Handling the media can be difficult for athletes. Get it right and the doors to sponsorship and other opportunities become far more pliable. Get it wrong however, and an athlete can wind up on the back page for the wrong reasons, making it far more difficult for the athlete to benefit externally from their sporting success. Fortunately, knowing what to say in a given situation is something that can be developed and taught. In fact, by paying attention as to what’s topical in the media, it’s often possible to guess the likely questions a journalist might ask, and plan accordingly for those questions. At Emageo Group, we help our athletes make the most of media opportunities by educating them about the best way to present themselves. More importantly, when the difficult questions do arise about a current issue, because of the media training that they are provided, they respond confidently; which only enhances the athlete’s brand.