Adam Asks | Kenny Klein, UofL media relations
In this edition of Adam Asks, we bring you University of Louisville sports information director Kenny Klein, who is entering his 32nd year as the main liaison between the Cardinals basketball team and the media. Klein shared insight about the inner workings of this program, also discussing media disasters, Rick Pitino and delivering baby cows with his bare hands.
OK, before we start, you're the first 'Adam Asks' subject with a PR background. But I'm counting on you to be real and not give PR answers.
Haha, OK, I'll do my best.
What was a time when you went into PR disaster control mode, like 'Uh oh, what do we do now?'
There was a time in the 1980s when we agreed to do an interview with 60 Minutes. The way it was presented to me and the way it ended up were completely different things. I learned a very valuable lesson on who you can trust and who you can't. I've been burned a few times on things, but that was probably the worst media experience I've had. I try to be helpful and upfront with people even in weird situations.
What was the 60 Minutes story?
It was something about UNLV and how academics weren't a part of things, how they just went to bad parts of town, picking up talent, using them and then spitting them back out. We'd had a couple of guys at that time that were Prop 48 candidates and had to sit out because of academics. [CBS] asked if they could talk to us about how they were doing academically and instead turned it around and shoved us into this other stuff when we weren't doing the other things that were part of the piece.
What coach made it tough for you to be the intermediary between them and the media?
I know you warned me at the beginning not to give my PR answer, but I've been incredibly blessed in Louisville. I've worked with two basketball coaches, and Denny Crum and Rick Pitino are both terrific guys. When coach [Howard] Schnellenberger was here, he was a great coach, but I'd remind him he would mispronounce names of our players, and some guys don't like that. Like our quarterback was Ed Rubbert, and he'd call him Ed Rupert. And we'd remind him and he'd say 'That's what I said.'
Do you think you've ever been unfair to the media?
There's probably some times. I try to keep my cool. There were some times because of a lack of sleep or other factors involved I probably blew up more than I needed to make my points. People in athletics are passionate about what we do, so what some people may think are simple things, this is our life. But sometimes you do have to check your emotions.
What's a tough decision you've had to make regarding access or interactions or just daily operations?
There's always times after an injury or a real emotional situation where everyone wants to see or speak to that student-athlete or coach, but you want to give them enough space or time to respond without being completely emotional. A guy like Kevin Ware, when he was here he was very quiet. That's why it was so amazing how he turned around and said 'Yeah, I'll do [these interviews] because everybody has been reaching out to me.' What he did that day was incredibly amazing to me. He went from this quiet guy who didn't speak a lot to 'boom' all in one day.
Will you walk me through the PR side of things immediately after Kevin's injury?
Obviously we tried to provide updates. I spoke to him in the hospital and said 'Hey, take your time. There's people at the hospital that want to reach out to you.' And he said he'd rather not do that right now, and that was no problem. So we talked again when he got back to Louisville and asked how he'd feel about talking to media then. He said he really felt like he needed to, because so many people had reached out to him and been so supportive. So I asked if he just wanted to do the press conference or some other things. He said 'What other things?' And boom, boom, boom he did them all. Then you get to the biggest stage in all of college basketball, and some other stuff is thrown your way. The most fun thing he did was the top 10 list for David Letterman.
Where are you from?
I grew up in Southside, Tenn., on a 385-acre farm basically in the middle of nowhere. We raised cattle, had tobacco, corn, baled hay. I had hogs for a while. It was hard work, but it was great preparation for life…It certainly teaches you work ethic. And from a physical standpoint, doing anything at my job now is never gonna match up with tobacco in the middle of the summer.
What was something gross you had to do on the farm?
Probably the grossest thing was helping a cow deliver a calf. You have to get up to your shoulder with your arm on that nice cow.
That seems like a rare life skill. So what made you decide not to be a farmer?
I started out pre-med in college. I had a full academic scholarship to Austin Peay before I got involved in [sports information] as a student. I wanted to be a general surgeon. I had my appendix taken out when I was in ninth grade and was just fascinated by what went on in the surgical ward. But I got sidetracked doing what I'm doing now. My freshman year at Austin Peay, the sports information director there left to go to Murray State and asked me to go with him. I said 'I'm pre-med.' And he said 'Well, they've got a great pre-med program.' I transferred to Murray and traveled with the football, baseball and basketball teams. On Sundays I even worked with the football staff breaking down film.
Were your parents upset that you weren't going to be a doctor?
My parents always showed great pride in everything I did. It was kind of cool when they'd be able to watch a game on TV and say 'Hey, there's my son,' which my mom still does to this day.
How'd you end up at Louisville?
After I graduated, I was sports information director at Morehead State for a year and a half and I came to Louisville in fall of 1983. I was 23 years old and came in as the associate director, and then within a month the SID, Joe Yates, left to go to LSU.
So you were basically running the show at 23?
I felt incredibly prepared. The man I'd worked under at Austin Peay and Murray State, Doug Vance, is now the executive director for the College Sports Information Directors of America. I learned under a great person. But it was a bit overwhelming, because really it was myself, one student assistant and Kathy Tronzo, who's my assistant to this day.
My first year at Louisville I was so excited, because Street and Smith's college yearbook sent out a letter asking for material and I sent them some pictures of Milt Wagner and said 'Hey, you might consider these for your cover.' And it was the cover. I was so thrilled. Man, I was so pumped to see that.
Name three UofL athletes who have had an impact on you.
It's tough to get much better than Peyton Siva as a person. And there were three guys from my first men's basketball team that I still call great friends: Lancaster Gordon, Charles Jones and Milt Wagner. They accepted me and worked with me and it was really special. DeJuan Wheat was another one, so humble and so clutch.
The biggest challenge of your job?
A lot of people say they'd love to have my job because I know Rick [Pitino] and get to sit next to the bench and go to all the games, but they don't really know the hours I put in. It's a 12-to-14-hour workday in season. Trying to carve out time for your family is a challenge.
This is usually where you mention how understanding your wife has been.
The great thing is I met my wife in this profession. She was an assistant SID at Cincinnati at the time I met her and then she went to Kansas and we kept a long-distance relationship going. She understands what I do and is a huge sports fan…Her and my son, it's nice being able to keep them involved by traveling with us to big events. But she's been terrific, allowing me the opportunity to do this.
Has it been difficult to determine how to credential new media at UofL games? What's the process like?
We talk to other SIDs around the nation about this. Here, if someone has established an online entity, like a blog, we will try to get them into a game or two if they're seeking something. But sometimes they're disappointed they can't get a season pass. We just have this finite amount of space and can't accommodate everyone. There are also a lot of good [blogs] out there that don't even request credentials.
Louisville is a somewhat rare school that opens its basketball locker room to the media after games. First, please never change that. Second, why do you guys do that?
It was that way with Coach Crum and when Coach Pitino came in with his pro background, he was willing to keep it. I remind Coach frequently that it's one of the best things he does for his players, because it puts them in a situation where win or lose, after every game they're there to talk about it. The more you practice that, the better you get. And I know the access is important. And it's actually easier for the players to keep them there than trying to bring them somewhere for an interview. It kind of flows.
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You guys do have a nice locker room that shows up well on TV.
Yes, it does. We have a lovely arena, but we probably could have made that locker room just a little bit bigger.
What kind of working relationship do you have with the University of Kentucky's media relations staff?
It's good. Susan Lax is a friend. We go way back. I've had some great friendships over the years, like Brad Davis as well as Chris Cameron, who's now at Boston College. I haven't spent a whole lot of time with the guys there in-season, but they're good people and good at what they do. [Football SID] Tony Neely, I've known Tony forever. And it's always good to see some of these folks and have a beer at a convention or some other event.
What do you make of the UK/UofL rivalry?
My first basketball game here was actually the renewal of the rivalry. It's had its nasty points, but overall I thoroughly enjoy the game. It's so much fun. It's had a few moments where it gets a little nasty with fans, but I don't think that spills onto the court. There's great respect among the players and coaches. Even the football game has done so much to enhance football at the lower level in this state.
What's it like working with Rick Pitino?
He's terrific. He has a great PR mind himself. There's a lot of times there might be a situation, either here or at another school, and I'll bounce ideas off him. He's been very special to me and my family and he's a great friend. I see him interact with our players and the follow-ups he has with them over the years. Guys from UK show up and to see the love they have for him, it's pretty special to see. A lot of people see the snarling guy on the sidelines during a game and don't get a chance to see the real great family man, the fun-loving, laughing-about-things guy that he is off the court.
Many sports information directors have strong working relationships with coaches, but it seems like you and Rick also have a strong personal relationship. How has that developed?
We really kind of hit it off from the start. When [athletic director Tom Jurich] was basically recruiting him, Tom kind of shoved me into the process, so from the start we spent a lot of time together, just to be sure we were doing things the way he wanted. I just had a great relationship with him. I've had other people reach out and say 'Goodness, I've never seen two guys like this.' We're good friends and we work together and I know I can call him about anything and he can call me about anything.
What's a good off-court story about him?
We play golf together and he only gets on you before, during and after every shot. He's quite the talker on the golf course. He always has something to say about every shot, what you're wearing, what you're doing. You could play the best hole you've ever had, and he has something to say about it.
Ha, does it rattle your game?
If I took the game of golf seriously, it might. But I could see where certain people, I'm sure he gets under their skin a little bit.
What do you think drives him as a coach?
Really just teaching. He gets such a charge out of taking guys and teaching them things. There's so much made about what he does from a physical standpoint, and seeing potential in guys and helping them do things they had no clue they could do before they got here. They look back and say, 'Wow.' It happens to freshmen in particular. And he has a great mind on so many fronts: the business aspect of things, the production value of things. Every facet of the game and beyond, he excels at.
Do you read everything, or most everything, that's written about UofL sports?
I do. I probably spend an hour or an hour and a half each morning going through search engines, anything where Louisville is mentioned, or searching names. We don't see everything, but I think we see a good percentage. Some things you have to follow up on, but most you don't. Coach doesn't read it…
Ok, we've come to the conclusion he at least reads some of it, based on things he has said.
I don't think he has ever watched a local newscast here, or read the newspaper. One of his kids might see something or send him a link. I think he does get online and look at The New York Post. I don't know how regularly.
You've heard media members complain about media relations. What's your big complaint about us?
I don't know that there's a good answer. Sometimes people here might question the subject matter. 'Why did they do a story on this?' or 'Why is this the subject of this column?' It's the topic more than the content itself.
That's all I've got. But I just realized we got through this without mentioning Russ Smith. So talk to me about Russ Smith.
Russ was terrific. He'd do anything you asked of him and so many things people wouldn't see. He'd just assume meet a fan in the parking lot for 10 minutes as he would do a five-minute interview. He's a unique individual and you'd always want to go hear what he had to say, because obviously you'd get a chuckle out of it…His perspective on things was just so different than most. He was such a great people person, as was Peyton Siva. They win fans over. I know people who are big UK fans who liked us because of those two guys, and Gorgui Dieng, too.
Adam Himmelsbach can be reached at 502-582-4372 by email ahimmelsbach@courier-journal.com and on Twitter @adamhimmelsbach