My friend Angela passed along this public relations crisis and management story along to me, and I thought that it was very interesting. It appears that Middle Tennessee State University is coming under fire in the mainstream media for hiring a public relations consultant to run a campaign to raise funds for a new parking garage. This campaign focuses on increasing student rates and fees to accommodate the expenses of this construction project. From signs posted all over campus to even signs on buses– this public relations campaign is costly indeed.
Student blogger Matthew Hurtt questions where MTSU priorties are at when they are cutting a lot of programs and other services to students, but can afford to hire a marketing and public relations firm to run this campaign. What was the response by the spokespeson at MTSU? Here is what Tom Tozer, director of MTSU News and Public Affairs, was quoted as saying:
“This project was really too big for any one of us to deal with. You need somebody who can kind of stand back and manage it.”
Hmm– I can see what MTSU students are not too happy with this situation. This quote does show the culture within the administration at MTSU and how they perceive the current situation. Can we say PR Nightmare? Yes, we can.
This situation is another example of how student blogs are becoming more of an outlet for discussion and raising awareness about certain issues. I feel as a student in public relations, we have to make sure that we not only consider that our practices are ethical and just, but we also have to be aware of the perception that others may have of what we do. Even though Hurtt mentioned that he thought that these PR efforts by the university were “wasteful” – I think that it looks poorly on the university not necessarily the public relations profession itself. Many times, people blame a negative situation or crisis on the public relations professional that is addressing the various publics or holding the press conference.
The public relations professional was hired by the university and its senior administrators – and this is where the focus should be. It is a shame to see the university focus its priorties on promoting a new garage when they are cutting athletic programs, academic services, and firing professors. How about reducing the salaries of the senior administrators? That would help. Students, alumni, community residents, and others impacted by this situation should continue to have these discussions on and off line. The internet is a great communication tool to keep these messages alive and to raise awareness.
Hope you all are having a great day. 🙂
Best Wishes,
Karen
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