An Organization as ESPN's Ombudsman? Yawn

It might be a move toward more transparency and even a move toward a more well-rounded voice in the role of ombudsman, but ESPN's announcement this week that would work with The Poynter Institute and launch The Poynter Review Project left me with one reaction.

So?

Oh, and then a second and third response -- a yawn, followed by the cynical feel that it's just a business deal, something the provides a benefit for both parties. And I'm not sure it's something better for ESPN's customers, fans and users.

For the past several years, ESPN -- promoting its desire to be accountable and open -- has utilized an ombudsman. In media circles, ombudsmen traditionally serve as independent voices who critique an outlet's work, even how it goes about its work.

Individuals who hold such positions have a sometimes difficult task because people who work for the media outlet usually do not appreciate others questioning their work. (Yes, it's ironic that people who ask questions for a living do not like being questioned.)

For ESPN, fairly high-profile and well-respected individuals held the position through the years. Those people (George Solomon, Lee Anne Schreiber and Don Ohlmeyer) brought proven journalism experiences and expertise to the position.

Plus, because of the traditional individual-in-the-role approach, they were able to wear the hat -- providing both criticism and praise -- well.

In fairness, though, a single person can be overmatched by the breadth and depth of content ESPN produces. It would be hard for them to fairly consider the content produced on TV, online and in print. Still, it seemed like they managed. At least they hit the highlights.

Through The Poynter Review Project, at least three people will be involved in producing monthly columns and addressing issues that result from ESPN's coverage and product. That should help more things to be addressed.

Plus, those involved bring more expertise, especially in terms of multimedia journalism, than the preceding ombudsmen. So their insights and opinions should be more valuable.

At the same time, though, the position now somehow seems faceless and nameless.

Sure, The Poynter Institute is THE name in journalism -- a respected bastion and training ground for both journalism approaches and ethics. It's hard to question anything the group does. It is the accepted source for all things journalism.

In that way, the partnership might be an inspired decision, something that will produce even better feedback and ideas to improve ESPN on behalf of customers, fans and users.

To sports fans, though, or people who expect an ombudsman to respond to their complaints and provide a voice, that just has to be a little unsettling. It's almost like there's another layer of unknown between the company and the people who support it than before.

And that's where my cynicism begins.

While ESPN gets to tout its decision to enhance its ombudsman position, and The Poynter Institute gets to promote its relationship with a major media company in a visible manner, it's just too early to know if the move will benefit ESPN's customers, fans and users or improve the product at all.