I am not saying at all times, and you have no idea what they say to him. I don't think many of them have good man management skills, but what do I know as I can't always see what they say. Like when Phil Dowd started berating Ronaldo (***DISCLAIMER...NOT EXCUSING RONALDO'S ACTIONS DURING THE GAME***), when Ronnie kept whinging and moaning. Really, I'm not even a parent, but I can tell you that screaming and berating a child (which is how Ronaldo was acting) in front of 40,000 people isn't really the best way to get the desired results.A lot of referees do this with Rooney, and evidently, it's had no effect.
Just because they pull a player to the side doesn't mean they are handling it well. Watch how the players respond after you pull them aside. Mike Riley is the best at getting a player to stay in the game, where as Phil Dowd is like a lot of Hispanic referees in that he incites and eggs the players on. When Rooney gets a lecture from him, he still walks off begrudgingly with little change in his attitude, so what is the point in talking to him, if nothing comes from it?