Spring is officially here and so is a new season of Major League Baseball. This week ballparks around the country are opening their doors for the first time this year as fans fill the seats and players take the field for Opening Day 2008.

Opening Day brings excitement and fanfare each year, but this year marks yet another off-season plagued with negativity and a deteriorating image for America’s pastime. Examples include Congressional hearings, an unpopular commissioner and more and more of the game’s biggest stars being accused of or admitting steroid use. In response, MLB management, coaches and players are sending out mixed messages or no messages in response to the growingly discredited image of the game.

Major League Baseball’s troubles over the last few years present an excellent example to communication specialists on how important it is to be prepared for a crisis situation.

Crisis communications is critical to maintaining a positive image for MLB or any organization. The league has failed to take the opportunity to address their audiences, as the media and fans continually speak out against baseball. Most recently, in today’s The New York Times, a fan poll stated 34% believed at least half of today’s players use steroids.

A crisis communication plan is needed in unplanned situations to help organizational leaders provide timely, accurate, and credible information that informs and reassures employees, reinforces and stabilizes customer relationships, and supports the media’s efforts to inform and educate the community. In the case of baseball, a plan would provide players, team management and league management with an aligned message of opposition to illegal player behavior and reassure fans and media of the league’s integrity.

In all types of crisis communication, consistency is critical. MLB and all companies must remain committed to timely, open, honest communication with its publics, including employees, customers, media and the general public. Time will tell if Major League Baseball will come together this season with a strong plan to address this ongoing crisis. Only consistency, honesty, openness and timelines will bring back the confidence of fans and the media.

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