Media Training 101:
How to Get Media Coverage for National Anthem Day Events and
Publicize the Message of the National Anthem Project

When should you call the media?
Anytime you have something planned with your students that a camera crew may want to cover. Call as soon as you have details about the event in place.

Who do you call?
Contact local TV stations (ask for the assignment desk to help you find the assignment producer, morning show producer, or lunch-time show producer) and newspapers (ask for the assignment editor and photo desk).

What do you say?
Outline the event you are planning and why you are doing it. Be brief and to the point. Leave a quick message and send a follow up email if you can.

How do you do it?
Let’s review some basic tips…

#1: Be Consistent: Use the Campaign’s Message as Your Talking Points

• The National Anthem Project, led by MENC: The National Association for Music Education, was a campaign to spotlight the importance of music education for all Americans.
• The focus is on the National Anthem because two out of three Americans don’t know the words to the song. We believe this is due to cuts in school music programs.
• Parents teach their kids songs like “Twinkle Twinkle Little Star” - not “The Star- Spangled Banner.” Kids learn songs about our country’s heritage at school.
• We want to galvanize parents to understand that too many children are denied access and opportunity to credible school music programs. Music education isn’t a luxury, it’s a necessity to develop the whole child.
• Research shows that kids in music programs do better in math and science, and school in general. It’s an important part of a well-rounded education.
• Ask your local school music teachers/principals about the quality of your music programs.
• This campaign is about music education, not patriotism. It is a non-partisan effort in which all Americans can participate.

#2: Be Relevant: Know What The Media Are Looking For

• Cute kids! — Your students, choirs, bands
• A compelling, controversial topic — “music programs in jeopardy,” “Americans don’t know our national anthem”
• Something happening in their town (the LOCAL story) — school assemblies, concerts, events
• Ways their readers/watchers/listeners can get involved in the issue of supporting music in local schools and communities)

#3: Be Convincing: Sell Your Story Appropriately

Phone calls

• First, identify yourself as a local educator and confirm they aren’t on deadline. If they are, call back.
• Second, be brief and to the point to sell your story:
  “We have 100 kids gathering outside of school to sing the anthem in 2 days, celebrating the anniversary of the penning of “The Star-Spangled Banner.” (segue to your key messages)”
• Third, follow up appropriately.
  Try to get their email address so you can send details of location/time and key story elements
• If they turn you down, move onto the next outlet. If they say maybe, call back closer to your event.

Email — The Ideal Follow-Up

• Send a short message with your selling points and bulleted, abbreviated key messages for the campaign
• Highlight who, what, when, where and why
• Provide your phone number for questions
• If you don’t get a response, try to reach them via phone (some newsrooms block outside messages)

#4: Make Your Point: Help Media Write the Story You Want Them to Write!

Flagging: Emphasize to the reporter what you want them to highlight - what one piece of information you want them to print or broadcast - by creating a “star” in their notebook. Use phrases like:

• “The most important thing is...”
• “This is the bottom line...”
• “The point is…”

Bridging: Deal with the question honestly and briefly, then move logically to your message. Before you bridge, you must answer the question.

• “Why is Superintendent Smith cutting the music classes?” .... “I don’t know the answer to that, but I can tell you that music education funding is a national issue. What I am here to talk about today is...”
• “Wouldn’t ‘America the Beautiful’ be a better national anthem?” .... “I don’t know the answer to that, but I can tell you that, whatever song is our national anthem, we need music education to make sure our citizens know how to sing it! What I am here to talk about today is...”
• “The anthem is too hard to sing for most people. Shouldn’t it be in a lower key?” .... “The anthem does have a wide range, but there’s certainly no requirement that it be sung perfectly and that’s not the goal of our campaign. What I am here to talk about today is...”

Tips for Newspaper (Print) Interviews

• Prepare. See the Music In Our Schools Month advocacy page for ideas on developing press releases and working with reporters.
• Have your key messages in front of you
• Feel free to give yourself some time - tell the reporter you will call them right back if you’re caught off guard
• Paint a picture — support your key messages with colorful anecdotes, examples, and evidence.
• Restate and rephrase your key messages during the interview.
• Speak conversationally without being condescending. Address the reporter as you would an intelligent friend.
• Keep control of the conversation. Stay on message -- and don’t feel you have to answer any questions about which you’re unsure immediately. It’s always okay to say “I don’t know the answer to that, but I’ll find out and get back to you right away.”
• Remember nothing is really off the record — even if you’ve said it and the reporter agrees.
• Encourage the reporter to call you back for clarification or additional information

Tips for TV & Radio Interview

The Pre-Interview

The host/producer will pre-interview you for a few minutes before you go on the air to establish what is expected of you on the air and the direction the interviewer plans to take. It’s also your chance to tell the interviewer what you'd like to discuss.

Interview Duration

For live interviews, you will know before-hand approximately how long your interview will last. Sometimes there are last-minute changes because of breaking news, over-booking, or a missing guest, and your time might be shorter or longer than anticipated.

Interview Start Time

Ask the interviewer to tell you when the interview will begin. Shows have begun without the guest being aware of it and off-the-cuff remarks have been broadcast.

Time is Crucial

Keep your answers short, concise, and to the point. In a live interview, answers should be no longer than three or four sentences. In a taped interview that will be edited into sound bites, answers should be held to 20 seconds or less. Rehearse delivering your key messages in sound bites. Edit yourself ahead of time. Don’t leave it to the reporter or another editor.