A Jacksonville reporter has split the internet by giving Jaguars head coach Liam Coen an emotional message of support in his press conference after losing in the NFL playoffs to the Buffalo Bills.

Journalists turning into fans is usually frowned upon in the media industry but for Lynn Jones of the Jacksonville Free Press, that didn’t matter.

Coen’s Jaguars team had lost 27-24 against the Bills, with Buffalo’s superstar quarterback Josh Allen scoring the winning touchdown late in the fourth quarter. It was a heartbreaking way for the season to end for Coen, after his team went 13-4 in his first campaign as coach.

Jones introduced herself to him, with Coen understandably deflated after losing such a close game, before she said: ‘I just want to tell you, congratulations on your success young man. 

‘You hold your head up, alright? You guys have had a most magnificent season. You did a great job out there today. You just hold your head up, okay? 

‘Ladies and gentlemen, Duval, you the one. Keep it going, we got another season, okay? Take care, and much continued success to you and the entire team.’

Liam Coen got an emotional message of support after Jacksonville Jaguars lost to Buffalo Bills

Liam Coen got an emotional message of support after Jacksonville Jaguars lost to Buffalo Bills

The reporter introduced herself to Coen as Lynn Jones of the Jacksonville Free Press

The reporter introduced herself to Coen as Lynn Jones of the Jacksonville Free Press

Coen, 40, looked surprised but thanked Jones for her words before the press conference continued. But the moment circulated quickly around social media and some of Jones’s colleagues in the industry were unimpressed.

Two reporters from the Associated Press thought it was a bad look and weren’t shy in saying so.

‘Either be a reporter. Or be a fan. You can’t do both,’ John Wawrow, the AP’s Buffalo-based sports reporter posted on X.

Mark Long, a football writer for the AP, responded to ESPN’s Adam Schefter describing the exchange as ‘awesome’ by saying: ‘Nothing ‘awesome’ about fans/fake media doing stuff like that. 

‘It should be embarrassing for the people who credentialed her and her organization, and it’s a waste of time for those of us actually working.’

Brooke Pryor, ESPN’s reporter for the Pittsburgh Steelers, disagreed with her colleague Schefter, writing: ‘Look, it’s a kind sentiment, but it’s not the job of a reporter to console a coach in a postgame press conference. Pressers are to ask questions to gain a better understanding of what happened or figure out what’s next — and do it in a limited amount of time.

Two-time Super Bowl winner LeSean McCoy was also critical of the moment, posting on X: ‘Somebody come get they mama … lol this ain’t little league where we all get appreciation trophies.’

But Jones got plenty of support, too, on social media on Sunday night.

Coen's team were beaten by a late touchdown from the Bills quarterback, Josh Allen

Coen’s team were beaten by a late touchdown from the Bills quarterback, Josh Allen

Jaguars quarterback Trevor Lawrence and his team are now out of the NFL playoffs

Jaguars quarterback Trevor Lawrence and his team are now out of the NFL playoffs

Will Brown, a reporter at Jacksonville Today, replied to Long’s comment saying: ‘Lynn Jones has a decades-long track record of journalism and informing communities that are often ignored by legacy media. She is the antithesis of “fake media.” 

‘The Jacksonville Free Press is a beacon of information, particularly for Jacksonville’s Black community.’

The Jaguars also tweeted the clip out, prompting a lot more backing.

‘Ms. Lynn Jones thank you for speaking love and life into Coach Liam and the Jaguars,’ one fan replied. ‘You breathed life into me as well. I’m not a coach but that message lifted up my heavy heart. Go Jags.’

Another said: ‘The minute before this, Liam’s head was down while he was answering questions What a beautiful moment!’

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NFL reporter splits the internet with her message to Liam Coen after Jacksonville Jaguars lose to Buffalo Bills