Media training -- the public relations function of comprehensively preparing spokespersons to conduct interviews with print, online, and broadcast reporters -- is, like many other elements of the profession, a unique combination of art and science. Even for experienced communicators, it can be a difficult proposition, and practice DOES make perfect...at least most of the time. Interestingly enough, though, some executives and celebrities NEVER get the hang of it, and we're constantly (and oh so painfully) reminded of this whenever they appear on camera. Why? Because television, of all the mediums today, most glaringly exposes one's oratory weaknesses, physical and verbal tics, and ability to maintain self-control.
Speaking from personal experience, nowhere is media training MORE needed than in professional sports. The actual percentage of prepared, well-spoken, and articulate athletes is less than 1%, and the least sophisticated interview subjects tend to be found in those sports, such as boxing, where many of the stars come from uneducated backgrounds. Obviously, I'm generalizing here, but the key takeaway is that more media training is needed in sports. Period.
And this is precisely what I thought about Lebron James last night during his ESPN special, "The Decision," to announce his intent to play for the Miami Heat beginning with the 2010-11 season. As I watching Jim Gray lob softball questions at the NBA superstar, I was also counting the number of cliches James used, and the number of times he said "You know." And you DON'T want to know the final totals of each. Let's just say that James ranks somewhere between Britney Spears and Caroline Kennedy (if you've never seen Kennedy's notorious 2008 interview on NY1, then click here) on the You Know Scale..and that's not a compliment.
Thankfully, I'm not the only who feels this way. As reported in several media outlets today, including TMZ and PRNewser, billionaire Dallas Mavericks owner Mark Cuban also mentioned on camera that James is in sore need of training (click on image to view video):
Speaking from personal experience, nowhere is media training MORE needed than in professional sports. The actual percentage of prepared, well-spoken, and articulate athletes is less than 1%, and the least sophisticated interview subjects tend to be found in those sports, such as boxing, where many of the stars come from uneducated backgrounds. Obviously, I'm generalizing here, but the key takeaway is that more media training is needed in sports. Period.
And this is precisely what I thought about Lebron James last night during his ESPN special, "The Decision," to announce his intent to play for the Miami Heat beginning with the 2010-11 season. As I watching Jim Gray lob softball questions at the NBA superstar, I was also counting the number of cliches James used, and the number of times he said "You know." And you DON'T want to know the final totals of each. Let's just say that James ranks somewhere between Britney Spears and Caroline Kennedy (if you've never seen Kennedy's notorious 2008 interview on NY1, then click here) on the You Know Scale..and that's not a compliment.
Thankfully, I'm not the only who feels this way. As reported in several media outlets today, including TMZ and PRNewser, billionaire Dallas Mavericks owner Mark Cuban also mentioned on camera that James is in sore need of training (click on image to view video):
The irony? Cuban rarely grants TV interviews, presumably because of its ability to lay bare the aforementioned weaknesses, and instead, prefers to conduct most interviews by e-mail...where he can control the discussion and the messages he delivers (always a smart move).
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