Folks, it’s all about controlling the message. And it’s all about your Internet presence.

The Portland Trail Blazers introduced a new general manager Monday. And on the first wave of news, he was introduced to Portland, and Portland learned about him, almost exclusively through the team’s website.

In effect, that allowed the team to control the message and shape the story as much as it possibly could for as long as it could.

Remember what happened? Word got out that Rich Cho would become the team’s general manager and within minutes there was an interview with Cho on the Trail Blazers’ home page. It was taped Sunday night and packaged for web use. A little while later, there was an exclusive interview with team owner Paul Allen on the site — to this day the only interview with the reclusive owner available on the subject.

Mike Barrett, the team’s play-by-play man, did both the interviews.

This is the wave of the future, not only in sports but with news from any major corporation: control the message, control its distribution as much as possible. Own it! Potentially make money off it, through the web, if possible. But mostly, just make sure the message gets sent — at least initially — exactly as the company wants it spelled out.

What happens, of course, is that the story gets only one treatment. One slant. Now you can argue all day that newspapers, blogs, magazines, radio stations all have their ax to grind. That they all shape the message in whatever way they wish. Maybe. Sometimes. Of course. But at least you have the opportunity to take a look at all the points of view, consider the slant and make up your own mind.

But long term, those of us in the media aren’t real happy with the new reality and I don’t think you should be, either. I don’t think tough questions will be asked and I’m not sure truth will always be found until some form of independent media — be it blogs, newspapers, TV, whatever — gets the chance to ask questions. And I’d be plenty suspicious of the message until more people have a chance to pass it along.

As far as the Trail Blazers go, though, I’m sure they saw the whole production Monday as a very big success. They had statements up on their site from Larry Miller and Paul Allen, they had the exclusive interview with Cho and got plenty of run from all of it. They got a positive message out there for a few hours during the critical time, the breaking of their story — and I’m sure their web traffic was incredible.

In short, the team maximized the impact of the hire in two important ways — potential revenue through massive traffic increases on the site while having complete control of the content of the message.

At the same time, they kept media away from Allen, Miller and Cho until the team had its own spin on the story fully distributed and explained. Now granted, this wasn’t the most controversial story you’re going to find. But it’s an indication of how companies — and teams — will attempt to handle such stories in the future.

They want control. And through their skillful use of the web, they now have a convenient and powerful way of doing that.

But do fans win? You’re going to have to decide that. And I’m afraid you’re going to have to get used to that.

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There is a persistent rumor that began last night that the Blazers think they have, and that they’ve moved ahead to the negotiations phase of the hire. Not sure if that’s true, but I’d assume by now owner Paul Allen is at least in the interview process with the final candidate(s).

Make no mistake, no matter who Larry Miller recommends, Allen will have the final call on this one — even though it’s expected the new GM will report directly to Miller.

A couple of things I’m pretty sure of, too. First, I believe there’s another candidate other than Danny Ferry, Richard Cho and Randy Pfund. Sources have told me that San Antonio assistant general manager Dennis Lindsey may also be among those considered.

Lindsey would fit right in with the others – another low-profile guy who isn’t going to call a lot of attention to himself.

Still, I’m guessing that Cho, who apparently made a huge impression with his first interview, may now be at the top of the wish list. Cho, who has engineering and law degrees and is a member of the Washington State Bar, better be pretty good if they’re going to pass a man with Pfund’s resume to hire him.

But hey, he went to Washington State and is a Seattle guy — so do you see anyone with better credentials than that?

One other thing I’ve learned in the past 24 hours: It’s my understanding that Portland’s two lead scouts, college director Chad Buchanan and pro director Mike Born, are reporting directly to — guess who? — Hat Guy, Steve Gordon. He’s the same person, by the way, who Kevin Pritchard was reporting to in has waning days as Portland general manager.

As you know, this is about the only place where you’re going to find any background on Hat Guy.

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If you haven’t read this yet, sorry for not linking you up sooner. But you really have to go there and take a look at this detailed summary from T Darkstar on Blazers Edge — some speculation and some fact — on what happened, or may have happened. It’s good stuff.

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Normally, I’d say they’re not. I mean, Larry Miller is a leader who knows his way around the NBA. And he’s well-known around the league as a good man. Michael Born and Chad Buchanan are solid guys who have been working the phones for a few years.

So really, Portland should still be able to function.

But I guess what bothered me a little the last few days is the assertion that Miller was in San Diego seeing relatives over the weekend and that nothing would get done on the search for a new general manager until today. You know, the office was “closed.”

There is a line forming of teams with sign-and-trade proposals for the Toronto Raptors and I believe the Blazers ought to be at least in that line. I hate the idea that the Houston Rockets are making a big play for him and Portland doesn’t even seem involved.

I also must admit that I’m disappointed in what I’m hearing so far about players being pursued by the Blazers. Jordan Farmar? My goodness — I cannot believe this team would be interested in that turkey. Wes Mathews? A restricted free agent, so why bother? Roger Mason? Maybe, if he’s healthy. I guess.

But really… weren’t we waiting for the Big Move here?

Now it’s possible that the Blazers ARE involved in the Bosh chase and are just a little quieter with their play than other teams. It’s also entirely possible that Miller was working over the weekend, perhaps even interviewing a potential GM on the holiday. I hope so.

Nobody appreciates holidays and family more than I do. But there will be plenty of time for days off when all this is finished. And the NBA never has quit over the Fourth of July. It’s supposed to be a busy time.

And I guess I wish it were just a little bit busier in Portland.

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Two separate sources within the Trail Blazer organization have told me that the story inside the offices in the Rose Quarter people are being told is that the rumors of Pritchard’s job being in jeopardy are overblown. And that even Pritchard is overreacting to the chatter.

They are saying that his fate is still in his own hands. Now I’m not sure whether this is just a way of pacifying employees who love Pritchard or it’s the real story.

I would tell you, though, that I think those who related the story to me believe it to be the truth. But I would say this: If it’s the truth, most certainly Larry Miller and Paul Allen could have done a better job of publicly backing Pritchard.

Even Allen’s written statement Thursday night — “I support everyone who works for me, including Kevin Pritchard, and that’s why he’s our general manager” — could have been stronger and more to the point. And it could have been delivered in person in a heartfelt manner, rather than a press release, too.

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Folks, this has all the ingredients of a major scandal.

In his “extended” column there was some additional information from Peter Vecsey, where he expanded on what he believes happened between Penn and Larry Miller and it’s a bombshell:

“I’m told Penn threatened to expose Miller for doing something improper. For the time being, I’ll leave it at that.”

Seriously. Threatening to expose your boss for doing something improper is not a good thing. And I must say, this rumor has been out there for a couple of days now.

What does it mean? Well, if Vecsey is right, then it certainly means Warren LeGarie was way, way wrong when he talked about a “drive-by” on Kevin Pritchard and making it seem as if firing Penn was some sort of chipping away at Pritchard’s authority and power. It’s something that would have had nothing whatsoever to do with KP.

And if true, it really does make LeGarie look like a fool for suggesting Pritchard’s problems with the organization have anything to do with Penn’s. Moreover, if something like this is out there in regard to what sounds almost like an alleged failed blackmail attempt, it could be just juicy enough to bring some very negative attention to the organization.

You can say what you want about Vecsey and his credibility, folks. And like a lot of writers, he throws a lot of stuff up against the wall when it comes to trades. But when you get to information like this he’s usually very plugged in.

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Ben has the story here. Immediately, all KGW games will be carried on the team’s website and Miller, the Trail Blazers president, has promised that by the end of the calendar year all the Comcast games will be available online, too.

I hope he hasn’t underestimated how difficult it is to negotiate with Comcast. We’ve had a lot of broken promises in the past and it really is time to make these games available to a larger audience.

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Sports Illustrated’s Ian Thomsen (a Portlander, by the way) has received a copy of a memo sent out by Trail Blazer president Larry Miller that threatens other teams that may want to sign Miles. It says:

“Team Presidents and General Managers,

“The Portland Trail Blazers are aware that certain teams may be contemplating signing Darius Miles to a contract for the purpose of adversely impacting the Portland Trail Blazers Salary Cap and tax positions. Such conduct from a team would violate its fiduciary duty as an NBA joint venturer. In addition, persons or entities involved in such conduct may be individually liable to the Portland Trail Blazers for tortuously interfering with the Portland Trail Blazers’ contract rights and perspective economic opportunities.

“Please be aware that if a team engages in such conduct, the Portland Trail Blazers will take all necessary steps to safeguard its rights, including, without limitation, litigation.”

Miles’ agent, Jeff Wechsler, has all along accused the Blazers of trying to blackball his client and it’s possible this memo helps his cause. I don’t know what the team was trying to accomplish with this thing, but there are unintended consequences in a league full of teams that may already resent Paul Allen’s heavy wallet.

Among the people I’ve talked to within the league, nobody can ever remember a note like this going around to other teams, threatening legal action over something like signing a player to a 10-day contract. But on the other hand, the Miles situation has been bizarre for months now.

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