By Edward M. Bury, APR, MA (aka The PRDude)
Well, it was not totally surprising to read another misrepresentation of public relations following an explosive news story. This one was quite local from my perspective.
According to a well-known and well-regarded sports columnist, professionals involved with internal and external communication strategies are somewhat part of the cabal responsible for the crisis initiated by the still-developing scandal involving now-fired Northwestern University Football Coach Pat Fitzgerald and others within the athletic department at the Big 10 school in Evanston.
Perhaps I’m being too reactionary to this denigration of the public relations profession, which so often gets woven into the very fabric of bad news — without any justification or proof — by some members of the media. But hey: I’m The PRDude and I feel responsible to address these all too-frequent challenges to the profession.
Here’s the media report in question regarding the Northwestern University crisis, which surfaced when allegations of extreme hazing incidents within the football program lead to Fitzgerald’s demise, and as many conclude, lots of “bad PR.”
In a July 10 column, Chicago Sun-Times columnist Rick Telander maintains that the firing of Coach Fitzgerald — who late last week received a two-week suspension without pay after initial news of the hazing scandal was published — was the outcome from a triumvirate, as noted: “The deed was done by a president, athletic department and PR staff that might as well be from Gooberville, USA.”
What perhaps prompted Mr. Telander’s jaundiced and incorrect perception centers on the fact University President Michael Schill announced the suspension on Friday July 7, then made the decision to fire Fitzgerald Monday after The Daily Northwestern newspaper published a story with accounts from former Wildcat football players who claim the program engaged in serious hazing lead to a “culture of enabling racism.”
Mr. Telander may be correct stating that Northwestern announced Fitzgerald’s suspension on a Friday, with the intention that the story would simmer over the weekend. What is not readily apparent is this: Perhaps the Northwestern communications staff advised President Schill and other University officials to hold off on making any formal announcement related to the breaking hazing news until more information was substantiated. Perhaps the communicators recommended that a statement be prepared stating that Northwestern was aware of the hazing allegations and administrators were analyzing the situation. Perhaps their guidance was not accepted, overruled by President Schill and others in the C Suite.
The accepted initial strategic action in a potential crisis is to recognize that it’s happening, and then take prompt responsibility for responding when facts are reviewed and decisions made.
Northwestern may have fumbled the beginning stages of this all very real crisis. We will learn more in the weeks and months ahead.
Regardless, the public relations staff will face many immediate challenges, especially after the world learned yesterday that the University baseball program, led by Coach Jim Foster, also is under scrutiny; it’s my hope that members of the media will recognize the process of how news evolves during a true crisis, and keep a somewhat open mind.
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