CEO Wayne Scurrah's "marquee coach" and the "best franchise" sentiments are examples of how the club is being seen to over-promise and under-deliver - not a persuasive tactic for fans, season tickets and corporate backers.
Even as the club struggled to put a positive face on the fact that Craig Bellamy is not the Warriors' coach, Scurrah came out with this statement at the announcement of Elliott as coach: "Matthew Elliott was the only person we wanted."
There may be some difference between this statement and what actually happened. The fact Elliott applied for the job rather than being approached by the Warriors and the fact he said before his appointment that he hadn't heard from them for a while rather tends to suggest other contenders were in the picture. But the real damage in those words is the fact the Warriors seemed to regard their audiences as gullible bumpkins.
Insiders say there is a change in the culture of the club since the Cleary days. Some say Cleary was treated badly in the build-up to his departure to Penrith and did not get the contract he deserved. That episode also marked a power change - director-behind-the-scenes John Hart left the club because of the Cleary departure. Scurrah had enhanced authority. McClennan came in, the club's 2011 Grand Final appearance soon seemed to be some faraway wonder, McClennan went out and Scurrah headed up the coach chase. He did a remarkable job in keeping matters quiet. One wag suggested that if the Warriors' 2013 defence was as tight as Scurrah's security, then they wouldn't have any problems.
But such secrecy carries a cost. Theories and rumours abound and most of those were harmful to the Warriors as they failed to find their marquee coach. When it became obvious that Bellamy was not arriving, disappointment ruled; some bitter comments were passed by fans. The longer they took and the longer it became apparent the club were not getting what they wanted, the worse they looked.
Scurrah has said only one of the contenders for coach withdrew. But here's a list of those who will not be coaching the Warriors - and never mind who rang who and who withdrew or were told they didn't have the job: Bellamy, Tony Iro, Stephen Kearney, Tim Sheens, Justin Morgan, Shane Flanagan and David Kidwell.
This newspaper heard from sources close to the club that Kidwell and Elliott were due to be named as coach and director of football respectively last week - and said so, even though there was other good information that said Bellamy was still a prospect. We then heard that Kidwell's and Elliott's impending appointment had been advised to the players but Kidwell later pulled out.
Scurrah denied that and he may well be right, given the surprise Kiwis Warriors players expressed when they were told of Elliott's appointment in Australia. Kidwell's official explanation was that it had taken too long and there wasn't enough time left before pre-season training. The Warriors countered that Kidwell hadn't withdrawn, he'd been told he didn't get the job. The Herald on Sunday understands money, not timing, may have been the deal-breaker and the "withdrawal" explanation was a face-saver.
The danger of finding a coach this way is clear. It's rumour, surrounded by mystery, wrapped in speculation, covered with half-truths and outright fictions. It's confusing and can damage credibility.
There is an art to such a tricky process and part of it is to use the media to lead the debate and prepare the ground for the conclusion. The problem with keeping the lid on a secret is it can grow exceedingly heavy and makes an even bigger mess of your fingers when it slams shut.
