At the end of every AFL match, each senior coach is compelled to enter a small theatre behind the change rooms to manage another game.
It is the “fifth quarter”, officially known as the “post-match press conference”.
Coaches (from left) Craig McRae (Collingwood), Ross Lyon (St Kilda), Luke Beveridge (Western Bulldogs) and Michael Voss (Carlton).Credit: Getty Images, AFL Photos
Some coaches walk into rooms filled with microphones, and every word is broadcast live on radio and television – and now even social media. Some coaches are lucky to find even two eager journalists ready to grill them.
Some are well-prepared. Some lose control of their emotions. Some enter the quarter to score points. Some are simply paranoid at being set up for a “trick question” … or being lampooned or over-analysed on a panel show.
But all 18 AFL coaches know every word they utter is being heard.
Some will address their club’s fans. Some will seek an early psychological edge on the next opponent. Some will plant a seed in their players’ minds. Some will aim to control the media agenda.
And some will drown in their words, as one Hall of Fame coach did when he declared mid-season that his team’s finals aspirations were shot. Timing is everything.
Winning the fifth quarter has become an art. It takes skill, composure under pressure and techniques usually required by international diplomats, particularly when speaking of umpires because of the risk of being fined by the AFL. There also is the unwritten rule of not tearing down the opposition.
But the fans – and the media – want honesty. Whether they can handle the truth or not, in defeat, they want answers on what went wrong and let the team down.
Some coaches will take the heat off their players to assume all responsibility for a defeat. Many have learned that to apologise for failure no longer cuts it with the fans. All coaches know they cannot afford to get offside with their players with a public baking.
The fifth quarters sometimes can deliver as memorable moments as anything seen on the field.
At Fremantle a decade ago, Ross Lyon was critical of journalist Shane McInnes’ line of questioning after the Dockers defeated Geelong at Kardinia Park in the 2013 qualifying final. Lyon uttered the iconic phrase, “You’re quite brilliant, Shane.”
Former Footscray, West Coast, Collingwood and Carlton coach Mick Malthouse was always a must-watch. But his icy exchanges with journalists, particularly with then Seven roundsman Mark Stevens, were always awkward and captivating.
In 2005, Geelong premiership coach Mark “Bomber” Thompson took on all the media pack when responding to criticism of ruckman Brad Ottens.
“For some reason, you people want to assassinate him, and it’s just rubbish. You people. All of you. All of you,” he said with venom.
In round one last season, Western Bulldogs coach Luke Beveridge launched a bizarre tirade at then Fox Footy reporter Tom Morris. “You’ve got the nerve to ask me a question and even be here? You barrack for Melbourne; you’ve been preying on us,” Beveridge said to Morris. “You’ve been opening us up, causing turmoil within our football club by declaring our team well before it needs to be declared. Is that the way Fox wants you to operate? Is that the gutter journalist you want to be?”
So, how do today’s coaches perform in the fifth quarter? Here’s how they rate from best to worst.
1. Craig McRae (Collingwood)
McRae’s strength is his authenticity and treating everyone in the room equally. He makes a point to learn the journalists’ names and introduces himself to anyone unfamiliar.
Sharing anecdotes from his life, such as the “red wine review”, makes him authentic and relatable, and he’s also good with words. His comparison between Collingwood and Richmond last season, when he said, “We’re eight rounds in, eight dates into a relationship if you like, and they’re married with three kids” was genius.
2. Chris Scott (Geelong)
The two-time premiership coach is highly intelligent and understands the game’s tactics better than anyone. He speaks with authority and confidence that stops short of arrogance. Regardless of the side’s result, Scott is always calm and in control and unconditionally defends his players.
3. Ross Lyon (St Kilda)
The St Kilda coach is a must-watch; like Chris Scott, he is one of the sharpest minds in football. Lyon is quick-witted with a great sense of humour and uses a lovely turn of phrase. However, he can be abrasive and combative and enjoys keeping journalists accountable with return questions and intimidating eye contact.
Port Adelaide coach Ken Hinkley is all smiles with Jason Horne-Francis.Credit: AFL Photos
4. Ken Hinkley (Port Adelaide)
What you see is what you get from Hinkley; he is unfiltered and free from cliches and club spin. Hinkley’s honesty is his biggest strength, and his public support of under-siege recruit Jason Horne-Francis following the round five victory over the Bulldogs was an example of why many of his players see him as a father figure.
5. Brad Scott (Essendon)
In his first year at Essendon, Scott’s willingness to draw on his extensive experience in football and address issues affecting the game, not just his club, has been admirable. Like brother Chris, he has an air of confidence and a no-nonsense yet calm demeanour which gives the impression that he’s always in control.
6. Alastair Clarkson (North Melbourne)
The four-time premiership coach is one of the industry’s most competitive individuals, which makes for must-watch viewing. Clarkson is unfiltered and has a long list of blow-ups at the media, including a foul-mouthed takedown of Tasmanian journalist Brett Stubbs at a post-game press conference in 2008.
7. Chris Fagan (Brisbane Lions)
Like Hinkley, he is authentic and incredibly likable. Fagan is fearless in pushing back at the person asking the question if he doesn’t like the line of questioning, which makes for good viewing.
He took it too far after the round 14 loss to Hawthorn when he was agitated over very reasonable questions regarding team selection and the use of the sub.
8. Stuart Dew (Gold Coast)
Never one to get flustered despite his future as the club’s coach often being questioned. Dew has immense pride in his players and emphasises their strengths. He maintains a level head and doesn’t overreact to positive or negative results.
9. Adam Kingsley (GWS)
The new Giants coach is a natural media performer and enjoyable to listen to. He respects the role of the media and treats the journalist respectfully. He’s open to sharing some of his side’s tactical information, which is refreshing, and as he gains more experience, his personality will begin to stand out further.
10. Sam Mitchell (Hawthorn)
The Hawthorn coach is strategically brilliant and can explain complicated concepts. Mitchell does an excellent job informing the Hawthorn fans of the team’s unique list-build strategy. As he gets more experienced, he should feel comfortable to open up further and be prepared to speak about broader issues facing the game.
11. Matthew Nicks (Adelaide)
The Adelaide coach has a friendly nature and is respectful of the media. Nicks never loses his composure and always takes an admirable positive outlook. His press conferences rarely provide any highlights, either good or bad.
Melbourne coach Simon Goodwin.Credit: Getty Images
12. Simon Goodwin (Melbourne)
The premiership coach is very scripted in his post-game media briefings and speaks in cliches. His best moment this season came when he spoke passionately about midfielder Clayton Oliver and was finally transparent about his hamstring injury.
13. John Longmire (Sydney)
His often blunt answers show that the Sydney coach doesn’t enjoy the fifth quarter. He let himself down after the round 13 loss to St Kilda, where he acted shocked in response to a very reasonable question regarding the side’s scoreless first quarter.
14. Michael Voss (Carlton)
Like Goodwin, Carlton fans would benefit from Voss expanding on his answers and giving some insight into the areas of the side’s game plan that is working and what needs improvement. Voss has a significant presence, and it would be beneficial for him to show more emotion.
15. Justin Longmuir (Fremantle)
You won’t miss much if you skip the Fremantle post-game briefings. Longmuir shows no emotion and is bland.
16. Andrew McQualter (acting Richmond coach)
McQualter is hard to assess because he has been in the head coaching position for only four games. However, he doesn’t have a commanding presence when behind the microphone.
17. Luke Beveridge (Western Bulldogs)
Beveridge has had some horror moments in recent years that have reflected poorly on him and his club. His complaints about the treatment of forward Aaron Naughton after the Gold Coast game last season, which had no substance, was one such example.
Adam Simpson is experiencing difficult times in West Coast’s horror stretch.Credit: AFL Photos
18. Adam Simpson (West Coast)
He has faced the impossible task of fronting up to the media after repeated train-wreck performances by the Eagles in the last three seasons. Simpson hasn’t covered himself in glory by using injuries as an excuse. He lacks energy, refuses to answer some questions, often appears agitated and gives no hope to a hurting supporter base.
For many fans, the so-called “fifth quarter” has become a frustration as they are often unable to hear the journalists’ questions. They are not as important as the answers … and some coaches sometimes can find this as challenging as searching for answers in the previous four quarters on the field.
Some are masters of setting up their next win – if only by installing confidence with a vital message to his players rather than the audience in the media.
But some become victims of their own words.
Keep up to date with the best AFL coverage in the country. Sign up for the Real Footy newsletter.
