Expect a continued firestorm of negative media for Rutgers University due to mismanagement of their ongoing crisis public relations issues. The new Rutgers athletic director Julie Hermann has been slammed in the media over the last few days for a variety of reasons – and the school has already been embattled due to previous scandals.  They are making many mistakes in how they are handling the media – and one can expect to see more and more and more media on it because of it.

There’s a rule book to properly managing PR when under-fire – and in my humble opinion, Rutgers isn’t handling the process in the right way:

  • Not making Julie Herman available for interviews.  By not giving the media access to her only makes them whet their appetite more.  She has to do interviews, like it or not. Shunning the media will not make this issue go away.  Hiding is not an option.  There are many rumors and innuendo about her and they have to be addressed.
    • Whether via a one-on-one interview, or releasing a taped video statement, issuing a press release saying basically she is busy and doesn’t have time makes fools of the media.  It’s a poor strategy.
  • The President of the school isn’t joining her for the press conference – why? This is a major league crisis and the boss has to show up and take responsibility and answer the call.

Ignoring this issue won’t make it go away – Let’s look back at one of the most high-profile sports crisis situations of the last few years: Tiger Woods.  What should have been a three- or four-day story grew because Woods waited too long to address the questions and the controversy. (and the mystery continued unanswered.)  Had he given a statement immediately rather than many weeks later this story wouldn’t have gone as far.

Julie Hermann is going to face a gauntlet of media and is now in the big-leagues of major college sports.  This issue won’t go away and needs to be handled immediately.

 

Ronn Torossian

5WPR

 

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Ronn Torossian
https://www.5wpr.com
Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.

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