Bill Belichick has never been a media darling. Ornery, unhelpful, bored, antagonistic are better ways to describe his relationship with the media.
But his recent CBS Sunday Morning interview even caught the attention of people who don’t follow sports. And it wasn’t anything he said—or didn’t say. His 24-year-old girlfriend and publicist, Jordan Hudson, fumbled her role. When reporter Tony Dokoupil asked Bill how they met—a softball question he could have easily deflected—Hudson abruptly cut in from off camera: “We’re not talking about that.” Reports suggest that controlling his image has become her full-time job.
Simple rule here. When your publicist becomes the headline, you’ve got the wrong publicist. And, when clips of the interview get shared and mocked before the segment even airs, something clearly went sideways. It didn’t help that Hudson followed up by posting a screenshot of an email that only succeeded in adding fuel to the flames.
Unfortunately for Belicheck, the story should have been about his new book. Instead, it was about PR missteps, ones that could’ve been avoided with actual PR guidance. His longtime Patriots gatekeeper, Berj Najarian, never did much to make Belichick a reporter’s pet but he knew how to run interference. Something Jordan isn’t doing very well.
Now that Belichick is selling himself in recruits’ living rooms, perception matters more than ever. If a parent doesn’t trust the coach, the kid heads to Alabama or Clemson, and your job just got harder. Seeking PR help is the right call. It just should’ve happened long before the cameras rolled
Here’s how a PR pro would have prepped their client.
Game plan. Whether it’s organized team activities, joint practices, or a Super Bowl, Belichick was the master of preparation. Interviews are no different. He should know four things before every interview: What messages do I want to convey? What are the goals and tendencies of the interviewer? How will we counter if they try to steer you down the wrong road?
Wardrobe change, please. Appearance matters. Especially in a broadcast interview. If Belichick wanted to be casual and on brand, throw on a clean UNC hoodie. You know, the school where he coaches. Cut off the sleeves if you want. Instead: a moth-eaten Navy sweatshirt that was more distracting than nostalgic. It didn’t help that Jordan was also wearing a Navy sweatshirt, too. Like the couple that always match outfits.
Prep for the tough questions. Just like a blitz on 3rd-and-long, a reporter can ask a perfectly-timed question you’d prefer they wouldn’t. You need to know they’re going to ask and have a path around them. “I get it, people always want to know about someone’s personal life. My focus is on football and let me tell you what has me excited about this game…”
Don’t interrupt unless absolutely necessary. If a client is truly prepared, there’s no need for a publicist to jump in mid-interview—especially on national TV. It makes the person being interviewed look inept. Her actions provided CBS fodder to promote the segment, while setting off two weeks of media ridicule.
Choose your schedule wisely. Belichick is good at talking football, not his social life. He was pretty good on the ManningCast, the Pat McAfee Show, and Inside the NFL. Engaging, funny in moments, and insightful. Seemed like a different guy than the one we saw for 25 years grunting curt responses at the podium in Foxboro. His reps should be focused on friendly football sets, not lifestyle and human interest shows.
Do your job…and let them do theirs. In a bizarre attempt to quell the mocking, Jordan released an email Belichick sent his team of advisors even before the CBS interview, laying out what he wanted from any interview. It reads like someone who doesn’t understand the job – or the approach – of the media. A reporter has a job, and it’s not the same as a brand marketer. Done right, earned media can help advance your goals. But that’s not a journalist’s role. They will ask tough questions. Your job is to deal with them, even if that means artfully steering toward your messaging with a well-placed bridge. In the email, Belichick asked if they could have approval over the article and the headline. Huh? Sure, Bill, no problem. The same way you can ask an opponent what they’ll be running in the red zone.
Bill was a great coach made better by the GOAT. Now, he needs the PR equivalent of Brady.
