tools/websitetools.cfm

http://www.nahu.org/media/tools/chapters.cfm



• Media Kits: writing templates organized by topic, type and for chapters

• "How To" Media Guide for NAHU Members: training manual with detailed information on working with media

• Webinars: past Working with the Media training sessions• Media Tools Video: an eight-minute guide to media

resources available on our website• NAHU PR Staff: we work full time to help you

Let NAHU help!

http://www.nahu.org/media/tools/chapters.cfm?ibcToken=d3f49e53-ba05-e311-86b8-005056a75a90#Resources

http://www.nahu.org/media/tools/chapters.cfm?ibcToken=8b9c4e57-0cdd-e311-86d5-005056a75a90#Training

http://www.nahu.org/media/tools/chapters.cfm?ibcToken=8b9c4e57-0cdd-e311-86d5-005056a75a90#Training

http://www.nahu.org/media/tools/chapters.cfm?ibcToken=d3f49e53-ba05-e311-86b8-005056a75a90#Training

http://www.nahu.org/members/tools/websitetools.cfm

http://www.nahu.org/about/staff.cfm#pr



Localize and forward materials already available

• Press releases• Media advisories• Opinion editorials• Letters to the editor• Video clips• Radio PSAs• Advertisements• Event plans• Brochures



Have the most updated information at your fingertips

• “Washington Update”• “Media Moment”• “The Leader”• “NAHU News”• “President’s Perspective”

http://www.nahu.org/legislative/newsletters/index.cfm





Building Relationships with Media

Create a media list

Upon request, we will search a national media database to find reporters and editors in your area. We will send you:• Print media list• Broadcast media list• Sample letter of introduction• Tips on how to keep list updated

[email protected]




Make first contact

• Contact a reporter by:– Sending an email– Making a phone call– Introducing yourself at an event– Networking through a friend

• Have a specific purpose• Don’t:

– Send snail-mail or fax– Just “drop by”– Let a month go by without contact



If it’s more than six months old…

• Newspapers have always had a high turnover rate, and it’s only getting worse.

• Pay attention to bylines: Who is writing about insurance/healthcare reform?

• Look out for local blogs, newsletters and forums.



Write a letter of introduction

http://www.nahu.org/media/tools/kits/chapters.cfm#officers



Establish yourself as an expert

http://www.nahu.org/media/tools/kits/chapters.cfm#officers



What do you know that everyone else should too?

When pitching a story idea, make sure your proposal is:• Local• Timely• Unique• Personal/Relatable


Social Media

Repost news stories and editorials

• Networking sites – Facebook– Twitter– LinkedIn

• News sites– Yahoo!– Google News– Networks

• Blogs – Washington Post’s Health Care Rx– Wall Street Journal’s SmartMoney


Social Media

Creating Google Alerts

• Organization names: NAHU, NAIC, your company• Key words: MLR, exchange, agent commissions• Important people: government officials, chapter leaders


Social Media

Utilize interesting—and correct—information

• Promote NAHU Message– Know the talking points– Pay attention to legislative updates– Read what NAHU is saying

• Share Information – Anecdotal information (personal stories)– Current events and what officials are saying– Real numbers from reputable studies


Social Media

Be aware of commenting etiquette

• Stay Positive– Everything you learned in kindergarten– Don’t be a Debbie Downer– State your credentials

• When to Post– Is it worth your time and effort?– Are you only posting because you’re angry?– Has someone already said it?

• What to Post– Be responsible in what you say– We can ask you to take it down


National Media Efforts

• In July NAHU received more than 700 press hits.

• So far in 2014, NAHU has received 5,075 press hits.

• In 2013, NAHU received more than 11,000 press hits.





Get on the list

http://www.nahu.org/media/spSignup.cfm



Visit www.BrokersMakingaDifference.org to find out what consumers are saying about the difference you make.

Send all stories to [email protected] and encourage your clients to submit as well.

We greatly appreciate you for helping us reach our goal and your wonderful support of NAHU!

Brokers Making a Difference

http://www.mmsend79.com/link.cfm?r=1018422302&sid=25944804&m=2840693&u=NAHU_2&j=14596842&s=http://www.brokersmakingadifference.org/



Questions?

Reach out to NAHU PR staff

Kelly Loussedes

Vice President of PR

(202) 595-3074

[email protected]

Susan Rider

National Media Chair

(317) 686-6459

[email protected]

Kathryn Gaglione

Sr Manager of PR

(202) 595-3075

[email protected]

ReDonah Anderson

PR Coordinator

(202) 888-0819

[email protected]





Part 2:Putting Knowledge to Work


Putting Knowledge to Work

Plan ahead: “Knowing is half the battle”



Ready to give it a try?

Turn to your neighbor and ask one of the following questions. Then let them take a turn.• Why should people use a health insurance agent instead

of a navigator or just doing it themselves?• What should employers know about the small group

exchange before open enrolment starts?• Health insurance costs continue to rise even after

Obamacare. What else can we do to control costs?• What are some trends you are seeing with your clients,

both good and bad?



Get writing

http://www.startribune.com/politics/statelocal/273870691.html



Ready to give it a try?

We are going to write a short, three paragraph letter to the editor in response to this article. Keep it simple!• Introduction—reference the article as well as the

statement you are responding to• Thesis/position—whether you disagree, agree or think

the issue deserves more attention• Supporting detail—either use a solid statistic or a

specific example that proves your point• Call to action—what needs to happen to fix the problem

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