[Football coach Randy] Edsall and other Maryland athletic officials are working this year with Maroon PR on a number of initiatives, including branding and coaches’ media training. Maroon — which helped promote Tuesday’s media availability featuring Edsall, select players and assistant coaches — is a full-service public relations and marketing company based in Columbia.

Indeed, Maroon PR later sent out a Tweet, saying the firm was “excited to be working with the University of Maryland Athletics and Coach @RandyEdsall.”

If you’re unfamiliar with the company — which was founded by former Orioles and Redskins PR guy John Maroon — Tom Heath wrote an interesting profile in 2009. The Diamondback also wrote an extensive story when Maryland hired Maroon earlier this spring, noting that “a private gift made the partnership with Maroon PR possible and the university did not dip into operation funds.”

“Our contacts in the media and experience with other respected sports brands across the region (UA, Ripken, Ravens) should be helpful to the Terps,” John Maroon wrote in an e-mail to the student paper.

Anyhow, Edsall was on WNST on Friday, and he was asked about this new and slightly unusual public-relations push.

“We’re fortunate that we were able to bring on John Maroon from Maroon PR to come in, because we just felt that we have a tremendous story to tell here,” Edsall said. “And we have a lot of positive things going on and a lot of human interest stories with our players.

“One of the things that we didn’t feel as though maybe our message was getting out there as much as it should,” Edsall continued. “So what we wanted to do was be able to get that message out more about who we are, what we’re all about.

“Now that we understand some things that are going on, again, I looked at some things and said ok, here’s how we’re gonna do it. And I don’t think it’s a real big change. I think some people do. But it’s just that when you get a chance to know your surroundings and know your people and trust people, then you go ahead and do some different things.”

We’ll see if that works. In the meantime, Edsall was also asked if he feels his team has a better understanding of the Edsall philosophy.

“I do. I think it’s a 180-degree difference,” the coach said. “Everybody knows what the expectations are for this program. They understand how we’re going to do things, how we want to get ‘em done. You can just see everybody working together, being more of a team, being very cohesive and doing all those things that we want ‘em to do. And we’ve seen results everywhere else with the program, and now it’s time to see the results on the field this fall.”