Spitting in the Ocean

February 27, 2015

I laughed out loud when I read recently that the municipal government in Beijing, China was blaming outdoor grilling for the city’s increasingly dense smog and was banning cooking over outdoor fires.

Here is the earth’s most prolific polluter – China, and its state-run, Hell-bent-on-growth economy – telling the nice people of its capital city to stop spitting in the ocean of poison the Chinese government itself has created and still promotes.

The National Football League – whose GDP may be growing as rapidly as China’s – has acted in similar ways. Facing epidemic criticism for its handling of current and former players’ head injuries, the NFL pointed at youth football. Facing criticism for the brutality of its players toward women, the NFL prepared programs for adolescents and teens. It seems the fault is always someplace other than the NFL juggernaut. 

But most times that I laugh at or criticize the blind eyes or bad faith of others, I pause to consider if we might sometimes act in similar ways. Might we be asking others to stop doing harm where we ourselves are doing more harm?

An extreme example could be that we criticize people for losing their minds at events when it is the MHSAA itself that sponsors and conducts the events of highest profile and importance ... although I will always argue that the most important events of educational athletics are the first ones – the first practices and games that introduce 7th, 8th and 9th graders to school-sponsored sports and shape their attitudes for years to come.

In any event, when any of us sees others act in ways we think are ridiculous, it would be good for all of us to then think about the ways we look ridiculous to others. And then consider if there are ways to change those perceptions.

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.