I think that all bar probably Schefter and Rapoport have their preferred coaches (read: the ones who talk to them off the record) and are inclined to promote them accordingly.
why would media insiders have "preferred coaches"...they shouldn't care who gets the job.
EDIT: I suppose your post would make sense for someone like Josina Anderson, who rely on coaches for insider info. But i think people like Rappaport/Schefter have enough contacts that they wouldn't care who the HC is.