Transcript MESSAGING OVERVIEW What are messages?

Media & Advocacy Workshop
for Medical Professionals
AGENDA FOR THE DAY
Introductions
Messaging Overview
HCAN’s Messages
Delivering Your Message
Media Tips & Techniques
Questions & Feedback
“Health care reform cannot wait, it must not wait, and it will not wait another year.”
President Barack Obama
February 24, 2009
February 2009
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GETTING STARTED
What experience do you have with media?
What would you like to improve?
What’s your biggest fear in dealing with the media or
speaking publicly?
Who’s your favorite spokesperson and why?
February 2009
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MESSAGING
OVERVIEW
MESSAGING OVERVIEW
What are messages?
 Messages are the language you use to describe your positioning,
services and attributes.
 Messages are your drumbeat – the core ideas you want to put
across every chance you get.
February 2009
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MESSAGING OVERVIEW
General rules of messaging
 Don’t have more than three or four messages.
 All messages should support the organization or campaign’s main
goals.
 Messages are not sound bites – they are ideas you are trying to get
across.
 Messages are reinforced by sound bites, phrases, statistics and
anecdotes.
 For messages to have impact, they have to be repeated over and
over again.
 Messages must be simple. They are ideas that can be explained in a
sentence or two. If they require a paragraph or more, keep working.
February 2009
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HCAN’s Message
HCAN’s MESSAGE
 We need an American solution to the health care crisis that
guarantees quality, affordable health care we all can count on.
Any Health Care Plan Must Include:
- Coverage You Can Afford
- Comprehensive Benefits You Can Count On
- Choice of Private or Public Health Insurance Plan
- Equal Access to Quality Care
February 2009
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Medical Providers’
MESSAGES
Medical Professional’s Role in Delivering the Message
•Your personal story will illustrate the need for change
in America, put a human face on the complex public
policy issue and inspire others to join the fight.
•Your story will highlight the HCAN principles for
comprehensive reform.
•Think about your patients…
• Couldn’t pay for cancer care or went bankrupt trying
• Didn’t take medications because the cost was too high
• Insurance wouldn’t cover basic chronic care, but would cover complications,
so the patients makes themselves sicker to get catastrophic care.
February 2009
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The Right Stories to Share
•Stories about specific patients you have worked with. You
don’t need to share the patient name (privacy)—just the
basic story.
•Denied coverage for needed medical treatments
•Interference of insurance companies in health care
decisions.
• Difficulties with filing paperwork and fighting for approvals
to administer the proper care.
•Patients who forgo care because of no insurance or
underinsurance.
•Lack of adherence to medical advice because of costs.
February 2009
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Examples of Good Story Telling by Doctors
Reporter Question: So we’re talking about comparative effectiveness
research and the price of drugs. Does this mean I’m going to get the
cheaper drug or the better drug?
Good Answer: So let’s imagine a study of a brand new, very expensive drug
to treat high blood pressure and compares it to a generic drug that costs maybe
a few cents. The study finds that the generic much less expensive drug is
actually more effective than the brand new really expensive drug. So now, with
that information, doctors can really make the best decisions for individual
patients and they save that money—they save money for that particular patient
because they’re able to buy the generic drug and at the same time they improve
their health because they’re giving them the medication that actually works.
TV or Radio Answer: Comparative effectiveness research will allow us to look
at data that shows which drug will work best for our patients. If the cheaper one
works as well as the expensive drug, we can prescribe the lower-cost medication
and rest assured that we are giving the best treatment at the best cost.
February 2009
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Examples of Good Story Telling by Doctors
Reporter Question: With a public health insurance option, aren’t we
talking about government-run health insurance?
Good Answer: We’re told that having the choice of a public insurance plan will
somehow impact the doctor-patient relationship--it’ll somehow impact my ability
to care for my patients. I find that strange because I know that having the option
of a public insurance plan will allow me to tell my patients that they have
guaranteed coverage in case of any loss of a job they will still have an option
that’s available for them to get the health care that they deserve and that they
need.
TV or Radio Answer: No. A public health insurance plan option will provide my
patients with guaranteed health benefits that they can count on. When they get
sick, they can focus on getting the necessary care to get better, rather than
worrying about going bankrupt.
February 2009
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Examples of Good Story Telling by Doctors
Reporter Question: Just because we have a public plan, doesn’t mean
there will be better access to care in rural areas does it?
Good Answer: The nearest population center to my town is 50 miles away and
that’s where my referral base is so in my community we have primary care docs
only. If my patients need to a see a cardiologist, or a urologist, or something like
that, I need to send them about 50 miles away. And, just last week, one patient—
his health insurance plan does not cover the one urology clinic that is located in
my referral center. So that patient needed to either fight with his insurance
company or I need to fight with his insurance company or he needed to drive 120
miles away to Portland where his insurance plan would cover him. A public plan
would allow my patient to visit the closest doctor.
TV or Radio Answer: At times I have to send patients up to 120 miles away to
get specialty care because their insurance only supports certain specialists. A
public health insurance plan option would allow them to get the care closest to
home without fighting with an insurance company first.
February 2009
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Delivering Your Message
Come prepared and confident.
 Before an interview, think about the story you want to tell.
 Practice telling the story to family, friends or colleagues.
 Develop talking points to support your story. For example, write down
some bullet points that you don’t want to forget during the interview.
 Think about potential tough questions a reporter might ask (what
they will ask, what they could ask, and how you will respond).
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Delivering Your Message
Concisely deliver your message.
 Listen—for question, tone and body language.
 Decide how to answer—just because the question is asked one way,
you don’t have to answer it exactly.
 Respond—what key points should you make and in what order?
 Expand—give one or two points as background only if necessary.
 Stop—make your point and stop talking. Don’t say too much.
February 2009
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CONTROL THE INTERVIEW
Flagging—get to the point!
 Signal the importance of key messages:
“The bottom line is …”
“The most important thing to recognize is …”
“The biggest problem is …”
Examples:
“The bottom line is that my patients need insurance they can count
on when they are sick.”
“The most important thing to remember is that my patients need
access to quality, affordable coverage that allows me to prescribe the
best treatment for their specific condition.”
“The biggest problem is that insurance companies dictate how we
provide care. How can doctors provide the best care when the
insurance companies refuse to cover these treatment options.”
February 2009
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CONTROL THE INTERVIEW
Bridging
 Bring the focus back to your key messages when responding to
tough questions:
“Don’t doctors want a single-payer system?”
“Isn’t this just socialized medicine?”
 Bring the focus back to your key messages when asked a question
that could throw you off track:
“The best reform is that in which my patients will receive comprehensive
benefits that are affordable and available to everyone in America.”
“My patients need quality, affordable coverage that allows me to provide
the best possible care without worrying about cost.”
February 2009
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MEDIA TIPS &
TECHNIQUES
WORKING WITH REPORTERS
Maintain control
 You do not need to always answer the reporter’s questions exactly
how it is asked; it’s your job to deliver your story.
 This is YOUR interview. You are the media’s news source. They
need you for the story. Remember, you are the expert.
February 2009
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INTERVIEW TIPS
Print:
 Speak in quotable sound bites.
 Paint a picture with your words/tell a story.
 To make sure you are quoted accurately, repeat your message a few
different times.
 Remember that the person you are communicating with isn’t the reporter, but
the person who will read the story the next day.
 If you hear a reporter typing while doing a phone interview, slow down to let
the reporter catch up.
 Assume everything you say is on the record. Just because the pencil has
been put away doesn’t mean that the reporter might not use something you
say on the way to the door.
 Be a resource.
 Be personal and personable.
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INTERVIEW TIPS
TV and Radio:
 Assume you are always on the air. No off the cuff remarks.
 If you are being taped, stop if you make a mistake and start over
 Avoid the dreaded monotone. Modulate your voice, make it as
expressive as possible.
 Speak at a normal volume. Stress key points by raising your
intensity level and pitch, not your voice.
 Use words to create an image or paint a picture of your story.
 Feel free to have notes in front of you to remind you of your message
points, key facts and figures, etc.
February 2009
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INTERVIEW TIPS
Television:
How to Sound
 Warm up your voice beforehand.
 Vary tone, intonation and emphasize words.
 Speak in quotable sound bites.
 Hit the main message early.
 Make sure not to speak too quickly.
 Speak genuinely, credibly, confidently.
What to Avoid
 Excessive or distracting hand gestures.
 Tapping a foot or pen.
 Pause words (uh, um, like).
February 2009
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INTERVIEW TIPS
Television:
Where to look
 Look at the interviewer, not the camera (unless instructed otherwise).
 Look at the same place throughout. It’s important not to appear nervous,
uncomfortable or fidgety… otherwise you give the impression that you are
not telling the truth.
How to stand
 Stand upright but not too rigid.
 One foot slightly in front of the other (no rocking).
 Keep hands on a podium, clasped in front or behind your back (not in your
pockets.
How to sit
 Sit upright 1-2 inches from the back of the chair.
 Keep clothing from bunching or bulging.
February 2009
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WARDROBE TIPS
WOMEN
Suits:
Solid color or subtle plaid;
white or colorful blouse.
Dresses: Patterns should not be too
busy.
Nylons:
Neutral tones, no patterns
or seams.
Hair:
Keep hair brushed away
from your face.
Jewelry: Avoid dangling earrings or
necklaces. Pearls or matte
types are best; as they don’t
reflect much light.
MEN
Suits: Navy or gray, plain or pinstripes.
Shirts: Pastels, off-white work best for TV.
Long sleeves give a finished look.
Vests: Optional for presentations or speeches.
Not recommended for TV. Vests add 10-15
lbs to you, bunch up, and make you
hot.
ALL
Glasses: If you wear glasses most of the
time, then wear your glasses;
but consider glare-proof glasses.
Clothes: Do wear grays, blues, browns.
Don’t wear all white (it glows on TV)
or patterns (checks, stripes, dots,
etc.)
February 2009
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ROLE PLAYING
Share YOUR Story
The Right Stuff: Really Good Media Hits
February 2009
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Question #1
What is comparative effectiveness research and
what does it do?
CNN’s Wolf Blitzer
Question #2
Private insurers say a public health insurance
plan will create an unfair playing field.
Are you worried about that?
CBS’s Katie Couric
Question #3
How can we afford to do health care reform now?
NBC’s Brian Williams
Question #4
How can you say you want government-run health care?
Doesn’t this mean you’ll make less money?
Fox News’ Bill Oreilly
Next Steps:
1. HCAN will email you a set of documents that recap tonight’s presentation. There
will be overviews of each topic so you can refresh your memory at any time.
2. Please fill out the Speakers’ Bureau Information Sheet. This will help us place
you with the best possible media interviews. Please fill out the form and email to
[email protected].
3. The last form is a guide to lobbying your member of Congress. Use this form to
share your story with elected officials.
If you have any questions or need help, contact us at any time!
Vanessa Maltin
Jacki Schechner
[email protected]
[email protected]
Thank You!