Pitt players learn dos and don'ts of presenting themselves to media

By Joe Bendel of The Tribune-Review

No clichés. No ain'ts. No speaking in the third-person. No "you knows."

ESPN television analyst Dave Sims spent two hours Tuesday at the Duratz Complex on the South Side lecturing the Pitt football team on what to say and what not to say to the media.

He also discussed proper posture when the cameras are rolling, using eye contact, showing charisma, avoiding one-word answers and many other details that student-athletes should understand when presenting themselves publicly.

Pitt is one of 11 schools that currently uses the services of Sims and his wife, Abby, for this media awareness seminar, which Sims started this past summer.

These kids have opportunities to be seen in a great light," said Sims, who spent an hour beforehand working individually with Pitt seniors Torrie Cox, Bryan Anderson and Gerald Hayes in preparation for what awaits them should they play in the NFL. "We want them to take advantage of it."

Sims began his presentation by showing footage of Mike Tyson doing a remote interview with UPN News. It was an attention grabber. Tyson's answers were indignant and profanity-laced, which elicited a thunderous laugh. There was also footage of pitcher Tim Belcher cursing and nearly attacking a cameraman. There was former NFL coach Jim Mora verbally assaulting a print reporter. There was Shannon Sharpe proclaiming that he is the greatest tight end of all-time.

The message was clear: Avoid that type of behavior, because it can cause irreparable damage to your reputation.

"This stuff shows up over and over again," Sims said. "Tim Belcher is one of the best guys you'd meet. But his one moment on camera where he lost it is how millions of people perceive him now. You must always be aware of the media and how it can help you or hurt you."

Sims stressed the importance of body language and appearance to the Panthers, emphasizing that they remove ballcaps and the like when doing TV interviews. He told them to be careful of how they conjugate the verb 'be' — "It's not, 'I be'; it's, 'I am …'" Sims said. He told them to work on their enunciation — "It's not, 'ax;' it's, 'ask,'" he said.

Right about then, Cox jumped in.

"What if your words don't come out like that?" the senior cornerback said, stirring up the packed room, which had the defense on one side and the offense on the other.

Sims' response: "We want you to be comfortable; just be aware of things." Sims later added, "I was a black kid growing up in inner-city Philadelphia. I know what it takes to work on improving yourself. These guys can improve."

Sims used footage of interviews from players such as Reds first baseman Sean Casey and hockey star Theo Fleury to illustrate how to properly handle the media. Casey provided clear answers and anecdotes, while also developing a good rapport with the interviewer. Fleury met tough questions head on, failing to back away.

On the other end, Sims pointed to a recent interview by St. Louis Rams tailback Marshall Faulk, who walked out of a session with Bob Costas for HBO's "Inside the NFL," because Faulk was not happy with the questions pertaining to the Rams' then-0-4 record.

"You have to be ready to deal with the media during the good times and bad," Sims said, pointing out that Rams quarterback Kurt Warner, who was also part of the interview, remained on the set. "You have to show you can deal with adversity well."

Sims added that the players should know when to draw the line when speaking to the media, that they must assume that everything's on the record, even if a reporter tells them differently.

After spending an hour passing along his expertise, Sims put the Panthers to the test, bringing players up individually for mock interviews. First was fullback Lousaka Polite, who got some heat from his teammates for using too many, "you knows," and leaning against a wall instead of standing straight. Next was quarterback Rod Rutherford, who received good feedback from Sims and his wife.

Tight end Kris Wilson turned the tables on Sims after he was asked about his increased pass-catching role with the Panthers. "Ummmm … well …. You know …," said Wilson, who was pulling Sims' leg. Sims had just asked the Panthers to avoid such responses, so Wilson decided to give him a hard time. His teammates erupted.

Cornerback Shawntae Spencer was asked a "mock" question about bad officiating, which he pulled out of a bag filled with queries created by media relations director E.J. Borghetti. Spencer responded by saying, "That's not a fake question. I did get a bad call on me against Virginia Tech."

Sims said that the Pitt players should see every interview as an audition, as a way to sell themselves. He reasoned that they can never be too sure who's watching them and what kind of opportunities could confront them if they come off looking good.

"This is a lot more than just presenting themselves to the media the right way," Sims said. "Let's face it, most of these kids aren't going on to the NFL. But they still need to know how to present themselves to alumni and people involved in the program, as well as getting themselves ready for job interviews after college. We're trying to make them understand that good presentation can take them to a lot of different places."

"He reinforced a lot of things we've already learned," said Anderson, who spent the better part of the day listening to Sims. "It's good to be reminded of how powerful a simple interview can potentially be."

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