Media tactics and strategic baiting: inside the mind of ex-All Blacks coach Steve Hansen – The Guardian
If it were possible to measure confidence on a device with a scale, Hansens numbers would have been off the charts in the week of the final. He wasnt complacent, or arrogant he simply knew that his side had the measure of the Wallabies in every way.
He respected them, knew the dangers they posed and was aware that Australia had emerged through the so-called pool of death and were in great form, battle hardened and a different team to the one they had been a few months earlier at Eden Park when the All Blacks thumped them. Still, they left none of the residual doubt in Hansen the way the semi-final fixture against the Springboks had. Since Hansen had been elevated to the top job, the All Blacks had beaten the Wallabies eight times, drawn twice and lost once.
A big part of his role that week was trying to keep the team shielded from distractions. That meant not putting into the public domain anything the Wallabies, especially their coach Michael Cheika, could feed off in the buildup to the final. Hansen didnt want the media to have cheap, inflammatory headlines they could twist to provoke tension between the two teams and further enhance the sense of grievance the Wallabies appeared to be carrying.
Hansen, throughout his tenure, had used the media to niggle the various Australian coaches hed encountered. He made his famous loaded gun remark about Robbie Deans. In 2013 and 2014 he frequently baited Deans replacement Ewen McKenzie accurately predicting what selections he would make, then offering him some advice about why they were maybe not the right ones. These sorts of remarks were not off the cuff. Hansen was entirely strategic in the way he occasionally baited a rival coach.
He didnt do it for the sake of creating drama or a bit of theatre. He did it, ultimately, because he had determined it would be of benefit to the team. And to reach the conclusion that it was best for the team, he had to weigh up factors such as his confidence in winning any verbal exchange. He didnt ever pick a fight he didnt think hed win.
In the case of McKenzie, somehow Hansen knew through his incredible network of informants that tension was rising in the Wallabies over the coachs inability to settle on a No 10. Hansen also felt that McKenzie, despite fancying himself as a sharp media operator, was no intellectual giant and not in possession of the sort of sharp wit and calculating mind that could hold his own in a verbal sparring contest. Hansen felt he could dominate McKenzie in the media and hurt his confidence by doing so.
But Cheika, who took over the Wallabies in November 2014, a job he held co-jointly with his head coaching role at the Waratahs until the end of Super Rugby in 2015, was a different story. Cheika, in Hansens view, was dangerously volatile. The Australian had a reputation for being abrasive. He was unpredictable and hot-headed, as demonstrated earlier in 2015 when coaching the Waratahs in Super Rugby.
At half-time during a match against the Blues in Sydney, Cheika had stormed into the referees room to make some suggestions about where he was going wrong. It was a clear infringement of the rules but what made it more reckless was that Cheika did this at a time when he was under a six-month suspended suspension for kicking a cameraman. Somehow Cheika escaped being banned, but Hansen was amazed that a coach of such standing and experience would risk so much just to berate a referee in a Super Rugby game.
Hansen, then, couldnt be sure of the value in trying to get under Cheikas skin in the week of the final. He didnt know how the Australian would react and more importantly, Hansen sensed that Cheika liked the idea of getting into a verbal scrap and would relish it. Cheika was eager to portray his team as the underdog and was fostering a siege mentality. He would have twisted anything Hansen said and used it to further convince his players the world was against them. The Wallabies had harnessed that sense of grievance all tournament to great effect and Cheikas modus operandi was to use that energy to instil controlled anger and a greater alignment of purpose between players and coach.
That calmness and focus was taken on to the field by the All Blacks and they went about patiently, but quite ruthlessly, dismantling the Wallabies in the first half, before Nonu went on to blast 50m to score and push the All Blacks to a 213 lead. Hansen felt that come the final quarter, the floodgates would open. The game did turn in the final quarter, but not in the direction everyone had been expecting.
Ben Smith was yellow-carded for a dangerous tackle after 58 minutes and the Wallabies scored two tries to close things up at 2117. Still, even though the Wallabies scored two tries while Smith was off the field and closed the gap to just four points, there was never any sense of panic in Hansen. He knew that McCaw was at the zenith of his powers and would calmly, with 15 men again on the field, bring everyone back to the task at hand. He knew that the set-piece was dominating, that the All Blacks were in control of the breakdown and when Carter landed a 40m drop goal after 69 minutes to restore the lead to seven and Hansens face came up on the big screen as the ball sailed through the posts, and the world was looking at a coach who knew his team had won.
The World Cup in 2015 was a tournament that went the way we planned it to go and I think the outcome was pretty special for rugby because I dont think too many tournaments had been won by a lot of points being scored by either team, he said.
And that final game was a pretty good game of footy. Australia wanted to play and we wanted to play and so you got a good game and it was an accumulation of each week being done right and to win World Cups that is what has to happen, but it was a really enjoyable tournament. The 2011 one was tough because we just had to win it and it was all done when it was finished. But this one was enjoyable all the way through. Dad didnt have the opportunity to say to me go and win the World Cup in 2015. He would just have expected it. I didnt have that wee moment straight after the final which I did in 2011 thinking about Mum. When I reflected on it later I might have said to [my wife] Tash, It would have been good if the old boy had been here.
This is an edited extract from Steve Hansen: The Legacy by Gregor Paul (HarperCollins NZ, HB) RRP $50 (NZ) $45 (AUS), available now
See more here:
Media tactics and strategic baiting: inside the mind of ex-All Blacks coach Steve Hansen - The Guardian
- USAID spent millions of dollars to promote media control through Internews which is linked to India based Factshala - Organiser - February 16th, 2025 [February 16th, 2025]
- Inaccurate reporting on foot and mouth disease controls - Defra in the media - February 16th, 2025 [February 16th, 2025]
- Russian forces take control of two settlements in eastern Ukraine, Media - APA - February 16th, 2025 [February 16th, 2025]
- TikTok's woes in the United States highlight the 'Godfather' battle to control social media - ABC News - February 5th, 2025 [February 5th, 2025]
- Jesse Watters: Air traffic control was "unable to meet their own DEI quotas, and thats what is leading to staffing shortages" - Media... - February 5th, 2025 [February 5th, 2025]
- Hive to launch Beeblade Nexus media control engine - Installation and AV Technology Europe - January 27th, 2025 [January 27th, 2025]
- Pakistan introduces law allowing government to block platforms, imprison users for spreading 'disinformat - The Times of India - January 27th, 2025 [January 27th, 2025]
- This little media control button is the gadget I can't live without - MSN - January 22nd, 2025 [January 22nd, 2025]
- Effective role of media is a must for tobacco control, experts say - bdnews24.com - January 22nd, 2025 [January 22nd, 2025]
- Effective media role vital for tobacco control: Experts - United News of Bangladesh - UNB - January 22nd, 2025 [January 22nd, 2025]
- How Government & Legacy Media CONTROL What We Think - iHeartRadio - January 9th, 2025 [January 9th, 2025]
- SNL kinda banned this 1998 'Schoolhouse Rock' parody warning about corporate media control - Upworthy - December 30th, 2024 [December 30th, 2024]
- Palestinian Authority: Jews Lied About Oct. 7 Because They Control the Media - Algemeiner - December 30th, 2024 [December 30th, 2024]
- NDCs control of major media houses gave them edge in 2024 polls Bawumia - Adomonline - December 22nd, 2024 [December 22nd, 2024]
- Hallmark Insights to Tackle the Debate on Social Media Management and Control in Organizations - PC Tech Magazine - December 14th, 2024 [December 14th, 2024]
- Rupert Murdochs bid to change familys trust over Fox News media empire control is rejected - Washington Times - December 10th, 2024 [December 10th, 2024]
- Rupert Murdoch loses battle to control succession to his media empire - The Guardian - December 10th, 2024 [December 10th, 2024]
- Journalist Abducted in Guinea Amid Military's Increasing Control Over Media - Oneindia - December 5th, 2024 [December 5th, 2024]
- Aleppo and Idlib Under Opposition Control, With Eyes on Hama - The Media Line - December 5th, 2024 [December 5th, 2024]
- Remilekun Dosumu takes the helm as Head of Media Buying & Control at PHD Nigeria - Marketing Edge - December 5th, 2024 [December 5th, 2024]
- Media reports US Republicans regaining control of House of Representatives - MENAFN.COM - November 14th, 2024 [November 14th, 2024]
- Social media misinformation is scaring women about birth control - STAT - November 5th, 2024 [November 5th, 2024]
- The (Lack Of) Science Behind Social Media Claims Of Weather Control - Forbes - October 14th, 2024 [October 14th, 2024]
- No, the government is not controlling the weather. "It's so stupid, it's got to stop," Biden says - CBS News - October 14th, 2024 [October 14th, 2024]
- Column: Media tries to control the narrative | Aiken Standard - The Post and Courier - October 12th, 2024 [October 12th, 2024]
- DoubleVerify To Introduce Pre-Screen Content Control On Meta, Strengthening Brand Safety, Suitability, Media Performance - Business - October 12th, 2024 [October 12th, 2024]
- Android Auto 13.0: Paving the way for enhanced media control - MSN - October 11th, 2024 [October 11th, 2024]
- Unveiling Android Auto 13.0: Paving the way for seamless media control - MSN - October 11th, 2024 [October 11th, 2024]
- How Trump consolidated control over his party and right-wing media in a cloud of confusion - CNN - October 4th, 2024 [October 4th, 2024]
- Israel aims to control the social media sphere by any means necessary, even through abduction - Middle East Monitor - October 3rd, 2024 [October 3rd, 2024]
- Media Throw Everything But the Facts Against Harriss Price Control Proposal - FAIR - September 28th, 2024 [September 28th, 2024]
- Control of Murdoch media empire at stake as hearing to proceed with mogul and children - ABC News - September 19th, 2024 [September 19th, 2024]
- Closed-door hearing in Nevada could decide control of the Murdoch media empire - PBS NewsHour - September 19th, 2024 [September 19th, 2024]
- A Second Trump Admin Means Giving Social Media Control Of The Presidency - Daily Kos - September 19th, 2024 [September 19th, 2024]
- Control of Murdoch media empire at stake as hearing to proceed with mogul and children - Beaumont Enterprise - September 19th, 2024 [September 19th, 2024]
- Control of the Murdoch media empire could be at stake - 9News - September 19th, 2024 [September 19th, 2024]
- TeleFico: How the Prime Minister Wants to Control the Media in Slovakia - The Journal - September 19th, 2024 [September 19th, 2024]
- The Growing Threat of Big Pharma, Big Tech, and Media Control Over America: A Warning Echoed from Eisenhower to Zuckerberg - MSN - September 6th, 2024 [September 6th, 2024]
- Pest Control Advisors Need to be on Social Media - AGInfo Ag Information Network - August 22nd, 2024 [August 22nd, 2024]
- Should parents control their teenagers' use of social media? - The National - August 22nd, 2024 [August 22nd, 2024]
- Parliamentary committee holds hearing on alleged gov't control of media - MSN - August 22nd, 2024 [August 22nd, 2024]
- NBC News host presses Gov. Whitmer on Harris' price control plan: Is it 'any more than a gimmick?' - Fox News - August 22nd, 2024 [August 22nd, 2024]
- "The situation is under control", as reported by the Russian media about the Ukrainian incursion - Vijesti.me - August 22nd, 2024 [August 22nd, 2024]
- The 6 Companies That Control The Media - MSN - August 16th, 2024 [August 16th, 2024]
- Hate speech and misinformation on social media are out of control heres what we should do about it - TNW - August 11th, 2024 [August 11th, 2024]
- Rupert Murdoch Wants Lachlan To Inherit Control Of Media Empire, Sparking Legal Battle With Other Children Report - Deadline - July 28th, 2024 [July 28th, 2024]
- Media has normalised Trump's bullying it's time to take control - Independent Australia - July 28th, 2024 [July 28th, 2024]
- Russian authorities to set control on social media accounts with over 1,000 followers - NEWS.am - July 15th, 2024 [July 15th, 2024]
- Lawrence O'Donnell Torches Media Over 'Out Of Control' White House Briefing - HuffPost - July 14th, 2024 [July 14th, 2024]
- Facebook and Instagram Update Ban List to Include Posts on Zionists Who Control the World - The Jewish Press - JewishPress.com - July 10th, 2024 [July 10th, 2024]
- HIV/AIDS in News: Time to Bridge the Gap between Media, HIV +ve Patient and State AIDS Control Society - Tripuratimes - July 10th, 2024 [July 10th, 2024]
- Social media is talking to teens about birth control, but do they know what they're talking about? - The Philadelphia Inquirer - June 30th, 2024 [June 30th, 2024]
- Smart Monkeys | partners with Hive Media Control - blooloop - June 16th, 2024 [June 16th, 2024]
- Slovakia's Fico plots to dismantle the free press - POLITICO Europe - May 15th, 2024 [May 15th, 2024]
- Liberia: Lack of Mass Media Control Denting Public Confidence in the Justice System - AllAfrica - Top Africa News - May 15th, 2024 [May 15th, 2024]
- Why Don't Media Care About The Man Who Killed Four Cops? - The Federalist - May 3rd, 2024 [May 3rd, 2024]
- Pedro Snchez threatens curbs on media amid corruption claims against wife - The Times - May 3rd, 2024 [May 3rd, 2024]
- This secret Android 15 feature could finally give you more media control with a Wear OS smartwatch - TechRadar - May 1st, 2024 [May 1st, 2024]
- New features in Microsoft Edge want to make you use the taskbar media controls more often - XDA Developers - May 1st, 2024 [May 1st, 2024]
- OPINION: Soviet-style control of art and media is not so foreign as you might think - Alaska Watchman - April 24th, 2024 [April 24th, 2024]
- The media is controlled and I'm out of control: Artist who smashed guitar at Coachella pulls out after backlash - Guitar World - April 24th, 2024 [April 24th, 2024]
- Social media will tell you birth control causes mental health issues, weight gain and infertility here are the facts - The Conversation - April 13th, 2024 [April 13th, 2024]
- Sports gambling has gotten out of control - The Philadelphia Inquirer - March 26th, 2024 [March 26th, 2024]
- On the Cover: Andrew Huberman's Mechanisms of Control - New York Magazine - March 26th, 2024 [March 26th, 2024]
- Montgomery County breaks ground on library, animal control facility - Main Street Media of Tennessee - March 26th, 2024 [March 26th, 2024]
- St John's College Cambridge now has control over the SJV choir's social media - The Tab - March 26th, 2024 [March 26th, 2024]
- "Media credibility lies solely within its own control, by being objective, not getting involved in politics": VP Dhankar - SahilOnline - March 26th, 2024 [March 26th, 2024]
- Prince William Learned a Hard Lesson About Social Media Controlling the Royal Family Rumors - SheKnows - March 22nd, 2024 [March 22nd, 2024]
- This proposed bill would give Tennessee parents control over their child's social media accounts - News Channel 5 Nashville - January 31st, 2024 [January 31st, 2024]
- Why Is Shari Redstone, Ruler of a Vast Media Kingdom, Weighing a Sale? - The New York Times - December 25th, 2023 [December 25th, 2023]
- Poland's President Duda Vetoes 2024 Bill Over Media Control - BNN Breaking - December 25th, 2023 [December 25th, 2023]
- Israeli media failed to manipulate truth this time, says media union head | News - Yeni afak English - December 17th, 2023 [December 17th, 2023]
- Public Employees: "They Control Everything We Say on Social Media" - Confidencial - December 12th, 2023 [December 12th, 2023]
- The Vicious Cycle of Rumor in China - China Media Project - December 12th, 2023 [December 12th, 2023]
- Godrej announces launch of advanced pest control in India - FoodBev.com - November 3rd, 2023 [November 3rd, 2023]
- Xbox is about to get better apps and web games - The Verge - November 3rd, 2023 [November 3rd, 2023]
- Eve Pappas Honored as Decorated Business Women in New Jersey - PCT Online - November 3rd, 2023 [November 3rd, 2023]
- CDC's National Institute for Occupational Safety and Health ... - CDC - November 3rd, 2023 [November 3rd, 2023]
- 23-052 USACE to rehabilitate and improve Russel Creek Canal - nww.usace.army.mil - November 3rd, 2023 [November 3rd, 2023]
- Control RH to Improve Product Quality - Quality Assurance & Food Safety - November 3rd, 2023 [November 3rd, 2023]