The Phillies-Yankees World Series match-up was a boon for advertisers and the FOX Network as the six game series had its highest rating since the Red Sox ended their 86-year curse in 2004.

According to the Nielsen ratings, the six game series averaged 19 million fans each night. Game 4 — the one that got away on Sunday night — was the single highest-rated game since 2004 with more than 25 million households tuned in.

By FRANK WARD

The soundbite. It’s the thing that drives all broadcast media journalism.

With limited time, television and radio newscasts rely on brief, 10-second soundbites to tell stories. That is really nothing new. However, in this day of the race to be first with news, and not necessarily accurate, news outlets will take a statement and run with it. The fallout for those speaking to the media can be devastating.

Pro athletes must now be as careful as a political candidate or a company CEO. Say the wrong thing, and your reputation or approval rating will drop quicker than a Brad Lidge sinker (when he’s Lights Out).

Cole Hamel's postgame comments on Saturday demonstrate that pro athletes must receive more media training.

Cole Hamels proved this point with his postgame comments after Saturday’s loss in Game 3 of the World Series. The Phillies 2009 postseason LVP was quoted as saying, “I can’t wait for it (the season) to end. It’s been mentally draining. It’s one of those things, a year in, you just can’t wait for a fresh start.”

These quotes set off a firestorm in Philly among fans, traditional media, social media and talk radio.  Many, including your Daily Philadelphian, called for the end of Hamels’ season even if the team went on to force a Game 7. How do you wish for the season to end when your team is in the thick of World Series battle?

Hamels is lucky he’s not an NFL quarterback or he’d have had the Ray Lewis and Brian Dawkins of the world battling him in practice the next day.

However, it now appears his comments were taken out of context. According to media members such as Comcast SportsNet’s Leslie Gudel, Hamels was first asked about the game and answered those questions. He then was asked if he couldn’t wait for the season to end so he could reflect on it. That is when he made the absurd statement heard around South Philly.

Hamels is honest and always has been, sometimes to the detriment of his reputation. Of course, win, and his reputation will regain its all-time high status.

All the 2008 World Series MVP did was answer a question honestly in an era when athletes don’t talk frankly. However, Hamels and other athletes need to learn when to, and when not to, answer questions. They need to learn how to answer certain questions.

Hamels simply should have said something such as, “You know, we’re still in a battle to defend our world title, and I’m going to prepare to pitch a Game 7, if I’m called upon to do so. I’ll have plenty of time to reflect on the season when this series is over. Until then, we have nothing to think about except how to win the next ballgame.”

Deflect the question on reflection until after the season is completely over.

Chad Ochocinco is an athlete who may benefit from additional media training.

To avoid these situations, Hamels and pro athletes need media training. They need the same workshops and lessons that CEOs and politicians learn from their public relations professionals.

Many athletes are paid higher than the leadership of Fortune 500 corporations, and they need to be trained as such. They are the ambassadors for professional sports franchises. A frontline pitcher, hitter, quarterback, defensive back, or point guard is the spokesperson for the organization.

That’s not to say that pro teams’ public relations staffs haven’t worked with the athletes. The NFL and MBA conduct rookie symposiums, and media relations is likely part of those programs.

However, more must be done as young players enter franchises. Unless the players studied communications and public relations in college, this is a topic and a skill they know very little about.

Athletes must learn how to avoid making inflammatory statements. They must learn how to work with the media.

Pro teams should not be as overzealous as the New York Knicks who insisted that Larry Brown only talk to the media when a member of the PR staff was present.

However, they do need to teach athletes basic PR rules such as:

• Always talk in good times and bad (Mitch Williams himself will tell you this);
• Never say “no comment;”
• Don’t lie;
• Never say something you do not want to see in print;
• Remember to speak in 10-second soundbites, which means simply to keep in mind a long answer (or the preceding question) may be left on the cutting-room floor. Had Hamels known or thought of this point, he may never have made the statement he did.

There are many more points to media training, but these basics would help deflect any potential controversies in a number of situations.

With ESPN, Comcast SportsNet, Fox Sports, Sirius Radio, and countless Internet sites and blogs, athletes will continue to be under scrutiny unlike any faced by athletes throughout time. The microscope they are under will only get bigger with time.

Media training should become a necessity with periodic workshops throughout the season and offseason. Then, you won’t risk the chemistry of a team based on what is said and reported in the media.

Frank Ward is a public relations consultant and freelance writer. To contact him, please send an e-mail to dailyphiladelphian@gmail.com.

If Pedro truly is the most influential player to ever step foot in old or new Yankee Stadium, now is the time to do something he hasn’t in a while — enjoy the thrill of victory and the joys of reading about it in the NY Post the next day.

Yankees fans and Pedro have endured a well-documented love-hate relationship through the years. If you don’t know anything about it, then go back under the rock where you resided last week.

Pedro Martinez takes the mound for Game 6 on Wednesday.

In any event, Pedro will take center stage in the Bronx one more time in his Hall-of-Fame career. The game is do-or-die time for the Phillies. The team needs Pedro to pitch the way he did a week ago, especially when he is opposing the all-time winningest pitcher in postseason history — Andy Pettitte.

The man relishes his place in baseball lore, especially when it comes to the Yankees. He’d like nothing more than to stick it to the Bronx BALCOs and their fans in Yankee Stadium en route to securing a Game 7.

If he has one last great game left in his Hall-of-Fame arm, Wednesday night would be the night to bring it. And, he will.

Pedro-Yankees. Game 6. Do-or-Die for Phillies. New York City. The stage is set.

And, Pedro’s ready to grab the spotlight and run straight to Game 7.

AJ Burnett’s night is done in just 2-plus innings. He leaves with a 5-1 deficit and two men on base. This is not the way to clinch a World Series title.

For the Phillies, getting a big lead is key because it could put them in a posiiton to pull Cliff Lee after six innings. That would give him a better shot to be rested for a potential Game 7, which he will have to start. The Phillies have no better options.

“I can’t wait for a fresh start. There are 30 other teams sitting at home right now thinking the same thing. I can’t wait for the season to be over.”

That, ladies and gentlemen, was the reaction from your former staff ace following the Phillies 8-5 loss to the Yankees in Game 3 of the World Series on Saturday. The win put the Yankees up 2-1 in the best-of-seven series.

Cole Hamels again failed to make it out of the sixth inning on Saturday.

Young Cole, don’t worry. Your season is now officially over. There is no way in Queens, NY, hell that you will will take the mound again after making those statements.

Hamels again failed to get out of the fifth inning and was unable to shake off any mistakes; he also still can’t locate his curveball. Last year’s playoff MVP has become a two-pitch thrower, and that won’t get it done at the big league level, and certainly not in the playoffs.

Hamels cruised through the first three innings. Then, as has been the case all year, he was unable to shake off his mistakes and went from Cole 2008 to Cole 2009 in a matter of seconds. First, he surrendered a two-run shot to A-Roid in the first instant replay revew in postseason history.

The next inning, he completely unraveled and allowed three more runs before getting the hook. His final line for the night: 4.1 IP, 5 hits, 5 runs and a 10.38 ERA.

The Phils were never able to recover even though Jason Werth tried to carry the offense with two homers, including a massive bomb in the sixth inning. Ryan Howard and Chase Utley again forgot to bring their bats to the ballpark.

As for Cole, he should absolutely be frustrated with his performance on Saturday and throughout the year. He should want a fresh start.

However, save those comments until the season is over. While fans should appreciate the honesty to a degree, the Phils are still fighting to defend their World Series Championship and are only down one game. Unfortunately, in this situation, you need to be politically correct. The team doesn’t need to hear its supposed front-line pitcher give up right now.

Then again, Cole, you are now getting what you want; go home because you will not take the mound again this season.

“I hope I can win; I think I can win; I know I can win.”

Former Phils skipper Larry Bowa has said that players and teams go through those three phases on the way to becoming champions.

The Phillies need a confident Cole Hamels to take the mound tonight.

A year ago, Cole Hamels was an unquestioned ace, a World Series MVP, who knew he’d win every time he got the ball.

Today, Heidi’s husband has clearly regressed back to the “I hope I can win” stage. Following a very up-and-down regular season, Hamels has been putrid in the playoffs. He’s become Brett Myers circa July 2008.

In three starts this month, Hamels is 1-1 with an unsightly 6.75 ERA. He has yet to get out of the fifth inning in any postseason start.

That will not get it done. Not against a lineup with Jeter and A-Roid and Teixeira and Matsui and the rest of the newest Bronx Bombers. And, it certainly won’t get the job done when his counterpart is Andy Pettitte, the all-time winningest pitcher in postseason history who is 2-0 with a 2.37 ERA this October.

The Phils need to hope Hamels has found his “I think I can win” persona entering tonight’s game, and that he gets off to a great start which propels his “I know I will win” self to come out of its shell.

A poor outing by Hamels could spell doom for not only Game 3, but the rest of the series. Going down 2 games to 1 is not an option.

Yankees fans might want to get this sign out of storage.

Yankees fans, get your vocal chords tuned up. On Thursday night, you’re going to need them.

Pedro Martinez has been tabbed to start the second game of the World Series in New York. When last we saw him in a playoff game in New York, Pedro declared, “The Yankees, they’re my daddy!”

Yankees fans then filled the stadium with “Who’s your daddy?!” chants. Expect more of the same on Thursday.

Why would Uncle Charlie put Pedro in that situation?

Pedro is a veteran who can handle, and possibly thrive, in a raucous stadium. Add to that the fact that Cole Hamels is a diva who hasn’t pitched well since late August, and the decision was rather easy for Manuel.

Manuel has not been scared to go against conventional thinking this postseason, and he is doing it again in the World Series. He’s not scared to lose, and neither is his team.

Pedro in Game 2 is just another subplot in what should be a great, entertaining series — the type of series MLB needs.

Cliff Lee is the ace.

OK, I just violated the first lesson I ever learned in journalism class — always present news in your lede.

When the Phillies take to the field at the plush new Yankee Stadium, or the expansive Angel Stadium, for Game 1 of the 2009 World Series, Lee will be on the mound. The man has posted a 2-0 record with a sub 1.00 ERA this postseason.

The ALCS winner will dictate the Phillies World Seres rotation.

After Lee, however, the rotation has solid pitchers but many questions about whom would pitch better where and when.

If Cole Hamels was even a soft taco shell of his dominant 2008 postseason self, he’d be the man to take the field for Game 2. He’s not even close.

For Cole and Pedro Martinez, the question of whom the Phillies face could ultimately decide where they line up in the rotation.

If the Phillies end up playing the Yankees, the guess here is that Hamels takes the mound for Game 2. He gets it by default.

Blanton and Happ will start this series again in the bullpen, meaning neither will see the mound as a starter until game 4 at the earliest.

Pedro can’t pitch in Yankee Stadium. Not after the last time he pitched against the Yankees in the postseason. The year was 2004. Pedro declared the Yankess “are my daddy.” Chants of “Who’s your Daddy?” resonated throughout Yankee Stadium that series. Pedro and the Phils don’t need that.

As a result, the rotation against New York has to be Lee, Hamels, Pedro and Blanton. Let Pedro pitch with the crowd behind him. Cole is a crapshoot at this point, so the environment shouldn’t be a concern.

If the Yankees continue the New York Choker theme they established in 2004 and that the Mets continued the last few years, the rotation could set up differently.

Another trip to Los Angeles should move Pedro to Game 2. He’d likely be able to log more innings in warmer weather. Against the Angels, the rotation should go Lee, Pedro, Hamels, Blanton.