In sports leadership, determining whether to speak and what to say to a group of student-athletes coming-off a loss is a tricky proposition. The approach varies from situation to situation; a heartbreaking last-second defeat might be treated differently than a beat-down at the hands of a superior opponent, both of which warrant a different reaction than your team simply not showing up to play or being outcoached. The only constants surrounding a loss are that individuals will respond in their own ways regardless of what is said, and finding the proper tone and words can be laborious.
For athletic department officials, the above challenges are multiplied by a degree of separation between players and administrators. While players expect to hear from coaches and staff, they might be surprised by an approach from a high-ranking official. This can be a positive if your message has greater meaning coming from someone respected form outside the program, but can cut opposite if poorly executed. So, knowing the difficulties in addressing individual players or a team after a loss as a relative outsider, should athletic departments even make the effort? And if so, what should be said and how?
Dr. Jim Phillips, AD for Northwestern which lost its first two games before beating Duke on Saturday, advocated for being hands-on with Northwestern players following their tough opening. He spoke on local radio about how he has taken a vested interest in speaking with his disappointed football players and some of the tactics he uses following a tough loss:
“At the end of the day I want them to have some support and understanding that it is all relative, and the sport of football is a great sport and that they have a chance every week to go out there and play a game that they love. They’re high character kids and they care an awful lot so that’s not a time to pile on or be negative or critical. It is really a time to uplift and let them know it is OK and they’re going to live to fight another day.”
Worth noting, per the observations made in the first paragraph about how context affects message following a loss, Northwestern lost its first two games by a combined three points. Perhaps this influences Dr. Phillips’ approach about support and uplift rather than criticism.
What about following a blowout or addressing the team as a whole? This seems like a bit of a more tenuous approach. As a former coach (albeit very small-time), while I appreciated my bosses showing their support and perhaps even taking individuals aside following a loss, I certainly didn’t want them telling my team the loss was no big deal if that message ran counter to the one determined by the coaching staff. I can imagine the same would be true at higher echelons, where coaches micro-manage to the smallest detail, and this should be considered before interjection.
Ultimately, as Phillips says, “These are kids…18-22 years old. Nobody feels worse than they do.” So, as an administrator if there is a personal rapport with a student-athlete and a chance arises to help him or her keep perspective following a loss, that opportunity should be seized. And while athletic department top administrators outrank the coaches they supervise, using that rank as carte blanche to access a team at an important (and possibly influential) time should be wielded with caution. Bear in mind the importance of context surrounding a defeat, and although you have the power to address the team, be sure it is not contradicting the efforts of the coaching staff you employ.
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