Western Bulldogs president David Smorgon has reiterated his support for coach Rodney Eade and says the unity of the AFL club's hierarchy has not been fractured by last weekend's horror result in Perth.

Speaking before Sunday's match against Hawthorn at Etihad Stadium, Smorgon told a club function that he, like everyone at the Bulldogs, was angry, humiliated and embarrassed by the 123-point thrashing by West Coast.

But he said within hours of that loss, a group including himself, Eade, chief executive Simon Garlick and football manager James Fantasia had met to ensure they were unified in their response.

Smorgon said the strategy they developed included not trying to camouflage the magnitude of the result, apologising to Bulldogs members and ensuring that the players were made accountable.

He said there was also a commitment to stand firmly behind Eade and his match committee.

"The media have an obsession, a blood sport, about attacking a senior coach - Melbourne, Dean Bailey, the Bulldogs, Rodney Eade, who knows who's going to be next?" Smorgon said.

"We're not going to fall for that. We've totally supported our senior coach from the day he started and we'll continue to support him until whenever he finishes, including the match committee in that."

But he said it had been made clear to the players that the performance was unacceptable, with Sunday's clash with the Hawks the gauge of their response.

"Words are not enough, we know it's actions out there today that are going to count," Smorgon said.

"But I can assure you, through this situation we've been united, together and we're focussed on the big issues and not being distracted by the side issues.

"So today will tell."

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