Choose an area:

« back to columns
« back to spring 2000 columns

Administration is a class act with crisis

Practice what you preach.

That phrase is mentioned more often that I'd like to hear, but its truth always rings true. Everywhere I go, I hear that communication is the key to success at college and in life. Often though, this same communication theory is not practiced by those who so faithfully preach it. I think it has something to do with the fact that there is rarely a need to really put your communication skills to work.

Unfortunately though, this week there was a need — a dire need.

With emotions running high and the chance to drastically damage any relationship the administration had with the students, faculty, staff, families and alumni, administration really had to step up and put their best foot forward. And step up they did.

This week restored my faith in humanity.

Often times it takes a horrible crisis to really bring people together, and the fire and deaths at the TKE house is just such a crisis. People young and old, people who knew the victims or only saw their faces on the news for the first time, were all affected by this tragedy.

The university, specifically key individuals in administration, was charged with not only informing the victims' families of the tragic loss of their children, but also informing the rest of the student body and the media. Again, it's times like these when you can really recognize how people truly are, and what's inside their hearts. Thankfully, the people who spoke have hearts of gold.

Communication is the most important part of a crisis. If it is done well, then no one really ever notices. But, if it is done poorly, it can make an indelible mark on the university that no amount of back talk can ever undo.

Even with the chaotic nature common to a crisis like this, the university administration really stepped up and took the lead. I, for one, am extremely pleased with the message and methods coming from university officials. It has been a true example of character, poise, tact and professionalism in a situation that no one could come out of looking good.

While the student body as a whole was being officially informed of the tragedy at 3 p.m. on Sunday afternoon, there was a simultaneous press conference in the Waller Administration building for the media. Now, anyone that has seen a press conference on television or in person knows how volatile and often unpredictable it can be. Often, the necessary people aren't there to answer questions, leaving reporters to speculate as to the facts while their editors chomp at the bits for their story. This often creates an adversarial relationship where no one can win.

This was not the case at the 3 p.m. press conference, however. Administration had covered all their bases.

Included as speakers at the press conference were University President Dr. Jessica Kozloff, Mayor Mary Lenzini-Howe, Chief of Police Larry Smith, Dr. Preston Herring, Vice President for Student Life and Dean Von Blohn, town code enforcement officer. From the university's perspective, Kozloff could answer any questions as the top official at the university and Herring could answer specific questions about the fraternity and its standing. Lenzini-Howe could answer any general questions about the town, and Smith could answer any questions about the fire itself or the law enforcement reaction. Finally, if the press had any sort of questions about the house's safety codes, the town code enforcement officer was there to answer any and all questions the reporters had.

After reading some prepared statements, they opened the floor for questions from the media. Even after fielding some difficult and pressing questions, everyone handled him or herself professionally and did not speculate to any rumors. They only said what they knew — a must in a crisis situation.

Beyond the press conference, administration has been a class act the whole way through this ordeal. The fire was reported at 6:05 a.m., according to Smith. And by 6:30 a.m., university officials were on the scene, according to Kozloff. This is the sort of quick response that you only really hear about in heroic tales - caring individuals dashing to the scene to comfort the victims of a burning home.

Herring had the trying task of calling the victim's families to let them know of this tragedy. The families came to Bloomsburg and were kept out of the public's eye to give them the maximum amount of privacy in their time of grief.

The university quickly informed students of the crisis as well. The Sunday 3 p.m. briefing in the Kehr Union Ballroom and the Monday 11 a.m. meeting were times for administration to tell the students everything they knew. At the 11 a.m. meeting, Kozloff delivered a well-worded, heartfelt speech to the mass of students, without any speculation of the facts, and also specifically to quell any rumors.

Beyond all of this class from administration is one man. Jim Hollister, the Director of Media Relations, is responsible for the "message" that comes from the university. Hollister, principally, speaks with the media to answer repetitive questions about past code violations or what class the victims were in. While this would be an extremely difficult time for anyone professionally, it goes deeper than that for Hollister. He is TKE's adviser and he knew the victims personally. So, not only does he have to deal with questions about victims from his university, but he has to talk about people close to him that he's lost.

It takes a true professional to stick through this with the poise that Hollister has exerted. He put on his game face and faced the questions, even when he may have been aching inside. Thank you, Jim, for setting an example for everyone in the media to strive for and everyone else to strive for as a person. Your struggles have not gone unnoticed.

The old adage goes "practice makes perfect." And, like any skill, crisis communication often stays on the bench, awaiting a time when that key clutch player has to spring into action.

Let's just hope the coach doesn't put it in again any time soon.