Misdirection

May 22, 2012

I often arrange my days so I can see their sunrises and sunsets; so I have seen more of them, and paused longer over them, than most people I know.  But in spite of the large number I’ve seen, I still have some favorites.

Without question, my most memorable sunrise was observed this past January as I stepped out on the balcony of a hotel room in Panama City, cup of coffee in hand, and watched a huge, red-golden sun rise out of the Pacific Ocean.  That’s right, the Pacific!

I was in one of those relatively rare locations in the world where the Pacific Ocean is located east of the Atlantic Ocean.

Nearby, great ocean-going ships were traveling east through the Panama Canal in order to reach their western destinations more efficiently.

And beneath the ocean surface, the trim tabs of the huge ships’ rudders were being turned to the left to help the ships steer right, and to the right to help the ships steer left.

Sometimes it is quicker or more economical or just more acceptable to go in one direction for awhile in order to reach an ultimate goal that’s in the opposite direction.

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.