A contentious Toronto Maple Leafs press conference in May caused reflection on the relatively tame media coverage of the Seattle Kraken.
The Leafs were introducing new general manager John Chayka. The NHL suspended Chayka in 2021 because he sought work elsewhere while GM of the Arizona Coyotes.
Columnist Steve Simmons of the Toronto Sun came locked an loaded – and prepared with receipts.
Simmons: “I have been in contact with people who work in the NHL. Of 20 people I spoke to, one was supportive of his hiring, the other 19 thought it was a sham. Words were used like ‘con artist,’ ‘liar,’ ‘salesman.’ How did you come to a different conclusion?”
Maple Leafs CEO Keith Pelley: “I must’ve talked to different people.”
Here’s where Simmons departed from Seattle’s hockey media. He didn’t accept Pelley’s deflection.
Simmons: “That’s it? The hockey world is astounded by this announcement.” Pelley: “Okay.”
Simmons: “And your response to that?” Pelley: “We’ve conducted due diligence, deep due diligence. It was a thorough process, and I am quite happy with where we’ve landed.”
‘Light” vs. ‘Heat’ Interviewing Strategies
Confrontation is Simmons’ stock in trade, because hot takes = readership. His own paper describes Simmons, who can be polarizing, as “provocative and outspoken.” Used judiciously, though, acid-tinged questions can be necessary to penetrate evasions.
My approach tends toward more light, less heat, a technique I learned – yes, I’m name-dropping – from the immortal Stan Fischler. The Maven excelled at raising uncomfortable topics without making interview subjects feel uncomfortable. I used that technique to broach a sensitive topic with Kraken captain Jordan Eberle at training camp in 2025.
Dreyfuss: “You were quoted as saying more structure was desperately needed. Does that mean players need to take more accountability, whether or not it’s demanded from coaches?”
Despite initial apprehension, Eberle gave a thoughtful, information-packed response. “Last year, we’d play 55 really good minutes, and there would be two breakdowns. That stuff needed to be cleaned up.
“Lane (Lambert), that’s his bread and butter. A structure in place that everyone understands. The accountability is – wall plays, faceoff assignments, stick battles – the best teams that I’ve played on, you make a mistake, you feel worse about letting your teammates down.”
Accepting A Kraken Non-Answer
Seattle media didn’t show Simmons’ doggedness at Kraken CEO Tod Leiweke’s April 22 media availability. Leiweke was asked if ownership would accept the pain of a rebuild to achieve long-term success.
“We’re going to examine exactly where we are in this journey. The goal is to build a long-term winning team. The pieces are in place. We’ve got to add to those pieces and push this to another level.”
Leiweke’s response went longer, but remained a non-answer. There was no Simmons-like follow-up on the crucial question of whether the franchise will play prospects & accept losing now in exchange for high draft position later.
Self-Mufflers
Two in the Kraken press corps have never pulled their punches, leaning on confidence built from decades of superior coverage. One of them is Rob Simpson; examples here and here and here.
The other was Geoff Baker, formerly of the Seattle Times. As a decorated investigative journalist as well as no-nonsense sportswriter, Baker had the chops to ferret out information and let that inform insightful questions.
However, Baker alertly sensed the decline of independent sportswriting, crossing the divide to become Kraken VP of editorial in 2024. It’s to the immense credit of both Baker and the Kraken that the team supports quality writing with an edge, and Baker is still providing it.
To a point.
When a club signs your paycheck, there’s an unspoken self-muffler. The same is true for John Forslund and J.T. Brown, who admirably go further than most local TV crews to provide honest commentary.
No knock on these talented people. I would do the same, because too-pointed commentary usually causes the signer of paychecks to stop signing.
Shifting Power Balance
Even within the mild-mannered Kraken press corps, media relations staff once tried to limit post-game questioning to Kraken staff writer Bob Condor. (They later apologized.)
The Vancouver Canucks recently stripped credentials from a media member because they didn’t like what he’d written. The Canucks have unfairly punished Simmer in the same way. Teams can do this with impunity because the power balance has shifted irrevocably away from news outlets.
The message comes through loud and clear to independent sites; apply the self-muffler, or access can be yanked. The most entertaining sports sites have already surrendered that access, providing the freedom to say whatever they want. But fans are ill-served without a conduit to players and management.
Why did power shift? Because teams used to need newspapers, radio and local TV to report scores, announce trades, and profile players, which moved tickets. “Never pick a fight with people who buy ink by the barrel” was the common wisdom.
No longer. The internet, social media, and in-house editorial departments offer immediate access. The loss to fans is that news gets subtly filtered – and spun – to craft messages most beneficial to the franchises. So be thankful for the remaining Steve Simmons’ – their days are numbered.
Earlier Kraken:
— Kraken 1st-Rounder Continues To Get Rave Reviews
Earlier Canucks:
— Simmer’s 9; Cherry For HHOF, Obituaries, Kraken-Canucks Clash
