Why there really is no second chance at a first impression

Whether entrepreneur, celebrity, or elite athlete: at some point, they all more or less voluntarily face the questions of journalists.

The first statements from media newbies often come unexpectedly or surprisingly (for example, when paparazzi block the daily route or one unexpectedly becomes world champion), but in the age of the internet, they stick particularly stubbornly. Accompanied by journalists' curiosity and their desire (often also duty) not to miss anything. Who knows, maybe one even witnesses the beginning of a great legend here?

Equally important: first interviews/statements are often used as a reference for future ones (there usually isn’t much else yet). They serve editors as a benchmark: can they interview him or her again? On which topics and in what role? Four examples of media premieres, of which there are countless – ranging from successful to failed: The Canadian tennis player Eugenie Bouchard experiences her first media hype at 17. Great return, great legs, the press is full of praise. She herself said at the time: “I’m expecting great things from me.” Then, after a loss, she refuses to shake her opponent’s hand. At the subsequent press conference, she snaps at the journalist who asks about it: "I’m only here to win." When her career no longer rises so steeply afterward, the press also reports on this. Almost every article refers to that statement at the 2013 press conference. It doesn’t get any easier for the young Canadian to win Grand Slam tournaments with this tarnished image. No wonder the cameras will be focused on her at the US Open in early September. Breaststroke superstar Ruta Meilutite is 15 when she unexpectedly becomes a double Olympic champion in London. Wet, out of breath, and in a swimsuit, the rest of the world expects enthusiasm from her. For the introspective Lithuanian, a disaster. Only since she has been training in Plymouth, UK, has she been professionally managed in the media, and her serious nature can come across on camera. The rest of the world was able to see this at the World Championships this summer in Kazan. Jazmin Grimaldi is 18 when the public learns that she is the illegitimate daughter of Albert of Monaco. After the outing, there is two years of media silence. Only this summer, after proper preparation, there is a well-thought-out and well-done interview (including a glamorous photo shoot) in Harper’s Bazaar. Vlogger Florian Mund (alias Le Floid) is a cult figure among the German YouTube generation. That’s why he is supposed to interview the Chancellor, which is moderately successful. At his first encounter with the classic medium TV on Markus Lanz in mid-August, he faces criticism for his Merkel questioning and appears rather pale and not very confident. This is particularly unfortunate for him because now the classic TV generation gets the impression that these young formats are not to be taken seriously. How does the first statement or big interview go? Especially when this first impression sets the direction for further media reception. At the beginning, simple things matter: How do you create sympathy in front of the camera? How do I shape my message congruently?

Conclusion:

Media training helps to think ahead. Because it’s not just the first serve that counts, but the match win. Preparation is once again the mother of the message’s porcelain box... If placed wrongly, it often results in a shambles later... Compared to the costs and efforts PR departments have to undertake after an image-damaging interview, one or two days of media training is a worthwhile investment. Companies and sports associations should ensure early on that media training is an integral part of youth development. In the sports sector, this is particularly easy to implement: after all, media training is also a form of training (just in a different discipline). That’s why the BMTD hopes that the DOSB seriously considers preparatory media training for the Olympic delegation in preparation for Rio 2016. While the circumstances of a newspaper interview are still somewhat controllable, without exception all interview newbies get nervous at the latest when it goes into the studio: makeup, lighting, camera hole, moderator & microphone… Those who have already tested the “big unknowns” in training will find it easier when it gets serious. The laboratory situation of the training is well suited to find out how far one’s own message is already sustainable and relevant to the public. How it feels to speak in front of different audiences. Also, dealing with fear and uncertainty about the external circumstances before the “first time” can be alleviated with little training effort. This achieves a positive “primary imprint” (the conveyance of the feeling of “oh, that’s how it works,” “not so bad after all”). If this succeeds well, the path is paved for positive associations for future dealings with the media. So that the young stars gradually develop interview and camera personalities. And journalists will gladly invite them for interviews and in front of the camera again next time. Especially on topics that are not urgent or top current.