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Sports Media 101

Wednesday, August 18, 2004

Florida QB Chris Leak and other college athletes across America are receiving "coaching" of a different kind as football season draws closer -- from high-paid media consultants whose job it is to help make jocks more at ease in the presence of the Fourth Estate.

"It's information that can help even a fifth-year senior," said Leak, who's about to enter his sophomore season. "It's a great tool to have and we've just got to take advantage of it and use it to the best of our ability."

Earlier this month, the Gators went through two days of media training with nationally known consultant Kathleen Hessert of Charlotte, N.C.

The next time you see Leak interviewed on TV, chances are he'll be smiling (Hessert tip No. 1: If you appear into the interview, reporters will feel more like you're trying to help them) and thoughtful (tip No. 2: Think about the question when it's asked and what message it is you want to get across).

Imagine coming from a small high school where one reporter may talk to you once a week, and being thrown into the limelight of a nationally ranked program where someone like star tailback Ciatrick Fason will conduct dozens of interviews after any given practice or game.

Today, virtually every major college program gets outside help. Hessert worked with New York Yankees shortstop Derek Jeter during the World Series, and Indianapolis Colts quarterback Peyton Manning remains a client from his college days. Hessert has also assisted tennis stars Venus and Serena Williams, several Olympians, NASCAR drivers and owners, NBA and NFL teams and dozens of colleges.

With so many big-name athletes turning to Hessert for help, it's only logical that colleges also seek professional consultants for help training athletes to deal with media onslaughts.

The Southeastern Conference distributes a pamphlet to all athletes about interviews, warning them about everything from dressing nice to never going "off the record." There were over 600 press people at the recent SEC Media Days in Birmingham, Ala. The crush for news is stronger than ever and the need to protect the athletes has grown with it.