When rumors abound about a firing or hiring of a coach, it is prudent for the athletic director and the institutional family to act quickly. Make a decision, call a news conference and make it official. This way, all members of the media receive the information at the same time. When hiring a coach, it is commonplace for the media to make its own list of candidates. Surprisingly, these lists often are very similar to the one written by the athletic director.
Qualified reporters are as good in their profession as the athletic directors are in their position.
To eliminate an adversarial situation, you must act as quickly as possible in announcing the firing and ultimate hiring of high profile coaches. School administrators and sports information directors must be in concert when dealing with a sensitive situation, such as the announcement of a coach's dismissal. To summarize, work with dispatch and be open and honest with the media. Do not look upon the media as the enemy. This will become adversarial only if the athletic director allows it.