A discussion on dealing with stubborn sports information departments

By Matthew Poust

‘Why is the S.I.D such an S.O.B’ – led by Gary Metzker and guest speaker Billy Witz

“It’s their job to make the university – their bosses, the administrators, athletes, and coaches look good – but as a journalist, it’s your job to let people know what is real.”

Words from New York Times journalist Billy Witz, as to why university sports information departments(S.I.D) and journalists are in constant conflict. 

Along with Cal State Long Beach Journalism Professor Gary Metzker, Witz presented a discussion to student sports journalists on how to deal with mulish sports information directors(S.I.D). 

Metzker opened the presentation in a rather lively manner by grabbing the audience’s attention with some humor and slight obscenity concerning the constant hassle student journalists have with their university sports information departments. 

“If there was one word that just sticks in my mind it’s control. The athletic department wants to have control over what the athlete says, what they eat, what they… everything, everything but the NIL(name, image, and likeness) right? They don’t care about that.”

Metzker backed up this assertion with two prime examples of university athletic departments snubbing student journalists: Oklahoma Sooners football blocking media from their practices after news of a quarterback quarrel was released, and the Stanford Cardinals limiting media reach after canceling 11 of their sports teams.

Witz came in not long after this, giving an example of his own: a strive by the University of Ole Miss to limit his coverage as a reporter on a story involving Ole Miss student athletes kneeling in protest against white supremacy. 

“The Sports Information Director told me there wouldn’t be any media availability until their next game, which I think was like a week later, I was just like ‘okay… this is not how this is going to work’.”

Witz then detailed how he got around the S.I.D by tracking down players’ biographies and reaching out to their families. He was eventually able to get in contact with the family of the player who initially sparked the protest. He got what he needed, gaining a successful story out of it.  

Metzker and Witz then offered the audience of sports journalists a chance to interrupt and ask questions about any similar troubles with their athletic departments. 

Almost instantly a slew of hands sprung up, one after the other, expressing the struggles they’ve faced with stiff-necked SIDs. A student from Boston noted her athletic director’s delayed responses, another from Virginia explaining their limited contact with athletes, and so on.

After three or four elaborations on smeared encounters, one student gave a scenario that received an involuntary reaction of disgust from both Metzker and Witz. 

“What do I do if the coaches are refusing to speak to me about the players?” Asked the student.

“I would schedule a sit down meeting with your advisor and the athletic director,” said Witz

“We tried that and they’re refusing to meet with us,” replied the student.

Witz and Metzker both began voice raising responses, unable to help but talk over each other.

“You should contact the president,” said Metzker. “That’s just embarrassing,” replied Witz.

After the question and answer period, the two spent time advising how to work around uncooperative athletic S.I.Ds. Some of the tips ranged from reaching out to families and alumni athletes, noting the negligence given by the department, and even turning a cold shoulder to those teams unwilling to cooperate. 

Before the wrap-up of the discussion, Metzker left the audience with a real-life scenario to ponder. A scenario in which a sports information director requested a story of a player’s injury be taken down out of fear that the player may not receive a scholarship due to the news.

“By a show of hands who would have taken the story down?” Asked Metzker.

He looked upon the audience in enjoyment where there was not a single hand raised.

“That’s a perfect example of a S.I.D trying to influence your journalism, your judgment… thank you, everyone.”