Arkansas coach Bobby Petrino isn't worried about what I think of him. He's also not worried about how the Arkansas or national media view him, says Jason Veltkamp, Arkansas' strength and conditioning coach.

And for good reason, Veltkamp says. Simply put, winning is of the most importance and it takes a serious approach to become a consistent victor.

Veltkamp's demeanor, from all accounts, is a perfect mesh with the Petrino coaching mold. The strength coach is serious and almost always carries a stern look on his face that matches perfectly with his closely-shaven head.

A casual mention in his office two weeks ago of the possibility of trout fishing and a mountain bike ride in the Ozarks cracks the exterior to show a hint at a smile and casual atmosphere.

" But I don't think that will happen for about a year, " Veltkamp realizes.

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The reason ? Too many football games are coming up. And even as a strength coach he has to help formulate a plan, put it in action and reach a program goal - win as many games as humanly and, maybe super-humanly, possible.

A question posed to Veltkamp about that mindset sheds more light on the Razorbacks Football Program, which now follows more of a business model with a military slight of hand.

Outside the office and film room at the Broyles Athletic Complex, Petrino " pretty much" remains serious at all times, Veltkamp says.

The fans love it, while some in the national media feel they have been rubbed wrongly by Petrino's demeanor.

Just Google " Petrino" and " Atlanta, " and I'm sure you'll get a few venom-strewn commentaries. But you don't see that in Arkansas, where hope flows through the Ozarks.

Here in Fayetteville, newspaper, television and online coverage may trump every other stop in Petrino's coaching career. A quick count reveals at least three newspapers covering the Hogs on a daily basis, along with at least five television stations and the everincreasing and successful trend of online magazines with a focus on the Razorbacks.

Watch the reporters as we circle Petrino after a practice and you'll see the media mob fighting to get in good position. We're like news piranha in a lake filled with hookless ledes.

The coverage of Arkansas athletics is amazing. And sometimes, if you're two seconds late to the mobbing, you'll be standing behind Petrino with recorder and notebook in hand to complete the tightly-wound circle of questions. The coach can barely move without bumping into a reporter's tape recorder or microphone in the circular cell.

It's an environment that would make even the least claustrophobic person feel a little uneasy.

" The media here is a different deal, " Veltkamp says. " There's a lot of it and it's the only show in the state, but that's not Coach Petrino's M. O. It never has been with our program and it never will be our M. O. Our mission is to go out and win football games. "

While some of us in the media would love open access and a few elbow rubs from Petrino, the fact remains that football is all business for this new Razorbacks staff.

It's a new culture on the Hill. Some like it, some don't. As far as one can tell, Petrino hasn't done anything to rub the media wrong in Fayetteville.

Sure, his attitude and greetings are certainly different from the previous coach, Houston Nutt, but to some that is a welcome change.

He's business-like in conversations and tells you when he doesn't want to answer a question.

From personal experience, he's also cordial in casual settings. He loves the college atmosphere and, when there is time, he loves watching his daughter, Katie, play softball.

He's guarded. He's professional. His answers are always concise.

And he's human, despite what the national writers may say.

I respect that. And fans can respect this " Those guys up there are as comfortable sitting in the film room all day long as anywhere else in the world, " Veltkamp says. " They wouldn't trade that for anything. We're going to go out more prepared than anybody because of that. I'm 100-percent confident in that. "

Brandon Marcello is a sports writer for the Northwest Arkansas Times and regularly updates The Slophouse, a blog covering the Razorbacks at www.wholehogsports.com.