Last week,the popular sports blog Deadspindevoted some space on their site to an idea that Major League Baseball discussed during aninternal brainstorm dedicated to solving baseball's parity problem.

Essentially,this "idea" is that teams would be able to make theircase to switch divisions on a yearly basis in order to increase theirchances of success. It's a horrible idea.

Bud Selig,whether fair or not, has been subjected to harsh criticism during his timeas baseball's commissioner. And, thanks to a strike-shortened season in 1994,an All-Star Game in 2002 that ended in a tie, and the steroid issue, hedeserves much of it.

But notfor an idea that will never see the light of day (I hope.)

It is no morenewsworthy than the ideas we throw around when brainstorm ideas for a newclient pitch. The good ones rise to the surface, while the bad ones die, neverto be seen again.

This ideashould have died a quiet death, but, as well all know, everything countsas news. 

I'm notgoing to rail against blogs like Deadspin, because I enjoy reading most oftheir content. But when they started their site under the motto of "SportsNews Without Access," they set a dangerous precedent for every blog"Without Access" that came after.

Essentially,everything has become fair game for the media.

Everythingis a potential time bomb, waiting to explode.

There isno such thing as a "non-news story" anymore. (Evidence: ESPNpractically collapsed in on itself when Urban Meyer announced that he was not retiring.)

Whatwasn't news a decade ago now has the potential to appear on the front page ifit's scandalous, or is perceived to be scandalous by the public. Even if itturns out to be false, the rush to report news first will inevitably lead topotentially hazardous false starts.

Thisunderscores how important PR staff is to a company’s overall infrastructure. Asthe gatekeepers of your client or company's information, it is so important forPR professionals to be aware of what is happening within the walls of theorganization.

If you'renot a part of management meetings that discuss organizational decisions, youmust become part of them. Often times, huge decisions are made with no inputfrom the communications department. But in a changing news cycle where news isalways breaking, and the next scandal is merely one executive'soff-the-cuff comment away, we have to become a part of the discussion.

Itwouldn't be the worst idea ever.

— Brad Marley