Whenever I appeared before the press, I had come to realize that I was talking to multiple audiences and had to satisfy all of them. For most of my press appearances I identified five prominent audiences:
The reporter asking the question
The reporter is the least important audience. Always remember, you are not talking to the reporter, but through the reporter to the people out there watching and listening. That said, be respectful of the reporter. In an interview situation there is no such thing as a dumb question. Putting down a reporter makes you look like a bully.
On the coaching level, we can be interviewed by long-time journalist, part-time writers at a weekly paper, or a student at the school paper or radio station. Powell's point of being respectful should be taken to heart.
The American people who are watching and listening
They want information, especially if their children and love ones are engaged in battle. They want to have conveyed to them a sense of confidence and assuredness that their leaders know what they’re doing. They expect and deserve honesty.
To me, the "American people" can be translated to the "fans of the sport we coach." It is important to understand by having access to the media, our responses can help us grow our game.
Political and military leaders in more than 190 foreign capitals
Everyone will have to comment and explain to their own people what you had said; in Desert Storm many of them had their own troops in the battle under U.S. command.
To me, "political and military leaders" refer to "administration" -- both those at our school, conference office and the NCAA. They are looking for us to show maturity and integrity in our answers.
The enemy, who is watching and listening carefully
You don’t want to give him anything he can use against you. You need to be an expert at sliding away from questions like “Is it true we don’t have enough fuel to launch an operation?”…”Is it true that you are able to listen to Iraqi secure radio communications?”…”What about the report that you have special forces operating covertly in Baghdad?” Some of our necessarily vague responses terribly disappointed reporters.
Of course, the "enemy" includes opposing coaches and players who are looking for bulletin board material. Don't give them anything to use.
Finally, the troops
They have access to radio, television, print media and now the Internet. You are talking about their lives. You never try to spin this audience. First, it won’t work. Second, they are counting on you. They trust you, and you must never violate that trust.
"Troops" refers to our own team -- -players and staff. Make no mistake about it -- your players will read the paper, listen to the radio and watch the television. Your words mean a great deal to them.
