Whether it’s after a pre-season loss or a championship win, facing the media can be daunting for any coach. Though winning a trophy may make the situation less intimidating, standing behind the podium looking at the media is no small task, and it’s one Jon Morosi knows well. Morosi is used to being the interviewer from his time at MLB and NHL broadcasting, but his presentation at TCS Live gave insight into what the media wants from coaches during press conferences. With his background knowledge in the relationship between coaches and media, his message prioritized the opportunity that a press conference offers for coaches and the ability to tell a story to the media. 

It’s easy for coaches to give vague answers when they don’t want to give too much information or they would rather be anywhere else. However, these moments offer a free opportunity for coaches to use a platform and share their message. Morosi noted that it’s not often there is a room full of people waiting to hear what you say and a chance to be heard. One of the most effective ways to do this is to take the chance to tell a story. An example Morosi used of this is Florida Panthers coach Paul Maurice. Moments after winning the Stanley Cup, he told the media a story from the day prior about a TV network playing the same message over and over. It said, “If the Panthers lose, is this the biggest collapse in sports history?” He later finished it by banning that network from the Panthers facility, but in the end, he earned the laughs of everyone in that room and on social media. Morosi used this example to show a simple story on how to be relatable and connect with fans. 

Setting the tone starts at the top. “To me, the press conference of a coach who knows what he or she is doing is the opportunity to be the thermostat for the organization.” At #TCSLive, @jonmorosi showed how staying cool under pressure can shift the entire room. pic.twitter.com/LYOatsKjKv

— The Coaches Site (@TheCoachesSite) June 13, 2025

A press conference and building relationships with the media in general will help command the room. Morosi talks about the importance of learning the names of reporters who are around regularly and fostering an environment that shows a coach is still a person. By showcasing their authentic selves and keeping a calm demeanor, a coach's credibility stays intact. Morosi shares how important it is for coaches to be able to communicate directly without letting emotions control them. Whether it be while fielding a tough question or facing the media after a painful loss, being able to answer any questions builds a reputation. 

Morosi knows that as the media, a press conference is a window for the public to get to know the coach past just their job. It’s an opportunity to show them as a person and past just their persona as a coach. With both parties in mind, Morosi showed that it's possible to control the narrative while capitalizing on the opportunity to share their message.