Mourinho is a nice guy, with a masterfull tactical mind, and the best manmanagement ever seen in the game.
But what he is really good at, is focussing all attention on him, so the press doesnt go after the players when they play bad.
He'll insult the ref, insult the opposing coach, curse a player, moan about a billion other things
and the press loves it, and will go to him and want more juicy news. And leave players alone. that and his manmanagement is why the players love him so much