Media Training: Essendon Assistant Coach Under Media Fire

It’s hard to believe that Mark Thompson, Essendon’s Assistant Coach would volunteer to sit on a Fox Footy Panel right now without thoroughly preparing for the interview.  Afterall, journalists and sports commentators are circling the club like a school of hungry sharks, wanting answers about the alleged use of performance enhancing drugs following the Government’s investigation into suspicious sports supplements.

Media Lesson Number 1. If you agree to talk to the media on any issue you prepare first.

  • What are your key messages?
  • What are your boundaries?
  • How will you push back on questions that you cannot answer?

The club and some players are currently being officially investigated by ASDA.  This is one of the biggest stories to hit the AFLand when the story broke it made media headlines around the world.

Take a look at this short snippet of Mark Thompson looking awkward and unprepared.

Mark Thompson on Fox Footy

Remember – always weigh up the pros and cons of talking to the media.  What is your objective when you agree to be interviewed and what’s the message you want to get across.

If you don’t know why you are talking or don’t feel confident about getting your message across, you need to ask yourself one important question.  Why am I doing this interview?

Not all publicity is good publicity.  Sometimes a bad interview can totally ruin a brand.



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