There was a time about 100 years ago (it was actually 1984) when then St. John’s Sports Information Director the late Katha Quinn caused quite a stir when a reporter, Clemson Smith Muniz of the Daily News, wrote that the elite Red Storm men’s basketball players were being put through “Media Training.” It was partially a response to Georgetown’s circle the wagons “Hoya Paranoia,” but also part of a good way for St. John’s, with a team of elite players like Walter Berry, Bill Wennington and Chris Mullin, to better prepare for the onslaught that was building as the team raced to number one, and eventually a year later, to the Final Four. How dare anyone try and tell young people what to say, the story went…they are not robots, why would St. John’s try and control such things.
Alas that wasn’t then, and isn’t now, exactly what the deal is.
The idea of “Media Training” from music and Hollywood to sports, has gotten a pretty bad rep over the years, and it hasn’t slowed down. There was a famous story of several Knicks in the Pat Riley era walking out of “Media Training” in protest, and when we were at the Garden, Larry Brown always referred to “Media Training” as “going to the doctor.” Not a pleasant, but a necessary experience.
I was reminded of the misnomer and misconception of what these sessions are, and should be, this week, reading a story about Naomi Osaka and her continued back and forth with media availability. In the story, the tennis star said she was against media training becuase she didn’t want anyone “telling her what to say.” Really?
Because that’s not what effective media training sessions do. In fact, it should be pretty much the opposite, and it’s disappointing that such an open, thoughtful, curious and free thinker like Osaka, or any socially engaged person, let alone athlete should experience.
Here’s the deal.
Media Training, in any form, should be designed to help eliminate surprises and uncertainty for those who are in the public eye in ANY form. It should take a spot where the person, or people doing the sessions…that person should and usually is a trusted advisor with some pretty deep and diverse knowledge of the public space and the court of public opinion…is presenting scenarios, questions and thought pieces…to the group or the individual so that he/she/they can help formulate an informed and insightful answer to questions should they choose. A session, if done right, can go through any number of scenarios so that the person facing questions feels comfortable and informed and usually learns something about the process, controlling the message, and most importantly delivering the message that he or she or they would like to get out.
It is not about programmed responses in most cases, it is about being prepared, as comfortable as possible, and making sure that the interviewee has all the facts and then he/she/they can CHOOSE what they want to say smartly and intelligently. In some cases, yes, it does involve delivering key messages, when you are a paid spokesperson or representing a cause or a brand or an organization. In some cases, yes it can get boring, and in cases yes, the questions may seem out of context, inappropriate and dull. That’s the challenge of storytelling…trying to find ways to be vibrant and engaged with the person you are speaking to or with, even if sometimes, it means saying very little.
None of this is to say Naomi Osaka, or anyone in the limelight, won’t be bored, or challenged or angered by interactions in the public eye. It happens to EVERYONE, public or not. That’s part of the job, and sometimes it is uncomfortable.
However, what “Media Training” and prep should do is help anyone to think, strategize, figure out the best way to answer..or NOT answer questions, and keep the person being asked in control of the conversation for however long that takes.
There are plenty of details into style and substance that can and are laid out when people on both sides go into these sessions as curious learners looking to improve upon this difficult part of their craft. The best instructors in these sessions also find ways to engage, provoke thought, and vary the sessions so that even repeat interactions come across as new and fresh and everyone goes away feeling more comfortable.
Where this concept falls short is when either side goes in as a doctor’s appointment…check the box, not engaged, not interested not open to being better at whatever craft it is you do. Maybe that’s where Naomi Osaka fell short…no one took the time to explain, enhance and engage, just dictate.
We are not a business of dictated storytelling…we should be great communal learners, and part of getting better at that is listening to those who can help us get better.
That’s what the late Katha Quinn meant, no matter how it was interpreted and that’s what “Media Training” does…helps us improve on the interactive path we are on.
It’s needed in some part for all of us, it helps sharpen the skills, just be curious and open to take it in when done right.
