Sooner or later, a Sports Information Director will work with a press conference. It’s just a matter of time. Maybe you will have to call one, or serve as a moderator for another. At CoSIDA in Calgary, “The Press Conference Workshop” featured Sports Information Directors playing various roles in a variety of press conference settings. The three sessions, which were held as “mock” press conferences, featured the hiring of a coach, a crisis (in this case, the dropping of a sport), and a post-game NCAA press conference (after a men’s basketball tournament game).
Special thanks to the NCAA for providing the backdrop, mike flags and cups for our post-game press conference.
Each of the characters were briefed with their role and a copy of the release (or in the post-game conference, a statistics packet). Yet, “curve balls” were thrown their way throughout, and some were not sure how the others would react. The audience played the roles of media members asking questions (boy, they had some very creative affiliations too!). Then, it was time to analyze what went right and what could be improved on for the future.
Here is a brief background and review of each session, with a BIG THANK YOU to our characters, as well as our producer (Dennis O’Donnell of Rochester) and “NCAA representatives” during the post-game press conference (Kent Cherrington of Plymouth State and Tom Machamer of New York University). Also, thanks to the members of the Programming Committee for their assistance during this panel.
SESSION #1 THE HIRING OF A COACH
SOUTHERN CENTRAL STATE UNIVERSITY hires a new baseball coach. Previous coach “retired” after a few losing seasons. In reality, he was “pushed out.” The new coach is from an arch rival, Northern Eastern State University. Previous coach, Sparky Sanderson, left with 499 career victories.
Characters:
Paige Maker - SID, - Nairem Moran (College of New Jersey)
Bill Budgette - Athletic Director – Rob Carolla (Big East
William “Dusty” Bases - New Head Coach – Dan O’Connell (Towson)
WHAT YOU CAN LEARN:
- The SID did a great job of attempting to keep the focus on the NEW coach, rather then take questions on the previous coach.
- The AD and the coach did not communicate with the SID prior to the conference. This is ESSENTIAL for all people to be on the same “Paige,” (pun intended).
- The Coach had a hat on from his previous school and was using a “tobacco product” during the press conference. Make sure to put the chew or the gum and the Product Name away, and a golf shirt with Southern Central’s logo would have spruced him up. (Spring sport coaches are sometimes not used to ties and jackets, but it would surely help. A golf shirt here would suffice).
- The Coach referred to the previous coach as “Sanders.” His name is Sanderson. Make sure to brief the coach prior to your session.
- Be aware of NCAA rules. The Coach talked about bringing in players from his program immediately!
- There was no logo banner anywhere. If this was filmed for TV, nobody would know where or what campus was involved. Get a banner that provides your school name and logo, they are inexpensive and very important in these situations.
- The AD continued to say “I’d like to thank the alumni here today…” Remember, it is a PRESS conference. The AD should use other avenues to raise money, like maybe a meet-and-greet with the coach AFTER the media session.
SESSION #2 THE CRISIS (The Dropping of a Sport)
PACIFIC NEWFOUNDLAND COLLEGE is announcing that it is dropping football. The “Puffins” have had the sport since 1918. They were a Division I-AA independent and had only seven games scheduled for next season, with scheduled games in California, Maine and Alabama.
Characters:
Eb Webpost – SID - Ed Carpenter (Boston University)
Danielle DeCisive - Athletic Director – Barb Kowal (Texas)
Lincoln Washington - University President – Jack Zane (Maryland, retired)
Rush Enpass - Head Football Coach – Dan Drutz (Molloy)
Sammy “Swifty” Simpson -Captain, quarterback - Derek Smolik (Texas A&M Kingsville)
WHAT YOU CAN LEARN:
- The SID opened by saying “thanks for coming on a Saturday morning.” Don’t hold your press conference on a weekend unless it is ABSOLUTELY NECESSARY (in the case of a tragedy). The BEST time to hold them are Tuesdays-Thursdays, around 3 p.m. Mondays are hectic, and you need a day to prepare with all parties. If in the a.m., it is tough for TV folks, many newspaper people, and you would serve breakfast pastries and other items. If 11 a.m.-3 p.m., you should serve lunch. After 4:30 or so then you are looking at dinner and expenses and TV folks are inconvenienced.
- A set-up of an NCAA banner occurred right in the middle of thispress conference. It threw the SID for a loop. (Yes, Eric planned this one!). The lesson: MAKE SURE to book your facility/room for your press conference for extended time to be safe!
- The student-athlete came with a bag of chips, a soda, and was unshaven and dressed poorly. Provide the student with a briefing of how to appear, meet with him or her prior to the conference to train them how to act, speak and dress in this situation. They are representing their school and their teammates!
- The President mentioned that, although he received the news from the Trustees, he never saw the release! Meet with your AD and appropriate parties to work the release in a manner that best serves all the parties and your institution with your message.
- Reasoning for this decision was stated as expenses and travel. VERY GOOD! Make sure that firm, definitive reasoning is provided during the press conference to avoid innuendo. After all, you call a press conference to make an announcement. Don’t leave the media second-guessing.
- The Coach was VERY positive. Remind your coach in this case to think about his/her future and the future of the staff. That person will need to show class and it will help them professionally in the future.
- The logos showed the “Puffin” mascot but said “PNC.” People in the region knew what PNC stood for, but national press would not in cases of photos or TV bites. So make sure to use your school’s full name on a banner.
SESSION #3 THE NCAA PLAYOFF POST-GAME (Losing Team)
Previously undefeated ALBERTA ATLANTIC lost in the Regional Men’s Basketball Finals to Yukon State and ends the season on “The Road to Regina.” The “Sea Bass” finish the season 28-1, and were ranked #1 since the pre-season (but yet were a #4 seed in the tournament).
Characters:
Bob Stresslow - SID serving as moderator – John Douglas (Haverford)
Newman Jack - Alberta Atlantic Head Coach – Pete Moore (Syracuse)
Barry Lird - Alberta Atlantic Sr. co-captain – Chuck Sadowski (New Haven)
Al Lewcindor - Alberta Atlantic Jr. co-captain – Frank Mercogliano (Idaho St.)
Anthony Carmel – Alberta Atlantic star freshman – Joe Lang (CCAA)
WHAT YOU CAN LEARN:
- The Coach was RED HOT! Remember, you get a 10-minute “cool down” period. That’s why they call it “cool down.” You have a relationship with your coach…visit with them a bit after a tough game and prepare them for the conference.
- Barry appeared with a professional sports cap from his favorite team. No-no! Remove ALL caps, have the hair combed or at least wear a tournament championship hat. Better yet, have hats from your school with you in cases like this to replace the one that Barry appeared with.
- Name tags were placed, but Barry and Al went to the wrong seat locations. Escort them up in order of your seating placards.
- Anthony was late, brought by an NCAA SID volunteer. The moderator asked why and Anthony replied, “I was on our post-game radio show.” Can’t happen! Even if your radio has had a player or coach on the show all season, this is a tournament event and they cannot do so until AFTER the NCAA media requirements. Have the radio show provide a mike or feed link to the press conference for their show to carry live.
- A Soda Product can appeared. A heads-up NCAA rep grabbed it, and another poured it into an NCAA cup. NO logo food or beverages may appear! Provide fresh water with the official cups before both the losing and winning sessions.
- Al left briefly to answer his cell phone. Confiscate ALL cell phones from your coach and players prior to the conference, and shut them off.
- An NCAA rep appeared and escorted Barry out during the session. The moderator asked why and then announced “he is leaving for a drug test.” That test MUST be done before the players are brought up. If this should still occur, do not tell the media that the individual left “for a drug test,” as that provides a guilt association that does not need to be considered. No explanation should be provided, but then again, any demands like this should be done prior to the player’s arrival for the conference.
- Many of these instances also can be used by CIS press conference functions in Canada.
We hope you enjoyed the session and most importantly, we hoped that you learned something from it for your future press conferences. Enjoy your summer.