News Cycle is Downward Spiral

January 15, 2016

I’ve come to distrust most of what I read, hear and see in the news.

This is the result of reading, hearing and seeing reports about topics I know a lot about. When I read, hear and see how badly the facts are mangled and otherwise misrepresented by media reporting about my world, I figure the same must be true of news coverage of most everything else.

It is rare that coverage is factually accurate, fair and free of bias. I have to confess, this can be true of the complimentary stories about school sports; it is not only true of the critical stories.

The loss of long-form reporting by professional media who have spent many years with the topics and persons involved has affected all news reporting; but nowhere have the cuts been deeper than the always under-funded programs of lower profile, like media attention to school sports as compared to college and professional sports.

Into the void created by cutbacks in professional media coverage at the local level are newcomers with self-appointed titles and self-made websites and little relationship to the history of the topic, rationale for the rule or respect for people who gained authority by devoting lifetimes to that which the neophyte has discovered expertise overnight and without effort.

And now, fueled by social media, misinformation goes viral. Often without understanding of or accountability to facts. And usually with anonymity.

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.