Crisis Communication COMM 301 Karie Evans, Emily Packer, Gabby Solamon, Mike Williams

What is a Crisis? “An organizational crisis is a specific, unexpected, and non-routine event or series of events that create high levels of uncertainty and simultaneously present an organization with both opportunities for and threats to its high priority goals” - W. Timothy Coombs

The Conflict Management Life Cycle 1.) Proactive Phase 2.) Strategic Phase 3.) Reactive Phase 4.) Recovery

Influence of Public Relations ●Focus to prevent a crisis ●Reduce conflict ●Restore image ●Determine the stance an organization will take toward each public or stakeholder involved in situation

Strategies for Responding to Crisis ●Attack the accuser ●Denial ●Excuse ●Justification ●Ingratiation ●Corrective action ●Full apology

Industry Trends ●Crisis teams include o CEO o Head of PR o Managers of Key Departments o Safety/Security Officer o Company Lawyers ●HAVE A FACE

●Be PREPARED ●Be AVAILABLE ●Be CREDIBLE

In the news

Case Study

“Penn State Sex Scandal” Facts: ●March 2, Mike McQueary reports to head football coach Joe Paterno that he witnessed the rape of a 10-year old boy by Jerry Sandusky in the showers of one of the Athletic Buildings. ●March 3, Joe Paterno reports the incident to Penn State’s athletic director Tim Curley who amounted the incident to “horseplay”, notified Second Mile about the incident and took Jerry Sandusky’s keys. Law Enforcement was not notified. ● Second Mile boy reported being sexually abused by Sandusky to his mother - she notified police, investigation ensues ● December 7, Sandusky is arrested

How did the Sandusky trial turn into the “Penn State Sex Scandal”?

The PSU “Conspiracy” ●Michael McQueary testifies in court anonymously o "a naked boy, Victim 2... with his hands up against the wall, being subjected to anal intercourse by a naked Sandusky. The graduate assistant was shocked but noticed that both Victim 2 and Sandusky saw him. The graduate assistant left immediately, distraught." ●PSU cuts ties with case

Image Perception PSU transforms from a school centered around football to a school willing to cut the football team and its legacy for social responsibility.

Protest continues today...

●“It’s not the Death Penalty, but as previously speculated, some of the sanctions might as well be.” -NBC Sports o $60 million fine, funds go to external programs for child abuse o 4-year postseason ban o All wins from vacated (111 wins) o Reduction of 20 total scholarships each year for a 4-year period o NCAA can investigate program after criminal proceedings o Penn State athletes allowed to transfer wherever they like without penalty NCAA Reacts

NCAA Press Release ●July 23, 2012 o “By perpetuating a “football first” culture that ultimately enabled serial child sexual abuse to occur, The Pennsylvania State University leadership failed to value and uphold institutional integrity, resulting in a breach of the NCAA Constitution and rules. The NCAA Division I Board of Directors and NCAA Executive Committee directed Association president Mark Emmert to examine the circumstances and determine appropriate action in consultation with these presidential bodies.”

PSU Remains Humble ●Center for Protection of Children at Penn State Hershey Children’s Hospital ●Sexual Assault and Relationship Violence Hotline at o Dozens of new employees, staff trainings, report training, donations, etc. ●October 2012, the University host the Child Sexual Abuse Conference ●November 2012, Network on Child Protection and Well-BeingNetwork on Child Protection and Well-Being

Progress ●Applicants increased 4% o 8 withdrawn applications ●Ms. Rohrbach, executive director of undergraduate administration o “We kept thinking, ‘What are we going to say?’ But the people who came were almost empathetic. They didn’t want to talk about the story.” ●Donations over $208 million o Dedicated Alumni ●5-Star Recruiting class: 2010 (26 players) vs (12 players)

PSU Fans For Life ●Scott Kennedy, director of scouting for Scout.comScout.com o “Coaches come and go, players come and go — the fans are there for life.”

Works Cited "Analysis: Malaysia Airlines." PR Week. N.p., n.d. Web. 26 Mar Coombs, W. T. (2007). Ongoing crisis communication: Planning, managing, and responding. Thousand Oaks, CA: Sage. CNN Library. “Penn State Scandal Fast Facts.” CNN. Oct Web. 24 Mar “FAQs.” Penn State. n.d. Web. 20 Mar Huguenin, Mike. “Year-by-year look at 5 star college football recruits.” National Football League, Feb Web. 26 Mar Wilcox, Dennis L. & Cameron, Glen T. Public Relations Strategies & Tactics. 10 th Edition. Boston: Allyn & Bacon, Print.

Works Cited Armas, Genarco. "Penn State Donations Hit 2nd Highest Mark Despite Jerry Sandusky Trial, Joe Paterno Firing." 9 July Huff Post: College. 25 March CityPortals. "State College, PA - Penn State Football." 2012 Recruiting Class. 25 March Jr., Don Van Natta. "The Whistleblower's Last Stand." 4 March ESPN. 25 March Kercheval, Ben. "Penn State Gets Fined, Postseason Ban, Scholarship Reduction." 23 July CBS Sports. 25 March Ruiz, Rebecca. "Despite Scandal, Applications to Penn State Rise." 30 Nov The New York Times. 25 March Stuetz, John. "Penn State Football: National Signing Day Brings End to Open Recruiting Season, Relief to Several Former Vandy Commits." 4 Feb The Daily Collegian. 25 March 2014.