When Media Day Goes Wrong

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UCLA Football Coach DeShaun Foster stepped to podium at the Big Ten Conference meeting, sharply dressed and excited. This was his big moment to shine, to show the college football community he was ready for this huge promotion.

Foster had never been a coordinator at any level, never led a group outside of the running back position, and only started coaching in 2014. Now, he was representing UCLA football.

But after 30 seconds, he started to fumble his words, lost his train of thought, then quickly appeared nervous, anxious and unprepared. 

“How are you guys doing? I’m happy to be here… glad to be a part of this great conference. Finally putting two great emblems together, UCLA and the Big Ten,” he said.

“We’re a school that’s won 123 championships, so this fits us being right in this conference. Football-wise, we’re just excited. I’m sure you guys don’t know too much about UCLA or our football program, but we’re in L.A… it’s us and USC. We umm… I’m just basically excited. That’s it. Any questions?”

His first impression to reporters fell flat — horribly flat. 

His messaging to alumni, the chancellor and the athletic director also fell flat, causing many to wonder about his larger ability to lead. Therein lies the problem. 

From playing the sport at the highest level, Foster has technical knowledge. After 10 years as an assistant coach, he’s further enhanced that knowledge while learning how to teach. 

But who has taught him how to lead? Who has spent time developing his skills?

Blaming Foster for this awful start seems rather shallow. He is a first-time head coach, first-time complete leader.

But as each second passed while he was on the podium, his lack of experience became apparent. This could not have taken the athletic director or anyone associated with the football program by surprise. To allow Foster to self-destruct became a failure for everyone involved at UCLA. Then, Foster made matters worse.

“I’ll probably get on Twitter and see some jokes later, but I haven’t seen it yet," he said.

When asked if the jokes would annoy him, he responded, “Nah. It’s me. I can’t be something that I’m not. It’s just tough for me, I’m not a big talker and then, you put me up there… I’d rather you guys ask me what you want to know."

It’s obvious Foster hasn’t spent much time developing his leadership skills and hasn’t contemplated the value of becoming a leader. But in fairness, no one seems to have taught him. 

His athletic director could’ve helped him spend time rehearsing for the big moment, not simply assuming he was ready. 

Becoming a leader doesn’t happen overnight. Leaders must teach others how to lead.

Foster’s lack of leadership knowledge, his lack of ability to communicate his message, might not seem like a big deal. But it affects the program and everyone involved.  

He now has placed a huge target on his back. With each poor performance, everyone will say — based on his media day address — that he wasn’t ready. 

You don’t get a second chance at a first impression. Leading must be taught, re-taught and developed each day.

Just because someone played the sport doesn’t mean we can assume they know how to lead. 

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