AS press conferences go, it had pretty much everything.

Confessions, controversy, contract talk and commotion - it had the lot.

The first time Jaap Stam addressed the media as Reading FC manager proved a memorable experience, not always for the right reasons.

For example, none of the assembled press expected co-chairman Sir John Madejski to reveal he was strongly against the sacking of Brian McDermott - especially while sitting next to the man brought in to replace him.

It was a real headline-grabber, and it showed Sir John isn't quite ready to slide off into the background and let the new Thai owners have everything their own way.

Stam spoke extremely well. He was eloquent, thoughtful, measured, positive and very honest.

He might have had a hardman reputation as a player for Manchester United, Milan and the Netherlands to name but a few, yet he also spoke with humour and displayed his softer side.

He spoke of his reasons for moving to England, his Premier League ambitions, his transfer plans and his close relationship with fellow Dutchmen such as Ronald Koeman.

He also touched on his close ties with Ajax, his new backroom staff and his hopes and fears for the future.

Stam was joined on the top table by director of football, Brian Tevreden (BT), co-chairman Sir John Madejski (SJM), shareholder Sumrith Thanakarnjanasuth (Tiger) and chief executive, Nigel Howe (NH).

Here is the press conference in full:

TELEVISION:

Why was Reading the right club to begin your managerial career in England?

JS: “I started my playing career with a smaller team then build up success with the absolute top teams in Europe.

“When you are starting out as a manager you look for a club who wants to have you and has the same ideas as you.

“Reading has got that, they are very ambitious like myself, and they want to go back to the Premier League. Eventually I want that as well. Hopefully we can have a very good partnership and get there.”

What do you know about the Championship?

JS: “In Holland we see a lot of English football including the Championship. There are a lot of quality teams and some big teams.

“It's very competitive. The style of playing is to be strong and the pace of the game is fast, so it's not easy to win games.

“But we know quite a bit about the English way of playing in the Championship.”

Is your target to return Reading to the top flight?

JS: “Like I said, I am very ambitious and the club is as well and eventually we want to get back to the Premier League.

“It's not going to be easy, it's going to be very hard because of the other teams in the Championship.

“But we're going to do our best and work very hard for it, that includes myself, my staff and the players.”

Why was Jaap the right man for the job?

Tiger: “He is a guy full of passion and ambition. I think he's one of the best motivators and I believe he can make the club very strong.”

How many new faces will you need?

JS: “I have just signed but after the press conference we are going to talk about the squad and what we're going to do.

“We have players at the European Championships and Copa America so we know we already have a lot of quality in the team.

“But tomorrow we will look at the squad and what we need to do.”

How big a challenge is this?

JS: “The challenge is to implement your own style of play and get across what you expect to the players.

“Everyone knows it's not only about the first 11, you need a big squad to be competitive every time because there are a lot of games in this league.

“We need to get the players ready to get the maximum out of each individual and the team.”

Where does Jaap Stam stand among the managers you have seen at the club?

SJM: “There have been quite a few managers, of course, and I welcome Jaap to Reading. I wish him every success.

“I wish that Brian (McDermott) had been given a bit longer but the shareholders decided it was time for a change.

“I respect their decision although I didn't agree with the decision and felt Brian should have stayed longer.

“But that's in the past now. We have to move forward and I would like to wish Jaap and the Thai board of directors every success for the future. I really mean that.”

Did you speak to other Dutch managers over here like Ronald Koeman before coming here?

JS: “Yes of course. You do your homework if you are going to go somewhere.

“I spoke to him and to Gus Hiddink and some other manager as well about what to expect.

“As a player you know what to expect on the pitch, but as a manager it's totally different.”

What advice did they give you?

JS: “I will keep that to myself. But it is very important to speak to those who have been working at the top level, especially in the UK.

“I think you need to use the advice managers give you.”

WRITTEN PRESS:

It was then the turn of the written press to step in with more questions for Stam and the Reading FC shareholders and board of directors.

Did you seek assurances from the club over transfers?

JS: “You always talk about what's possible at a club because you want to create something as a manager and bring your own style of play, which means you need certain players.

“That doesn't mean you will be buying five or six new players right away, you also have to look within your own squad to see the quality you have.

“If it's not there then I will need to talk to the owners about maybe buying a couple of new players.”

Will there be close contact between Reading and Ajax going forward?

JS: “I don't know. Because I have been working with Ajax it doesn't mean I'll be buying players from them.

“You have to look what's available in the UK and the physical element you need in this division.

“There are no better players who can play in the Championship than those already over here.

“If you are looking for a certain type of player who if technically skillful you can always go back to Ajax and ask them for a couple of their players.

“But if you look at the mentality and physical side of playing, I don't think we need to be looking in Amsterdam at the moment.”

You were known as a fearsome defender, but what is your managerial style?

JS: “When people look at me they probably think I'm a bit too serious or a bit grumpy. But people who know me realise I'm quite friendly.

“In management you need to know what you can say to players in certain situations. Sometimes you need to be hard because you expect certain things. If players don't do it, you have to treat them in a certain way as it is their job as well.

“They need to work hard. This is not a school camp where we just play a game and see where we end up.

“We need to work very hard to get maximum results.”

Was Jaap given a fixed-term contract?

NH: “He signed a two-year contract with a possible extension.”

Would you like to see Jaap Stam stay as a longer-term manager after what happened with Brian McDermott and Steve Clarke?

SJM: “I always want a manager to stay as long as possible. A manager take a long time to set out its stall, it doesn't happen overnight.

“They need time to get their feet under the table and understand the club, shareholders and the squad.

“A lot of great managers in this country didn't get off to a flying start but they proved to be the best. I don't think my opinion about that has changed.”

Explain your relationship with Brian Tevreden.

JS: “I knew Brian when he was at Ajax working with the youth department. In the two years I worked there I spoke to him maybe twice.

“We didn't have a relationship where we would go out for a coffee. The youth department is one side and the first and second team department the other, so we didn't know each other very well.

“But when I heard Reading wanted to talk with me, of course I spoke to Brian and get an idea of what they wanted.”

Brian, what did you tell Jaap when he called you up?

BT: “That Reading is a great club with a lot of history and ambition. I know Jaap and his training style and I think it's a good appointment.”

Will you be bringing a Dutch style of football to Reading?

JS: “I am a defender but I like to attack as well. I was brought up in a Dutch way of playing, but you have to think of the other side. You don't want to attack all of the time then concede a lot of goals.

“But yes, attractive football is one of my philosophies.”

Is it tool early to ask about Ola John and if he will be coming back to Reading next season?

JS: “It's too early.”

How is the injury?

JS: “I hurt my thigh during Soccer Aid and I almost ruptured another one walking up the stairs to the press conference.

“I'm hoping to get some treatment at the training ground.”

Would you regard success as taking Reading to Old Trafford in the Premier League in the next two or three years?

JS: “It's hard to say what you want to achieve in the next two or three years as a manager or a club.

“Of course, we want to get to the Premier League and everybody wants to do it as fast as we can.

“But sometimes, as Sir John said, you need time to find a way of playing, get confidence in the team and get the players you want. Hopefully you will succeed after that.

“Sometimes it can happen in one season, sometimes in two. We're going to work to work very hard and we'll see where we end up.”

What are you like in the dugout?

JS: “When I'm on the couch I'm quite happy and cheerful, but when I'm in the dugout I can be a different person.”

Who led the appointment of a new manager?

NH: “Our football committee. Tiger leads from the shareholders point of view. We were asked to put forward a list of suitable candidates. Brian put some names forward, I put some names forward and Tiger had his own names.

“That big list became a shortlist, we had a discussion and agreed on Jaap.”

Who had Jaap Stam on their list?

Tiger: “It started with Brian. We had 14 or 15 candidates so Jaap should be proud of our decision.”

Was it fair to sack Brian McDermott after six months, without giving him the summer transfer window?

Tiger: “Our committee made a hard decision. We want to see a stronger team next season, that is our only intention.”

But was it a harsh decision?

Tiger: “Let's just see if Jaap can build a stronger team next season.”

Do you feel the frustration of Reading fans after a couple of poor years and a lot of managerial changes?

Tiger: “The committee, and especially myself, Narin and Lady Sasima, love Reading as much as most of our fans.”

Are you still committed to Reading FC and is the club for sale?

Tiger: “We have shown out commitment by bringing in Jaap. We just want to make the team and the club stronger.”

Jaap, do you have unfinished business in English football?

JS: “I was one of the best defender sin the world at the club, but sometimes a club takes a decision.

“You can feel bad about it, but things happen and you have to move on.

“It's not about me getting revenge, I love England and the style of playing in the UK as well as the people.”

Can you name your coaching staff?

JS: “Andries Ulderink and Said Bukkati will join me from Holland. I've worked with them for the last two season. They know my style of management and how I want to play and conduct training.

“Steven Reid and Dave Beasant are also staying.”

Were you concerned you hadn't worked in the Championship before?

JS: “I haven't but it's easy to say when a manager needs that we need one maybe twice his age and with lots of experience.

“There is no guarantee for success, as has been proven in the past not only here but at other clubs.

“Sometimes you need to make a change and dare to do something different.

“It can backfire but it can also be successful.

“Clubs do have bad periods then do well again.

“It's normal to think you bring an experienced manager back to the club and he's going to do well, but it isn't always successful. Many clubs in the UK, Holland, Italy and Spain have proved that.

“Taking an older manager is not a guarantee for success.”

Are you impressed with the Reading Academy?

JS: “Reading have quite a young team and the youth department is very good.

“I'm not sure it was the main reason I was appointed, but it can help.

“We have to be inventive in Holland because we don't have budgets to buy expensive players. You have to work with young players and improve them for the first team.

“Over here it's a bit different because we want to grow as as a club. But of course, we don't need to forget the youth.”

Do you have a message for Reading fans?

JS: “I can't guarantee success. I'm not going to sit here and tell them next season we will be fifth in the league.

“The message is everyone is confident what we want to achieve next season. We're working very hard to build a successful team.

“I know it's frustrating for fans if the team you support is not up to the standards you want it to be.

“But they have to believe we are doing everything in our power to bring success.”

Nigel, did you have contact with Jaap before Brian McDermott was sacked:

NH: “There was speculation about Jaap coming to England anyway to manage a team.

“There was no link between that and Brian leaving.”