War Stories

May 25, 2012

I recently returned from a national meeting of my counterparts – an annual gathering where legal and legislative topics are on the agenda. With increasing frequency, the business aspects of the gatherings are sidetracked by “war stories,” as my colleagues relate the latest attacks on their organizations by media, legislators, lawyers, parents and others as these good leaders assist their member schools in regulating interscholastic athletics. 

It is well known that respect for authority figures and organizations of all kinds has been slipping for decades; and there are many reasons for it.  What has made the decline even more apparent is the Internet where people can communicate with more speed and less consequence than before.

It is well studied that appropriateness of tone and language diminishes as one moves from face-to-face meetings, to telephonic conversations, to traditional letters, to emails, texts and Twitter.

People will usually research topics and learn more about the complexities of an issue before meetings and use dialogue to come to consensus during conversations.  They will be more circumspect and contemplative in correspondence (which means, literally, an exchange of letters).  But they will not hesitate to make assertions and cast aspersions without any factual basis in brief, one-sided email or social media comments; which usually adds nothing but acrimony to the issue.

Perhaps by being the No. 1 user of social media among the nation’s state high school associations, the MHSAA has made the problem worse.  Perhaps by being the only state high school association executive director in the country to blog, I’ve also added to the problem.

Sports, after all, is not a subject that often suffers from too little communication.  Perhaps, at least sometimes, it suffers from too much quantity and too little quality.

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.