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CASE STUDY
Fanshawe College: ReputationManagement Following the 2012Fleming Drie St! "atri#$%s Da& RiotsStrategi# Communi#ation Management
Kayleigh Klajnscek and Karlee Slattery12/6/2013
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Table of Contents
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Abstract
The prevalence of out of hand partying behaviour in postsecondary students has provided !any
postsecondary institutes "ith issues surrounding safe and responsible drinking and celebrating#
$n increase in the social/party scene !ay be due to the fact that the nu!ber of people enrolling
in postsecondary education has ju!ped significantly in recent years# The neighbourhoods
surrounding !any postsecondary institutes have often beco!e student enclaves for young
people looking to party and !eet people#
The follo"ing is a case study ai!ing to uncover the i!pact a specific incident% the &le!ing
'rive (iots of 2012% had on the reputation of &ansha"e )ollege% through e*a!ination of
co!!unication decisions and tactics# Three different intervie"s "ere conducted "ith individuals
involved in the co!!unication !easures follo"ing the riot# T"o of these individuals held the
role of +resident of the &ansha"e Student ,nion and the third is the -*ecutive 'irector of
(eputation and .rand anage!ent at &ansha"e )ollege# This case study discusses the history
of &ansha"e% student attitudes in regards to socialiing% and the reputation leading up to and
follo"ing the &le!ing 'rive (iot# The overall strategic direction "ill be discussed% delving into
the co!!unication goals and outco!es# The case e*plores ho" &ansha"e "as able to recover
and !itigate the threats associated "ith the riot incident#
PART 1
History of Fanshawe College
&ounded in 16 as the ntario 4ocational )entre% &ansha"e )ollege has beco!e one of
ntario5s largest colleges# The college boasts 1%000 fullti!e students and 26%000 partti!e
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students annually# There are over 10 diplo!a% certificate% and degree progra!s% along "ith
various apprenticeship training courses offered as "ell# &ansha"e )ollege is spread over five
ca!puses# The !ain ca!pus is in 7ondon% ntario% the s!aller ca!puses are nearby in Si!coe%
St# Tho!as% 8oodstock% and Tillsonburg#
The Organization: Vision and Mission tate!ent
$s stated on the college "ebsite% &ansha"e )ollege5s !ission is to 9+rovide path"ays to
success% an e*ceptional learning e*perience% and a global outlook to !eet student and e!ployer
needs#: ;&ansha"e )ollege% )orporate infor!ation% 2013< This is elaborated upon in their
strategic plan as 9co!!itted to personal% social% and econo!ic success through =uality education
and learning for e!ploy!ent# 8e enrich the lives of individuals and !eet the changing needs of
our diverse co!!unities# 8e are innovative and responsive# 8e pro!ote opportunity# 8e are
&ansha"e )ollege#: ;&ansha"e )ollege% $nnual (eport on Strategic +lan% 201300 in the !orning on arch 1Dth% 2012% "hen &ansha"e )o!!unication !anager%
-!ily arccocia contacted Student ,nion +resident 4eronica .arahona# The conversation "as
about "hat "as currently going on over at &le!ing 'rive and ho" the Student ,nion "ere to
respond on behalf of the student body# $ press release "ent out later that Sunday !orning# The
key !essage in the press release "as regarding so!e students being charged for the events that
unfolded the night before# The release fir!ly stated that the &S, does not condone this
behaviour fro! their students# Ct "as "ritten that this incident "ill inevitably look bad for the
school5s reputation% but that the actions of so!e do not reflect the behaviours of the student body
as a "hole#(See Appendix !
$n e!ail "as also sent out to all &ansha"e staff early Sunday !orning# The e!ail clarified that
there "ould be one key spokesperson to talk "ith !edia fro! the &S,> 4eronica .arahona#
4eronica spent the onday% arch 1 th"orking "ith speaking notes and !edia training for the
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endless line of intervie"s she "as to be spokesperson for# +resident of &ansha"e )ollege% 'r#
Bo"ard (undle "as also to be a key spokesperson "hen speaking to the !edia and addressing
the issue fro! a corporate level# Tony &rost shared% 9&ansha"e has i!ple!ented a staged
approach to spokespeople#: 'epending on the issue% a different spokesperson "ill be used#
)ertain =uestions or issues only re=uire a Senior )o!!unication anager# ther issues% like the
riot% re=uire the president# This ensures that the president isn5t being seen in the !edia for every
=uestion or issue that arises% and that a proper spokesperson is assigned to an issue/opportunity#
onday% arch 1th% 2012 "as a day full of !edia intervie"s and a press conference "ith al!ost
all the !ajor !edia outlets in South"est ntario present# 'r# (undle spoke to the !edia in a
press conference# Be addressed ho" the college "ould be handling those students involved% and
that the college "as going to "ork diligently to take back the reputation of the college as an
e*e!plary postsecondary institution#
'uring the press conference% 'r# (undle also spoke of others "ho could be to bla!e for the riot#
8estern ,niversity and Bigh School students also attended the parties# &le!ing 'rive landlords
are also addressed% as !any are not very involved "ith the happenings in the neighbourhood# The
7ondon +olice Service% -S% and &ire beca!e victi!s# Be spoke of ho" the college "ould be
"orking diligently "ith authorities to bring the guilty parties to justice# (See Appendix "!
4eronica .arahona spoke on behalf of the Student ,nion# She "anted to reiterate that the actions
of so!e students do not reflect the &ansha"e study body as a "hole# Bo"ever% the conse=uences
of those students involved "ere not to be taken lightly# She ended her speech by saying that the
&S, "ill "ork "ith co!!unity !e!bers to find a functional solution and to ensure that nothing
like this happens again in the co!!unity#
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Re,"tation Manage!ent
$lthough only a s!all percentage of the people involved in the &le!ing 'rive riots "ere
&ansha"e )ollege students% the student body as a "hole took a hit# The school5s reputation "as
in jeopardy# &ansha"e5s credentials "ere being di!inished because of a very s!all percentage of
the student population5s behaviour# &ro! arch until Iune% students "ere losing out on
internships% coops% and job opportunities si!ply because they had the &ansha"e na!e attached
to the!# $lthough this co!pletely died do"n after the beginning on the fall se!ester% !any
students took an unnecessary hit in the fe" !onths after the riots#
The incident "as a co!!unity issue% but "as highlighted as a &ansha"e proble!# 8hat "ere
really the &le!ing 'rive riots "ere constantly being !issreferred to as the &ansha"e )ollege
riots#
ocial Media
&acebook and T"itter posts "ere instantly posted across cyber space# C!ages and videos of the
)T4 van being flipped and ite!s being pelted at authorities are readily available for public
vie"ing online# These i!ages helped the authorities find guilty participants# $ &le!ing 'rive
'isturbance ost 8anted page "as posted to the 7ondon +olice Service "ebsite using i!ages
found online of possible guilty participants# The i!ages have a s!all description asking the
public to identify the individuals in the i!ages to help in their case# T"eets can also be found
stating different parties clai!ing their guilt to participating? these posts "ere sent out during the
night of arch 1th% 2012#
-oals and Ob(ecti$es
C!!ediately follo"ing the incident% the goals of &ansha"e "ere to deal "ith the students
involved# They also "anted to establish in the !edia !essaging about &ansha"e students being1
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only a s!all percentage of the people involved# Ct "as i!portant for the! to share this !essage
but not to co!pletely dis!iss their o"n student5s actions# They "anted to reinforce the
e*pectations of the college on student conduct# The !ain goal "as to ensure a respectable
reputation "as associated "ith the college and to discipline the students involved# &ansha"e
ai!ed to !ake an e*a!ple of these people5s actions to deter it fro! happening again and to set
the bar higher#
The riot forced &ansha"e )ollege to deal "ith not only their students% but "ith the actions of
those in their co!!unity# The college "ill have to co!!unicate throughout the co!!unity and
beyond through !edia relations tactics# The !edia "ill "rite stories "hether or not the college
gets involved% but being proactive "ith !edia relations and !aking spokespeople available "ill
aid in co!!unicating the !essages that "ill contribute to the goals of &ansha"e# These !edia
tactics are a part of the crisis control# The goal co!ing out of this crisis is to !aintain or i!prove
the reputation of the college#
Fanshawe t"dent #nion
The ulti!ate goal for the &S, "as to keep doing "hat they had been doing in the past to
broadcast the successes of their grads throughout the co!!unity# The &S, sa" that this "as a
co!!unity issue% and they didn5t feel the need to directly apologie% as it "as really out of their
hands# They spoke on behalf of the student population and advocated for the nu!bers of students
"ho "ere not involved# The &S, did not "ant the higher percentage of e*e!plary students to be
affected and painted "ith the sa!e brush as the fe" "ho "ere# $s previously stated% so!e
students lost out on different professional opportunities directly follo"ing the riots# The &S,
kne" this "as not right or fair#
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$fter the riot% the &S, stepped up to protect the student5s rights# any students "ere not on
&le!ing 'rive "hile this incident unfolded# The &S, "as concerned about ho" the punish!ents
for students "ould affect these students fro! graduating college# 98e "anted to !ake sure
students could still earn their diplo!as#: said .arahona# 9&or !any students it "as si!ply a case
of "rong place% "rong ti!e#: &S, felt the need to protect students that "ere clearly not a threat
on ca!pus in order to keep the! on the path to graduating fro! &ansha"e# The &S, ensured
!atters "ere handled case by case to "ork to"ards a solution for students present for the riot#
+ast +resident of the &S,% ack 'odge% "ho took office after 4eronica .arahona% didn5t "ant to
co!e off too fake or like they "ere trying too hard to rebuild their i!age# The !ain goal "as to
ensure that nothing happened again% to any e*tent% "ith their students in the ne*t year and
beyond# The school "ould not have been able to bounce back fro! another hit% no !atter ho"
big or s!all# The ne*t year "as very =uiet# Transparency "as the key ingredient to rebuilding the
school5s i!age# 9+resenting ourselves too strongly in the co!!unity "ould have co!e off as
fake and not genuine%: e*plained 'odge# 98e "anted to continue to e!brace day to day
successes of our students and do "hat "e "ere already doing in the co!!unity#: 8hile student
co!!unity outreach groups "ere for!ed% they "ere outside of the &S,#
The &S, took the initiative to build stronger co!!unication "ith various co!!unity outlets# .y
increasing the co!!unication efforts "ith +roject 7-$(H% the &S, infor!ed students of
various byla"s in order to infor! the! of different !unicipal la"s they are re=uired to follo"#
They also spoke up to )ity )ouncil and advocated against setting byla"s that "ere targeting
student groups# The &S, reached out to the landlords in the &le!ing 'rive area and developed a
basis of co!!unication "ith this audience#
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Students and co!!unity !e!bers alike "ere asha!ed of the guilty parties5 behaviour# any
students felt betrayed by the incidents that unfolded that night# Student groups "ere for!ed and
organied various co!!unity outreach events% this "as beyond the &S,# Students "ere very
reactive to the situation and "anted to sho" a different side# Bo"ever% these good ne"s stories
are rarely picked up by the popular !edia# $ year after the event% before St# +atrick5s 'ay 2013%
the !edia contacted ack 'odge# Hothing had happened throughout the year that the !edia
dee!ed ne"s"orthy and St# +atrick5s 'ay 2013 ca!e and passed =uietly#
The !ajor resource that proved to "ork on behalf of the &S, "ere the fullti!e staff !e!bers#
The staff is recognied as national trendsetters "ith different initiatives% such as +roject 7-$(H#
The group boasts strong internal cohesion and the ability to "ork together as a tea! to
acco!plish their strategic goals# The )ollege Student $lliance "orked "ith the &S, to provide
!edia training to teach the group ho" to handle the !edia% ans"er their =uestions and !aintain a
professional relationship "ith the audience# This proved successful as the tea! "as approached
several ti!es by the !edia% even a year after the event#
Fanshawe Ad!inistration
The goals of &ansha"e )ollege follo"ing the &le!ing 'rive (iots "ere to help people
understand "hat "as going on in an authentic% transparent !anner# They "anted to ensure the
reputation "as !aintained and that they "ere ahead of any other issues that could have co!e up#
ne !ore issue could have set back the institution a great deal in regards to ho" the public
perceives &ansha"e )ollege#
The co!!unication efforts involved the +resident5s ffice as "ell as the )o!!unication and
arketing 'epart!ent at &ansha"e# The &S, "orked alongside these offices "hich helped in
considering e*tra opinions# &ro! the onset% +resident of &ansh"e )ollege% 'r# Bo"ard (undle
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ca!e in strong and held people accountable for their actions# 9Be didn5t apologie for anyone%:
says Tony &rost% -*ecutive 'irector of (eputation and .rand anage!ent# The institution
"anted to ensure that their actions "eren5t too obviously reactive% "hile still saving face#
9&ansha"e )ollege "as forced into an i!!ediate reaction%: says &rost of the college5s actions#
The i!!ediate reaction involved 'r# (undle5s strong !essaging about the actions of the school
in regards to student suspensions in a +ress )onference# 'r# (undle said% 9.eginning today% "e
are taking back the reputation of an e*ceptional college# 8e "ill not have students "ho behave
in this "ay# Cf they do% they "ill be re!oved#E (See Appendix "!
The conference and the press releases fro! the Student ,nion and the college ad!inistration
"ere the e*tents of the i!!ediate reaction# &ro! here% &ansha"e began taking proactive
!easures to recover their reputation# 9-verything "e do is reputation defining%: says &rost of
ho" the college is perceived#
&ansha"e ad!inistration put together a "orking group# This group "as na!ed Students in the
)o!!unity 8orking Aroup and "as !ade up of the 7ondon +olice Service% &S,% &ansha"e
)ollege $d!inistration% the )o!!unication and arketing 'epart!ent% &ansha"e )ollege
Security% offca!pus housing% and the college5s &acilities anage!ent# Together% these uni=ue
stakeholders "orked to find "ays to reinforce the &ansha"e brand and !itigate proble!s that
have arisen in the past#
The 8orking Aroup also provided a !ore dyna!ic perspective on the +roject 7-$(H initiative#
ne of the tactics included having garbage bins put in the &le!ing 'rive area at ti!es like
Septe!ber and $pril "hen !ost !ovein/out of the houses# $lso% they "orked "ith the )ity and
pay for e*tra garbage re!oval at specific ti!es of year to keep the area clean and avoid issues#
The "orking group ca!e up "ith the tactic of increased policing and !onitoring of the area
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during popular celebration ti!es including &rosh 8eek% the end of school year% Ballo"een% and
St# +atrick5s 'ay#
The Media
The !edia "as the !ain culprit in putting the reputation of &ansha"e )ollege on the line# &ront
and center% the riots "ere being headlined as theFanshawe #ollege riots not theFleming $rive
riots# $lthough the neighbourhood is adjacent to the college% of the initial 11 arrests only seven
"ere confir!ed to be &ansha"e students# &urther along in the investigation it "as found that an
even s!aller percentage of the people "ho "ere at riots "ere actually &ansha"e students#
&S, !e!bers and the &ansha"e )o!!unications depart!ent "ere ada!ant to distance
the!selves fro! the headline# 9There "as a lot of association "ith the college and the riots and
"e "anted to !ake sure that the !edia "as respecting that they "ere not &ansha"e )ollege
riots% but a nearby offca!pus incident%: said .arahona# any stories do not headline the story
as a &ansha"e incident% but &ansha"e )ollege is !entioned in !ost articles# The !edia
sensationalied the story to create a &ansha"e issue fro! "hat "as really a co!!unity housing
proble! close to the ca!pus#
The story not only broke locally and nationally% it gained international headlines# This ne"s put
&ansha"e )ollege on the !ap in a negative light# 9Aood ne"s stories never pick up the press as
a negative story%: e*plained &rost# 9+eople are carnivores "hen it co!es to ne"s# Ho one "ill
read that positive story# Ho paper "ill pick that up#:
edia "as in contact "ith the college right before St +atrick5s 'ay 2013% looking for a story#
9The area "as very =uiet after the incident%: e*plained 'odge# 8ith nothing to report on% the
college kne" that this "as a oneti!e headline and the story5s legacy had died#
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O"tco!es
$fter the &le!ing 'rive riot% &ansha"e "as better e=uipped to deal "ith the partyculture
surrounding postsecondary institutes# &ansha"e took their current initiatives and honed the! to
better fit their needs# .y involving various stakeholders in the +roject 7-$(H initiative% !ore
solutions "ere found and put in place# +rocesses that had been in place before% such as faceto
face outreach in the &le!ing area% "ere repeated before popular celebration days#
The !ain outco!e fro! this incident "as a focus on proactive reputation and brand building# Ct
"as clear after"ards that reactive !easures are !uch less effective "hen convincing or
co!!unicating to stakeholders# Taking proactive !easures to build up the reputation "as
e*plained by Tony &rost as% 9putting !oney in the bank to take out later if "e need to#: .y
putting positive !essages out and building up a good i!age% the riot incident isn5t the first thing
to co!e to !ind "hen one hears the na!e &ansha"e )ollege#
$ great concern "as that this issue could beco!e a legacy associated "ith the college# Student
enclaves and other potential issues are inevitable# There are so!e things that occur naturally in
society that cannot be avoided# 8hat !atters is ho" an organiation "orks around it# any
students "ere asha!ed of "hat had gone on% on &le!ing 'rive that night# The e!barrass!ent on
behalf of !any &ansha"e students !ade it clear to ack 'odge that so!ething of this nature and
level "ould not happen again# The college and the &S, didn5t take the bla!e for the incident% as
it "as a co!!unity housing proble!# They did ho"ever ackno"ledge the event and infor! the
public on the suspensions of those involved#
Since going through this incident% the &ansha"e co!!unications tea! has had ti!e to reflect
and evaluate "hat the best practices are# The !ain one% as !entioned before% is a focus on pro
active co!!unication !easures# Tony &rost referred to this incident as a tsuna!i% and stressed
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the i!portance of 9being ahead of the tsuna!i#: 8hen reacting% you shouldn5t be too e*tre!e or
defensive# Lou !ust tread lightly to help the! co!e to your position "hile re!aining open%
clear% authentic and consistent# bjectivity is e*tre!ely i!portant in co!!unicating due to the
fact that !any ne"s !edia outlets no longer "rite objectively and focus on sensationaliing
stories#
$nother best practice is to "ork "ith partners# Cn order to have an effect% you !ust be a"are of
the different stakeholder5s needs# 8orking "ith these stakeholders gives insight into "hat is
i!portant to the! and allo"s future issues to be predicted# The spokesperson !ust be a"are of
the ins and outs of the situation and !ust be briefed before speaking "ith anyone# They !ust be
believable# The public "ants to be in the kno"% so a spokesperson should clearly and consistently
share !essages#
&ansha"e )ollege and the neighbouring co!!unity have been very =uiet since the St# +atrick5s
'ay incident in 2012# The only stories in the !edia regarding the &le!ing 'rive riots are those
charges being laid#
&ansha"e )ollege has seen an increase in the nu!ber of students "ho apply and accept to attend
the institution#
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A,,endi.
1/ Dr. Howard und!e: Press Conference "#eec$
arch 1% 2012
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+/ %"& Media e!ease
arch 1% 2012
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0/ 'ondon Cit( B(!aws
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2D
'oise (&)law"*)12 + Consoli,ate, -ul& 2./ 2011This &)law is printe, un,er an, & authorit&o the Coun#il o the Cit& o on,on/ 3ntario/ Cana,aDis#laimer:
The ollowing #onsoli,ation is an ele#troni# repro,u#tion ma,e aailale or inormation onl&! 4t is not an oi#ialersion o the (&)law! The ormat ma& e ,ierent/ an, plans/ pi#tures/ other graphi#s or te5t ma& e missing oraltere,! The Cit& o on,on ,oes not warrant the a##ura#& o this ele#troni# ersion! This #onsoli,ation #annot e,istriute, or use, or #ommer#ial purposes! 4t ma& e use, or other purposes onl& i &ou repeat this ,is#laimeran, the noti#e o #op&right!
Copies o 3i#ial ersions o all (&)laws #an e otaine, rom the Cit& Cler$%s Department & #alling .16)771)8.0.!
For &)law relate, 4n9uiries please #onta#t .16)60).10!
For &)law relate, Complaints please #onta#t Muni#ipal aw Enor#ement 3i#ers at .16)771)8770 orenor#ement;lon,on!#a
Cop&right 2001
3FF4CE C3'S34DAT43'4'CUD4'< AME'DME'T "*)12)11001 =-ul& 2./ 2011>(ill 'o! 21? 2006
(&)law 'o! "*)12
A &)law to proi,e or the Regulation an, "rohiition o 'oise!
*@EREAS se#tion 6 o the Muni#ipal A#t/ 2001/ S!3! 2001/ #! 2./ as amen,e,/ proi,esthat a muni#ipalit& has the #apa#it&/ rights/ powers an, priileges o a natural person or thepurpose o e5er#ising its authorit& un,er this or an& other A#t
A'D *@EREAS suse#tion 10=1> o the Muni#ipal A#t/ 2001 proi,es that a muni#ipalit&
ma& proi,e an& seri#e or thing that the muni#ipalit& #onsi,ers ne#essar& or ,esirale orthe puli#
A'D *@EREAS suse#tion 10=2> o the Muni#ipal A#t/ 2001 proi,es that a muni#ipalit&ma& pass &)laws respe#ting: in paragraph ./ E#onomi#/ so#ial an, enironmental well)eing o the muni#ipalit& in paragraph 7/ @ealth/ saet& an, well)eing o persons inparagraph ?/ Seri#es an, things that the muni#ipalit& is authoriBe, to proi,e un,ersuse#tion =1> in paragraph / "rote#tion o persons an, propert& in paragraph 6/ Animalsin paragraph 6/ Stru#tures in#lu,ing en#es an, signs
A'D *@EREAS se#tion 126 o the Muni#ipal A#t/ 2001 proi,es that/ without limitingse#tions 6 an, 10 o the A#t/ a muni#ipalit& ma&: =a> prohiit an, regulate with respe#t tonoise/ iration/ o,our/ ,ust an, out,oor illumination/ in#lu,ing in,oor lighting that #an eseen out,oors an, => prohiit the matters ,es#rie, in #lause =a> unless a permit is
otaine, rom the muni#ipalit& or those matters an, ma& impose #on,itions or otaining/
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References$nderson% # ;10 Septe!eber 2012//"""#london#ca/cityhall/by
la"s/'ocu!ents/noise+812#pdf
'anise"ski% B# ;2 Ianuary 2013//"""#lfpress#co!/2013/01/2/fansha"ecollege
presidentho"ardrundleretiring
'evlin% +# ;2013,eter - $evlin) ,resident at Fanshawe #ollegefro!http>//"""#linkedin#co!/profile/vie"NidO0036@PauthTypeOH$-MS-$()BPauthTokenOR6$PlocaleOenM,SPsrchidO1@@2@2213D@D1021Psrchinde*O6PsrchtotalO@PtrkOvsrpMpeopleMresMna!ePtrkCnfoO4S(+searchCdF3$1@@2@2213D@D1021F2)4S(+targetCdF3$0036@F2)4S(+c!ptF3$pri!ary
'odge% # ;personal co!!unication% 2 Hove!ber 2013//"""#"indsorstar#co!/7ondon!ayorsaysthoseinvolved+attyriotshouldtu
rnthe!selves/632@3/story#ht!l
Kessler% S# ;31 ay 2011