SPORTS MEDIA: The Media "Score" - Why Athletes Should Care

Every arena has a scoreboard.  Every stadium has one too.  In golf, it’s a scorecard that determines a leaderboard.  In other sports, judges provide scores and those scores determine winners. 

   In team sports, when the career is done, the results on those boards determine the way teams are defined and how the athletes from those teams will be remembered.  Ordinary?  or Hall of Fame.

   Legacy,  as we all know,  is a big deal and the difference between professional participation and sports stardom is worth millions of dollars in contracts and sponsorships..... now and in the future... and well after their playing days are over.

Here are a few questions:

What is an athlete’s reputation with his peers?

What is an athlete’s reputation with the media?

Which one can lead to more money and a better brand?

Swisher in Chicago

   Derek Jeter is known as one of – if not the greatest – shortstops of all time.  His skill and leadership is undeniable.  His number is a lock to be retired and the Hall of Fame will usher him in as fast as its possible.  Yet, who would leave a bigger impact at a dinner party or make a more entertaining commercial…. Derek Jeter or Nick Swisher?  It might be a toss-up.... and maybe not even that.    Jeter is a sports ambassador.  Swisher is a media darling.  There's a difference.  If Jeter's around, media grabs him because they have to.  If Swisher rolls out, media runs his way because they want to.

   Somebody's "media score" is probably a few ticks higher.  And it's not by accident.  It's because personality is as important to a media image as professional skill.  Focus groups help select media personalities for bigger roles on networks.  The same could be said about who is the go-to quote for a big article in a major magazine or newspaper.



"Quotable" Paul Goydos

   You don’t have to be a star player to be a star with the media.  I've met many an athlete who "gets it." Don’t get me wrong, Swisher is a very accomplished player.  But he’s more talented as a "personality" and an "interview."  His sound bite simply has more "bite."  He enjoys a laugh, creates a laugh and for the most part, the media has enjoyed him. 

   In golf, the media might take the loveable Paul Goydos over potential Hall of Fame member Jim Furyk.  In basketball they ‘d always have taken Charles Barkley over Michael Jordan.

Jordan and Barkley in the NBA Finals

   It’s a fact - athletes who find an appreciation for the camera and the microphone or the tape recorde , find their way into more homes via newspaper, internet or local news than those who don’t.

   So how do athletes - pro or college - get more from the media and and grow a brand?  I think there are a few ways to do it... and while they're fairly simple, they do require some analysis.

“Kraig’s List”

* Read your press clippings – what’s being said?

* Read your press quotes – what are you saying?

* Seek out your most respected local journalists – what is their assessment of your image?


* Seek out the biggest name national journalist – what would you have to do to grab some  ink from the press?


* Take your findings and assess yourself - and be honest about yourself.

The simple truth of it is that athletes control most of their publicity because of their work on the playing field.  But once they’re off it, be it the locker room, the press conference or the sit down one-one-one interview, the personal branding doesn’t stop.  Hardly!  And if athletes put more work into a “media score,” and relationships with the media, their scorecard or the arena scoreboards might not be the single biggest definer of a career.  Agree?  Disagree?  Who's the your best of all time with the media?  Your thoughts are always welcome and thanks for reading along.

Want help with your business or media message?  HTK Media can be found at www.HTKnow.com

FACEBOOK:  http://www.facebook.com/HTKMediaConsulting 

TWITTER :     @HTKmedia