The Next Big Thing

February 16, 2016

The full-time athletic director, without a lot of other duties and with support for clerical matters as well as event supervision, is a situation rarely seen in secondary schools today. That’s bad for students, schools and school sports.

Today, typically the athletic director’s job is divided among many areas of a school’s operations. And when a veteran athletic director retires, moves up or otherwise moves on, it is typical that the “replacement” is an inexperienced person who is given even more to do with less time to do it.

So, when I asked the MHSAA Representative Council in December to talk about and commit to writing what it believes is the “next big thing” the MHSAA should be doing, it was not surprising to me that the consensus was this: “We should be conducting much more Athletic Director In-Service training, both in person and electronically, for both new ADs and veterans; and we shouldn’t shy away from a ‘back-to basics’ approach, with testing.”

The theme of the responses of Representative Council members in December was that as schools are becoming increasingly under-resourced, the MHSAA must do more. Clearly, the Representative Council (as a group) has lower expectations for what schools can do for themselves, and higher expectations for what the MHSAA should be doing to help schools. If there is a worry in all this, it is that the Representative Council is losing confidence in the principle of “institutional control,” and the Council sees the need to place increasing demands on the MHSAA to train, oversee and actually do things that would have been an overreach of our proper role 20 or even 10 years ago.

The transformational idea here – I don’t like it, but perhaps it’s unavoidable – is that the MHSAA must do more because of the reality that overburdened, under-resourced school personnel can only do less. And, if we fail to do more, school sports will continue to create problems for itself, and worse, continue to drift to a point where school sports are barely distinguishable from non-school sports programs.

We are seeing building athletic directors less engaged in the administration of school sports and, in their place, local administrators are depending on third parties to schedule games and assign officials, or they are delegating scheduling and most administrative details to their coaches, an increasing number of whom are nonfaculty members who have more affinity to non-school sports than school sports. This isn’t just happening in skiing, golf and bowling but also in basketball and other sports.

As we inventory the controversies we’ve endured this past fall, we see that in almost every case there was a lack of knowledge or execution at the local level that created a problem which people then were all too ready to blame the MHSAA for. The policy or the organization gets criticized for an individual’s deficient attention or action at the local level. And every controversy is a distraction – it gets in the way of our work, and it adversely affects our ability to convey a positive message about the important role of educational athletics in the lives of students, schools and society.

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.