- Have a written media policy and clear procedural guidelines to give student-athletes. Make certain they understand and follow them.
- Win the coach over. A coach's attitude and personal media rules, i.e., closed practices, strongly influence student-athletes.
- Help student-athletes understand media-star vs. team exposure. Give extra help to highest profile student-athletes enabling them to give strong interviews, remain humble and a part of the team.
- When determining whether to offer media training to an entire team vs. a small number of the highest profile athletes, consider the best value for your time, energy, and funds. The smaller the group (1-10) and longer the exposure to media strategies and techniques, the greater the skill building. The best compromise I've found is to do a short, large group session (one hour) to share the most needed information. Follow with one-on-one or small group coaching for those with the greatest media exposure. Limit most sessions to two hours, provide food as an enticement and don't schedule them late at night when concentration is most difficult.
- A single media training session can build awareness but the lessons are easily and quickly forgotten. An annual comprehensive training session followed by substantive critiques throughout the season helps student-athletes learn media skills better. Condensed review/prep sessions prior to post-season play and during crises are very beneficial.
- Consider the "too close to home" syndrome. An outside consultant or alumni with media experience can have substantial impact reinforcing what SID's regularly tell athletes, coaches and administrators. Outsiders can reinforce your credibility and bring another healthy perspective to your audience.
- If media training is initiated by crisis, prioritize your information. They'll absorb only about half the information they would in normal times. Practice is usually emotionally trying and done under intense scrutiny. Substantial critique and debriefing is imperative. Focus on their strengths but don't avoid the weaknesses. The best time to offer media training is in preparation for normal exposure. More information can be offered in a fun environment.
- Be certain to offer all training within the framework of your home media market. Explain the size market, caliber and quantity of reporters as well as any peculiarities, i.e., Pulitzer Prize reporter who wants to win another with your story. In addition, clearly indicate how your market differs from those of your competitors.
- Like scouting and game films people learn lots from seeing and hearing themselves on tape. Use audio and videotape of mock interviews to prepare student-athletes. Critique actual print and broadcast coverage to judge the effectiveness of your preparation and to identify areas to improve.
- Don't forget non-revenue coaches and student-athletes need training too. They need to know what realistic coverage to expect and what their responsibility is in generating that coverage.
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