The Importance of Media Engagement for AFL Coaches
It’s totally understandable that not all AFL coaches are engaging and articulate when fronting the media. They have, after all, been employed first and foremost to improve their respective team and get wins on the board. That said, with members handing over their hard-earned in today’s tough economic climate, it is an important part of the job. Fans deserve to hear from their coach regularly and they should expect them to do so honestly.
I watch nearly all pre-and-post-game press conferences, as well as many of the footy shows that often have coaches appearing as guests. I appreciate a coach that isn’t a smart alec, doesn’t get unnecessarily prickly, speaks candidly, doesn’t spout cliché answers and is articulate and engaging.
So, that said, I’ve put together my Top 10 performers in the media.
Coaches Who Missed the Cut
Two coaches that haven’t made my list are Ross Lyon (Saints) and Justin Longmuir (Dockers). The former, for mine, is too often condescending and a master of deflection. Refer to his Round 6 post-game presser as evidence. Longmuir, meanwhile, lacks energy, and quite frankly, is boring.
Top Performers in the Media
Alastair Clarkson (Kangaroos)
I don’t find ‘Clarko’ overly stimulating, which is somewhat surprising, given his experience and list of accomplishments. He’s not as articulate as some, and I feel, at times, he could be more expansive. Put simply, I reckon I know what I’m going to get, ahead of a Clarkson press conference. That said, I do enjoy his explanation of some of his coaching moves (i.e. moving Luke Parker to half back). That’s the art of coaching and I feel it’s an area of the job that is interesting and not explained frequently enough.
Matthew Nicks (Crows)
It hasn’t all been smooth sailing for Nicks, and some would argue he is lucky to still be in the role, given the Crows’ poor results in the early stages of his career. When times were tough, Nicks fronted up and owned it. He didn’t deflect, he didn’t try and paper over the cracks, and that’s what you want you as a supporter. Nicks speaks with conviction and portrays it eloquently.
Chris Scott (Cats)
Unlike some of his peers, the Geelong coach seemingly doesn’t feel the need to bite his tongue. He has something to say, he will say it, irrespective of a possible sanction from AFL House. Just recently, Scott, when speaking about the new Wildcard Round, said, “I tend to think they just made it up. Just threw in a couple more Finals for no good reason except cash”.
Luke Beveridge (Bulldogs)
He can, at times, be a nightmare for a journalist, especially when transcribing his comments, as he can start an answer, then jump into another topic, but he is a deep thinker and is measured with his commentary. As Tom Morris can attest, ‘Bevo’ has been known to call out those that get on the wrong side of him. When he has something on his chest, he ensures he gets his point across, even when unprompted.
Damien Hardwick (Suns)
Another one that calls it as he sees it and ‘Dimma’ often put things in very simple terms. If his teams was crap, he’ll let the world know and explain what went wrong. His honesty has got him into trouble at times (remember his frank assessment of Marvel Stadium in 2021? “I hate coming here,” he said).
Craig McRae (Magpies)
Arguably the most personable of the coaching fraternity. McRae will regularly greet journalists by name and with a handshake. And it’s not a points-scoring exercise, that’s who he is; ‘Fly’ respects the media and doesn’t belittle journalists, even when asked a poor question. He’s one of the best regarding the status of players’ fitness. If I’m a Collingwood fan, I appreciate his candour and am clear about what is/isn’t working.
Steven King (Demons)
I know it’s only a small sample size, I couldn’t be more impressed by King and he deserves a spot in the Top 5. The former ruckman makes great eye contact with the journalist asking the question and answers respectfully. He’s shown that he’s not afraid to make tough calls and he articulates his rationale for them really well. The Dees have got themselves a good one.
Sam Mitchell (Hawks)
Not only is Mitchell one of the smartest minds in the game, he is a very good media performer. The Hawthorn coach speaks with authority and humility. Appears to be a lateral thinker, which is a great asset, and he lets you in just enough when he has a left-field idea. Like Kingsley, he calls a spade a spade and isn’t afraid to give his side a public clip if they’re not getting the job done. Also a voice of reason when it comes to matters not just specific to Hawthorn.
Chris Fagan (Lions)
Fagan has been in the game a long time, in a variety of roles, and it shows. He’s stern at times, but doesn’t go over the top. Fagan appears to respect the role of the media and his answers reflect that. He’s a good mix of light and shade; he answers in detail but doesn’t take himself too seriously and is often good for a laugh. He backs his players to the hilt, but not afraid to call them out when they’re underperforming. Fagan is also incredible humble and one of the best at acknowledging the performance of his opposition, be it the entire team or certain players.
Adam Kingsley (Giants)
The Greater Western Sydney coach deserves top-billing. He’s a straight shooter, can have a laugh, explains his answers well, and is respectful. Kingsley isn’t afraid to give an opinion, when asked, regarding broader footy issues. He doesn’t sugar-coat things when the Giants, or certain individuals, aren’t going well. Gun.
