The Power of Press Conferences

Press conferences are primarily always informative into the shape of a team before and after matches. You often see viral moments and hints into the current affairs of the club.

Press conferences arguable have been more entertaining than the matches that follow them.

There are so many factors that determine our image of a coach. The personality and philosophy of their sides is of course the most important factor along with what tactics they have become known for.

The way they communicate to the media and by extension the wider football community often gives us a lot more to go on. We become psychologists paying attention to every word, body language, the tone and delivery, which just fuels speculation.

Players and coaches have provided us with some iconic press conference soundbites. Talking to the media with such flair and charisma could help to engineer a successful career.

There are some who relish the spotlight. They may use it as an opportunity to play mind games with rival club coaches with snide remarks, jabs about superiority that attempt to throw opposition coaches off of their usual psyche.

As it is a results business there are times where coaches come under significant pressure and have to face questions about their future.

Even if, the circumstances may seem bleak we have seen some world-class rebuttals where they passionately defend their achievements or reinforce the idea that their club is good enough.

There are many elements to consider when becoming a master of press conferences and relaying a specific image to the football media and wider community.

Entrance & Greetings

Whatever the circumstances or the run their team is on an entrance can tell you a lot before they have even answered a question. Coming into the media room, shoulders back, a massive smile on their faces instantly indicates confidence.

Whether it is confidence in their club’s position or the general environment, the likelihood is you’re going to receive some positive energy whether it be in their delivery or some humorous responses to questions.

Greeting reporters on a first name basis asking them on their own welfare can be seen more often with more jovial managers like Ole Gunnar Solksjaer and Jurgen Klopp.

Managers like Pep Guardiola and Jose Mourinho often exhibit more statesmen-like entrances, more closed off and reserved until they reach their seats.

The power of words is so important. Of course, we all experience off days so there can be moments we can catch someone in a press conference give minimal in their greetings.

Body language is always important to watch, slumped shoulders, repetitive sighs, scratching of their head repeatedly all suggestive that this is the last place they want to be at that current moment in time.

The media room is an arena so first impressions, the first words uttered, the body language sets the tone for reporters as to what type of press conference the members of media are going to receive.

Whether a charm offensive or pure defensive strategy is the coach’s aim this stage provides the foundations as to what kind of soundbites we are likely to get in a press conference.

Some managers shout out members of staff or the media by singing/wishing them happy birthday, sometimes getting the room involve which stokes up positivity in the early stages of the press conference.

I mean it does help to have some of your biggest critics close.

Choice of language

The choice of words and sentences is something you would want to mirror the way you view football.

Coaches should look to be as dynamic with words as they want their team to be with the ball.

You have the simplistic approach answer and move on to the next question, with little to no complications in between.

To more figurative approach, honing in on selective phrasing and words of questions to steer the direction of the general perception amongst the media.

Even the philosophical approach to their choice of language, where metaphors create a smoke screen or a sense of ambiguity regarding certain topics to generate some broader speculation much like Cantona’s infamous sardine metaphor in 1995.

The deployment of words at specific times can be so crucial in achieving a specific narrative amongst the fanbase and media whilst potentially not upsetting their bosses upstairs or not being in any sort of breach of any contracts

This can be a perilous at times depending on the circumstances. A foreign manager without full grasp of the native language may have their words lost in translation. A manager under fire may drop hints that they aren’t solely to blame for recent fortunes.

Effect on the players

Most players are aware that their boss has to spin narratives of the media. Press conferences allow players to see their undiluted bosses on an amplified scale.

Their managerial style is amplified to the rest of the football community. Coaches may use the audience to reiterate the demands of their team or individual players.

Likewise, this can be an opportunity to protect the team or specific players which shows the belief they have in their players. Which can only be good for morale.

Authenticity

Whatever the mood is authenticity almost guarantees a successful press conference even with any of side aims are.

Jurgen Klopp’s press conferences will always provide authenticity even when he isn’t all smiles. Speaking and responding to questions as if he was speaking in normal conversation of camera automatically makes for good viewing.

This is refreshing to see, he isn’t afraid to voice his opinion on current affairs surrounding his squad. Isn’t afraid to pull up a journalist on his question and pokes at his rivals in an organic way too.

Jose Mourinho’s press conferences can be majestic at times, he has an ability to rule the room and authenticity is his key foundation.

Upon that you often see flair and eccentrics in his responses which can at times make him difficult to read which is confusing in itself. He can also play hardball in his responses which creates tension which only proves to be entertaining for us viewers.

Respect & Humility

Now this should be a given and almost all the press conferences in recent times are respectful of the opponents. The most respect is given in my opinion between sides competing against each other in European competitions.

As strange as it sounds this can be very difficult element to maintain in a press conference. For instance, you often see managers stray away from giving the opposition team or coach praise by mentioning decisions that gone in their favour or against their sides.

Even in the face of defeat, Pep Guardiola is always quick to offer his congratulations to the opponents in a press conference. Prior to the game he speaks highly of his opponents and the coaching staff no matter who it is.

This can create some debate as to whether it could be patronising depending on the choice of words and could be seen as mind games.

Which in some cases could certainly seem so however a manager with the stature of Guardiola giving praise to opposition shows humility.

Humility is very much a virtue. Guardiola and Klopp heap praise on how ’incredible’ players in their various teams have been that contribute to their success.

By downplaying their own role in these victories shows complete humility presenting a good image of not only themselves as coaches but as human beings too.

Attack

The blunt responses and passionate rants are what usually goes viral in today’s version of the football community.

Using unfriendly words towards reporters or visibly showing their frustration could mean a manager is losing control of the press conference.

There are some managers who are able to execute their attack on the media and maintain their level of dignity believing they got a better pound of flesh in than the media, none more than the special one.

An offensive mindset that makes for a great watch but not something we see a lot of.

Round Up

To be able to work a press conference is an exciting and tough challenge that coaches have to navigate through multiple times on a weekly basis.

The masters of these press conferences you are likely to see them hold positions at the biggest clubs in the world. Which is a given to be honest, they manage squads rich in talent making sure everyone is kept happy so the media shouldn’t be too much of a problem.

The psychology of it all is very interesting. There is always some agenda somewhere whether it be to send a message to the club’s hierarchy, the organisations running the domestic league, fanbase, media themselves or members of the playing squad.

Managers who keep in constant control of their emotions and are intelligent with their word selections prove to be much more successful in achieving their desired outcomes.

Along with the welfare of the squad they give fans and members of the media much to speculate about.

It may need some thought provoking questions from good quality journalists nevertheless some press conferences are completely dominated by the strong personalities of the managers.