my brother-n-law who used to be a sports reporter for Detroit Free Press provided this information - and view on the JF "rumors". this is just his view of the reporter and responsible ethical behavior.
normally a reporter will indicate that "according to their sources" they are reporting a possible event is in play or about to happen. they are getting ahead of the real news with supposedly "sure thing" info from their "source".
every organization (i.e. the NY Times) has as part of their ethical practices to insure the reporter actually has sources, so while sources are secret someone corroborates there is some actual potential truth/fact. If this doesn't happen, then you could just have reporters making up news they prefer and create a situation where other reporters are actually citing their made up news. This is against the ethics of the profession.
so theoretically someone in the national media that was floating this has a "source" on the inside (i.e. USC) who actually knew that JF was a real possible candidate to be true. if not it is fair for these talking heads to speculate about possible situations, but should be presented as the reporter's speculation with no actual backing. that is opinion not news.
I think if a coach were to have their agent to act as a "source" for the media probably qualifies if there is actually a conversation happening with the school. that seems to happen in NFL all the time.
Ethics and journalism parted ways long ago.