One Equestrian Sport Undertakes Media Training, But May Be Too Late

Media training should always be pro-active not reactive. Athletes and other representatives who are properly trained to respond to the media and to do interviews can prevent problems like unfavourable coverage. We have seen situations in Canadian show jumping where the actions of an athlete or the actions of an untrained and inexperienced media representative have resulted in unflattering publicity. The equestrian community has usually reacted with anger towards the media, not towards the athlete or other representative. Maybe anger towards the athletes or representative would not be appropriate either. None of us should be expected to do well at something in which we have no training.

The weekly British magazine Horse and Hound is reporting that British fox hunting representatives are now undertaking media training. This comes after years of negative publicity and a ban on fox hunting in Britain. The actual role the publicity played in the ban is not clear, as fox hunting is controversial for a variety of reasons. See the report here: http://www.horseandhound.co.uk/news/article.php?aid=285538

However, media training, at this point, is an excellent demonstration of why training should be pro-active rather than reactive. The damage has been done. Recovering from it will be difficult, if not impossible. Reversing the ban would seem unlikely.

Some sport organizations, both professional and amateur, require athletes to take specified media training before competing in the sport’s top-level tournaments. I advocate this not because media training is my business, but because I have seen the results when an athlete fails to understand the media. I have ceased to represent more than one client, based on their refusal to take training or change conduct. I have also seen the difference it makes when an athlete has either taken training or has a natural skill in media relations.

All horse sports, and all athletes and their respective sport organizations, can learn from the British fox hunting experience and from Canadian show jumping’s experience. Media relations training can prevent negative publicity. It can also enhance and increase all publicity. It is not just for athletes. It should involve everyone at any level that might meet the media or plan media services . That includes event staff, volunteers, athletes and administrators. When used, as British fox hunting is doing, as a way to react to negative publicity, it may help in some situations. But, it is always better undertaken before problems arise.