On a day-to-day basis, the Ravens are flooded with interview requests — for example, Ray Lewis gets at least 25 a week during the season — which means they have to be selective because of time constraints. And some players don't want to speak to certain media members because of past criticism, which they usually hear about from friends and family. "For the most part, players don't seek that [coverage of themselves] out," Steele said.
Giving 110 percent clichés
Before they talk into a microphone or a tape recorder, the players are prepped on the reporter, the subject of the interview and the kinds of questions they will be asked. "It's all about putting them in the right situations," Steele said, helping them give quality quotes and insightful information. That means not only avoiding headline-causing slip-ups, but also steering clear of the dreaded sports clichés hammered into their helmets by coaches who are trying to keep the bulletin boards of opponents bare.