To make the hard work of story banking worthwhile, advocates should think outside of the box when it comes to distributing stories. Consumer stories can be used in public education efforts, media work, meetings with elected officials, and much more.
Include consumer stories in your materials
Consumer stories can break down complex policy issues in your organization’s reports and media materials. Maryland Health Care for All Coalition and the Tennessee Health Care Campaign both compiled booklets with dozens of stories to illustrate how proposed cuts and new laws affect health care consumers across their state. The organizations pushed the booklets out to media contacts, which helped them get media coverage and strengthened the relationship between participating consumers and the advocacy organizations.
Integrate stories into all conversations with the media
To ensure reporters cover issues that are important to consumers, Anthony Wright of Health Access California reaches out to media outlets to explain and provide context to complicated policy proposals. When doing so, he incorporates stories to help reporters better understand the issues. Anthony finds that reporters will often use a story to frame a pending article or news special they are developing. Using consumer stories to give reporters context to policy issues helps you develop a relationship with reporters, who will see you as a resource for stories.
Anticipate and respond to media requests
Connecting consumers to reporters not only helps advocates succeed in getting coverage on important issues, but it also strengthens relationships with the media by establishing advocate groups as a credible resources. To build these relationships, Virginia Organizing and Pennsylvania Health Access Network anticipate reporter requests. Weeks in advance of an important milestone, these groups search their story banks and their community for consumers who are willing to share their stories.
Bring consumers to media events
Asking consumers to speak at rallies, press conferences, and other media events is a great way to proactively get stories in the media. Every advocate agreed that events are most successful when they are newsworthy. To make your event compelling, confirm noteworthy public officials or release new data that the media will want to cover. Julie Blust of Virginia Organizing suggests including a one-page document that highlights consumer stories with your press materials and encouraging consumers to arrive early so reporters can have one-on-one conversations with them.
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Prepare Consumers to Share Their Story
Without
adequate preparation, consumers may become flustered and the important
message they are delivering could get distorted. To make consumers feel
comfortable sharing their story with a reporter or elected official for
the first time, advocates suggest developing talking points for them to
use and scheduling a time for them to practice telling their story.
However, it is equally important not to prepare them too much—the more
authentic and natural the storyteller comes across, the better the
result. By being in the room or on the phone when a consumer first
shares their story, especially when it’s with a member of the media, you
can help guide the conversation and reassure the consumer that they are
doing a great job. If you ensure their first experience goes smoothly,
it’s more likely that the consumer will want to do it again.
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Add a human perspective to other events
Sharing consumer stories during community forums about the benefits of the Affordable Care Act can help engage the audience in ways statistics and general talking points don’t. Some groups incorporate consumer quotes into presentations, while others use videos. Advocates agreed that the most effective method is to have consumers share their stories in person. These stories engage the audience and increase their understanding of what they or their loved ones stand to gain from progress being made at the state and federal level.
Engage the online community
Online advocacy can create an echo chamber with the media as well as activists and volunteers. Pennsylvania Health Access Network dedicated a website to consumer stories, and they also write blog posts about consumer stories that relate to campaigns or milestones. Adam Searing with the North Carolina Justice Center considerably expanded their blog readership and garnered media attention by periodically posting video testimonials of consumers. Also consider cross-promoting blogs with other groups, tweeting, and using Facebook to generate more coverage.
Build relationships with decision makers
Similar to working with the public and the media, adding a personal dimension to meetings with elected officials can be very compelling. Stefanie Rubin of New Jersey Citizen Action asks consumers and small business owners to share their stories on a variety of issues ranging from budget cuts to establishing a consumer-friendly exchange. An in-person meeting with an elected official not only strengthens overall advocacy efforts, but also helps build the confidence of the consumer and encourages him or her to become a health care leader.
Feed stories to champions
In legislative battles, it’s important to support elected officials who are champions for Medicaid, Medicare, and the Affordable Care Act. According to Nellie Price, Health Access California arms legislative champions with stories of real consumers to help raise public awareness, educate their colleagues, and get media attention.
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