Once on the sidelines, the Paralympic Games are now on the global stage. Good communication skills underline the Games' potential, and Eva Werthmann of the International Paralympic Committee puts these skills to use.
What are the challenges for IPC when it comes to public appearances?
How important are the media in this?
It's really important to work well with the press, not to see journalists as enemies even if they're making accusations or publishing negative reports about an organization. We need the media to get our message across to the public. It's basically a give-and-take relationship.
What is your approach in countries with limited freedom of expression?
Media landscapes differ according to where the Games are being held. The media handle the Paralympics in various ways. We knew that the media in London could be very aggressive, and that China and Russia have limited freedom of expression compared to our own. Still, our approach never varies: we talk to all journalists in the same way and get our message across.
Getting your message across was the focus of the media training. What were the most important “messages” that you took away from the workshop?
That you have to convey your key message within the first three minutes, that you have to formulate your message clearly and concisely, and that if possible, you should surprise your audience for a moment in a way that gives them pause for thought. Mention something that they'll want to pass on to others. It's a way to win over audiences.
What was the biggest challenge for you in the workshop?
It was being confronted with difficult questions. I was asked about scandals and bombarded with suggestive questions, and that's pretty stressful if you're on camera, in a studio or speaking to the public. It was helpful to practice scenarios like these, so if I encounter them in Rio or elsewhere, I'll now know how to respond.