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Image Enhancement


Whether you like it or not, as an athlete, YOU WILL HAVE AN IMAGE. It all boils down to this: Will you create that image, or will you allow someone else to create it for you? if you are willing to create an image yourself, then you need to know how to develop it and maintain it.

Is the image you want to create genuine or phony? Sports Media Challenge believes in developing the true image of an athlete. By creating a phony image, an athlete under pressure is bound to crack. This section offers regularly updated strategies and tips on how to develop your true image that delivers consistently for your investors - whether that's your team, your administration, or your corporate sponsors.

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"Mud Sticks!"
Minimize the Harsh Impact of Negative News

The "Mud Sticks" Theory reflects the way most human beings digest and remember information. Most information falls easily into three categories: neutral, positive or negative. The goal is to position yourself and your information in the most advantageous way. When the information about you is negative it's critical to reposition it in as positive or at least as neutral a manner as possible.

1. Neutral information makes a psychological impact on the public because they're learning something about you, your abilities, etc. Impact Factor: 1x

2. Positive information has double the psychological impact on the public.  They're learning about you and they're developing a positive impression. Impact Factor: 2x

3. Negative information (a.k.a. "Mud") has four times the psychological impact. Bad news has a much stronger impact on our psyches and we remember it much longer. Impact Factor: 4x

If you work convincingly and consistently to project a positive message to the public, that's how the media will eventually portray you. (It requires repetition for any message to sink in, no matter how clearly communicated the first time.) A positive image that's cultivated in advance of bad news acts as a safety net for your reputation. Even if you're hit with bad press, you've the ability to neutralize or turn it around by focusing the media on your strengths. The ideal of course is: If you're being covered, make it good news!

 

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Elements of Your Public Image

 Forming a certain public image is like putting together a big puzzle whose pieces have to be carefully combined to form the desired representation. Following are pieces of the public image puzzle. As you go over these pieces, think of differences in the image that Dennis Rodman has created versus that created by Michael Jordan, and how each of these pieces have contributed to their individual images.

Athletic Ability: Athletic ability is your identity. Fans judge you as a player according to how you perform on the field. However, they judge you as a person according to how you perform with the media and public applying the following attributes.

Appearance: In communication, 55% of your effectiveness rests on appearance. Fans do not have time to get to know you personally. Therefore, the way you choose to dress and carry yourself conveys an instant message about your personality.

Communication Skills: Fans expect athletes to communicate with the same degree of excellence as they perform. Good communication builds interest, which builds fans, which means dollars.

Character: Good character is a quality admired by anyone. It gives instant credibility with the public.

Body Language: Your gestures and body movement have to convey a message of confidence and control so that people will believe you.

Attitude: Some athletes fight the image-building process. That's a mistake. Recognize that media and public exposure don't close doors. They keep doors open.

Exposure: Higher exposure to the public gives the fans a better chance to know you and associate with you.

Style: In today's competitive sports arena, athletes need to develop a unique identity in order to stand out. Developing your own style and qualities will help create a lasting impression.

Coaches - Image

To be truly successful in any field today – you need to differentiate yourself from the pack. Just being a great coach won’t guarantee success if you’re difficult to work with.Building a positive personal image and incorporating that into everything you say and do can help your career reach it’s fullest potential.

  • Critical contact happens in your everyday life. Be aware of how you interact with people both in public and private.
  • Whether you like it or not, as a coach you represent your athletes as well as your organization – be aware of your visibility.
  • When your team is competing, it’s typically one of your most stressful times– take a moment to consider how you come across to others.Many times people make assumptions about the real you based solely on how you look, sound, and act on the sidelines.
  • A positive image acts as a safety net when you’re the subject of negative media attention – choose your words carefully and keep your cool.

Athletic Administrators – Image

Image means many different things to different people, but for an athletic department – maintaining not only your teams’ image, but also that of your university is crucial to the organization’s success.

  • Mud sticks – people tend to remember negative information twice as vividly and double the length of time that they remember positive information. Make sure you gather all the good news you can and get it out there to keep your organization in the balance.
  • A positive organizational image breeds donations and sponsorships – make sure your spokespeople are well-trained in media relations, public speaking, and networking skills.
  • Have a main message or mission statement for your organization. Have standards and stick to them. Make sure staff, coaches and athletes are aware of the image you want to portray and they are held accountable for maintaining that image.