6 Rules to Remember When Speaking to the Press

By Tracy Hickman

Posted September 8, 2008

As NCAA coaches, a necessary part of your job is speaking with the press. Many coaches don’t give these conversations a second thought, and that’s a big mistake.

It’s important to for you to understand what the media does. Each and every day they have to come up with story ideas. They are competing with other reporters, either within their own news organizations or with competing companies, and they are looking for a “hook” on which to hang their story.

A ‘hook’ is simply an idea that reporters use to get a reader or a viewer interested in their story. For example, the press recently got your attention by revealing the identity of Watergate’s Deep Throat—that’s a hook.

The media’s job is to find a hook in your program. Remember these elementary rules the next time you speak to a reporter:

1. You are the face of the University. When speaking to the press don’t forget that you are speaking for more people than just yourself. Everything you say will reflect positively or negatively upon your institution, your players and you.
2. The Media’s Interests are not (always) your Interests. Reporters have a job to do, but remember that they want a story that will get them noticed. When giving a quote or a statement, make sure that it reflects positively on you, your program and your school. The media does not always have a stake in protecting your interests.
3. Before speaking, ask yourself, “How will this look on the cover of The NY Times?” This is one of the best media rules ever. The real idea here is “think before you speak.”
4. Never say “No comment” to a reporter. The reason you don’t EVER take this tact is that you are passing up an opportunity (and possibly your only chance) to define the story the reporter is attempting to tell. No comment makes you look like you are hiding something—and that’s never good.
5. Set Ground Rules. Your relationship with the media is a 2-way street—they need you and you need them. At the beginning of your conversation, set ground rules with the reporter. Tell him or her what you will and won’t discuss. Most reporters will work within your perimeters.
6. The press is your Friend. Some coaches look at the press as a necessary evil, but I believe just the opposite is true. If no one tells your story then no one hears your story. In fact, your job can be made easier with the press because you aren’t the only one touting your program to recruits, the university and its boosters.

In conclusion, make working with the media a pleasurable experience. Get to know the people that cover your team. Generally they are nice people who want to do a good, honest and thorough job of telling your story.

If you make the effort, you might find that a good working relationship will not only be enjoyable, it just might be productive as well.