1. Media Training 101: Tips for Mastering Media Interviews
Prepared by Nadia Singh and Sue Stott
June 3, 2019

2. Engaging With the Media
Effective to drive messaging
Can even drive membership
Sue: Introduction to Verasolve and Sue to give her background.
Engaging with the media can be an effective way to build awareness and support the organization and can even drive membership! We’re going to give you a brief overview to help you work with the media effectively.
Sue to expand on the two bullets above.

3. Why Listen to Me? Former television anchor/reporter
More than 15 years of experience
Have been on both sides
Sue/Nadia
Sue to introduce Nadia who has vast experience on the media side.
Nadia to speak a little about experience and the need for a bird’s eye, holistic view of media engagement.

4. DO: Take Time To Prepare
Nadia
Work with AACTE’s communication leaders-ALWAYS.
They can gather details about the interview and help you prepare with background articles, information about the reporter, information about the subject matter be it policy, legislation, etc.
Do your own research so you feel comfortable speaking about the topic—this will help you if you feel the interview is going off track.
Practice with a colleague by answering possible questions and follow-up questions.

5. Do: Develop Relationships With Reporters
Sue
No one reporter is the same. They have different styles and beats. TV reporters differ greatly from print reporters and bloggers.
Local vs. national outlets look for different types of stories and have different approaches on how to tell them.
A great way to develop relationships with reporters is to honor their deadlines. Also, if you promise you’ll get back to them with additional information, follow through. This builds trust.
Get to know reporters (tv, radio, web) in your area who cover education. They may help you get the word out about an important education based issue.
If you see an article and have perspective on the topic, the reporter to say you appreciate their work on the issue. Offer yourself as a thought leader/resource for future articles/stories.
Nadia
Finding the right media contacts is important. Read, listen to, and watch the news to identify all relevant local reporters, such as those that work on K-12, higher education, education technology, or issues related to best practices for teachers and education leaders.
Set up keyword searches and Google news alerts to receive stories by these reporters on topics of interest.
Remember that meeting with reporters may not result in publicity right away but your availability and willingness to help will build a foundation for your relationship.
Be sure to thank the reporter for his/her time. This goes a long way in a profession that is so fast-paced.

6. Do: Have An Interview Strategy
Nadia
Why are you conducting the interview?
Are you talking about/explaining a specific policy or program? If possible, ask reporter for a list questions to help you prepare.
Have notes.
Know the format. Is it TV, radio, or print? This makes a difference. If on-camera make sure you look the part: neutrals or black, clean and crisp appearance-avoid white and patterns.
If radio, make sure you annunciate and speak with confidence.
If print, ask the reporter if you can preview the piece before it goes to print or posts.
Do a little research on the reporter, see some of their previous work—this will give you insight into their style.
Do: Have An Interview Strategy

7. Do: Know Your Message & Audience
Sue
Again make sure the message you are conveying to the public has been cleared with AACTE. Have 1-2 points supported by tangible examples to reinforce the message.
Your audience is always the viewer, reader or listener, not the reporter.
Know the following:
What is the issue?
Why does it matter?
What is your solution or call to action? Examples: New programs, why a certain policy or piece of legislation is important or detrimental to AACTE’s mission.
Use the organization’s name as much as possible when appropriate.

8. Do: Communicate Clearly
Nadia
Be yourself.
Speak confidently. Stand up straight or sit with your feet flat on the floor. This allows for clarity and breath control.
Try not to fidget. Look at the reporter and engage them naturally. Just have a conversation.

9. Do: Be Engaging & Likeable
Sue
Humanize your message with anecdotes and metaphors.
This isn’t supposed to be hard or a test but don’t let the reporter set the tone.
Be confident in and committed to what you’re talking about. It will come through.
Do: Be Engaging & Likeable

10. Do: Keep Cool & Conversational
Nadia
Set a comfortable pace by pausing to gather your thoughts before answering.
Know what you want to say.
Ask to start over if you’re not happy with your answer in a taped interview.
Know how to pivot or bridge. If a reporter asks you a question that’s off topic/something you don’t want to answer, acknowledge it and answer with a brief statement then pivot to your message. Example: That’s interesting, but what we see as important is… Or that’s true, but we are more focused on… Or what really matters is…

11. Do: Speak In Headlines & Avoid Jargon
Sue
Reporters will only use a fraction of what you say.
Give short but clear and concise answers.
In most cases, speak to an 8th grade comprehension level.

12. Assume ANYTHING is “off the record”
Nadia
Nothing is ever off the record. Assume the microphone is always on and that the camera is always rolling. Reporters need set up shots of the subject and will engage you in informal conversation while the camera is rolling for those shots. Make sure to stick to safe topics while this is happening (weather, etc.).
Stick solely to your approved messaging.
If you feel the interview is going off track, revisit your messages and reiterate the positives coming out of the organization.
Don’t:
Assume ANYTHING is “off the record”

13. Don’t: Lie or Embellish Sue Always be forthcoming.
Remember you are representing the organization and your industry.
Chances are you won’t be discussing something controversial or dealing with a crisis involving the organization.

14. Don’t: Go Beyond What You Know Nadia This is self-explanatory.
Stay within your expertise. If you don’t know something, simply say, “that’s not my expertise, but what I can say is…..”
This brings in the most important point again of sticking to approved messages.

15. Don’t: Answer Hypothetical Questions
Sue
You are not here to make up theories –you’re there to speak about something specific.
Don’t be afraid to move the conversation back to the matter at hand.
Stay positive. Don’t repeat negative language that a reporter may use in a question.

16. Be Political or Controversial
Don’t:
Be Political or Controversial
Nadia
It can be tempting to point fingers about policy and or legislation, but resist. You are not speaking for yourself, you are speaking for the organization.
If a reporter asks you a question you can’t answer or know you shouldn’t, tell them you can’t speak about that and refer them to top brass for comment after the interview.

17. Don’t: Lose Your Cool or Argue Sue
Reporters are in high pressure positions and can sometimes go too far during an interview.
Don’t allow that and keep calm. Most reporters will be easy going and stick to the facts so you should as well.
If you feel the conversation is getting heated, thank the reporter and end the interview politely.

18. Don’t: Say “No Comment” Nadia No comment" is a comment.
It usually comes across as negative.
If you really can't give or get an answer, say so—and explain why.
Don’t:
Say “No Comment”

19. After the Interview Sue
This is a good time to remind the reporter to send you a link to the piece.
Don’t hesitate to politely tell a reporter once a piece airs/ is published if something is factually wrong.
Reporters are more than happy to set the record straight on matters of fact.

20. Questions?