Why Media Training is Essential for Athletes, Broadcasters, and Interviewers
Media appearances can be nerve-wracking, whether you’re an athlete, a broadcaster, or an interviewer. But instead of seeing it as something anxiety inducing, let’s approach it as a challenge for a skill that needs to be learned. A poorly executed interview can damage your career and credibility. In contrast, a strong media presence can elevate your career.
That’s where media training comes in. Most people who excel in their public speaking skills have received training to master on-camera confidence and be able to craft compelling narratives that resonate with the audience.
As a media trainer with over 25 years of experience working directly with athletes and C-suite executives, I have gathered a ton of information you will find useful.
In this short guide, we’ll start from the beginning, from why media training is even important - and then explore how professional coaching can help you master it.
Why First Impressions Matter
We hear everywhere that first impressions matter; the same applies to televised interviews and general public appearances. It is important to be visible and known to the general public, but once this is achieved, a person’s persona must be carefully crafted to appeal to their niche audience.
Consider my client, CBS Sports football analyst and two-time Super Bowl Champion, Bryant McFadden, who transitioned as an athlete into sports broadcasting. He was no stranger to the spotlight, having played in the NFL, but as McFadden stepped into this new role, he struggled to find his broadcast persona.
McFadden did an excellent job showcasing his true self in personal interviews; he cracked jokes with the interviewer and articulated himself clearly. Everyone who interviewed him wanted another one (and another one). McFadden knew how to ‘work the camera’ to his advantage and aroused interest from the viewers, who would then tune into his studio appearances.
But being interviewed and doing the interviewing are two different things.
“I needed a lot of work,” McFadden admits.
How Media Training Transforms Public Speaking Skills
Many athletes think that because they understand the game and already have an audience, they can easily become successful in broadcasting.
While their experience will certainly open doors for opportunities to hook viewers and receive even more appearance offers, athletes need to carefully consider how they speak, what they say, and how they look on camera. Athletes need to distinguish between speaking clearly about the game and providing insight that sets them apart from other broadcasters.
What does that include?
Clear and concise communication
The ability to articulate a point and connect it to what the viewer is experiencing
A professional attitude
A good camera presence and more!
Now let’s see each one in a bit more detail!
Speaking Clearly and Avoiding Jargon
Under the spotlight, off-topic and unclear answers can frustrate the audience and the interviewer. You probably know what this sounds like, even if you can’t quite put your finger on it. It is the feeling of confusion you get (as a viewer) when you tune in for an interview or broadcast, and feel like you can’t keep up with the conversation. More often than not, this confusion stems from a lack of context, an overly complicated tone, or excessive jargon that buries the message.
On the flip side, providing answers that lack substance can be just as damaging. If your responses don’t offer value, media outlets won’t have compelling headlines to publish, and your chances of securing future interviews go out the window.
So the effort here is twofold. It works in your favor with the viewer and the media outlets.
What should you aim for then?
By the end of the interview, the interviewer should want you back in the hot seat, armed with plenty of material to work with.
At the same time, your audience should walk away feeling informed and engaged. To achieve this, your messaging must be:
• Succinct: Keep your responses focused and to the point.
• Digestible: Break down complex ideas into simple, relatable terms.
• Persuasive: Deliver your message with confidence and impact.
One key media training technique is structuring your answers with a strong lead and supporting points. Start with your main message—the most “buzzworthy” information—before diving into details. This approach not only keeps the conversation engaging but also ensures that your core message isn’t lost.
For example, if a sports executive is communicating their league’s commitment to mental health awareness, they should avoid launching into technical jargon like “cognitive behavioral interventions” without providing context.
If I were coaching this executive, I’d advise them to distill their message into three key points and lead with a compelling statement—one that immediately captures attention and invites deeper discussion.
Mastering Body Language and Confidence
Now let’s move on to body language and how it reflects confidence (or the lack of it).
While learning how to speak clearly and precisely is a key element of media training, one must have complete control over their nonverbal cues as well, meaning your body language.
Sports executives and athletes are used to speaking to large audiences and may not suffer from this problem, but those with little public speaking experience and/or a strong fear of putting themselves out there must learn to overcome their nerves.
I am sure you have witnessed a time when someone ‘dropped the ball’ when it came to a class presentation; perhaps they were uncomfortable in the spotlight and tripped over their words or turned red.
Now imagine these mistakes in an on-camera interview.
To maintain a strong presence under those situations you need to practice and master a few key nonverbal skills. These include:
Control of your nervous gestures: This includes fidgeting, excessive hand movements, or shifting weight.
Eye contact: Too much or too little? Every situation is different, but looking directly at the person you are speaking with often conveys confidence and credibility.
Posture: Do you know how you look when you are sitting still? Slouching can make you appear disengaged, but being too stiff can seem just as unnatural and off.
Hand gestures: Great when used to reinforce key points but too many can be distracting.
The Role of a Media Coach in Career Growth
Can you learn how to practice these skills without a media coach? Yes and no!
If I had to summarize, the gift of a media coach is that they help you take control of any conversation.
Faster. More efficiently. And without hiccups on the way.
And while you could learn these skills independently, the time commitment and mistakes on the way could be costly.
So what are these core skills and strategies that prepare you for media success? A favorite of mine is mock interviews and crisis communication interviews. These help with practicing:
Breath control techniques
Positive visualization
Message structuring
Dealing with anxiety and removing fear
Body language and more.
If you’re considering a transition from athletics to sports broadcasting, working with a media coach can make all the difference. I’ve had the privilege of coaching individuals at all experience levels, helping them refine their skills and gain confidence in front of the camera.
One of my clients, McFadden, had this to say about his experience working with me:
“Annie took the time to break down every single element that needed breaking down. She didn’t miss anything that was important. If I enunciated one word wrong, she would catch it. Long story short, nothing got through without her seeing it or hearing it.”
Check out more testimonials here.
Why Interviewers Also Need Media Training
A great interviewer controls the conversation.
The person asking the questions sets the tempo, and must also craft questions that uncover new valuable insights for the audience. They also need to make the interviewee feel safe and comfortable in order for him or her to volunteer that information.
This requires adaptability, active listening, enough prep work, but also a keen eye for opportunities.
I remember watching an interview once where the host completely missed the golden moment and yes it happens often. The guest, a retired athlete, casually mentioned a secret pre-game ritual that he hadn’t spoken about before on camera. Instead of following up, the interviewer moved on to the next question on the list.
The questions on the list might be great, but the interviewer had not learned to take advantage of organic opportunities.
Think about journalists, talk show hosts, and sports broadcasters you admire. They have likely set themselves apart by mastering these skills:
Guide the conversation naturally.
Ask open-ended questions.
Listen actively
Structure the interview with a beginning, middle and end.
Balance control with spontaneous moments.
Using their charisma to create moments of connection.
How Athletes Can Successfully Transition into Broadcasting
As mentioned, athletes transitioning into sports broadcasting may have experience as interviewees and understand the game they are attempting to analyze. However, they need to learn how to break down gameplay for viewers, making it understandable to those who have little knowledge about the game, and be critical of player’s choices when necessary.
When I first started coaching athletes for broadcasting roles, I would lead with a simple drill. Imagine you are describing this play to a friend who has never watched a game, how would your words change? This shift in mindset seems small but the impact can be huge. It is one thing to understand the game, it is a completely different one to be an entertainer at the same time.
The good news is that athletes can transfer many of their in-game skills to broadcasting. Namely, your ability to contemplate your next move and make split second decisions on which play (or phrase) is the best to use! Interested in broadcaster training? Check out these resources here.
Take Your Media Skills to the Next Level
The key to becoming a captivating speaker is confidence.
Confidence is only built through practice and personalized feedback. A media coach is equipped to provide you with these tools and offer you the necessary support system to ace your media appearances.
Need expert media coaching? Let’s work together! I have the experience to help turn you into a brand that will generate notoriety and success. Media training will help you in every aspect of your career and life. Contact me together so we can start!