In the business of professional sports information directors, your department wants publicity, anticipates crises, avoids spectacles, lives through drama while expecting commotion from the ebb and flow of stories that hatch from games, personalities and routine issues.
In college sports, it's a given that there will be breaking news, establishment of press protocol, managing interviews and protecting images and reputations.
We saw all this in action this year with the Utah Jazz, BYU and Utah with firings, trades, conference realignments and new hires. In a sense, this may have been a record year for headlines of the big kind in Utah sports.
A peek at BYU's sports information machinery this past year gives a sliver of just how hectic all that can be at just one of the state's sports franchises.