Jon

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BruceFrancis

Jon
RE: James Hird must stand down as he doesnt cut it as Essendon coach Sunday Herald
Sun August 15, 2015
Congratulations. You have done the impossible. You have come with a withering finish to
knock off Caroline Wilson and Patrick Smith as the biggest dirt bag of the last thirty months.
And you did it with one sentence: When Stephen Danks [sic] tips buckets of poison on a
weekly basis, when Mark Thompson says he is on the podium as a leader of the supplements
program.
I cant recall one sentence ever having such an impact on so many people:

The players and their families would be beside themselves with despair on learning
you and Mr Murdochs newspaper have proof Dank tipped buckets of poison [into
them] on a weekly basis;

Dank would be mortified to learn that you implied he tried to damage the players by
tipping buckets of poison [into them] on a weekly basis. Mind you, weekly buckets of
poison could imply Dank had more sinister permanent objectives. Ill leave that one to
his lawyers to make that case.

Dank would no doubt get some relief from his pain by suing you and your newspaper
for defamation. I suspect Dank would even obtain some joy from knowing that his
legal team could probably make a very strong case against you for criminal
defamation.

The AFL for sitting back and doing nothing for over 15 months when it suspected the
players were being administered dangerous banned substances. I suspect your
revelation that Dank tipped buckets of poison on a weekly basis [into the players]
will increase the payout to players who sue the AFL for failing to do its duty to
provide a safe work place.

The Essendon board and the AFL commission for failing to provide a safe work place
for their employees.

Jon Ralph and the days Herald Sun editor. Its impossible to believe either could
keep his job.

Before dissecting the rest of your column, it is important to examine whether you should even
be employed anywhere as a journalist. I know the Herald Sun has very low standards (my
first oxymoron for the day) and I know it places more importance on its commercial
relationship with the AFL than it does in telling its readers the truth, but your attitude
suggests you could run under the bar.

Over the last two years I have given you heaps of stories. Inter alia, I have given you proof
ASADA changed evidence, fabricated evidence, omitted evidence and testified falsely in its
own investigation. For some inexplicable reason, you chose not to run with the information.
Last week I gave you and your mates evidence that:

The AFL gave a fake story to Caroline Wilson on 16 July 2013 that caused more
damage to Hird than anything else more damage than even the fake phone call from
Sarah to Eddie McGuire. There is no doubt the AFL used the story to help drive Hird
out of the game for 12 months. That cost Essendon members upwards of $750,000;

Caroline Wilson wrote the story and it appeared on the front page of the Age on 17
July 2013;

Brett Clothier sent an email, which contained untrue information, to ASADA six
hours after Wilsons story appeared on the streets of Melbourne (12:33pm on 17 July
2013) in an attempt to give substance to Wilsons fake story.

Gillon McLachlan supported Clothiers allegations although he knew, or should have

known, the information was untrue.

ASADA accepted Clothiers email as evidence despite knowing it couldnt be true.

In the scheme of things this story is infinitely more important than whether Hird should be
sacked. A decent person, with a sense of pride in his profession, would have banged on the
editors door demanding the story be published.
The list of stories I have given you that you havent had the spine to write would take hours
to compile. Hopefully, a few of them will be sufficient to prove you shouldnt be writing for
the Herald Sun or any other newspaper:
1. Gillon McLachlan demanded on 9 February 2013 that the Essendon players be exonerated
even if they had taken a banned substance. Fortunately, the players hadnt. Nevertheless,
McLachlans demand should have ensured his services were dispensed with immediately.
The AFL had a none-negotiable obligation to WADA, to the federal government and the
other 17 clubs to ensure all those who breached the WADA Code be penalised. It is
unconscionable that the AFL is run by someone with such an attitude to banned
substances, and it is beyond comprehension that you could ignore such a story.
2. I also pointed out to you that at the same meeting on 9 February 2013, McLachlan
decided to find Essendon and the support staff guilty. Although stage 1 of the
investigation wasnt completed until 31 July 2013, McLachlan had decided on Essendon
and Hirds guilt and punishment by 4 June 2013. If this were not bad enough, the jury, the
AFL commissioners, were told on or before 13 June 2013 of the guilt and punishment.
Conspiring with the federal government and ASADA to find Essendon guilty enabled the
AFL to pocket $2 million. Im not a lawyer so Im not sure whether the five key elements

are present. Id have thought a decent journalist, which you are obviously not, would have
banged on your editors door demanding the story be published.
3. McLachlan decided by June 2013 that Essendon couldnt play in the final series, yet, up
until mid-August 2013, Andrew Demetriou claimed points wouldnt be taken off
Essendon.
4. McLachlan was scrounging around the bottom of the bird cage on 26 June 2013 when he
said to ASADA chief executive Aurora Andruska: Take points off Essendon; We need
all the detail to get through that; Get outcome we need; Take bits out that might
compromise what we need, [my emphasis]. And you didnt have the guts to question
such unacceptable behaviour.
5. ASADA for not only doctoring the injection figures but for creating an outrageously false
impression of the injection program. Inter alia, ASADA claimed (page 406 of the interim
report) that Dank planned to give 38 Essendon players a total of 1102 AOD-9604
injections. In fact, according to my spreadsheet, Dank gave the players a total of 40 AOD9604 injections. Thus, the players received only 4 per cent of ASADAs predicted total.
What a sham. How ironic. When you have to justify in court your buckets of poison on a
weekly basis comment you can argue you were misled by ASADAs lies.
Having proved you are more beholden to the AFL and the Herald Suns commercial
relationship with the AFL than you are to News Limited and journalists codes, and to your
readers, lets now examine todays column.
Item (Ralph) 1: Hird must be consumed by self-doubt as Essendons season spirals into yet
more disaster.
My Comment:
Hirds self-doubt has arisen not because of his lost faith in his coaching ability but because of
his concern that the Essendon board may not have the stomach to resist the shameful,
malicious campaign being waged by the media.
Item (Ralph) 2: And he must also be aware that right now, he just doesnt cut it as the
Essendon coach.
My Comment:
1. I am not qualified to judge whether Hird is a good coach or not. All I know is Essendon
managed to win 10 of its first 13 games in 2013, which suggests Hird must have had
some idea. Unlike you, I know that even those best qualified to judge coaches have no
idea whether Hird is a good coach or not. We are told repeatedly by the coaches and the
media that if you havent the cattle, you cant win, and if you have the cattle but they are
off by 5 per cent, you cant win. I suspect Thompson knows a little more about coaching
than you, and knows a little more about the Essendon players mind-set than you. He has

told FF 360 that the players have been away with the fairies for two years which I
suspect is more than 5 per cent off and that since the WADA appeal some dont want to
even play football. It would be sheer bastardry to judge Hirds coaching ability on this
season.
2. You cant really be serious in implying that you dont know that the players have been
severely affected by WADA. Thompson, Tim Watson, Jobe Watson and Brendan
Goddard have talked about it. You know the players are more than 5 per cent off, which
makes it almost impossible to win. Heavens, just before the start of the 2014 season Mrs
Tania Hird appeared on the ABC and that cameo appearance was supposed to have
negatively affected the players. I suspect her comments were significantly less distracting
than being told WADA had appealed the tribunal not guilty decision.
Item (Ralph) 3: Essendon doesnt seem capable of cutting ties with Hird, so is it time for him
to decide at seasons end he will walk away as this clubs senior coach?
My Comment:
Your comment implies that Essendon has previously had reasons to sack Hird. I am unaware
that you have ever tried to make that case. I should be delighted to read you try. If you had
any sense of decency you would write a column explaining what Hird has done wrong. That
column would have to include the Essendon organisation structure for 2011 and 2012, and
Hirds job description so that we could understand his job responsibilities. Naturally, the
column would also include the relevant sections of the Victorian OH&S Act, the
Commonwealth Corporations Act and the employment contract the AFL and Essendon has
with each of the players. Of course you would publish clauses 7.3 and 12.0 of that contract.
Presumably, you would also include reference to the fact that McLachlan decided that Hird
was guilty on 9 February 2013 and that by 4 June 2013, McLachlan had decided Hird would
be suspended and that Essendon would be prevented from playing in the finals. In referencing
those facts you would inform your readers that the first interview wasnt conducted until 14
February 2013 and the first stage of the investigation wasnt completed until 31 July 2013.
Item (Ralph) 4: Saturday was another unmitigated disaster, but then again we almost
desensitised to the listless playing list, the excuses about ASADA, the smashings from middletier opponents.
My Comment:
Congratulations, you got something right. Saturday was a disaster, but was Hird to blame?
Could another coach have made them competitive? Those in the know say no. I suggest you
spend less time preening yourself in front of the mirror or stream and get out and about and
ask the psychologists and players from the other clubs whether ASADA would affect the
players by more than 5 per cent. Some experts even think when assessing Essendons
performances that you should consider that it lost possibly three first team players in the
draft; it lost Ryder because the AFL unconscionably allowed him to break his contract; and,
Essendon couldnt attract young gun players while there was a threat of 20 players being
suspended for two years. But you were wise in ignoring those aspects because it would have
killed your story.

Item (Ralph) 5: On football results alone, Hirds recent record is so bad that any other
coach would likely be gone by now. Ten losses in the past 11 games will likely extend to 13 of
14 losses by years end. Who else survives that kind of record?
My Comment:
1. A decent journalist would have compared the records coaches of recently poor
performing teams with Hird and explained the reasons for the possible failures of each
team. Id be surprised if Paul Roos, Justin Leppitsch, Alan Richardson and Rodney Eade
had more compelling reasons than Hird for their teams performances. But quite rightly,
their jobs are secure.
2. Interestingly, if you could organise a panel of independent media experts, I could mount a
stronger case why you and all the main football writers should be sacked than you could
mount a case Hird should be terminated.
Item (Ralph) 6: Certainly Matthew Knights _sacked by Essendon the minute the situation
turned nasty despite a contract for two more years must be amazed by the support Hird
receives compared to his swift downfall.
My Comment:
1. I dont believe anyones contract should be torn up early so I sympathise with Knights.
However, I also strongly believe that those who appointed someone whose contract was
terminated early should be shown the door.
2. I fail to see what Knights feelings have to do with anything. Surely you are not arguing
that because Knight was shafted it is all right to screw Hird?
Item (Ralph) 7: And if Essendon truly believes the on-field situation is entirely ASADArelated, then Hirds role in that continuing drama still puts his role in jeopardy.
My Comment:
1. The vast majority of those qualified to judge, believe that the ASADA issue is sufficiently
responsible for the on-field situation to ensure Hird shouldnt be assessed on this years
results.
2. To my knowledge, the players were found not guilty of being administered Thymosin
Beta-4. Hird didnt approve of the players being administered Thymosin Beta-4. No one
did. No one even suggested they should be administered Thymosin Beta-4. I am unaware
of any other issues so I cant see how Hird is involved in the continuing drama.
3. If you had any sense of decency you would detail Hirds role in the continuing drama. All
you and your newspaper have done is state that he is guilty.

Item (Ralph) 8: Even if WADA does exonerate the Essendon players, will the club ever be
able move on with Hird as coach?
My Comment:
1. I am really having a bad day. I thought WADA was prosecuting the case and it was up
to the Court of Arbitration for Sport (CAS) to find the players guilty or not guilty. At
least I am consistent. I always thought it was Stephen Dank not Danks as you stated in
your column.
2. Are you suggesting Essendon will sack all 20 players when they are exonerated? Id
have thought if the players can move on when they are exonerated then Hird would
also be able to move on. I know I have not been around as long as you, and I know I
dont have your playing experience in top line sport, but Id have thought that when
they are exonerated the players and Hird will form one of the tightest groups ever as
they tackle 2016.
Item (Ralph) 9: When Stephen Danks [sic] tips buckets of poison on a weekly basis, when
Mark Thompson says he is on the podium as a leader of the supplements program?
My Comment:
I thought I had covered this point adequately in the first few paragraphs. Suffice to say, it is
beyond comprehension that you could make such a stupid, costly comment as this.
Item (Ralph) 10: Yet because no one can really put a finger on exactly why Essendons
situation is so parlous, Hird continues to hang on.
My Comment:
1. Are you seriously suggesting that Essendon is in a parlous situation? My dictionary says
parlous means perilous and dangerous. In my experience in the business world, parlous,
is normally associated with the Balance Sheet and Profit and Loss. My understanding is if
thats the yardstick, Essendon financially is on a very sound footing, which is something
that you cant say about many clubs. I know you cant trust the newspapers but I have
read at least a handful of clubs would be made bankrupt if it werent for multi-million
dollar handouts from the AFL. Talk about maintaining a dictatorship through handing out
money to the plebs.
2. On most of the other parlous barometers sponsors and sponsor retention, members,
facilities, support for the coach by the players, Essendon seems to be doing well.
Obviously, football results are crucial but I hardly think after one terrible season, it would
be correct to describe the performance as parlous. The only way anyone would be able
sensibly state that Essendons situation is parlous is if WADA is able to use corrupted
evidence to secure a conviction at the Court of Arbitration for Sport.

3. On the other hand, I should describe Fitzpatrick, McLachlan, Clothier and Dillons
positions as parlous. Of interest, if forced to, Id describe your job as terminal, not
parlous.
4. Hird hangs on because he has a contract for next season. He hangs on because the board
realises it would be unjust to sack him. He hangs on because circumstances this year have
made it impossible to judge whether he can coach or not. He hangs on because the players
want him as coach. He hangs on because he has done no wrong.
5. To show there are no hard feelings between us Ill do your job for you and put a finger on
why Essendon has some problems. Obviously, this list only scratches the surface:

The Australian Crime Commission and two federal ministers shot their mouths off on
7 February 2013 thinking they had evidence when they only had shoddy information
at best;

Andrew Demetriou tried to ingratiate himself with the Gillard Government;

Demetriou claimed Hird/Essendon were guilty on at least 15 occasions, which

influenced the media and the public;

David Evans thought his loyalties were to the AFL and not to Essendon;

Evans gave the hopelessly flawed Switkowski Report to the AFL to use against
Essendon;

The Essendon board capitulated to the AFLs bullying and refused to defend the
unlosable case against the AFL in August 2013;

McLachlan conspired with ASADA and the federal government to find Essendon and
Hird guilty;

ASADA and the AFL ran a corrupted investigation;

The media conspired with ASADA and the AFL to publish leaks which it knew would
damage Hird and Essendon;

The media refused to publish any evidence of inappropriate behaviour by the

government, the AFL and ASADA;

The media acted like vultures and became part of the story rather reported the story;

Key members of the media wont accept they were wrong and because the editors
allow them to get away with their campaign against Hird.

Item (Ralph) 11: Is the only real solution in Hird putting up his hand and realising that
despite his coaching skill set he just isnt the man to take Essendon forward? To realise that
despite his best efforts, the residual flow-on from two years of outright war with the AFL and
ASADA will never allow him to turn into the coach he hoped he would become?
My Comment:
1. The answer is an absolute no. No one has even attempted to make the case that Hird isnt
the man to take Essendon forward, let alone made the case.
2. Two years of outright war! You are joking. You are a fool. There hasnt been a war. In
its capacity as branch offices of the AFL, Fairfax Media, News Limited and Fox, ably
assisted by their employees, who double up as agitators on the electronic media, together
with the AFLs answer to Pravda, have created the impression that there has been a war.
3. Essendon didnt fire a shot in this so called war until late 2014 and then it only used a
water pistol loaded from a town on severe water restrictions. From the start of the
investigation on 1 February 2013 until his resignation on 27 July, Evans, and therefore the
Essendon board, aligned itself with the AFL. Not only was there no friendly fire
incidents, Evans, and therefore the Essendon board, accepted McLachlan, the federal
government and ASADA deciding on Essendon and Hirds guilt on the 4 June 2013. The
Essendon board did nothing about Demetriou seemingly pronouncing Hird and Essendon
guilty every other day. The board did nothing about the AFL denying Hird and it
procedural fairness, and made no attempt to stop the inadequate and apathetic
commissioners from sitting on the jury, despite having been briefed that the penalties for
Essendon and Hirds guilt had already been decided.
4. The Essendon board threw its hands up faster than the Italians in Tobruk during the
Second World War and didnt even try and defend the unlosable case against the AFL.

Item (Ralph) 12: It is fantasy to think that if WADA exonerates Essendon late this year, they
will suddenly turn into a premiership outfit that can bounce up the ladder.
My Comment:
1. I am unaware of anyone claiming that Essendon will turn into a premiership outfit when
the players are exonerated. Please enlighten us, who said that.
2. If WADA pursues its appeal, which it wont if the media does its job and exposes WADA
for using tainted evidence from a corrupted investigation, I expect CAS to exonerate the
players. AS stated previously WADA is prosecuting the case not judging it.

3. When the players are exonerated a great weight will be lifted off their shoulders and their
love for football should return.
4. Essendon will enter the trade market without both hands tied behind its back. Good
players from other clubs will be prepared to join Essendon knowing that 20 players wont
be suspended.

Item (Ralph) 13: There are too many furious fans, too many players still asking questions
about the three years of pain they have been put through. Too many club elders and former
champions who have privately turned against Hird despite their public utterances of support.
My Comment:
1. My feedback suggests that the vast majority of members are more furious with you,
your media mates and the AFL than they are with Hird.
2. I am sure I could gather more members to support Hird than oppose him.
3. All feedback from the players suggests they want Hird to coach them. Are the players
lying are you lying?
4. Why dont you have the balls to name the club elders and former champions who
have privately turned against Hird. I am sure if they had been given the true story of
what happened they would support Hird. It appears that as the media has abrogated its
responsibility, the only way everyone will know the true story is when an
extraordinary general meeting is held.
Item (Ralph) 14: Too many little cliques in the board and football department that wont just
go away even if a saga now running at 30 months eventually comes to a close.
My Comment:
1. This is gutter journalism. Please publish how many cliques there are and let us know who
is in each clique. Ideally, you could tell us who wants to sack Hird and who wants to
retain him. That way we would know how to vote at the extraordinary general meeting.
2. There have been problems in the football department for a long time. A football
department that I hasten to add, Hird was not a member of in 2011 and 2012. Hopefully
that will be sorted out in the review.
Item (Ralph) 15: Hird is out of contract at the end of next year. Remember Mick
Malthouses contract saga this year? Multiply it by ten times with Hird next year. How can
Essendon hope to endure it, given they have already confirmed they will not extend his
contract over the summer. And nor can they extend it, aware they need to buckle up for the
type of daily speculation that brought Malthouse down in months.

My Comment:
1. Are you really suggesting that if a club wont extend a coachs contract 12 months before
it expires, he should be sacked immediately? Are you nuts? While you are at it, why not
apply the same rules to players!
2. Surely, this is a Freudian slip. You are telling us that irrespective of how Essendon
performs under Hird next year, the media has already decided it will give Hird ten times
more stick than it gave Malthouse. Nice lot of bastards you all are.

Item (Ralph) 15: Hird can rightly argue he served a 12-month ban, had his football club
cleared by ASADA, and has a contract for 2016 at Essendon. He might worry that standing
down would deny him the chance to coaching his way out of trouble, adamant he can prove
all those doubters as he one day steps onto the dais as a premiership coach.
My Comment:
Id imagine that Hird wants to coach next year because he loves footy, because he loves
Essendon, because he believes he can help the players fulfil their potential. I suspect that Hird
and the players have a burning desire to do it together.
Item (Ralph) 16: But the man who wrote those columns is also a brutal realist. Is taking one
for the team selflessly allowing the club to move on without him the right move for a
man who never blurred the lines between success and failure as a player?
My Comment:
Your narcissism knows no bounds. How would you know what Hird is thinking? He took one
for the team in August 2013 when he capitulated to AFL and Essendon board pressure to
withdraw his Supreme Court action. Arguably, it was the worst decision of his life. I doubt he
will ever make that mistake again. I suspect if Hird believes he has what it takes, and the
players want him, he will coach. The Essendon board has already made too many major
mistakes to risk making another one.
Bruce Francis
15 August 2015