Media Savvy
Speech Lessons
By Andrew Stockey

My first experience with 'it' happened in Ireland back in 1997. Steelers' linebacker Greg Lloyd - never fond of the media - broke his silence when I approached him and asked a simple question. The Steelers were playing an exhibition game overseas with the Chicago Bears, and I asked Lloyd, 'How's your stay in Ireland going?'

He ripped the Irish people, Irish hospitality, and Irish food. Not the way you treat your hosts, and considering this was Dan Rooney's pet project, his comments didn't play well in the halls of power. The interview soon became front page news - not only in Ireland but here in Pittsburgh. Once we returned to the states - Lloyd confronted me about the interview. I told him it was a live microphone; he should have realized that. That was the last interview I ever did with him.

'It' is the verbal mistake - and fallout from it. We live in a media-driven world where sound bites can hurt more than help. You've seen athletes who say all the right things, and then - in an instant - say the wrong thing and that is their legacy. Sure, we in the media are looking for the slip-up in the sound bite, but many sports stars give it to us without our having to ask. Players being openly critical of a teammate, athletes slamming an opposing player, or using one of the seven words you can't say in this column. My favorite is the guy who claims to be 'misquoted' or 'taken out of context' even though his comments were captured on audio and videotape.

So what are we to do in the media? Play traffic cop and only allow positive statements to be made public while we bury the mistakes that make the most interesting copy? Maybe athletes should not speak to us and avoid the slips that sink careers as pitchmen. If that happens, we're all out of jobs.

Here's a happy compromise. For all you athletes out there - free advice for dealing with the media. I hope in some small way it will help you anytime you find yourself answering those 'tricky' questions from the media.

We're Always Rolling

Never assume the media isn't recording your every word. Be in interview mode from the start. You'll sound a whole lot better when we are done.

Talking To Dear Mom

To avoid those pitfalls - like dropping the unexpected expletive - act as if you're talking to your mother when you are talking to us. I doubt anyone - no matter how tough - would drop an F-bomb on sweet old mom.

Know What We Want

Nothing makes the media happier than a player who is accessible, friendly and answers any question thrown his way ( Jerome Bettis, Jack Wilson, Tyler Palko, Mark Recchi, Hines Ward). Guys who never say, 'Too busy,' or who blow off the media.

Keep It Short

Want to look good on television? Give us that coveted answer in 15 seconds. We live for the sound bite, and if you are able to sum up the entire meaning of life in 15 seconds, we will always treat you right.

Think Before You Speak

Engage brain before putting mouth in gear.

See, it's so simple. We in the media aren't out to 'get' anyone - at least not on purpose. But athletes can turn the tables on us - on any level - by following these four pieces of advice to the letter.

I wish I had a copy for Greg Lloyd.

Andrew Stockey is sports anchor for WTAE-TV.