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 Donado
Field Organizer – Georgia, Enroll America
V. Making the Media Work for Your
Message
Jason Stevenson
Education and Communications Director
Utah 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 Shields
Enroll America

Why Press & Digital Matter
39%
18%
36%
21%
44%
16%
23%
21%
News Advertisements Website/online
searches
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

THINKING OUTSIDE THE
“STANDARD” MEDIA BOX
Alex Dombronovich
Enroll 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 Donado
Enroll 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 Stevenson
Utah 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 Enabler Melanie 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. 15
Promote 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
JShields@enrollamerica.org
434.203.0298
Alex Dombronovich
ADombronovich@enrollamerica.org
470.955.9214
Maria Donado
MDonado@enrollamerica.org
404.670.1416
Jason Stevenson
stevenson@healthpolicyproject.org
801-433-2299 x.7
Dayanne Leal
dleal@enrollamerica.org
617-999-5871
Jennifer Roniger
jroniger@enrollamerica.org
202-870-1339

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

Q&A SESSION

Using the Media to Get Your Message Out Before February 15

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