I think if the timing of the announcement has anything at all to do with media coverage, that's a fair point to consider.
If we were announcing a fairly big time hire, we would want to announce far away from any sort of event like the SECCG, because we would want to get coverage, not compete with the big game.
If we were announcing a jaw dropping hire (Gruden), we would want to announce right before the SECCG to take media coverage away from the rest of the SEC.
Of course, the timing could have nothing to do with that, or the rumor could be altogether false.