Case Study Analysis

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Putting Lessons Learned to Work: Managing Communications After a Campus

Shooting-­‐ Northern Illinois University Office of Public Affairs, 2008

Case Study Analysis by

Priscilla Dominguez

Syracuse University

February 25, 2013

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Abstract This paper explores the crisis communications strategy implemented by Northern Illinois University when a mass shooting occurred at the university of February 14th, 2008. On that day, former graduate Sociology student, Stephen P. Kazmierszak , made his way into a lecture hall within the university and opened fire on the students before killing himself. As a result, six people were declared dead and nineteen others were injured. Immediately following the shooting, the Office of Public Affairs for the university went into crisis management mode and went on to garner the respect of many colleges and universities as well as winning the Silver Anvil Award in 2009.

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Campaign Defining the Problem The issue at hand was implementing a crisis communications plan and strategy in order to combat the negative stigmas that arise after a campus shooting.

The Northern Illinois University Office of Public Affairs had to work to make sure that that the school was proactive in relaying the news to the public, supporting the students that were directly affected and not directly affected by the students. They had to work to uphold the good name of the university and provide sympathy to the families of the injured students and the students who were killed.

The Campaign Planning Through careful observation, practice, research and consulting with other university peers, Northern Illinois’ University implemented the following objectives: 1. Maintain all publics (especially parents and students) notified as much as possible throughout the entire ordeal 2. Distribute and provide emergency alert information about the shooting to students, faculty and staff 3. Establish a partnership with the news media and treat them as partners-­‐ NIU felt that that the news media possessed the necessary communications tools to reach primary audiences 4. Use the website to provide constant updates to all the audiences involved: (the media, the students and the families of the students) 5. Make the victims and their families their first priority

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6. Maintain their credibility as an institution through maximum timely disclosure 7. Bring back the reputation of the school as being a caring and safe atmosphere The objectives of Northern Illinois University’s followed the guidelines of the crisis communications strategy recommended by professionals. These goals emerged from research, practice and consulting with other university peers.

Northern Illinois University’s objectives were very much sensitive to the need for post-­‐campaign evaluation of effects.

Implementation: Prior to the mass shooting of the February 14, 2008, NIU’s crisis communications plan was put to the test twice. The first crisis they had to manage was a flood that occurred on the day before fall semester was to begin. The flooding required that campus evacuation. The other incident involved a racial threat found in a residence hall and then later published on a website that prompted the school to close for a whole day. In both situations, the crisis communications plan enacted

by NIU Public Affairs was successful and the procedures used were updated.

One particularly interesting point was that upon further review of website traffic following the racial threat being published on the website, was that an additional server had to be added to handle large visitor spikes. As a result six new servers were acquired and dedicated solely to the support of the website-­‐ a move that proved futile during the mass shooting at the school on February 14, 2008 when the traffic to the website were in the millions.

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Immediately after the shooting, the Office of Public Affairs for Northern Illinois University went into crisis management mode in full effect. They executed their crisis communications plan by: 1. They made their website the place to get constant updates and information regarding the shooting and posted everything on a Facebook page.

2. First emergency alerts were sent via email, web, voicemail and hotline less than fifteen minutes after the shooting.

3. NIU’s Office of public Affairs presided over and arranged more than six news conferences. The first one was held at 5:30 p.m. This was less than two and half hours after last shot was fired and at each conference a number of 200-­‐300 reported were present.

4. They participated in meetings of president’s crisis management group every hours 5. The President was positioned as the spokesperson and face of the university.

6. They established a media center in the administration building.

7. Facilitated parking for 25+ satellite trucks by working with building services and campus police 8. Facilitated many individuals interview with university’s officials 9. All news conferences and events after the shooting were streamed live on the internet 10. Created and distributed biographies of the victims

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11. Worked with hospital to maintain names of victims private until they chose to reveal it themselves.

12. They prepared talking points, speeches, letters, all-­‐ campus emails.

They began the motto, “ Forward,” and “ Together forward” 13. Helped plan the memorial service held on the 24th of February 2008.

14. Created a memorial service website.

15. Throughout the year after the tragedy came to pass, the Office of Public Affairs still went on to manage media and messages.

The media played a special part in the campaign because the Office of Public Affairs used them as an ally as opposed to an enemy. They worked with them to distribute the message by allowing them to cover the event and holding news conferences. Although, not all their methods were creative, some like having a memorial website, helping plan the memorial and putting the integrity and privacy of the students and families was so commendable and done without the help of the media. Their actions and methods showed how the heart of the school was the most valuable for the Office of Public Affairs.

Evaluation: As a result of their actions that day of the tragedy, in the days following and up until the year of the tragedy, the school is more unified than ever. Various news media outlets and state government officials praised the university’s handling of the situation and venerate all the work put into damage control. NIU’s Public Affairs staff is in high demand as consultants for other universities that are working to

Running head: PUTTING LESSONS LEARNED to WORK develop crisis plans. No lawsuits have been filed in conjunction with the shooting.

They were awarded the 2009 Silver Anvil Award in Crisis Communications.

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References Putting Lessons Learned to Work: Managing Communications After a Campus

Shooting. (n.d.). Putting Lessons Learned to Work: Managing Communications After a

Campus Shooting. Retrieved February 20, 2013, from

www.prsa.org/SearchResults/download/6BW0911B03/0/Putting_Lessons_Learne