1. Speak for yourself. “That’s something Coach Belichick always said — ‘Don’t worry about anyone else’s situation, on another team or your team, always think about your job, doing your job, and commenting on that.”
2. Never talk about injuries. “Never let them know if you’re hurt or not hurt.”
3. Pour on the perfume. “This is compliments. You want to spray that perfume on your opponent on Wednesday all the way through Saturday, and then get the job done on Sunday.”
4. Fall back on cliches. “When in doubt, use the old safe cliche. You love those — ’100 percent’, ‘one day at a time.’”
Rex Ryan‘s four rules for the media are the complete opposite of these.