The News Media & The Football Coach

For those who didn't know him, Marvin 'Skeeter' Francis was one of a kind. He started as a reporter for the Durham Herald, then moved on to become Sports Information Director at Wake Forest and later, Director of the Atlantic Coast Conference Service Bureau. He was there at Sedgefield Country Club in Greensboro, NC, when the ACC was formed in 1953 birthday celebration in 2003. Francis died in 2004. And the other day, his son Marvin invited me to Skeeter's house, where Marvin was cleaning and sorting through his father's things. As you might imagine, Skeeter saved quite a few things. Among them: hundreds of media guides, magazines, newspaper clippings, hats, balls, autographs and books -- a lifetime of mementos from a career in athletics and media.

Marvin gave me a handful of old NSSA Awards programs, along with a small booklet titled, The News Media & The Football Coach, "issued by The American Football Coaches Association, with sanction by The Football Writers Association of America and The National Sportswriters and Sportscasters Association." Aside having Sportswriters and Sportscasters juxtaposed in NSSA's official name, the 1969 booklet is a fun look back on relationship advice for coaches and media. Below are some excerpts:

This statement of the fundamental relationship between the football coach and the news media was prepared by the Public Relations and Press Committee of the American Football Coaches Association --
Vince Dooley of the University of Georgia, Chairman.

PREFACE

   The constitutionally guaranteed freedom of the press -- or, to put it in more meaningful terms, freedom of
information -- is one of the most important principles of our democracy.
   The right of this country's news media to collect and disseminate news must be preserved.
   The principle of freedom of information should be applied, however, with wisdom, understanding, and a sense of responsibility, not only by those seeking the information, but by those who possess it.
   Neither group, newsmen nor coaches, has any selfish interest in this. We believe that by joining hands and working together we can strengthen both professions; if we do, we'll help sustain a sport which has a great influence on the maturing youth of America -- student football.

THE NEWS MEDIA RELATIONS

   The news media - newspaper, magazines, radio, TV -- is the principle link between the football coach and the public.
   Newspapermen and broadcasters are the ones who can tell the coach's story most effectively. They are the ones who can help most when the coach is trying to get across the point that only one team can win.
The news media can be of great value to the coach, without the sacrifice of any ethical principles by either side.
   Football writers and broadcasters, probably more than any other group outside the coaching profession, understand the coach's problems and, basically, are in sympathy with him.
   They can help him, legitimately and ethically, not by the dissemination of outright, blatant propaganda, but by accurate, honest, and interesting reporting.
   To achieve this goal, the coach must give full cooperation.
   There is room for improvement in the field of football reporting, by both sides. If the coach's job is done properly, his profession will be viewed by the public in a brighter, more favorable light. And if the gentlemen of the news media do their job properly, the identical result will be obtained.
   Surely, that is a worthy goal.

SUGGESTIONS FOR COACHES

In dealing with the news media, coaches should remember to be:

Honest.
Cooperative.
Fair.

* * *

   Refrain from playing favorites with the reporters within each media...
   ...remember the extreme importance of keeping the local news media informed at all times. Don't favor the national news organizations over the smaller local media... Keep in mind that the local reporter is the man who sees you constantly and who greatly influences area readers in their evaluation of your program. The local reporter can help you in many different ways...

   Concerning the press, remember that there are both morning and afternoon papers...
   Be available to the news media. Provide them with your telephone numbers, including the unlisted one.

   A coach and his sports information director should not use the news media as their personal propaganda or psychological device. For example, don't praise one player in the hope of "lighting a fire" under another one. And don't mislead the newsman in the hope of gaining a tactical advantage over next week's opponent. The news media's function is to collect news and feature stories, not be a partner -- wittingly or unwittingly -- in a conspiracy.

   During post-game news conferences. encourage selected assistant coaches to be available with you so that you may direct specific questions to them which they might be able to help answer more thoroughly and accurately.

   Don't expect the reporter to be a cheerleader. Often, a reporter must choke back his personal sympathy, perhaps even risk a friendship, because of his professional duty. Sometimes he must report distasteful news. His job often calls for him to analyze and interpret the news and the general flow of activity in the sports world, and what he writes or says may not sit so well with the subject of the article. For him to do a good job he may have to ask a question that hurts. Don't become easily upset over such questions.
   Learn to know you news media contacts better. Invite them to meet with you occasionally, or visit them at their offices. Discuss your problems and their problems. In this manner, you may build up a feeling of mutual trust, which will be of vast benefit to both sides.

   To help assure more accurate reporting, it might be beneficial to hold a meeting or clinic with area newsmen before the season...
   Invite -- even urge -- reporters to attend your practice sessions and to meet with you after practice. Talk football theory, practice, and strategy with them. It will help increase their knowledge of the game, and benefits will accrue to you.

   If you think a newsman has been unfair, don't keep your feelings smoldering. Talk to him about it. Explain your side. Don't however, complain every time he writes or says something with which you disagree. If you have a genuine complaint, he'll listen.

SUGGESTIONS FOR NEWSMEN

   Wherever possible, stress the values of football. Emphasize examples of good sporrtsmanship, courage , self-control under pressure.
   Expound when possible upon the human-interest side of the athlete: his scholastic superiority -- if any, unusual talents outside athletics, other campus activities, etc.
   Emphasize the positive side of football and play down the negative. Emphasize the victory, not the defeat; the good run, not the missed tackle.

   Sports editors and directors are urged to assign responsible, mature reporters to cover the dressing-room stories after the games... Don't put words in the boys' mouths. Don't hunt for the sensational quotes.

   THINK -- before you write or air your story.

Would love to hear your thoughts on these suggestions! Check out the FORUM page!

Posted by Dave Goren Online

The News Media & The Football Coach

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