Anybody who knows me knows that I’m a huge fan of Major League Baseball.
Check that — a huge fan of the Chicago White Sox. (Although I’m also a nominal fan of Washington Nationals from my days of living in the Beltway.)
So tonight, as I was browsing the WhiteSox.com news feed in Google Reader, it dawned on me — organizations should absolutely follow the example set by Major League Baseball’s online communications.
As we’ve written before, modern media tools allow any organization — corporations, political campaigns, non-profits — to become its own news organization. Major League Baseball is doing just that for each of its teams.
It used to be that MLB teams were at the mercy of sports talk radio or sportswriters to get out their news information.
Not any more.
Each MLB team now has a few reporters assigned to it — and they produce regular news stories (several per day) of the caliber and type usually reserved for the sports pages. And not every story is rosy — some are even critical of the team.
MLB has turned every one of its teams into a news organization.
What type of content can you produce on a regular basis to mirror the MLB example? Please read our recent posts — here and here — about how you implement your own content strategy.
Every organization needs to re-tool its communications department from one that relies on press releases and phone calls to reporters — to one that is fanatical about the production and dissemination of content across many different channels.
If MLB can do it — so can you.
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