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QUICK TIPS FOR "KEEPING COOL"
Just ask Mike Nifong, the now former District Attorney for Durham, NC. Or 88 members of the Duke University faculty. Or the president of Duke University. This news story was so sensational -- with overtones of racism and sexism and class distinctions -- that it made the news nationwide. It revolved around the alleged gang rape of an African-American exotic dancer at a spring break house party by three white members of the Duke lacrosse team. The effect on the lives of many people has been intense, and I'm quite sure we haven't heard the last of it. Those in the legal profession will be talking about a lot of lessons learned in this case. I want to concentrate on lessons learned in crisis communications.
Remember That Things Are Not Always as They First Appear
Someone claims loudly that something bad has happened, usually alleging that (s)he has been injured physically, emotionally, or financially. That person manages to gain your sympathy. However your first responsibility, while listening closely to the person's claims, is to find out the TRUTH about what happened. In Mr. Nifong's case, he became outraged at what he was told by others. But he didn't personally interview the alleged victim to try to determine if she was a credible witness until some eight months after charges were filed. He didn't even read the police reports! You must be SURE of your facts before you make public statements either in support or in criticism of another person.
When an organization's employees are accused of having done something immoral or illegal, some executives immediately defend their people. If it does turn out that the employees are guilty, the company looks foolish, uninformed, or even possibly complicit in the wrongdoing. On the other hand, if the organization believes the allegations before they are proven, they might take some action that later proves unjustified. Then they look bad too, and can open themselves up to serious lawsuits.
The only correct approach, until the facts are verified, is to say, "We are thoroughly investigating this matter; we are fully cooperating with the authorities whose responsibility it is to determine the truth. When we know what has happened, we will take the appropriate action." Many organizations put the accused on administrative leave, with pay, while the investigation takes place.
Don't Let Your Emotions Get the Best of You
The initial accusations came at a critical time for Mr. Nifong. Having been appointed by NC's governor to fill an unexpired term, he was gearing up for what he thought was going to be a hotly contested race for DA. With this case, it appears he saw an opportunity to appeal to a large number of African-American voters as he leapt to take the side of the poor, black woman who claimed she had been assaulted by the privileged young white men of Duke University. In an oft-quoted speech, Mr. Nifong called the three students "hooligans" and promised they were not going to get away with it while he was DA. Legal experts cited several things he said in this vein as prejudicial pre-trial comments. We can also call it spreading unfounded allegations.
Mr. Nifong was not the only one who got caught up in the heat of the moment. The president of the university, feeling pressured to "do something," fired the lacrosse team coach and cancelled the lacrosse season -- a serious step for a team that has been a consistent contender for the national title. And 88 faculty members wrote a letter as an ad in the student newspaper that indicated they assumed the boys were guilty.
Recognize the Consequences of Your Actions and Statements
This case has had a profound effect on the lives of many people. The three young men were eventually found innocent when it became apparent that the exotic dancer was not at all credible. But for 15 months they had been branded as rapists, with all the shame that goes with that for themselves and their families. The two who were underclassmen were asked to leave Duke University. The one who had graduated had a job offer rescinded. Town/university relations worsened as protests and counter-protests occurred on and around the campus after what appeared to be a racially-motivated attack. The faculty members who signed the letter were criticized for rushing to judgment.
Mr. Nifong was brought to account for his mishandling of the case, the false statements he had made to the court, and for refusing to turn over DNA evidence that was favorable to the defendants. A NC State Bar Disciplinary Committee held a hearing and decided that his license to practice law should be revoked, which meant he also lost his job. He has been thoroughly disgraced.
In addition, the shame that his actions brought to his office has spread to other prosecutors. Our language now has a new verb. To be "Nifonged" means to have a prosecutor or District Attorney run roughshod over the law in their fervor to convict someone whom they believe is guilty.
A lot of money will change hands as well. Duke University reached a settlement with the three young men for an undisclosed amount (an agreement that provided a shield for the faculty members who signed the letter.) A lawsuit brought against Duke by the fired lacrosse coach has also been settled. There may be several more lawsuits brought personally against Mr. Nifong
Go Back and Read the First Sub-Head
When something happens in your organization and it appears that one or more of your employees is guilty of wrongdoing, be very careful what you do and what you say. Jumping rope may be good exercise for your heart. Jumping to conclusions -- and especially being public about it before you verify the facts -- can be dangerous to your personal health as well as to that of your organization.A monthly e-zine on crisis management brought to you by Judy Hoffman QUOTE OF THE MONTH: Jumping to Conclusions is a Dangerous Exercise Special Offer: If you are looking for a speaker on a topic related to crisis communications, especially dealing with the media or handling angry people, please give me a call at 1-800-848-3907 PIN 2145. My fees are reasonable as long as your organization pays travel costs. And if I am already scheduled to be in your area, you won't even have to pay those! Upcoming speaking engagements include: September 11 - 19 -- South central Pennsylvania October 2-4 -- Westchester County, New York November 9 - 11 -- Reno, Nevada 'Til next month...KEEP COOL! Copyright (C) 2007 JCH Enterprises Click here to view other e-zines by Judy Hoffman. |
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