Filing 259

Additional Attachments to Main Document. Re #254 RESPONSE, (Attachments: #1 Exhibit, #2 Exhibit, #3 Exhibit, #4 Exhibit, #5 Exhibit, #6 Exhibit)(EKSTRAND, ROBERT)

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Plaintiffs' Top 5 College PR Crises EXHIBIT No.4 Contact O'Dwyer's: 271 Madison Ave., #600, New York, NY 10016; Tel: 212/679-2471 or Toll Free: 866/395-7710 Find The Right PR Firm | PR Firm Rankings | PR RFPs | PR Svcs. & Prods. To Help You | PR Jobs | PR Blog | O'Dwyer Publications | Advertise Search Sign In | Subscribe | Free E-mail Newsletter Go O'Dwyer's Blog: Covering PR, public affairs, marketing and the world of communications. Tuesday, November 15. 2011 Top 5 College PR Crises The last few years have seen a handful of PR case studies emerge as institutions of higher education were embroiled in scandal, tragedy and general bad behavior. 1. Virginia Tech Massacre - In 2007 a mentally disturbed studentgunman opened fire on the Blacksburg, Va., campus of Virginia Polytechnic Institute leaving 32 dead, including 25 students. The school was lambasted for its failure to react swiftly and communicate the danger as the ordeal unfolded, including a two-hour meeting of school officials while the killer remained at large. Response: Burson-Marsteller was hired to help with the crisis, which later spawned implementation of campus-wide alert systems throughout the country's institutions of higher learning. 2. Penn State Sex Crisis Allegations of sexual contact between a former Penn State football coach and young children rocked the campus this month leading to the ouster of longtime football coach Joe Patero and university president Graham Spanier. Response: While Paterno has used PR counsel and the crisis is still playing out, but Penn State is now relying Page 1 of 6 Top 5 College PR Crises 12/28/11 11:37 PM y g y g on Ketchum for outside PR advice. Student outrage (and rioting) over the media treatment of the school and Paterno was a national joke, but the emergence of US Steel CEO John Surma as the school's crisis voice has drawn accolades. 3. Duke University Lacrosse Scandal - The North Carolina campus suffered a reputation blow in 2006 when members of its lacrosse team were accused of raping a woman they hired as a stripper for a party. Although the case eventually fell apart and the athletes were cleared, the contrast of the alleged victim and many media outlets' portrayal of Duke athletes as priviledged youth hurt the institutions image as the incident became, in the words of O'Dwyer columnist Richard Nicolazzo, a "Molotov cocktail of race, class, alcohol, sports, elitism and town-gown relations." Response: Burson-Marsteller helped officials handle the crush of media requests during the scandal and Duke later hired Edelman for reputation work. 4. Ohio State University Tattoo-Gate - The midwest football powerhouse was hobbled amid a memorabilia-for-cash scandal in mid2011 involving a local tattoo parlor which led to the suspension and later toppling of its revered head coach Jim Tressel. Find The Right PR Firm Search: - PR Firms Listed Alphabetically - PR Firms By Location - PR Firms By Specialty O'Dwyer's is the #1 source on the web for researching outside PR counsel. Add your firm to our online database and let O’Dwyer’s help you to expand your PR firm locally, nationally and globally. Fill out online form. Order PR's #1 Directory! Response: The school chalked up an $800K crisis response bill, including nearly $300K with Kekst and Company for PR counsel. 5. Rutgers University and Don Imus - The New Jersey institution's women's basketball team was on a dominating run led by coach C. Vivian Stringer in 2007 when Don Imus called the squad "nappy-headed hos," a remark which led to his firing after a ham-handed attempt to explain the inexcusable quip. Response: While Imus has been exiled from mainstream radio, Stringer and Rutgers handled the situation with PR aplomb, showing grace and dignity in a situation where the coach and students had every reason to be angry. As the NY Daily News noted: "The defining image was of the Rutgers team at a press conference, exuding everything Stringer had tried to instill. The 'respect' message couldn't have come across more clearly if Aretha Franklin had dropped in to sing." O'Dwyer's PR Magazine Posted by Greg Hazley in higher education at 11:02 | Comments (0) | Trackbacks (0) Trackbacks Trackback specific URI for this entry No Trackbacks Comments Display comments as (Linear | Threaded) No comments Add Comment Name Dec. '11 Entertainment & Sports PR Magazine O'Dwyer's magazine, now in its 25th year, is the #1 publication for PR and marketing i ti S i Page 2 of 6 Top 5 College PR Crises 12/28/11 11:37 PM communications pros....Subscribe today Email Each month, a different area of PR is examined. If you'd like to submit a profile of your firm, contact editor or you can use our online form. Homepage In reply to Comment [ Top level ] Enclosing asterisks marks text as bold (*word*), underscore are made via _word_. Standard emoticons like :-) and ;-) are converted to images. E-Mail addresses will not be displayed and will only be used for E-Mail notifications. 2011-12 Editorial Calendar: January, PR Buyer's Guide/Crisis Comms. February, Environmental PR & Public Affairs March, Food & Beverage PR April, Broadcast Media Services & Social Media PR May, PR Firm Rankings June, Multicultural/Diversity PR July, Travel & Tourism PR August, Prof. Svcs. PR & Financial/Investor Rels. September, Beauty & Fashion PR October, Healthcare & Medical PR November: Technology PR December: Sports & Entertainment PR To prevent automated Bots from commentspamming, please enter the string you see in the image below in the appropriate input box. Your comment will only be submitted if the strings match. Please ensure that your browser supports and accepts cookies, or your comment cannot be verified correctly. Enter the string from the spam-prevention image above: Remember Information? Subscribe to this entry Submitted comments will be subject to moderation before being displayed. Submit Comment Preview PR Firm Rankings Top PR Firms - 2011 Rankings: 1. Edelman, NY - $521,969,675 2. APCO Worldwide, D.C. - $113,400,000 3. Waggener Edstrom, Wash. - $111,910,000 4. Ruder Finn, NY - $97,059,000 5. Text 100, San Fran. - $46,700,000 6. WCG, San Fran. - $37,008,000 7. MWW Group, NJ - $34,798,000 8. Qorvis Communications, DC - $29,713,320 9. ICR, CT - $26,514,0009. 10. Schwartz Comms., Mass. - $25,210,803 Ranking of 151 Top PR Firms and Agencies Submit your firm to be ranked by O'Dwyer's Top PR Firms By Specialty: - Agriculture - Beauty & Fashion - Healthcare - Home Furnishings Page 3 of 6 Top 5 College PR Crises 12/28/11 11:37 PM - y Entertainment Environmental/PA Financial PR/IR Food & Beverage - Ho e u s gs Professional Svcs. Sports/Leisure Technology/Industrial Travel Top PR Firms By Location: - Atlanta - New York - Chicago - Pennsylvania - Connecticut - San Francisco - Florida - Silicon Valley - Los Angeles - Southeast - Massachusetts - Texas - Midwest Cities - Western Cities - Minneapolis/St. Paul - Washington, D.C. - New Jersey PR Services & Products Shop in 60 categories: - Broadcast Monitoring - Radio - Crisis Management - Research - Editorial Distribution - Satellite Media Tours - Electronic - Search Engine Newsfeeds/Satellite Optimization Services - Social Media - Executive Search - Speakers Service - Interactive/Multimedia - TV Production Services - Video Production & Media Training Editi Page 4 of 6 Top 5 College PR Crises 12/28/11 11:37 PM Media Training - Newswires - Press Release Distribution - Public Service Announcements Editing - Webcasting - Website Development See all PR service companies... Add your firm to O'Dwyer's PR services & products database Twitter Timeline O'Dwyer's Daily: Texas Seeks PR for $3B Cancer Push; - [link] 7 hours ago Healthcare communications trends for 2012 (@spectorpr): days ago What brands can learn from Coco Chanel (@ChristiannaG): [link] 6 days ago Original branded content gives best ad value, says study (@Spark_PR): [link] 6 days ago Predicting the top 10 writing revisions for 2012 (@airfoilpr): [link] 1 week ago Who's talking truth to the boss? How's it working? (@awpagesociety): [link] 1 week ago O'Dwyer's Daily: FM Bags $400K Myrtle Beach Pact; American Air Account Leader for WS Moves to H+K; Pla - [link] 1 week ago Follow me Quicksearch > Calendar Sun Mon December '11 Tue Wed Thu Fri 1 2 Sat 3 Page 5 of 6 Top 5 College PR Crises 12/28/11 11:37 PM 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Archives December 2011 November 2011 October 2011 Recent... Older... NEED HELP? 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