About as likely as a Drew Doughty point shot hitting the net.
Look, when it comes to media and fan relations, I’ll admit this might turn into a bit of a rant (feel free to scroll past, Axl), but it’s a topic I care about deeply. I once wanted to work in sports media and even interned for a media publication in a past life, so I’ve always paid close attention to how teams communicate with their fans, and right now with the Kings it's just not in a good spot compared to most teams in North America.
I think I’ve mentioned this before, but while the Kings don’t have the largest fanbase, they absolutely have the smartest and most knowledgeable one of any team I've supported or lived around, and I’ve lived in many U.S. markets. It's been like this for as long as I can remember. Whenever I meet a fellow Kings fan, whether it's at a card table in Los Angeles or Las Vegas, at a wedding, at a road game in the Midwest, or on a flight, they almost always qualify as what you’d call a “smart fan.” These are the fans who know who the backup goalie is, who the team picked in the first round last year, and how the power play and penalty kill are performing.
In contrast, when I meet fans of the Packers or UM, it’s much less common to find that level of detailed knowledge. Hockey fans, in general, tend to be more dedicated and informed than fans of other mainstream sports, but even within hockey, Kings fans stand out as being particularly sharp and invested.
That’s why I was surprised during a previous discussion when Jesse (correct me if I’m wrong) said something along the lines of their podcast, and by extension the Kings’ overall media strategy, being aimed more at fans who want to attend games mostly for entertainment. In other words, casual fans.
I’m not minimizing the value of the casual fan to the teams bottom line. The money they spend on tickets and $15 beers is just as green as the money a 20-year season ticket holder spends. I’m a casual fan myself when it comes to the Brewers and the local OHL team an hour away. I go to those games for entertainment and not much else. But since I’m not deeply invested in those teams, I’m also not going to listen to a 90-minute interview with the Brewers amateur scouting director or the Soo Greyhounds’ assistant GM. Similarly, I doubt the casual Kings fan who attends only three or four games a year is tuning into KOTP or ATKM. That is why I was surprised to learn that is who they seem to prioritize gearing their media messaging towards casuals and not towards people who might post on this forum.
The Kings media and fan outreach under Luc Robitaille, which has been, in my opinion, poor and at times almost embarrassing for a professional sports franchise. The fans are left with little in local media coverage time (can't really blame the Kings on that) and have to turn to places like KOTP and the long-form interviews with members of the organization to get their fix. The questions are mostly softballs, there is no pushback, few follow-up questions, and no fact-checking of clearly misleading or outright false statements. It more resembles an organization infomercial than an actual traditional interview you might see in other markets.
I’m not suggesting that fans want 90 minutes of constant criticism. But we do want some honest discussion about mistakes, why they happened and how the team plans to correct them going forward. The typical listener listening to Mark Yannetti on Hoven talking about the 2019 draft almost surely knows that draft is clearly seen as a major disappointment for the Kings, it's not exactly some kind of hot take. Yet based on how it was discussed, you’d think they were reviewing the 2005 draft that produced Kopitar and Quick. Hoven said about that draft, “The 2019 draft is going to prove to be very fruitful for the LA Kings.” That is a direct quote, not a paraphrase. Stuff like that is why people (rightly or wrongly) believe that the Robitaille-led Kings play a large role in shaping, controlling or in this case completely re-imagining reality through their hand-picked media ally to make bad things not look so bad.
The interviews with Murray and Emerson were similar in tone, offering very little in the way of real answers to valid questions and concerns about how the organization has operated over the last eight years since the Palace Coup. Instead, fans got a mix of general information that everyone already knew, self-congratulation for successes, and more factually false statements and excuses when actually addressing any of their many mistakes.
This is in stark contrast to what I saw when my old boss would interview Coach Lloyd Carr on his weekly media tours following each game. Even after crushing losses, like the one to Appalachian State, perhaps the most embarrassing loss by a college football team in the history of the sport, Carr faced tough questions and gave honest answers. And this was a national-champion winning football coach. I’m sure he didn’t enjoy it, but he understood that dealing with the media and answering uncomfortable and tough questions was part of leading a major program, a view that certainly doesn't seem to be shared by Luc Robitaille.
This was not the case under the previous regime, who hired Rich Hammond in 2009 as an independent team reporter who had editorial freedom to discuss and critique the team as he saw fit, and frequently had QA sessions with Dean Lombardi that were significantly more transparent, and how do I put this "less softbally", where Dean was open and truthful to the fans about both his successes and failures, and was able to convey to the fans his vision for building the team. Not all of us agreed with what he was doing with the team, but at least we had a general idea that there was a plan in place and why he made the decisions he did (right or wrong). That is a far cry from what we see from current Kings employees when they are interviewed. It’s disappointing to see the shift in the opposite direction when this was the same organization that was a trailblazer with that Hammond hiring and frequent GM interviews only 15 years ago.
I hope that when the day comes and a new regime is in charge for the Kings that their entire media strategy does a 180 and more closely mimics what most other teams in pro sports are now doing to keep their fans informed and connected through media.