Joe Schmidt has always been wary of the media machine
And Picture: Testing Throughout Successful Reign The Testing: With Leinster With Mcshane/sportsfile Ireland, His A Extraordinarily Joe Relationship Endured Press Ben Schmidt
It reported of a decree handed down from the IRFU top brass to a provincial coach, it led to a Leo Cullen apology and it instigated one of the biggest transfers in Irish rugby history. For Joe Schmidt, there was one article that demonstrated the influence and threat of the media.
The entire chapter on media in Schmidt’s autobiography opened with an oft-referenced Silas Bent quote: “Harmony seldom makes a headline.” His example of such coveted conflict was the Joey Carbery transfer saga. Schmidt and then IRFU performance director David Nucifora visited Leinster to see if Ross Byrne or Carbery were interested in an Ulster move. Cullen was unhappy but agreed to speak to the two players himself. A report in the stated Cullen had been told he needed to make a choice.
“It was not what happened and when I spoke to Leo he apologised,” wrote Schmidt. He claimed they both did not know where the leak had come from, but ironically the report made Munster aware of the situation. The rest is history.
Throughout his extraordinarily successful reign with Leinster and Ireland, Schmidt endured a testing relationship with the press. He banned reporters more than once, only relenting when the prospect of a boycott was broached. He was a manager at pains to ensure that the media did not hurt them. Others make the most of it to help them.
Mo Salah’s rare entry into the mixed zone last weekend had an immediate impact. His contract situation became the centre of attention, something he made clear is the club’s call, not his. “We are almost in December and I haven’t received any offers yet to stay in the club,” Salah said. The football media apparatus took that drip of oil and detonated it. Pundits label it ‘criminal’ that the club allowed his deal to run down; any criticism of his calculated decision is leapt upon by neurotic reds.
This is the age-old tale of sport. Different protagonists and themes, the same underlining purpose. There is a collective appetite for elements to be explained, analysed and contextualised. Human beings want information and conversation. That is why there are still those who believe engaging with the media is a natural part of the gig. It can be a force for good. While it diminishes daily, there are still players willing to tell their story.
In doing so they fill a space with their voice. It has an explicit purpose. The void can produce beasts of numerous grotesque varieties. Having something interesting to say is a reliable way of mitigating against that.
It can be for empathy or explanation or exploitation. At times some figures crave certain questions. This is their chance to stake a claim for a certain venue, exert some pressure on a match official, shift the blame to a particular party. Anyone can play the game.
Within those white lines there is a responsibility to be dispassionately fair. Sam Prendergast and Jack Crowley’s burgeoning rivalry intensified last week after an impressive full debut by the younger out-half against Fiji. On Virgin Media, Matt Williams made the case that it had all gone too far.
“Everyone has to take a breath, calm down. I thought this week was completely out of order for the young man as well. The pressure put on him in the media was quite ridiculous.
“I think it was disrespectful to Jack Crowley as well. If Jack doesn’t start next week I’d be very, very, very surprised.”
We now know Crowley will not start on Saturday. This is an understandable selection call to give an exciting prospect another opportunity with another gifted option on the bench. The vast majority of coverage simply reflected that fact; the current number one is good; the deputy can be too. This was a sentiment shared by various stakeholders. Sam Prendergast himself told the media that most of the pressure on him comes from Sam Prendergast.
Hyperbolic disputes could be found beyond the border of media, out in the wilderness of the social networks, where things are always different. That is increasingly an uncensored sphere and it is getting worse. Schmidt was able to get a Leinster Media Officer to convince Twitter to close a parody account because he was uncomfortable with seeing his name on it. Would they tolerate such a request now? Participation there should by now come with an acceptance that the terms, standards and expectations are different.
The media can still be used and abused. Last week former Tennessee Titans coach Mike Mularkey revealed how he set out to hurt the franchise hierarchy at the end of his stint. Six years ago, he called journalist Ian Rapoport of NFL Media to tip him off to some breaking news. The aptly-named Mularkey was apparently about to be handed a new contract extension.
“He reported it and it was all over the country that I was getting a contract in the morning, knowing I was going to get fired,” Mularkey told a Jacksonville sports talk show. “I just wanted to see the faces of the owner and general manager who were out to get me. I am pretty sure I got them for a minute or two.”
In the rush to break the news, Rapoport didn’t corroborate the story and trusted his source. He became a sacrificial pawn on a wider NFL team board. In this game there are rules. One of the main ones is that anyone can be burnt.