Veteran play-by-play announcer Jeff Waters, who is in his 30th year as the announcer for Marshall County Football and Basketball, recently put together what he believes are 20 essential tips for success in play-by-play announcing. Waters was inducted into the Marshall County Athletic Hall of Fame in 2013, and received the Lifetime Media Achievement award from The Kentucky Association of Basketball Coaches in 2017. Waters said the reason he wanted to do this was to “pay back” all of the great mentors and friends he’s had over the years, and to “pay it forward” with ideas that may help young men and women who are starting their careers in sports broadcasting.
1. Be Prepared: There is no such thing as being too prepared. Your preparation work is the essential component to whether the product you’re putting out is worth someone’s time to listen. With information readily available via team websites, statistic service sites, etc., it’s easier now than ever before to get the information you need.
I’m old-fashioned. I still hand write everything…lineup/score sheets, game notes and index cards I can quickly refer to during a broadcast. There is no right or wrong with how you do those vital items. Find or design the lineup sheet, score sheet, spotting board with which you’re most comfortable. I’ve used the same score sheet for basketball and the same stat sheet for football for 30 years.
For basketball, I hand write all of my notes, (series history, previous meeting, most recent results for the opponent, coach’s bio information and record, previous season, preseason or in-season accolades for individual players, preseason or current team rankings). Hand writing that information, as well as the score sheet, helps me to commit those things to memory. For football, I put together extensive game notes on the computer that I share with the rest of the crew. I also hand write all of those notes and many more that only the play-by-play announcer would need, totally for my personal benefit. I also hand write all names and numbers on the more comprehensive stat sheets that my spotter and statistics person keeps. Again, helps me commit all of that information to memory. Some announcers do all of that on the computer. Remember, there is no right or wrong way to prepare. It’s what works best for you and gives you the best chance to make your broadcast stand out.
I use index cards that I can keep in my hand, or somewhere in front of me, for quick and easy access. For a basketball broadcast, I’ll have an index card with the team members written on each side. Beside the names I’ll have their field goal percentages, free throw percentages, and any other pertinent statistical information. If the game is tied with one second to play and free throws are coming up to decide the game, you’d better know, or can find, what that shooter’s free throw percentage is, (as well as what their performance from the line so far that game has been). Many announcers put that information on their score sheets or spotting boards. Again, however it’s done is right, as long as it’s done! Find what works best for you.
One final note: If you’re doing a high school game, always, always, always check the official score book to make sure the names and jersey numbers match what you have on your score sheet or spotting board.
2. Cultivate relationships: To me, this is only slightly behind broadcast preparation in importance. This applies to each person you will encounter during the course of not only a broadcast, but your entire career. Obvious ones, of course, are building relationships with coaches, athletic directors and school administrators. But it’s important to do that with everyone you encounter, even if it’s just for one game. One thing to always remember is to contact the school you’ll be visiting. Don’t just show up. Contact the AD in advance and let them know you’re coming. It’s just good professional courtesy.
Ticket takers, media relations staff, security personnel, custodians..all folks who have an important job to do and can also be a great help to you. And you will need help from time to time! If you get to the gym or stadium and find you need a table, chair, or instructions on where you’re supposed to set up, you’ll get a lot more assistance from the person you just greeted with a warm smile and a few nice words. They’ll also remember you, good or bad, the next time you visit that venue to do a game. It behooves you to do your absolute best to make sure their interaction with you was a pleasant one. Many times, I’ve had to inconvenience a custodian with a request for a table, chair or access to an electrical outlet. Those people are busy on game nights. Always make your request respectful and friendly.
After the game, clean up after yourself. This is just good manners. But, people remember if you left empty water bottles, gum wrappers and discarded papers on your broadcast table. They’ll have plenty of work to do in the hours after the game cleaning up after the crowd. Don’t add to their workload.
I’ve found over the years that you build great relationships with coaches and administrators when they know they can trust you. Not every bit of information you know about a team or a certain player is meant for broadcast. As a team’s broadcaster you’ll typically know if a player is having disciplinary or academic issues. That information is sensitive. If a player is out of the lineup for one of those reasons, I will simply say something like, “Jones will not be in the lineup for tonight’s game. They hope to have him/her back available soon.” People can, and will, speculate on the reason why they’re not playing. But I’m not going to put that information on the broadcast. Never do something that would embarrass a kid!
Injuries can be a slippery slope. You may know the specifics of a player’s injury that’s keeping them out of action. But that information may or may not be for broadcast. The player, their family, the coach, or all of the above, may want to keep that as private as possible for a little while. This can be especially true if it’s a serious injury. Always ask what information is okay for public knowledge and what’s not. The coaches and players need to know they can trust you!
3. Arrive early: I live by this saying: “If I get there early, everything will go smoothly. If I get there late, or with limited time before airtime, something will go wrong.” This, of course, is not an absolute. Even if you get there early there’s no guarantee you won’t have technical problems or trouble tracking down the coach for their pregame interview. But, those issues are much easier to address and solve an hour before airtime than they are 10 minutes before airtime.
4. Dress the part: In my younger days, (before Jenny and I had children and we had more disposable income), I was quite the “clothes horse.” I had a closet full of suits, sports coats, dress shirts, slacks and nice shoes. Some of that was my admiration for the great Cawood Ledford, who always looked like a million dollars when he showed up to do the game. But, in my opinion, if you’re being paid to call a game, that makes you a professional announcer. You should look professional.
Over time, due to getting older and gaining and losing weight more times than I care to count, I don’t break out the “GQ look” as often as I did when I was younger. These days I more often than not opt for a pair of khaki pants and a nice sport shirt or pullover, perhaps with the team or station logo. The point is, you are there in a professional capacity, representing your employer and the team you cover. Your attire and appearance should reflect that responsibility.
5. Regularly listen to great announcers: I’ve been influenced by so many great announcers I’ve heard since I was a kid. In Cawood Ledford’s autobiography, which I’ve read multiple times, he said if you borrow from one it’s plagiarism. But if you borrow from many it’s good research! I’ve been a great researcher in my career! Now, I’m not suggesting copying anyone’s style or using their catchphrases or anything like that. But listen and pick up on some of the little things that the great ones do.
For instance, the legendary Jack Buck was probably the best I’ve ever heard at working in concise game summaries several times throughout a broadcast. Many people can’t or won’t listen to a radio broadcast from start to finish. So when they can tune in they’re naturally going to be curious as to how events have unfolded. Give informative ten to fifteen second summaries of what’s happened so far. That’s just one example. Listen to great announcers to get a feel for how they work in the score, who has the ball, how much time is left. I still scan the dial looking for game broadcasts. You’re never too old, or too good, to learn something new. Some of my favorites over the years are Cawood Ledford, Jack Buck, Eli Gold, Dan Shulman, Joe Buck, Jon Miller, Kevin Harlan, John Rooney and Vin Scully.
6. It’s the little things: Many young announcers feel like they have to come up with a catchphrase, or try to be witty and glib. There’s nothing wrong with those things. But, as cliché as it sounds, the little details are what separates a good broadcast from an average or poor one. Be prepared, be enthusiastic, give the score often, who has the ball, how much time is left, give short in-game summaries. Paint a picture that listeners can see. It really is a theater of the mind and you are the artist.
7. Be your own worst critic: Critics never go away. It doesn’t matter if you’ve been calling games for a year, or like me, for over 30 years. Not everyone will be a fan. That’s okay. It’s part of the business and it’s part of life. One thing that I’ve tried to do is to do my job well enough that even if someone doesn’t necessarily like my style, they can still listen and know they’re getting an accurate, up to the minute account of the action and the pertinent details.
Tape all of your broadcasts and listen to them with a critical ear. You can always pick out things you could have done better, could have phrased better, could have described better. You don’t stay the same. You’re either improving or regressing. Many times only you know what category you’re in. So it’s important to be always be doing self-critiques.
8. Let the crowd help you tell the story: A story from my career. In 2011, the Marshals played for the regional championship and the opportunity to play at Rupp Arena in The Boys State Tournament. In Kentucky, regional championships and appearances in the state tournament are remembered forever. It’s part of the love story of Kentucky High School Basketball. It had been 16 years since the Marshals had last won the region. I was behind the mic for that championship in 1995 and had been there to call all of the subsequent near misses in the years after. Several times the Marshals made it the regional final and lost a close one.
During the hours leading up to that game in 2011, I just had a feeling that this was going to be the year that they finally made it back. At some point that afternoon, I started thinking about what I might say if they did indeed win the region. I kicked around a couple of ideas in my head and was pretty well set on the content of what I would say. When the final second ticked away and they had, in fact, won the championship in an exciting comeback fashion, this is what I said, “Marshall County fans, are you ready to have a ‘Rupp’ roaring time?! I’ve waited sixteen years to say it and you’ve waited sixteen years to hear it: The Marshals are Champions of Region One!” Then, I got the hell out of the way. I turned my microphone down and turned the crowd mic up. For 20 to 30 seconds I was silent and let the sound of the large celebrating crowd convey the excitement of that moment. The crowd’s reaction could paint that picture better than any more words I could have come up with at that moment.
The crowd, and their reactions, are obviously a big part of the game experience. When you’re calling the game for those that aren’t there, one of the things that can help them feel like they are there are the pictures that you paint. The crowd can be a valuable part of that.
9. Grammar matters: I began doing play by play when I was a senior in high school. I perhaps didn’t realize it at the time, but I was terrible. Nevertheless, I enjoyed it and hoped I could possibly make it my career.
My senior English teacher was a stern and demanding woman who, like all great teachers, cared deeply about educating her students. One day in class she told me, “Jeff, I think you may be able to do well in the radio business, but your grammar is atrocious.” It wasn’t much fun being told that in front of my classmates. However it was one of the greatest critiques I’ve ever received and I’m forever grateful. She was absolutely right and since then, I’ve always done my best to use correct and proper grammar. I don’t always succeed, but I think I do pretty well. I hope she would be proud.
10. Expand your vocabulary: I’m not suggesting you read the dictionary or throw around words that would make many people look in the dictionary, but it’s never a bad idea to broaden your knowledge of the English language. For play-by-play announcers, expanding your repertoire of adjectives and adverbs can be especially helpful.
11. Interviews: Let the guest tell the story: I think interviewing skills are one of the toughest things for a broadcaster or journalist to master. I know I’m a better interviewer than I was even ten years ago, but it’s the one thing I’m always striving to improve. A few tips I try to remember: a. Keep your questions as short as possible. If the question is longer than the answer, I can almost guarantee the question could have been asked in a more concise manner. Ask the question and get out of the way.
b. Refrain from crutch phrases such as “talk about” and “how did it feel?” If you’re interviewing a player who just made a game winning play, don’t ask them, “How did it feel?” They just made a game winning play, how the hell do you think they feel? Instead, ask something like this; “Set up the final few seconds for us and how everything came together for that final play.”
When interviewing a coach after a game, I usually try to remember important sequences or moments during the game, good or bad, and try to ask questions related to those moments, as well as the coach’s overall assessment of the game and their team’s performance. Many times, the previous answer should determine your next question. For example, if you are interviewing a player or a coach after a game winning play, after you’ve asked them to take the audience through the play from their point of view, a sensible follow up question would be, “Is that something you guys have been working on for a while waiting for the opportunity to use, or was it something drawn up in the huddle during the timeout.”
Just like you listen to the tapes of your game broadcasts to look for ways to improve and self-critique, you should also listen to the tapes of your interviews. It will make you better! (I’ve been guilty of using those crutch phrases and asking less than intelligent questions. We all have)!
12. Be well read: As a sports broadcaster, it’s hopefully obvious that you should be up to date on all things going on within that particular sport in your part of the world. For instance, if there was a big upset in the district or region, that’s something you should know and can touch on during your broadcast.
Endeavor to be well read in other areas too. You’re not always going to be interviewing strictly players and coaches. You may have a school administrator as a guest. They may want to discuss a great accomplishment by an academic department or other extracurricular club. Your interview will be a lot better if you have a bit of knowledge about what’s happened. You may have the opportunity to interview an elected official during a pregame show, halftime show or even during a weather delay. Be able to ask questions with a certain amount of knowledge about the topic being discussed. In today’s world, there is zero excuse to be uninformed.
13. Find good mentors: I’ve been blessed to have so many good mentors during my career. Good mentors come from all backgrounds. I’ve had people who have mentored me who have been broadcasters, coaches, family members, business owners and executives and civic leaders.
If you’re new to sportscasting, it would be good to seek out other sportscasters that you admire and learn as much as you can from them. But don’t limit yourself exclusively to other people in your profession. Successful people in all walks of life have a lot of knowledge they can share. And most of them that I’ve known, while busy as they are, usually are very willing to help and influence others.
14. Pass it on: Remember what your mentors have done for you. When you are in a position to help someone, do it! Nothing has flattered me more, or made me prouder, than when a younger announcer will call and ask for my advice on a particular situation, or send me a tape of their work to critique. If we’ve achieved anything at all of value in our line of work, and if were honest with ourselves, we all had help along the way. Keep that cycle going. It strengthens the profession and it’s just the right thing to do.
15. Convey the excitement of the moment without screaming: There are many great examples to follow on this one. Go to YouTube and listen to a clip of Cawood Ledford calling a big moment. Jack Buck was also a master of this skill. John Ward, who was the voice of the Tennessee Volunteers for many years, also is a good one to learn from in this category.
I’ve always thought Verne Lundquist was one of the best with a simple, excited description or reaction on an exciting play. Listen to his call of the 17th hole putt that Jack Nicklaus made on his back 9 charge at the 1986 Masters. Another of his masterpieces are the last two shots in the epic UK/Duke game in the 1992 NCAA East Regional Final. (Even though the second shot broke my heart as a UK fan).
16. Football: A different animal: I still get a thrill out of preparing for and broadcasting football. With football you only have one game a week and it’s usually a district or rivalry game or both. That can make for high drama and emotion each week because each games usually means something!
Because football doesn’t have as much scoring as basketball, (or at least scoring plays), it’s very easy to become lazy with giving the score, who has the ball and how much time is left. I believe a good rule to follow is to give all of that information every two minutes, and never any longer than three minutes. I’m sure some announcers might think that is too often. Nonetheless, my belief is you can’t give that information too much. Some of the announcers I’ve known over the years have used a clock on the desk, or a small hourglass, to remind them to give that most vital information frequently.
In some ways, pictures are easier to paint for football than some other sports. Here are a few things to remember to help you make the listener feel like they’re sitting in the chair next to you.
a. Set the field: Give a good description of ball placement, down and distance and formation prior to the snap. “Second down and 7 for the Marshals from the Graves 34 yard line. Ball near the left hash. Smith is in the shotgun with a setback to each side. Wilson is in at tight end and he’s lined up on the left. Williams is split wide to the left, and Walker is wide to the right, just off the line of scrimmage.” Work on various ways of describing the formations so you don’t fall into a rut and begin sounding the same each time. After all, you’re going to call at least 100 snaps of the ball during an average game.
One thing I like to do from time to time is include a lineman or two in my setting of the field. Those guys rarely have their names called or receive recognition. However, as any coach will tell you, good lines make good football teams. “Sipes crouches and places his right hand on the ball, getting ready for the snap. Senior guard Max Smith is to his left and sophomore guard Nick Wells is to his right.”
b. Don’t forget the defense: As important as painting the picture is in setting up the offensive formation, it sounds kind of silly if you don’t acknowledge there’s a defense opposing them on the other side of the line. “Graves shows a four-man defensive front. The outside linebackers are creeping up toward the line. The cornerbacks are coming up to pressure the receivers off the line.” And, DON’T FORGET THE TACKLE! Unless it’s a touchdown, every football play that’s not halted by penalty will end with a stoppage of the ball. “Freeman takes the handoff and runs around the right end. Takes it across the 30 and down at the 32.” Well, what happened when he got to the 32? Did he decide he was done running? Did he fall down? Decide to visit the concession stand? I’m being facetious, of course, but if you’re calling the play by play, call all of the play! “Freeman brought down at the 32 by outside linebacker James Jones, sliding over to make the tackle.”
17. You’re not an official: We have all been guilty of questioning or being critical of an official’s call, especially if it is against the team for whom you are the announcer. It’s perfectly fine to be emotionally attached to the team you cover. In fact, if you’re not, you may want to examine your commitment to the team and the job you’re there to do. That said, I’ve called literally thousands of games over the years. I can only remember maybe a couple of times where I thought a missed or bad call was the determining factor in a game. When a team loses, it’s almost always a combination of factors that are many times self-inflicted. Missed free throws, turnovers, penalties, fouls, etc. And, hey, sometimes the other team is just better!
I really try to refrain from getting on the officials. I’ve never done a perfect broadcast. I make mistakes on every game. Why should I hold someone else to a standard of perfection that I’m not going to achieve myself? Officials have a tough job and the overwhelming majority I’ve known are terrific people. Unless they’re working a college or a pro game, I can guarantee you the money that they’re getting is nowhere near what they’re worth. Many are former players or coaches, or fans that love the game and relish the opportunity to give kids the chance to compete and shine.
Since I believe that a play-by-play announcer is in many ways a reporter, it’s always acceptable to say something like, “There’s a foul call on Story. The Marshall County fans sure don’t like that call.” (The boos coming over the crowd mic will help tell that part of the story. Remember what I said earlier about the crowd helping you paint the picture)?
18. Always, Always, Always be fair: One of my favorite compliments to receive is when a coach or a fan of an opposing team will commend me on my fairness and professionalism. As I said earlier, it’s natural and absolutely fine to have an emotional attachment to the team(s) you cover. When someone listens to one of my broadcasts I hope my love of the Marshall County programs I’ve broadcast for all these years is obvious. I also hope that it’s just as obvious that I’m a fair, accurate and professional reporter. If the other team or an opposing player makes a great play, say so!
Your credibility with the public is something that’s difficult to attain, but easy to lose. In my view, being critical of officiating and never giving the opponent any credit will cost you your credibility quicker than anything.
19. Remember your role: If you are broadcasting full-time for one team or school, you are an important part of the program. But you’re not a player or coach. They are the ones doing the hard work. They’re devoting hundreds of hours to be the best they can be to represent their team and themselves. When they succeed, you’re obviously going to be very happy and want to share that special moment. But, they are the ones that need to be in the spotlight!
I have mementos from championship games that were given to me by coaches and players and I cherish them. I would never presume to cut down a net, insert myself into a picture, or anything else that takes the attention away from the players and coaches who have sacrificed so much to achieve something special. So, check your ego and enjoy the moment without taking any attention away from those that deserve all the attention and accolades.
20. Have Fun: I can’t tell you the number of doctors, attorneys, etc. who have told me over the years that they wish they had my job for just one night. Or ask me, “Man, what was it like to interview a particular player or coach?” While they might want to do play-by-play or interview a famous player or coach, I wouldn’t mind trading paychecks with them!
But, remember, you’re not having to pay for a ticket to a great sporting event, you’re getting to hang out with great players and coaches, and, on top of all of that, you’re getting paid to do something many people wish they could do. Pay attention to the details that separate good from average, but always enjoy yourself. If that joy ever ends, look inward for the reasons why. Then remind yourself of how blessed you are.
Thanks for reading and have a great broadcast!