For someone who has an uneasy relationship with the media, Cristiano Ronaldo is adept at using them for his own means.
He worked the mixed zone expertly after a game two weeks ago to tell everybody that he was "sad" - but cleverly refused to specify why.
Following his dramatic winner against Manchester City on Tuesday in the Champions League, he used the media again.
Most players are reluctant to stop and chat to journalists. Lionel Messi can go six months without speaking even to Barcelona's official media, but Ronaldo, luckily, is far more willing to talk to the press.
On Tuesday he was the last player out of the dressing room, but he stopped to speak to everyone who wanted to speak to him.
Asked why he celebrated his goal against City but not his goal two weeks ago, he said, cryptically: "I celebrate when I have to celebrate. The match was very important and we are in the fight."
Questioned closely again about his "sadness" at Real Madrid, he dismissed it airily: "That is not important, the important thing is that we won."
Ronaldo is setting his own media agendas, which is fine when things are going well for him and he is the star man.
Naturally, he will be indulged by the press and public while he's scoring, but the danger is that fans will grow tired of his emotional outbursts because he will be seen as a divisive force within the dressing room who thinks only about himself.