Though coaches might not always count members of the press among the “acres of diamonds” in their landscape, the media will always play an important role in the big game. Whether you like it or not, you must prepare your players for the media coverage. They were fair to my players and to me. However, it is their job to “hype” the game and you have to be prepared to deal with the inevitable media pressure in a way that is in your team’s best interest.
Players, fans and parents are always interested in what the prediction will be for the game. There is nothing inherently wrong with this, unless your players believe what they read. When your team is the underdog in the contest, you don’t want the newspapers to confirm it for them. Too often it seems that teams play to the expectations. Your job is to get your players to rise above the expectations and to play with zeal and passion.
The sports media are only doing their job, but it is your job to make their pre-game predictions work for your team, not against them. If they pick you to lose, you’ve got to sell your team on the idea that what others think does not matter. If they pick you to win, you have to convince your team that the game will be won on the field, not in the media. Ultimately the only thing that matters is what the players believe. If they believe in themselves, in each other, and in you and your staff, that really is all that matters. It becomes an “us against them” mentality. It is a thrilling prospect to do what no one else believes you can do. It grabs the attention and the imagination of the young men and, I must admit, even the grizzled veterans of the game. There is no greater thrill in sports than accomplishing the seemingly impossible.
Many coaches shun media coverage. They live in fear of what may or may not be reported. I never believed in that way of thinking. My philosophy was always to see the media as a vehicle to enhance our program. A coach can truly affect his team by what he chooses to say to the media. I have made a list of ten rules to follow while talking with the media. If you adhere to this top-ten guide you’ll be on the right track.
My Top Ten Guide to Working with the Media
1. Always talk team success, not individual success.
2. Make no excuses.
3. Congratulate your opponent – win or lose.
4. Thank those who support your program – administration, boosters, and fans.
5. Talk about hustle, desire, hard work, sacrifice, need for improvement, and sustained focus. (This is reinforcement for your own team.)
6. Talk about one game at a time. (The time to talk about next week is next week.)
7. Share your team goals – not in terms of wins and losses, but in terms of sportsmanship, brotherhood, and building character by doing things the right way.
8. Talk of tradition (the desire to maintain it, add to it, or build it). This brings pride to alumni and former players.
9. Always refer to your players as student-athletes. Make sure your players see that the word “student” comes first. Never lose perspective or forget your main mission – academic and personal improvement through athletic participation.
10. Ask yourself, “Will my comments reflect our core philosophies of team first, never quit attitude, impassioned play, and great sportsmanship?”
That’s my top-ten guide to working with the media. If you follow these suggestions, you will never fear the media again. You will embrace them as a partner in promoting your sport as well as your program’s goals and values. p
(From Art of the Upset by Bruce Reynolds. Published with permission of the author).
About the Author: Bruce Reynolds was the head coach at William Penn HS in New Castle, DE for 27 years, 1974-2000. He is a two-time Delaware HS Coach of the Year and won seven state Division I Championships. A graduate of Duke, Reynolds also has a Masters in Education Administration from Delaware. He can be reached through his email: bcreynolds@aol.com or his web site: coachbrucereynolds.com.