Universities Continue to Teach Accidental Lessons in Crisis Communications

It's been said by some that colleges and universities could do a better job preparing students for career success in PR by focusing less on textbook theory and more on practical application.  That's an argument for another day, but there's no denying that a recent spate of incidents provide valuable lessons in how -- and how not -- to effectively handle a crisis situation.

The mishandling of Rutgers basketball coach Mike Rice's verbal and physical abuse of his players is but the latest example of how universities often succumb to one of the most dangerous temptations in crisis response:  the larger the institution, the more likely it is to choose a path of insulation vs. transparency.

We saw it at Ohio State with football coach Jim Tressel, who thought he could internally handle allegations of players trading Buckeye merchandise for tattoos and other favors.  There was perhaps no more troubling example than the Jerry Sandusky affair at Penn State, where a desire to protect the university's image cost countless youths their innocence and ultimately tarnished Joe Paterno, one of the most virtuous and beloved coaches in the history of college sports.

The lesson at Rutgers is no less abject.  Administrators sought to handle the coach's punishment behind closed doors, blind to the reality that in a university setting -- with competing agendas often leading to divided loyalties -- the truth almost always sees the light of day eventually.  Add in the ease with which information can be shared via social media, along with the public disclosure requirements of being a state-run university, and you've got to wonder how in the world Rutgers president Robert Barchi and athletic director Tim Pernetti thought they were acting in the best interest of the school.

Classic crisis communications theory tells us there are three vital steps to managing organizational reputation in the face of a negative incident:  tell everything you know, tell it as quickly as possible, and tell what you're doing to fix the situation.  Had Rutgers done so, it's entirely possible that coach Rice's fine and suspension would have been viewed as satisfactory.  His ultimate firing was perhaps a byproduct of anger over keeping the cause for his punishment secret as opposed to the inappropriate behavior he exhibited.

By contrast, last night Louisville basketball coach Rick Pitino capped the rehabilitation of his personal reputation by leading the Cardinals to their third national championship.  For those who don't know the story, the married coach was blackmailed a few years ago over a tryst with a woman in a Louisville restaurant.  Rather than sweep the story under the rug, Pitino admitted his personal failure, begged the forgiveness of his family and friends, and sought to earn back the trust of the Louisville faithful.  Judging from the cheers last night in the Georgia Dome, I'd say he's been successful both on the basketball court, and in the court of public opinion.