When you are thinking about sports crises, some may think at first the Tiger Woods case a few years ago. Or even the Michael Vick situation with dogfighting. However, one case study that covers the sports industry with a dark cloud originates from College Park, PA. The Penn State crisis is going to be the Exxon Valdez / BP Oil Spill for the sports and collegiate athletic community.
We saw the results for the trial against former Penn State football coach Jerry Sandusky, where he was proven guilty on 45 of the 48 counts against him. Now, it has been reported in several media outlets that the President of Penn State ok’d not reporting the sex abuse happening at the university with Sandusky.
David Meerman Scott wrote a very interesting post on the Huffington Post about the crisis, and discussed how this crisis emerged on social media, particularly on Facebook, Twitter, and other social media sites. Melissa Agnes also wrote a great and insightful post on what Penn State should have done in addressing this crisis across the various social media platforms.
What this case shows is how universities need to not only have strong crisis communication plans and scenario preparations, but they have to look inside their organization with the people who are behind the logos, football trophies, and traditions.
Several programs have suffered for various infringements – look at what USC had to deal with their football team over the last couple of years. SMU got the death penalty. With Penn State, they are going to be at a completely different level. There are more issues beyond the football team – and it escalates to the highest level of the university. Some say the decision should be at the court level, while others say that it is up to the NCAA on what to do.
What do I think? This case needs to belong in both arenas. This case goes beyond football. Children and others will never be the same – Jerry Sandusky is going to be in jail for the rest of his life for what he did. Penn State had the responsibility on a moral level to 1) immediately report the incidents 2) conduct monitoring and evaluation procedures for each person they hire within the industry and 3) take responsibility for the actions.
In either case, Penn State – the officials involved, football team, students, faculty and staff, athletes – will be impacted by the decision that the courts and NCAA will make.
Hope you all are having a great day.
Best Wishes,
Karen
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