1. Mastering the Interview
Olympia Meola
Council of Chief State School Officers
July 28, 2019

2. Know how to nail an interview Practice!
Objectives
Our goals today:
Understand the media
Know how to nail an interview
Practice!

3. Tell us about your most memorable moment working with the media.
Icebreaker
Tell us about your most memorable moment working with the media.

4. The Basics

5. The Reporter
Print
Print reporters tend to have “beats” and more background knowledge.
Print reporters need visuals too. TV
Consider body language.
Speak in short, declarative sentences.
Know when the cameras are on or off.
Radio
Sound bites are only a few seconds long, so speak in short, declarative sentences.
Know when the microphones are on or off.
Blogs
Consider the blog’s context.
Only interview if comfortable.

6. Key elements: Who, What, When, Where, Why, and How?
The Story
Essential elements:
Characters
Visuals
Timing: What’s ‘the hook’?
Multiple perspectives
Key elements: Who, What, When, Where, Why, and How?

7. The Interview

8. Should I Do This Interview?
Questions to consider:
What’s the topic and how is it aligned with our strategic vision?
Will my voice add to this story or topic?
How could a statement from me on this topic impact other areas of my work?
Is someone else better suited to speak about this?
*Note: This is a great conversation to have with your communications director.

9. The Basics of an Interview
Get to know the reporter.
Know what you are going to say before you say it.
Practice saying your messages.
Anticipate questions the reporter might ask.
*Note: Your communications director/team can help with this.

10. Establish your key message
What is your key message?
Write it down in one brief sentence.
Think about: If you could write the headline, what would it be?

11. Example: Early Childhood Education
Key Message: State education leaders are working to advance a high-quality early learning opportunity for every child and eliminate achievement gaps before they surface.
Story: Early learning model in Petal, Mississippi
Terms to repeat: early learning, ALL children, high-quality
Supporting points: Petal’s kindergarten readiness scores

12. Early Learning in Petal, Mississippi

13. Tips for a good interview
Know your message.
Only say it if you know it.
Keep it simple. Avoid jargon and be quotable.
Focus on the "why"
Repeat your message. 
Don’t forget the ask. 

14. Tips for a good interview
Flag key points:
“The most important thing for people to know is…”
“The main point is…”
“What I really want to make clear is…”

15. Tips for a good interview
With answers, “bridge” to your message:
That's one point of view, but…
"That's not in my field, but what I can say is...."
"It's a bit too early to talk about that until all the facts are in, but I can tell you..."
"I'm not sure about that, but what I do know is ...."
"I'm glad you asked me that. People may have that misconception, but the truth is..."

16. The Relationship

17. Engage reporters who regularly cover education:
Build a relationship
Engage reporters who regularly cover education:
Talk to them: Have lunch or grab a cup of coffee.
Show, don’t tell: Invite them along on school visits or into key discussions to show them what you do.
Pitch stories, not press releases: Always have story ideas at the ready and ways they can report on those ideas.

18. *Note: Your communications director/team can help with this.
Build a relationship
Consider developing a presence on social media.
Follow reporters and share their good coverage.
Be approachable.
Make sure you and your team are responsive.
Be honest and transparent.
*Note: Your communications director/team can help with this.

19. Let’s Practice

20. It’s Your Turn
We will give you a scenario.
You will have 5 minutes to brainstorm key messages.
We will conduct a mock interview based on the scenario.
We will provide meaningful feedback as a group.

21. Scenario: Test Malfunction
Summary: Your state transitioned to a computer-based assessment for the first time this year. It took years of convincing legislators to invest in the technology and for education stakeholders to trust it enough to move away from paper-and-pencil, but you got them there. Now, after two years of successful pilots, the full testing window is opening for all students this week. Within hours of the window opening, your assessment director alerts you that the system was hacked. On the first day, they find workaround solutions for most schools, but the state’s largest school district said it will shut down testing for the rest of the window. Lawmakers have called for you to come and answer questions before the House Education Committee. The state’s teachers' association has questioned the validity of any results from the assessment this year. As you are walking to the House Education Committee hearing, you receive a text from your communications director that the superintendent of the largest district is now saying he is going to commission his own assessment for his students because he no longer believes in the state department of education’s ability to provide a functional standardized test. Interview: You are stopped in the hallway by Emily, a seasoned local TV reporter, who has a few questions.

22. Feedback
Consider the following:
Was the key message clear?
Did you hear a bridging phrase?
Was the conversation quotable?
Other feedback?

23. Scenario: Criticism of School Improvement
Summary: A rock star district superintendent just criticized the state's plans to improve schools under ESSA as "woefully inadequate" and said the state might as well have kept No Child Left Behind. During an interview with the state’s largest newspaper, the Herald Journal, the superintendent told the reporter the following: “Since the state's ESSA plan was approved, the state has not made any strides on school improvement strategies. It's an embarrassment. In my district, we have wrap around services and supports for schools that need them. I don’t know how the state plans to supports what we are currently doing, never mind other districts. I gave input on our state plan, and I went to the stakeholder meetings – and for what? We could have just kept No Child Left Behind. We have woefully inadequate plan that will fail our kids.” Interview: Mary from the Herald Journal is calling and would like your reaction.

24. Feedback
Consider the following:
Was the key message clear?
Did you hear a bridging phrase?
Was the conversation quotable?
Other feedback?

25. Olympia Meola Olympia.Meola@ccsso.org
Questions?
Olympia Meola