1. FAMU & the 2011 Death of Robert Champion Ima Student PR Research & Strategies, Florida A&M University March 27, 2012 (http://www.urbannewsroom.com/2012/01/10/motive-in-drum-major-hazing- death-did-band-target-him-because-he-was-gay/)

2. The Event: Nov. 19, 2011 Marching 100 drum major Robert Champion dies while returning from the Florida Citrus Bowl. Initial news report: Champion complained he couldn’t breathe; “no foul play suspected at this time.” Rumors begin to spread: Could hazing be the cause? – No forensic answer for 10-12 weeks (http://abcnews.go.com/US/drum-major-joyful-photo-hours-hazing- dath/story?id=15040387#.T1uxZfUeLVo)

3. Backstory Champion dropped his mace on the field during halftime. He was gay and an outspoken opponent of hazing. He was scheduled to become head drum major in 2012-2013. On the ride home, he winds up “crossing Bus C,” getting beaten by fellow band members. 911 call (http://www.abcactionnews.com/dpp/news/state/Florida- A&M-University-dismisses-4-students-amid-suspected- hazing-related-death-of-Robert-Champion)

4. Media Highlights Nov. 22: President Ammons suspends Marching 100. Nov. 23: Ammons suspends 4 students and “fires” band director Dr. Julian White. Gov. Rick Scott asks FDLE to get involved. By Nov. 25: Story picked up by CBS, NBC, CNN, Fox, NYT, Tom Joyner, etc. Nov. 28: Dr. White holds press conference. Champion family announces plans to sue FAMU. (http://www.thirdage.com/news-photo/julian- white-former-famu-band-director/75336) (http://www.nola.com/education/index.ssf/2011/11/florid a_am_hazings_persisted_d.html)

5. The Story Continues Nov. 30: Champion’s funeral receives wide media coverage. Dec. 6: FAMU campus leaders sign anti-hazing pledge. Dec. 8: FAMU BOT reprimands Ammons; doesn’t fire him. Dec. 16: FAMU students picket Gov. Scott’s residence. (http://www.washingtonpost.com/blogs/early-lead/post/famu- hazing-scandal-university-dismisses-four-students-connected-to- death/2011/12/01/gIQA5MTvHO_blog.html) (http://rattlernation.blogspot.com/2011_12_ 01_archive.html)

6. The Story Continues Dec. 17: Coroner rules Champion’s death a homicide Bria Hunter suffers broken leg, bruising after being hazed in off-campus incident; three arrested in December. December 2011: FAMU expels then reinstates four students suspected in Champion’s death. http://articles.orlandosentinel.com/2011-12-13/news/os- famu-hazing-arrests-bria-hunter-20111212_1_band- director-julian-white-hazing-death-famu)

7. The Story Continues January 2012: – Champion family says son’s death is “not a hate crime; it’s a hazing crime.” – Kappa Kappa Psi members accused of spring 2011 hazing incident – Four students charged with hazing five pledges trying to join the Clones clarinet group. February 2012: – Ammons suspends band camp and student organization intake until fall 2012. – Ammons forms special anti-hazing committee, urges faculty and students to do research on how to promote “campus safety.” (http://abcnews.go.com/US/famu-drum-majors-death-hate-crime- family/story?id=15330434#.T1u4ZPUeLVo)

8. PR Lessons Learned What worked well – Fjsl; – Fdkl; – Fjdkl;s What did not work well – Fjdkl;s – Fdjksl’; – Fjdkl; (http://www.urbannewsroom.com/tag/robert-champion/)

9. Lessons for FAMU Do this … – Do this … Don’t do this … – Don’t do this … (http://www.urbannewsroom.com/tag/robert-champion/)