Supporting Canadian Athletes

The Role of Traditional Media in Promoting your Story


In the world of media today anyone can set the news agenda, including you.  The news cycle is now 24/7, especially sports, and everyone is competing with everyone to be first one to get the story.  Reporters are expected to file more stories, more quickly and as a result, context is often dropped.  So…why should you engage the media?

➢ To educate – about you and your sport

➢ To highlight milestones

➢ To enhance your reputation and personal brand

➢ To raise the profile of your sport

➢ To defuse controversy

➢ To foster positive stakeholder relationships (sponsors, coaches, sports organizations and associations, events, event staff and volunteers)

As a high performance athlete, you have a lot more to offer the media than you might think:  Expertise, context, perspective, human interest, personal stories, opinions and quotes.  The media is a great vehicle to share your experiences and there are ways you can help reporters and news outlets to spread those messages including:

➢ Regularly post status updates

➢ Share links – news stories, sponsor websites

➢ Post photos/videos

➢ Provide insight into your sport and events

➢ Be an ambassador for your sport and yourself

Why and how to engage the media videos:
Engaging the media regularly can lead to increased exposure for you and your sport.  This could come in many forms but one of the most common in sport is an interview.  There are a number of interview styles you should be aware of before agreeing to.  You need to ensure you understand the environment and context of when, where and why so you can prepare accordingly.

Television – In Studio

➢ Live to air

➢ Live to tape

➢ Possibly with studio audience

Media Scrum

➢ TV/Radio/Print/Online

➢ Usually post-event

➢ Time to compose yourself in advance

Television – On-Field

➢ Live to air or taped

➢ Immediately after performing

➢ No time to prepare

➢ Measured, controlled, calm

Press Conference

➢ TV/Radio/Print

➢ Larger events

➢ Prepped, key messages

➢ Predictable line of questioning


➢ Only time you can look right into camera

➢ Can be disorienting – no facial reactions or body language to read


➢ Longer story/interview

➢ Behind the scenes or life story

➢ More human interest

➢ Documentary style


➢ In-studio (live or pre-taped)

➢ Phoner (live or pre-taped)

➢ Print (newspaper, magazine)

➢ Phoner or Sit-down, one-on-one


➢ Phoner or Sit-down, one-on-one

➢ Email

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