Despite the media's fascination, Dustin Martin's contract negotiations won't become a sideshow if Trent Cotchin has anything to do with it.

"Well he's a footballer, he's not a media personality, and that's his job," Cotchin said on Thursday.

"He's a shy guy, he has a lot of things that are important to him but he doesn't need to share them in front of cameras and that's the way he feels."

Cotchin is confident Martin's future won't become a distraction to Richmond's quest to return to the finals after a disappointing 2016.

"I don't think it'll be a side show," Cotchin said.

"He's had a fantastic pre-season and I'm really looking forward to seeing what sort of footy he produces."

Cotchin, who is a close mate of Martin, even taking him in for a time as a housemate, believes the 25-year-old cops a bad rap in the media.

"I think they're very critical of him given some of his misdemeanors in the past, but I think if people knew the real Dusty they'd have a different opinion of him," Cotchin said.