BYU athletics, like many other organizations, tries to control how and when information is released about its sports programs. However, in this age of cell phone cameras, Facebook and Twitter, controlling when the public hears about future schedules and promotions around the stadium is difficult.
Recently, when a BYU football story has broke, it was done not by the BYU athletic department, but by BYU fans on Twitter, or by the opposing team.
The announcement that the BYU-Utah rivalry was going to take a two-year break? It wasn't done by BYU athletic director Tom Holmoe. Utah athletic director Dr. Chris Hill announced it to the Salt Lake media. Only then did BYU release a statement.
When BYU fans heard that the Cougars were going to travel to Madison, Wisc. to battle the Badgers in 2013, was it on BYU's website? No, a newspaper in Madison, and the Wisconsin athletics web site had it up long before BYU released a statement.
Again, it was the opposition -- this time Middle Tennessee State -- that announced that they would play the Cougars in 2013 before the athletic department in Provo sent out emails to the media.
And finally, Cougar fans on Twitter got a sneak peek of the new black uniforms 7 months early, when BYU fan @beanmace sent out a picture of Bronco Mendenhall showing the team what the new jerseys would look like.
If I was BYU I would want to be on the front of all of these stories.
With the Cougars being independent in football, BYU fans are craving information about the Cougars. They want to know who BYU will play in the future and what new things are going on with the program.
With social media, the girl sitting next to the 4th-string linebacker in Tuesday's Book of Mormon class can break a story.
That's why BYU should be proactive and break stories themselves, instead of allowing other schools and media outlet to do it for them.