An athletic program may be under investigation by the NCAA, athletes may be on drugs or a coach is fired. These are negative stories that must be dealt with quickly. A very delicate situation develops when a coach or coaches are fired. When rumors of a firing surface or the dismissal actually take place, the athletic director is thrust immediately into the media forefront. The media, especially the very aggressive members, will pursue a rumor of a firing with vigor and great dispatch.
Reporters can be relentless.
Remember, they constantly compete against one another for a story. Be sensitive to this. Often the athletic director will receive a telephone call from a reporter just after the decision is made to fire a coach. And, through the rumor mill, a reporter may get wind of the firing even before the final decision is reached. The athletic director is immediately thrust into the middle.