VANCOUVER - When Wally Buono went shopping on the first day of Canadian Football League free agency last year, it was a hit-and-miss affair.

The GM of the B.C. Lions was lauded for his transparency -- Buono publicly identified the individuals in play on his list. His candour proved to be a big hit, with fans and the media.

However, when, one by one, the players targeted signed with other CFL teams, his misses were exposed for everyone to see. Lesson learned. The intended effect backfired.

“It’s just another point of criticism -- that’s all it is,” Buono said Wednesday, at a signing ceremony for two NCAA recruits at the B.C. Sports Hall of Fame. “You learn, over time, that if things bring criticism to the organization, it’s not worth doing.”

Buono said he took the unusual step of naming safety Craig Butler, linebacker Shea Emry, offensive tackle Josh Bourke and others as his preferred recruits to create fan interest, especially to promote season ticket sales, not to curry positive comments from the media. He was all too aware that he was putting himself in the firing line if things didn’t work out. And they didn’t.

“When the media portrays it as a negative, and then for the next three days it’s viewed in a negative way, the fans don’t see that,” Buono said. “The fans only hear and read about the criticism. The outcome of us not getting a player stirs up opportunities for the media to say, ‘Why didn’t they?’”

Buono didn’t sound encouraging about announcing an extension for wide receiver Ernest Jackson -- the team’s most prominent pending FA -- before the free-for-all signing period opens Tuesday, at 9 a.m. PST.

“We’ve heard nothing from him,” Buono said. “The coaching staff has changed. Players who played for us last year might not fit into what we’re doing, in this year of transition. Our potential free agents (i.e. Jackson) might not be a high priority.”

mbeamish@vancouversun.com

Twitter.com/sixbeamers