shutterstock_179715650When the New York Knicks were contending for an NBA title in the early 1990s (remember those days?), Pat Riley’s postgame news conferences were a marvel to behold. Win or lose, he always kept his cool when jousting with reporters and was unfailingly supportive of his players – even those who’d performed badly. And he did this all season, in the toughest sports-media town in the country.

So it was with a sense of déjà-vu that we watched Mr. Riley’s end-of-season news conference last week after the Miami Heat made an early exit from the NBA Finals. Though his team fell short, Mr. Riley was on top of his game. 

Pat Riley was calm, cool and in control. In spite of his team’s surprisingly lopsided loss, Mr. Riley slapped down the most negative critiques of the Heat’s failings while looking toward the future. It’s exactly what he did when the Knicks were so tantalizingly close to the championship that always eluded their grasp.

Here are five of Mr. Riley’s signature tactics for handling a challenging press conference:

1. Have a defining sound bite

Press conferences are ideal for short, memorable phrases. Just minutes into the press conference, Mr. Riley “we need to re-tool, not rebuild,” effectively squashing talk about major changes at the team. Every news story included it.

2. Tweak the media

Nothing backs down a howling media pack like a counterattack. Pat Riley hit the media for its “double standard,” saying calls to break up the James-Wade-Bosh trio were never heard when San Antonio or other championship teams lost a final. In media combat, like basketball, sometimes the best defense is a good offense.

3. Never acknowledge a conflict, unless it helps you

Conflict can easily become the story, overtaking the underlying issues. Reporters were hoping to hear Mr. Riley criticize LeBron James, who might opt out of his contract. But Mr. Riley didn’t take the bait, and went out of his way to praise LeBron James. At other times, Mr. Riley is glad to create conflict – with the media, with critics of the team, even with other owners – which keeps the attention off the team and serves his purposes quite well.

4. Stroke the big egos, without appearing to do so

Pat Riley knows that top players like to be praised, but it needs to be genuine and respectful, not idle flattery. His comments about his players strike just the right tone. You’re hardly aware he’s feeding those enormous egos.

5. Encourage speculation that helps you

Speculation is unavoidable, especially when deadlines and decision points are far in the future. But speculation can be a good thing, if you can point it in the right direction. In his news conference, Pat Riley made appoint to say he’s got a contingency plan for whatever Le Bron James, Dwyane Wade and Chris Bosh decide to do. That message shifts the discussion toward moves the Heat might make involving its rising stars or other available talent – and it puts a little pressure on the big three. Basketball in Miami will go on even if they do not.

 

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