By: Aaliyah Lambert, CommCore Intern
An athlete’s conduct at a press conference can affect how he or she is viewed for the rest of his or her career.
Cam Newton, star quarterback for the Carolina Panthers, is a fan favorite because he gives back to his community, interacts with younger fans, and professes his faith. However, after his conduct during a press conference following his team’s loss in last year’s Superbowl, his image was badly tarnished. His responses were curt and monosyllabic, and then he abruptly left the podium. Video of his fit of pique was immediately posted online, and news articles followed, criticizing his attitude.
Addressing the media can be trying after losing a high-pressure game. Here are a few of CommCore press conference tips for athletes (or any celebrity, for that matter.)
- CoreMessage: Prepare core messages in advance, for whether you win or lose, and play well or miserably. Stay positive and respectful even in disappointment, and do not gloat unnecessarily in victory.
- Know the Media: Especially before a big event such as a championship game, ask your team’s media relations representative what questions and attitudes you can expect from specific media.
- Body Language: If you look like you are paying attention, you most likely are. Sit up straight, lean into the microphone and look questioners in the eye when responding.
- Stay Focused: Many reporters like to ask questions intended to put you on the spot. Answer questions about the game; learn how to firmly, but politely deflect questions that might put you at odds with your teammates or sponsors. Learn how to switch seamlessly to a point you wish to make, and never come across as evasive by answering “no comment.”
- Ending the Interview: After you feel, you have answered enough questions or get a signal from a member of the Communications team; learn how to respectfully end the interview. Had Newton simply stated that he needed to go to the locker room to be with his equally disappointed teammates, he might have come across as caring rather than coarse.
Today’s media environment makes media training more important than ever. News can go “viral,” hitting the digital press or social media almost instantaneously.
CommCore provides proactive media training for your entire organization in a classroom setting at your location or at our classrooms in New York and DC, virtual training and 1-on-1 media consulting services.
Contact our Media Trainers & Consultants
We staff the phones M-F 9am-5pm ET and can put you in touch with the right person to help with your specific media challenge.
To schedule a training or get answers quickly, call us at (202) 659-4177 or email info@CommCoreConsulting.com