On the 6 o’clock news, you see Jaguars Coach Tom Coughlin answering questions. He’s standing at a podium in front of a logo-covered backdrop.
That’s what you see.
What does he see?
The thrice-weekly press conference usually is the media’s only mid-week access to the coach and out of it must come at least six days’ worth of information. So, the local media turns out, clogging a small room which usually serves as an entryway to the bottom level corridor at the southwest corner of Alltel Stadium.
And, like most events that repeat themselves over and over, there comes a commonality to each day. The faces are the same, they usually stand in the same places and they usually act the same way.
Every press conference tends to look the same. Same set, same face. Different questions.
The starting time varies each week, but it’s almost always just before noon. It usually lasts 15 minutes, though lately Coughlin has been more generous with his time.
Some of the media is there early. There’s a small workroom just off the interview area and it’s a gathering place because it has the latest press releases and information on upcoming opponents.
Coughlin’s arrival is heralded by his publicist, Dan Edwards. “Here he comes, boys,” is the usual announcement and, a few seconds later, Coughlin barrels through a door which leads from the team areas. If the conference is scheduled at 11:50, it’s 11:50.
Coughlin grabs the podium with both hands. He is in front of a banner which has the Jaguars logo and the words “Go all out.” That’s what you see on the 6 o’clock news.
Here’s what he sees.
He is looking directly at three or four television cameras. To his left and right are reporters. His demeanor is quickly apparent: take charge.
The questioners await. They are used to this game and, for the most part, they aren’t going to be bullied.
• • •
Before proceeding, let’s look at the cast of characters. Here’s who they are and how they handle themselves.
In the middle:
• Tom Coughlin. Erect, he rarely changes expression and almost never shows any signs of humor. He answers questions directly, but not always completely. He knows that the media is not something he can control, therefore it may be an enemy.
Starting from Coughlin’s right, here’s the usual lineup he faces:
• Dan Edwards, the Jags’ top public relations man. He leans against the back wall, his eyes scanning the room. He is the main go-between, a most uncomfortable position when Coughlin is on one side and a perceived enemy is on the other. He says nothing during the conference.
• Jerry Norton, Orlando Sentinel. He’s the Sentinel’s “stringer.”
• Brian Sexton, radio play-by-play announcer. A bright-eyed young man, he surprisingly isn’t the house shill one would think. His livelihood depends on the Jags, so his questions are never antagonistic, but they aren’t always softballs directed at the coach.
• Vic Ketchman. Like Sexton, he relies on the Jags to get a paycheck through his job as the editor of the Jaguars’ Inside Report, the team’s weekly newspaper. Still, his questions have an edge. He came from the media-tough town of Pittsburgh and he isn’t a shill. He is knowledgeable about the game and his questions reflect that.
• Eddie Pells. The Associated Press has a small bureau downtown in the Times-Union building and the Jags’ beat falls to Pells, a tall young man who asks AP-type questions — very direct, very timely and without a hint of controversy. He is very important to the Jags and the National Football League, as he is their window to the world. His dispatches will go global; everyone else is local.
• The Times-Union writers. There are usually at least four writers or columnists present and they usually stand as a pack.
— Lead football writer Vito Stellino is a tall, skinny Ichobad Crane of a man who knows pro football history better than any man in the room (including Coughlin.) He’s been at this for 40 or so years and is one of the NFL’s most respected writers; indeed, a plaque honoring him hangs in the writers’ section of the Pro Football Hall of Fame. Stellino’s questions are direct and demanding. It’s obvious that he makes the coach uncomfortable because he won’t be backed down, much as the coach may try. While Coughlin can cow others, a blustery answer seems only to bounce off Stellino and rebound back in the form of an even more penetrating question. He waits until late in the session to start asking and does it quietly, so quietly that others ask him to speak up. He stands closer to Coughlin than anyone, often shuffling within two or three feet and often standing slightly behind Coughlin, which means the coach has to turn sharply to face Stellino. He also sways slightly, which means that he’s in and out of Coughlin’s peripheral vision. It’s obvious that he expects good answers and Coughlin looks uneasy when Stellino starts digging away.
— No. 1 columnist Mark Wood is a quiet man who asks quiet questions. He’s a columnist, which means he usually takes one theme and develops it; if he asks three questions, they’ll all be on the same subject. Coughlin seems to respect him and always tries to give a good answer.
— No. 2 columnist Gene Frenette is a little louder and a little confrontational. Frenette’s questions tend to run a bit long and Coughlin doesn’t hide his boredom. Frenette is the one T-U writer who may stand separate from the pack.
— No. 2 beat writer Bart Hubbach stands at the rear of this pack and only occasionally asks a question. A hard worker, he usually leaves Coughlin to Stellino and works the players in the locker room.
• Tom Weppel, AM-970. He has a twice-weekly radio show, often with an ex-Jaguars player as co-host, and is a player’s man — he rarely asks a question of Coughlin. When the press conference ends, he’ll head quickly for the locker room.
• Rick Korch, the team’s No. 2 p.r. man. A tall, quiet fellow, he guards the rear while Edwards watches the front. (There usually are two other p.r. staffers and they stand behind the media at other places; in a sense, they have the reporters surrounded.) Korch also watches the only door leading to the outside world— it often sticks and needs opening from the inside and he moves quickly so Coughlin won’t be interrupted by the clatter. (Coughlin is very touchy about interruptions. He’ll chew out anyone with a ringing cell phone and will often glare at anyone whispering to another.)
• The television stations have their cameras about 12 feet from Coughlin. The camera operators rarely ask a question; mostly, they turn on and focus their cameras.
• When a sports anchor or reporter shows up, they stand behind their camera and always ask a question. This means that Coughlin’s answer will be aimed directly at them, just as if there was no one else in the room. Of the local reporters, Ch. 47’s Ryan Elijah is most often present. His assistant, Jordan Siegel, also frequently attends. The city’s Big Two, Ch. 4’s Sam Kouvaris and Ch. 12’s Dan Hicken, attend now and then — both work late hours, and attending an oft-unnewsworthy press conference would mean a 12-13 hour day. Their cameras are usually enough; back at the station, they can edit the tape and insert their own question, making it appear they were present. Occasionally, they’ll send an assistant.
• Daily Record. Usually either Editorial Director Fred Seely or Editor Jeff Brooks. Hardly ever will either ask a question, preferring to follow up on something that pops up. One or the other will show up at least once a week, so the rest of the reporters aren’t sure what they’re up to. Probably writing stories like this?
• David Lamm, AM-930. He appears only on Wednesdays and takes over quickly. Of all the reporters present, only Stellino is more experienced and even he defers when Lamm starts asking questions. Lamm’s health is poor (numerous back operations and joint replacements) and he usually is the only person sitting down. He is the only person who seems to have Coughlin’s respect and is the only one to ask personal questions of the coach, such as “Do you really joke with your players?”
• Cole Pepper, AM-690 and Jag network sideline reporter. He was shafted when his station, AM-600, dropped its all-sports format but has cobbled together a number of jobs (Jags’ sideline reporter and post-game host, Jacksonville U. football, AM-690 sports reporter) to stay in town. He often asks the first question and, overall, may ask more than anyone except Stellino. He grew up in Kansas City and his Chiefs-watching has made him knowledgeable; his questions are well-spoken and respected by Coughlin.
• Other radio reporters. This is the area closest to a device called the “mult box,” which is linked to Coughlin’s microphone. The reporters plug their recorders into this device — “mult” stands for “multiple” — to get a clear transmission. From time to time, you’ll see Frank Frangie (AM-1460), Mike Dempsey (AM-930) or another from their stations. Frangie asks lots of questions; the others rarely say anything.
• • •
After about 15 minutes, Coughlin usually starts getting edgy and obviously looking for a way to end the session. This is the part that’s the most fun to watch, because invariably it comes when Stellino is pursuing a subject. Stellino has interviewed literally hundreds of NFL coaches and he’s used to full cooperation; the fact that he isn’t getting it from Coughlin doesn’t slow him down. It is the cobra versus the mongoose, one swaying to avoid a direct hit, the other burrowing forward at the attack.
Edwards senses when things are winding down and moves toward the door. One of his assistants opens it and, out of the corner of his eye, Coughlin sees the cue. He breaks free of the podium, sometimes leaving Stellino in mid-sentence.
“The locker room is open, guys,” says Edwards.
The coach heads back through the door quickly, and the T-U reporters hover about him, peppering him with other questions as he walks down the hall; these questions are out of the earshot of the TV cameras and, thus, will not appear on the television news before they get into print.
Coughlin doesn’t slow; he heads for his off-limits office.
The reporters peel off into the locker room.