Following are pieces of the public image puzzle. As you go over these ares, think of the differences in image that Mike Ditka has created versus that of Dick Vermeil.

Appearance - In communication, 55 percent of your effectiveness rests on appearance. Fans do not have time to get to know you personally. Therefore, the way you chose to dress and carry yourself conveys an instant message about your personality.

Communication Skills - Fans expect that coaches will communicate honestly. Good communication builds interest, which builds a strong fans base of support - that can translate into dollars for the program.

Body Language - Your gestures and body movement have to convey a message of confidence and control so that people will believe you.

Attitude - Some coaches fight the image building process. That is a mistake. Recognize that media and public exposure don't close doors. They keep the doors open.

Exposure - Higher exposure to the public gives the fans a better chance to know you and associate with you.

Style - In today's competitive sports arena, coaches that have a unique identity or style stand out. Developing your own style, or just being distinctively you will help create a lasting impression.

To be truly successful in any field today you need to differentiate yourself from the pack. Just being a great coach won't guarantee success if you are difficult to work with. Building a positive personal image and incorporating that into everything you say and do can help your career reach its fullest potential.

• Critical contact happens in your everyday life. Be aware of how you interact with people both in public and private life.

• Whether you like it or not, as a coach you represent your athletes as well as your organization - be aware of your visibility.

• When you team is competing, it's typically one of your most stressful times - take a moment to consider how you come across to others. Many times people make assumptions about the real you based solely on how you look, sound, and act on the sidelines.

• A positive image acts as a safety net when you are the subject of negative media attention - choose your words carefully and keep your cool.