When the Media are Used to Create a Crisis: Lessons in What Not to Do.

This study examines a university’s public relations response to an unusual crisis – media were used, probably by persons inside the organization, to create a scandal to pressure the university president to resign. A case study was developed through interviews with university insiders and journalists as well as through participant observation. A quantitative content analysis of newspaper coverage of the crisis helped quantify and verify the field research. The study looks at what happens when there is an absence of effective public relations. The case offers insights about issues management, media relations, crisis communication, and reputation management. In this case it appeared that the media were used to pressure a university president to resign without due consideration to the damage to the reputation of the institution that would result. This is the converse of a case study that illustrates best practices, but it is useful for assessing what can happen to an organization and its reputation when there is a public relations void. ..PAT.-Conference Proceeding [ABSTRACT FROM AUTHOR]