Take jeff cox out for a round of golf or a nice steak dinner and lil johnnie will get their press.
Or find some old NHL'er, buy him a steak dinner and a bucket full of Brandy Old Fashioned Sweets, offer him $200 to go to your kid's game and then introduce the old booze bag NHL'er to Cox and tell him the kid is the nephew of the washed-out player. Lineage! Lineage! Lineage!