Preparing Students to Meet the Media

Whether it’s to recap a winning play in the euphoria of a victory or a sit-down interview to share an incredible high school journey, an opportunity for a student participant to interact and share information with the professional media remains a thrill. To have that opportunity is a byproduct of the experiential learning process through education-based activities.

But what must be racing through the minds of students as they formulate meaningful thoughts to convey to the media? There is also the realization that when meeting the media, you not only are representing yourself, you are also speaking as a representative of your school and community.

“Interviewing students these days runs the gamut,” said Tom Elliott, a 40-year newspaperman and currently the sports editor of the West Central Tribune in Willmar, Minnesota. “Through interviewing, you will find some of the most interesting kids around. They are intelligent, creative and great to work with. You will also get some students that are extremely shy and concerned about what they are saying. Sometimes you have to work with them a bit. In my career, student-athletes have gotten much better to work with than 40 years ago.”

And why is that?

High School Today caught up with Elliott long enough for him to take a break from his prep sports beat and discuss the art of interviewing and preparing students to meet the media.

HST: What’s changed in 40 years?

Elliott: “Social media has helped immensely. It has paved the way to allow kids to be more candid. They are posting positive things and talking about great topics you like to hear about like sportsmanship, leadership and community spirit. Sure, there are negative things on social media, but most sharp kids know the do’s and don’t’s.”

HST: Do you think a student’s comfort level is also helped because they are receiving guidance from coaches, teachers and administrators?

Elliott: “Yes, I think there is some of that, but those leaders are already stretched thin in what they are being asked to do. You don’t hear of too many sports information directors at the high school level, so someone is providing guidance. What those folks are doing is working. Keeping it up! These kids are sharp.”

HST: You mentioned working with students as you interview them. What goes into that?

Elliott: “One of the biggest things I’ve learned and utilized in my professional career is you want to make a student feel comfortable. The best interviews are conversational when kids are allowed to express themselves. We record everything. Many times, two-thirds to three-quarters of the conversation, the student might be struggling. They just didn’t know what to say. An experienced reporter will recognize that and work with the student. This is a big deal for the student. You want to make it a positive, memorable experience.”

HST: Are there times when a student is too comfortable while being interviewed?

Elliott: “Oh, yeah. Don’t be a goofball and don’t try to be funny. Being a smart aleck with the media isn’t a great move. It just doesn’t play well. It is hard to convey humor and sarcasm. Most people read it literally and don’t catch on. It is OK to be honest and tell us what you think. In the appropriate situation, enjoy yourself. That is certainly part of the interviewing process.”

HST: There have been media studies that reveal readers would like to hear more from kids and less from coaches. What is your take on that?

Elliott: “Coaches are great for background information. I will allow the student to talk about that information shared, too. If they say the same thing, I will always use the student quote. Kids are a reflection of the program. Readers want to hear what these young people have to say and what they are experiencing. It is fun to read about that rather than a coach all the time.”

HST: Do you see situations where a coach or an AD wants to be present during an interview?

Elliott: “Not nearly as much as it used to be. Coaches and ADs would want to be present to ensure that kids would behave and say the right things. But they have figured out that this is a chance for a student to learn, to represent an organization, in this case, a school and community. Learning how to express themselves is a lifelong skill. In tough-loss situations, you tend to seek out older kids, the ones that are well-spoken and more seasoned to convey thoughts and feelings in a meaningful way to the media.”

HST: What advice would you give a coach or school administrator as they work to prepare students to perhaps someday meet the media?

Elliott: Really, you don’t have to worry about what your kids are going to say. Kids are bright. Keep trusting them. Also, at the high school level, journalists aren’t looking for dirt. It just isn’t what we are trying to do. We are just looking for something that will make our stories and videos more interesting to readers.”

HST: How do you think kids see the media?

Elliott: I don’t think they see us as the enemy. Their parents might (laughs). If you have a great reputation in the community you are serving, you are respected. My paper has been around for 130 years. I think people trust us. We do a good job of being fair, listening to all sides and playing it down the middle.

HST: Is it still a thrill to be interviewed by a media member?

Elliott: Absolutely. In the small towns, you are like a celebrity. I think most kids are still flattered when they are asked to be interviewed. We listen and write for a living. We want to do a good job of sharing their stories.”