Northwestern has reorganized its athletics communications staff, expanding its focus on increasing production of original content and direct interaction with fans of the athletics program while also assisting the media.

The changes are in keeping with a national shift toward direct, online communication with fans.

Part of the move to more original content includes the hiring of former Sports Illustrated and Chicago Tribune reporter Skip Myslenski as a contributing writer for the Northwestern Web site and football magazine. In a career that has spanned more than four decades, Myslenski has covered the Olympics, Final Fours, Super Bowls, the NBA finals and the Muhammad Ali-George Foreman “Rumble in the Jungle.” He has also covered Northwestern football in more recent years.

The school also added Rob Coons as director of new media/Big Ten Network liaison. He oversees audio/video and new media content production for the Web site and serves as Northwestern’s primary contact with the Big Ten Network. He has worked in sports broadcasting and with the Milwaukee Brewers and the Chicago Red Stars.

Another addition is Scott Hammer, promoted from intern to assistant director of athletics communications.