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1. Come to a premature conclusion and stick with it firmly. Interpret all evidence in light of that already-decided conclusion. Cherry-pick all evidence that supports that conclusion, and dismiss all facts that suggest to the contrary.
For example: You, an ESPN journalist, decide that Wade is a "Cupcake coach" and "too soft." As such, you select only evidence that suggests that Wade is soft, and ignore all evidence that suggests that he is a tough or demanding coach.
2. Hype up the Cowboys - ridiculously - as Super Bowl contenders before the season begins. Then, when the Cowboys fail to reach the Super Bowl (as 94% of NFL teams do each year,) viciously attack and criticize them for "buying into the hype and drinking the media Kool-Aid" and "failing to live up to expectations...again."
3. Cite things out of context.
For example: You, an ESPN journalist, decide that "Romo is an interception-prone, reckless gunslinger." You dig up his 9 interceptions last season as proof, and cite that as evidence that he is one of the most careless, gambling quarterbacks in the entire NFL.............disregarding the fact that Tom Brady, Peyton Manning, McNabb, Rivers, Roethlisberger and Drew Brees all threw as many or more INTs last season, too.
4. Hold the Cowboys to a double standard.
As a sports journalist, it's your responsibility to shield and defend Ben Roethlisberger after his recent assault allegations. You are to divert attention away from him, and focus on other stories instead until this all blows over.
Can you imagine what would have happened if Romo were accused of assaulting a woman in a restroom? A meteor hitting New York City would receive less media coverage.
5. Make mountains out of molehills. When Dez Bryant declines to carry Roy's pads after a football pad, due to rookie ignorance, turn the story into a week-long media saga, with nonstop coverage, headlines, interviews, blog posts, and TV segments.
Listening to the media drama, one would think that Peyton Manning had just torn his ACL or that Larry Fitzgerald had just made a shocking decision to retire.
6. Make completely unsupported, inaccurate statements.
Adam Schein of Sirius NFL Radio proclaimed that Doug Free was a "human turnstile" last season, despite the fact that Free surrendered a grand total of one sack on 611 plays.
7. Draw connections between completely unrelated points of data.
"Romo still won't quit his golf hobby. He's spending his offseason on the links with Tiger Woods and having fun with celebrities. This sort of behavior by Romo is the main reason why the Cowboys lost to Minnesota 34-3 last season."
8. When all else fails, tell blatant lies.
Ed Werder claimed on FOX television last season - before the Green Bay game - that Miles Austin had shot his mouth off right before the game, bragging, "I think the Packers are ready to collapse with just one more push." There is NO evidence whatsoever of Austin ever having made such a statement.
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