Lockdown Logic

June 7, 2014

There recently were two fatal shootings within a single hour in the neighborhood of the MHSAA office; and for a couple hours, the killer evaded law enforcement authorities.

We locked the MHSAA’s doors and directed staff to remain in the office during the chase and capture. That evening on the local television news we learned the details of the day’s drama. And then sidebars to the main story developed, including criticism by parents who complained they were not alerted promptly enough when their children’s schools were locked down.

Several outraged parents complained that their school didn’t notify parents of the lockdown for a whole hour. Imagine that; that schools would worry first and foremost about students’ safety and only secondarily about notifying parents!

One local school administrator confided that before instant Internet communications, it was standard operating procedure to focus first on kids’ safety. Now, administrators worry about parents showing up at school and adding to the hazards.

There is almost intentional delay in notifying parents so they won’t be incited into rushing to school, risking their own safety and that of others, and complicating efforts of school personnel to protect children and of law enforcement personnel to pursue the bad guys.

Before the Internet age, hours could lapse before parents knew of unusual events near their children’s schools. Often the notice was put in writing and sent home with children at the end of the day. Now schools are criticized for even an hour’s delay, which might be just another of the growing list of unrealistic and unfair demands on our schools.

Story Power

January 12, 2015

I spend time every day surfing the MHSAA’s family of websites – MHSAA.com, Second Half and MHSAA.tv. My counterpart in another state was astounded that I do this, and incredulous that I could find the time to do this. But it makes perfect sense to me.

More people visit our websites on a typical day than visit our office in East Lansing during an entire year. We have more visitors to our websites during a typical month than attend all of our postseason tournaments combined during a typical year.

We have more opportunity to make first impressions through electronic entry than tournament turnstiles; and for the large majority of people who make contact with the MHSAA, electronic media may provide the only impression they will ever get of the MHSAA.

This is why we have styled the MHSAA’s websites in a manner that is visually pleasing and easy to navigate on both desktop and mobile devices. And this is why we have stuffed these websites not only with schedules, scores and stats but also with stories; and it’s why the stories are presented in text, audio, pictures and video streaming.

We know that those who share the stories of school sports most effectively will shape the message of school sports most persuasively.

Our job is not merely regulation of school sports, but communication about school sports – not merely event management, but content management – managing the message and meaning of school-sponsored sports.