Both have reasonable positions. The idiocy is in thinking that there is only one reasonable approach and that it would be solved by talking louder.
It makes perfect sense for a president of football operations to address the media about big news items that happen on the team. On the other hand, the team has no culpability in any of this. You can't predict this stuff.
The Subway analogy was good, and so what the point about Kraft addressing the press.
Personally, I feel that if Kraft already addressed the press, then he represented the organization. The press will always want to bring the talk back to sensational discussions like Hernandez or Tebow, but that doesn't mean you have to go there. There is no new information to share, just potential fluff quotations to pad news stories in a slow period for sports.