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A media portal shows how making credible experts and clear information easy to find can help reporters get tough stories right.
Social Security is a topic almost every working American has a stake in. But it’s also extremely complicated and many people don’t fully understand how it works.
This is a communications challenge many niche industries face, where complex information leaves room for confusion, and confusion creates ground for misinformation.
The National Association of Registered Social Security Analysts, or NARSSA, is trying to make credible expertise easier to find. Its new local media inquiry portal connects journalists with trained Social Security analysts around the country who can explain complicated issues, provide local context and correct common misconceptions.
“There is so much misunderstanding, misinformation, misstating. Even terms are used incorrectly when we’re talking about the Social Security trust fund reserves,” Marthsa Shedden, president at NARSSA, said.
Make the expert easy to find
The idea for the portal grew out of a problem David Splivalo, vice president of communications at NARSSA, kept encountering while working with local journalists.
“The local media just were not informed when it came to Social Security compared to their peers in the industry at the national level,” Splivalo said.
Splivalo found that reporters were struggling to find experts in their own communities when the topic came up.
NARSSA already had a network to draw from. The organization says it has about 2,000 registered Social Security analysts , or RSSAs, in 47 states.
Then they created a local PR program and put analysts through multiple rounds of media training. Subject matter experts and media-ready subject matter experts are two different things, he said.
“They have that formal training, so they are prepared to talk with the press and be a reliable and helpful source,” Splivalo said.
Organizations should identify people inside the company who understand difficult subjects, then teach them how to explain those subjects without jargon, answer questions directly and understand what a reporter actually needs.
Give reporters a centralized information center
The portal also provides statistics, facts, research and other resources, Splivalo said.
This reduces the amount of hunting a journalist has to do and gives reporters material they can use to understand an issue before they connect with an expert.
It can also help prevent mistakes, Splivalo said.
“A lot of times, when it comes to Social Security, not only could the media themselves be misinformed, but they don’t know that much about Social Security,” Splivalo said. “So having that information available to them certainly helps strengthen stories that they’re working on. And, of course, helps fulfill the information that they’re seeking.”
For other organizations, it’s important to think about the questions an outsider would need answered to accurately explain the subject. Then put those answers in one place.
That might include definitions of frequently misunderstood terms, key statistics, links to independent research, FAQs, background material and access to trained experts.
Localize the complicated stuff
National coverage can explain what happened broadly, but local experts can offer more context.
Splivalo used the annual Social Security cost-of-living adjustment as an example. A national story can report the new number and explain how it was calculated. A local RSSA can help a reporter understand whether that increase is enough for retirees in Iowa or Pennsylvania.
Ask what your story means for someone in this city, profession, age group or industry. The more complicated the issue, the more valuable that context becomes, Splivalo said.
Turn misinformation into an education opportunity
Shedden said Social Security is already surrounded by misunderstanding, including confusion about the program’s trust fund reserves and what could happen to future benefits.
The problem is that uncertainty can influence real financial decisions, she said.
NARSSA trains its analysts to address misconceptions and continue educating them through monthly member meetings and other resources.
The goal is to help people “plan instead of panicking,” Shedden said. “Correct misinformation that’s out there…because, in this case, it’s a huge financial decision, and it’s also very emotional.”
Misinformation shouldn’t be addressed by waiting for bad information to go viral and issuing a correction. Organizations can build trusted networks before confusion reaches that point, she said.
Give experts the most current information and frequently update them, she said. Equip them with facts and context they can understand and use.
NARSSA also uses feedback from its experts to understand where those information gaps exist. Because RSSAs regularly speak with clients, the organization surveyed them to learn what Americans are hearing, fearing and doing around Social Security.
Splivalo called the analysts a “barometer” of what everyday Americans are thinking.
“We’re just hoping to fill that huge void that’s existed forever,” he said. “Helping point (journalists) in the right direction and providing the actual content and other sources they need to help tell their story, I think, will go a long way helping inform millions of more people about what’s going on with Social Security.”
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