Officials at the University of Maryland at College Park knew that many fans would react its move to the Big Ten "emotionally and negatively," so the university planned a public relations campaign to win them over, according to documents obtained by The Baltimore Sun. Many fans were bothered by the loss of long-time regional rivalries, among other issues. Maryland's response was to "plant positive comments into fan message boards," the article said. Email messages exchanged among university officials talked about seeing all the negative reaction and working to change attitudes. One official talked of plans to "engage professional assistance in helping to drop positive messages into the blogs, comments and message board sites. I will arrange for this service today."