TCU's Flawless Crisis Communication

I typically only blog on Sundays, but how could I pass up an opportunity like today? Two of my favorite things, public relations and Texas Christian University...I just had to chime in.

For those of you that don't already know 17 TCU students were arrested today for selling drugs on and around campus. Although this is disappointing news for the TCU community, it is also a great example of flawless crisis communication. It is unfortunate that the community is currently not focused on the men's basketball victory, or the release of the first Big 12 Conference football schedule. 

In all of my journalism courses, I was taught that the only way to make the best of a bad situation is to confront the issue and TCU did just that. Here is a short outline of proper crisis communication and how TCU executed their crisis plan with perfection:

1. Express genuine empathy

TCU released statements, press releases and conducted a conference stating their shock and disappointment.

2. Own the message quickly

TCU was prepared and responded within hours of the arrests. They stated the clear expectations they have of their students; to behave in an ethical manner. They also expressed that the students' actions were not compatible with TCU values and the students involved in this activity were immediately separated from the University.

3. Commit to full transparency

TCU is owning this story and the actions of their students. They are releasing information and statements in order to decrease the amount of rumors and spread of misinformation. TCU's transparency also showcases their confidence in their core values and their ability to not let this event define them. 

4. Put a face on the industry

Chancellor Victor J. Boschini has been the primary spokesperson and has responded in a professionial and positive manner. As a well-respected figure of the TCU community, Chancellor Boschini is reminding the public of the University's dedicated students and faulty, and their commitment to higher education and leadership.

5. Propose an action plan
Dr. Kathy Cavins-Tull, the Vice Chancellor of Student Affairs proposed the plan to examine new programs and procedures needed to prevent this type of behavior in the future.

I can only hope that the greek community responds in a similar fashion. Compared to other crisis situations involving Universities and businesses, TCU has upheld their vision to be a world-class, values-centered University. 

Let me simply say...I am a proud TCU Horned Frog Alumni!