Best Practices for
Communicating with
Press
Writing For Press
Press Releases
Date and Contact Info
Headline and Sub-head
Quote
Body
Boilerplate
Dateline and Lede
Press Advisories
Date and Contact Info
Advisory Line
Headline and Kicker
Dateline, Lead and Brief Description
Boilerplate
Event Details
Who, What, Where,
When, Local Contact and
How
Press Statements
Date and Contact Info
Headline
Dateline and Lead
Statement Quote
Boilerplate
Letters to the Editor
• A letter submitted to a newspaper or magazine
that addresses relevant issues of concern to
readers
• 100-200 words
• Offers a personal perspective
• Drives public discussion and encourages
action
LTEs
Relevant for audience
First person POV
Impact of the Issue
Affordable Care Act helps area residents
I was really touched to see many uninsured Triad residents get the opportunity to get
insurance through the Affordable Care Act’s health insurance marketplace during the open
enrollment period. I witnessed the importance of health coverage to many Triad residents
in my work as a Get Covered America organizer.
I met people who had to go without health insurance for many years because they could
not afford it. They really wanted coverage, but it was beyond their means. Some had been
denied coverage because of pre-existing conditions.
165 words
The ACA made coverage affordable and guarantees that no one is denied insurance because
of pre-existing conditions. Thousands of North Carolinians who have enrolled now have
quality, affordable insurance that gives them peace of mind as they know they are not one
broken bone or unexpected illness away from bankruptcy.
Encourages Action
I am excited that Get Covered America will continue to work with volunteers and partner
organizations in the Triad to educate uninsured people about the health insurance
marketplace.
Signed
- Kathy Haughton, Greensboro
Lights, Camera, Action!
Tips for Media
Interviews
What to Say: Effective Consumer
Messages
How to Say It: The Importance of
Non-Verbal Communication
Argument
10%
Sound
30%
Appearance
60%
Be Warm; Be Strong
Warm
Strong
Weak
Cold
Photo Credit: NBCUniversal
Smile!
Tips for a Stand Up Interview
• Stand up straight, with your
face and body facing
towards the camera.
• Don’t put your hands in your
pockets, and don’t clasp
them together.
• Leave them at your sides, or
cupped in front of you.
Tips for a Sit Down Interview
• Sit towards the front of the
chair, so you’re not
tempted to lean back.
• Your feet should
comfortably reach the
floor, one slightly in front
of the other.
• You can rest your hands
on your lap, or on the
table.
Watch Your Gestures
• It is totally okay to gesture
with your hands
• Just don’t go overboard!
• Never look to the side offcamera – you’ll look
shifty!
• Same with looking up
(don’t know the answer)
and down (apologetic).
Giving the Interview
Combining what to say and how to say it
Speaking to Your Audience
• You are speaking to your
audience, not the
interviewer
• Give the message you
want to convey, not
necessarily the one you
were asked about
• What are some
examples of audiences?
Know Your Core Message
• Your Core Message is one simple argument you
want your audience to remember an hour after
hearing an interview with you.
• Your primary goal every time you go into an
interview is to get your Core Message through.
Know Your Core Message
• Example of a core message:
Financial help is available
to help you enroll in a
quality insurance plan, and
you can get free, in-person
assistance in your
community.
Make Your Message Real
• Use one key statistic:
• Viewers will tune you out if
you use too many
numbers, but one impactful
stat can really clinch your
case.
• Always have a story:
• A story helps make your
argument real, and the
interviewer may have you for
one, so it’s best to have one
in mind before you start
About 4 out of 5 people who
enrolled through the Marketplace
received financial help to lower
their costs.
Thanks to the financial help she
received, Pam from Pennsylvania
found coverage for just $12 a
month.
Preparing for an Interview
The main goal of an interview is to spread your core
message
• If someone watches an interview with you, what
is the one thing they should remember?
Practice ahead of time
Come prepared – You can bring notes!
Say What You Want to Say…
Then Stop
How long should you talk?
• Your first answer should be your longest, but
generally stay in the 20 to 30 second range
• Make sure you say everything you want to say in
your first answer – you may not get another chance!
• Repeat your core message – you want to make
sure your audience remembers it!
• If the reporter doesn’t immediately respond, that’s
fine!
o Let them fill the silence, not you
Include a Call to Action
• Include a specific call to action:
• “This Saturday, come down to the Public Library at
2 PM, and you can get help enrolling in a plan.”
OR
• “Visit OrganizationWebsite.org to learn more about
your coverage options!”
Dealing With Tough
Questions
Easy as ABC!
The ABCs of Staying on
Message
• With a shared concern: “You’re absolutely right that…”
Agree
• To your point using a bridging phrase
Bridge
• “That’s why,” “What we’re seeing is,”
• “The good news is”
• Your audience and end on you core message
Convince
ABC Example
Question:
We just talked to a consumer who said this process was too
complicated, so she gave up – why can’t you simplify the
enrollment process?
Find a shared concern to AGREE with:
Yes, we hear a lot from consumers who have questions
about the enrollment process, and what plan is best for
their family.
BRIDGE to your point:
The good news is, personalized help is available!
CONVINCE your audience:
Anyone who visits GetCoveredAmerica.Org/Connector can
schedule an appointment to meet in-person with an assister
in their neighborhood.