Importance of the media
Athletes and sports media have had a love-hate relationship for decades. On the one hand, the media are directly responsible for spreading news about our sport. This grows the game, expands the market, and leads to more opportunities for athletes. On the other hand, as technology changed and information became instantly available, media coverage increased and stories on elite athletes involved in some kind of scandal now appear often.
But rather than viewing the media as “the bad guys” in your career, think of them as allies. The media present you with significant opportunities for your professional growth and exposure. At the same time, you should be conscious of today’s media-driven age and the professional responsibilities that come with it.
Where to expect media presence?
Whether you play in a major international basketball league or a smaller developing club, there are always going to be journalists and media outlets covering your games. In addition, you may have several opportunities during your career to make public appearances as a member of your team or as an individual athlete. Events where you can expect media presence include:
Basketball related appearances
Regular season games, playoffs, league championships, international events, pre-season games, athlete’s drafts and training camps can all be events when you could expect the presence of media.
Public appearances
Schools, civic groups and health and sports organizations may ask you to appear or speak at events related to your profile and success as an athlete. In these instances, you may not face the intense questioning of reporters following the excitement of a game.
Preparing interactions with the media
Nowadays, media can contact you at any time using all sorts of methods. Therefore, to handle any media interactions, preparation is key. In addition, building a good relationship with the media and developing a strong reputation can lead to new professional and financial opportunities. Before being in touch with the media consider the following:
Think of how you want to be perceived
What you say and how you say it reflect directly on you – it affects how your fans, your team, your sponsors, and the media perceive you. Remember that everything you say (and do) communicates a message. If you want to reflect a positive image, keep that at the front of your mind when responding to media.
Know your audience
Knowing your audience is key to developing the right messages – you will speak to children in a much different way and about different things than you will when speaking to dignitaries or other elite athletes.
Be yourself
It may sound simple but being yourself will put you at ease. You will convey yourself more accurately and represent your team more genuinely.
Gather your thoughts
You won’t always feel like speaking with the press, and sometimes you will have to even though you don’t want to. Even if you are not in the mood, try to be honest without being negative; it is ok to be disappointed but keeping your emotions in check will help prevent you saying something you might regret later.
Ask for advice
Take advantage of the experiences your teammates and other veteran athletes and coaches have had with the media. Ask them how they approach the media and what strategies they have used in difficult or uncomfortable situations.
Media training
Depending on your level of play and resources available to your team, you may want to consider formal media training. Media trainers are experts in how the media operate and can provide useful tips and techniques, especially if you are at a level where media scrutiny is intense.
Key hints on how to interact with the media
There are some key points to remember when interacting with the media in any environment. Remembering these and integrating them into your professional development will build your skill set and lead to smoother interactions and a more positive image off-court.
Stay calm
Be polite and approachable
Be positive whenever possible
Avoid getting defensive
Think before you speak
Everything you do and say communicates
Actions often speaks louder than words
Be aware of your body language
Listen and make sure that you understand the question before giving an answer
Keep it short and go straight to the point
Keep it simple and avoid jargon
Consider your environment (language, culture, etc.)
Practice, practice, practice!