BCS hires Fleischer to spread good word? Good luck

The BCS officially ran off the rails at 5 p.m. on Friday.

Twelve years of angst, anger and awkward results finally led to an announcement that, fittingly, came at happy hour. You probably missed it at the time, as did most of the media. A few business writers were sent a release announcing the BCS had hired a PR firm.

As preposterous as that sounds, the story becomes more incredible. The flacks hired by the BCS to smooth out the system's bumps work for Ari Fleischer.

The idea that the BCS can repair its image with Ari Fleischer's PR help is laughable. (Getty Images)

Yes, that Ari Fleischer, the man who was W's press secretary; the man who spent part of his career spinning what some folks consider the worst president ever.

And you thought Katrina, waterboarding and "Mission Accomplished" were hard to explain?

Try a life of spinning 43 and the BCS.

At least the approval ratings match.

No matter what your politics, you have to be floored that any PR firm is part of the BCS. Just to be clear: To most folks, the BCS is to college football what Lady Gaga is to her/its gender.

Confusing at best, a fraud at worst.

Surely, the BCS suits aren't suddenly arching their backs and on the offensive? They're not actually trying to convince us it is the postseason solution not just a postseason format?

Actually, yes. One official said the BCS honchos felt they had to "be in the debate." Fleischer is a Capitol Hill insider. So is J.C. Watts, the former Oklahoma quarterback and U.S. representative whose lobbying firm has been paid a reported $620,000 by the BCS the past five years.

There are spitting cobras, though, waiting on the other side. The BCS last week also debuted Twitter and Facebook pages. You can go there if you want, but be advised: If you're a BCS defender it's like walking into a cage of hungry tigers wearing a sirloin suit.

Some samples from insidethebcs:

You don't have a "tattered image". You have a "tattered system".

How many undefeated NFL teams have missed the playoffs?

Because we believe college football should be played on paper instead of turf. Sincerely, the BCS.

insidethebcs is like watching a bus accident, except that you're hoping for carnage

This should go well. The Bush Administration was a PR triumph!

Social networking is a great thing. Now we have a forum where the BCS can be slimed on a regular basis. Call it a worldwide web stress reducer.

Apparently, the BCS never got the playbook on its public image. Guys, keep your heads down. Run between the tackles and play for field position. Suddenly, in Year 12 it feels like it has to play aggressive defense?

You're a little late to the rodeo, fellas. If the BCS presidents approved this, which they most certainly did, it should concern everyone about the future of higher education.

To summarize:

•  Without a PR firm, Boise State beat Oklahoma in one of the best bowl games ever played.

•  Without a PR firm, Utah, Hawaii and those Broncos became somebody.

• Without a PR firm, the Rose Bowl made a national championship game possible by allowing the Granddaddy Of Them All to join the BCS.

Without a PR firm, the BCS screwed up the rest of it just fine. Nothing will change except the BCS now has a face(book), tweets and a phone number. You can reach Ari Fleischer Sports Communications at (212) 225-3000 to further vent.

The BCS doesn't need PR, it needs powerful lawyers -- which it already has in abundance -- and crossed fingers. Hope TCU and Boise lose or there will be another storm led by one Sen. Orrin Hatch.

Surely, Fleischer and crew aren't that hard up for work. What, did Osama bin Laden turn them down? Fleischer has gone from the leader of the free world to a world of hurt. From Bush to shush, as in don't let anyone know we did this. That seems to be the case if you read Friday's press release. There is no mention that Fleischer ever worked for Bush.

That's the only reason most of us know Ari Fleischer from Mario Mendoza. Laurel had Hardy. Martin had Lewis. The Smothers Brothers had each other. At least they admitted it.

BCS officials can't go back on any of it now. They can't take down the pages or fire Ari. That would look like they didn't think this thing through.

And if there is one thing the august leaders of the BCS can brag about, it's good judgment.

Right?