CINCINNATI -- If you had the opportunity to watch the Cincinnati Bengals' open training camp practices earlier this month, you probably heard one word shouted more frequently and more emphatically than any other.
It was a command most often given by offensive coordinator Hue Jackson, receivers coach James Urban and running backs coach Kyle Caskey. Their goal: to get the skill players on offense to continue running downfield even if they had been "tackled" or stood up by a defender or series of defenders who had touched them down. That encouragement was referenced in this ESPN.com story last month on running back Rex Burkhead, the now-injured back who was upheld as an example of finishing practice-play runs even after he got knocked down.
Running backs and receivers weren't the only ones prodded to keep going, though. Offensive linemen were, too. If the 300-pound blockers get up and down the field the way they have so far this preseason, the Bengals believe they will be in good shape when the regular season starts.
"It's an emphasis every team has this time of year, but the key is we're working hard to actually get it done," right guard Kevin Zeitler said. "As you know, we had a couple of fumbling issues at times last year and it would have been nice if we had been there to pick them up."
Fumbles and the possibility of having linemen there to help scoop them up aren't the only reasons behind the added push to get linemen downfield. By getting linemen automatically running downfield, the pace of the Bengals' no-huddle offense could get quickened, too. Additionally, Jackson believes that by getting all of his players to flow to wherever the football is, he'll enhance the intensity and aggressive nature he's trying to instill in Cincinnati's offense.
"That's how you get bigger runs," he added.
In a recent film session he showed evidence of what downfield blocking can do. He put on screen one lengthy Bengals run that was sparked in part by receiver A.J. Green, who rode a defender into the sideline, helping open an alley.
"To me when our star players do that, it shows that they're into it like everybody else," Jackson said.
"It's just got to be the mindset. It's my mindset," he added Monday. "You've got to become that and do it every day. It can't be a sometime thing. I told the guys this morning, if you're going to play on our offensive football team, you've got to demonstrate those characteristics, and they have."
One of the in-game instances of finishing that Zeitler was proud of came in the first quarter of Saturday's 25-17 loss to the Jets after he and center Russell Bodine had trouble holding off defenders at the line of scrimmage. As a result of their issue at the snap, a screen pass to the right to tight end Jermaine Gresham very nearly resulted in a lost-yardage play. But because Zeilter and Bodine didn't resign themselves to the play being over, they cleared a post-catch hole that Gresham scooted through to turn an apparent negative play into a 9-yard gain.
Quarterback Andy Dalton has noticed the extra attention his linemen have made in trying to get down the field even after the ball has been thrown, and believes it's paying off. So does veteran leader and Pro Bowl left tackle Andrew Whitworth, who echoed Jackson's sentiments when he pushed Jackson's desire to get the entire unit to showcase that scrappy style of play.
Whitworth would rather point to some of the less recognizable intangibles like players finishing to Jackson's liking, as a theory behind why the first-team offense has looked so impressive through two preseason games. Dalton's stats, including his perfect passer rating last weekend, are good, Whitworth said. But they wouldn't be so high if it weren't, in part, for some of what Jackson is reinforcing.
"That kind of thing," Whitworth said, "is the kind of mentality that helps you win football games."