The local media has done it again. Perhaps a reporter misquoted you after a heartbreaking loss, wrote a negative article or failed to mention your team again even though they're having a terrific year. As a result, you are getting quite irritated with the media and don't know how to change things.

Don't give up, says Kelly Hill, development director for the American Coaching Effectiveness Program and former women's basketball coach at Nebraska and Western Illinois - the coach-media relationship does not have to be a negative one. "Coaches should know how to use the media as a vehicle to promote their teams," she says.

With the public's skyrocketing interest in sports, reporters have more events than ever before to pack into limited space. So, Hill says, coaches can not afford to wait for reporters to come to them. "Coaches need to take the initiative and contact the media themselves. Reporters may not have the time to attend every event, get background on every player. If you provide as much information as possible, it becomes that much easier to cover your team."

Hill recommends that athletic directors set up an hour-long session for coaches and the media to meet and interact before the season even begins. "It gives coaches the chance to introduce themselves, their programs and their concerns. It also gives the reporters a chance to discuss what they need from the coaches in the upcoming weeks."

Media Tips

Media skills take time to develop, so don't expect yourself to become an expert overnight. Hill suggests keeping these tips in mind whenever an interview situation presents itself:

• Think before you speak. You represent your school in every interview. Not only does the public read these articles, but so do your players and their parents. Be a good role model.
• Redirect win-loss types of questions whenever possible. The media always will be concerned about statistics and overall record. Try to also focus on the process of striving for the win and on the development of your athletes.
• Be positive and enthusiastic. While this may not always be realistic, try to minimize negativity. The media will pounce on negative quotes, and you do not want to come across as a whiner. Instead, talk about what your team did well or areas where you'll look to improve.
• Avoid blaming officials, referees, or judges. Even if someone deserves it, rise above finger pointing. It will not change the outcome, and it often looks like an excuse. You can protest later through the appropriate channels.
• Protect the privacy of your athletes. A coach is not required to give all the details of a disciplinary situation or one involving a personal problem, and, in fact, you can get into trouble for doing so. Be brief, general, but direct. If necessary, meet with your superiors to decide how to handle what's happened, and then make one statement. Consistency is important to your credibility.
• Speak clearly and reiterate what you say. You can avoid many problems by checking back to see what the reporters hear you saying. Let the occasional misquote go, but phone the reporter if misquotes begin to occur frequently. In all cases, try to discuss calmly and not to take offense.