Can Butch Jones be a champion of SEC Football Media Days?
John Adams
Media will enter Monday’s interview session with Butch Jones bearing high expectations. They will be waiting and hoping for a “champions of life” moment from the Tennessee football coach.
It’s a familiar theme that easily can be developed for anyone with a keyboard and a microphone. What better time than at SEC Football Media Days, where “coach speak” will be the prevailing language Monday through Thursday in Birmingham, Ala.? And what better coach for illustrative purposes than the clown of catchphrases?
Imagine how many times Jones’ response to losing the 2016 SEC East title (the Vols are “champions of life") will be repeated on the web and airwaves. His summation of an unspectacular finish in 2017 recruiting (Tennessee wants players with “five-star hearts”) surely will come up, too.
UT’s fifth-year coach might even produce new material, but more likely something old, such as “D.A.T.,” which Jones introduced to the local media this spring. The initials stand for discipline, accountability and toughness — timeless virtues that any coach who ever blew a whistle has imparted to his team numerous times through screams, signs or both.
Jones doesn’t shy away from repetition, though. He thrives on it. And maybe his next team will as well.
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His message isn’t intended for the media, who, if they give Jones their undivided attention for his full time at the lectern, could risk muscle cramps from excessive smirking. Players and recruits are Jones’ targets. And even if those players are amused by Jones’ relentless reliance on catchphrases, they seemingly get his intent.
The same lines mocked by media probably are received differently in the homes of recruits. Parents of college prospects hear “champions of life” and likely don’t interpret that a coach is making excuses for failed outcomes on the field. Instead, they might view that as evidence the coach cares about his players as people, even though that sounds as trite as “five-star hearts” to outsiders.
Only the worst of parents see a college coach only as someone who will shepherd their sons into the NFL and pave the way for mom and dad to have an early retirement with a bigger home and better cars. Others value a coach who will help guard and guide their sons through the transition from teenagers to 20-year-olds. Perhaps, Jones comes across as a more capable guide and guard than most coaches.
And impressing recruits’ parents is far more important than winning over the media.
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In fact, few SEC coaches excel on a media stage. There’s certainly no Steve Spurrier. There’s not even a Tommy Tuberville.
The media knows that going in. They will settle for a coach who can provide updated news on their team and direct answers to their questions.
Whoever is the best as that will be remembered as the champion of 2017 SEC Football Media Days.
John Adams is a senior columnist. He may be reached at 865-342-6284 or john.adams@knoxnews.com. Follow him on Twitter @johnadamskns.