Media Musings: A public relations nightmare at UT
There was a time when John D. Rockefeller was the most hated man in America. What boiled up into a rancorous series of attacks on our first billionaire was the slaying of miners’ families in Ludlow, Colo., known today as “Bloody Ludlow.”
Rockefeller owned the mines, the town, and much of the state’s power structure. When the miners held their strike, soldiers appeared and then, apparently out of control, raked the camp of tents with machine guns, killing women and children.
That tragedy moved John D. Rockefeller, Jr. to action. The family hired Ivy Lee, a former newsman, to handle the new profession called public relations. One could argue that Ludlow moved the Rockefeller family into becoming the greatest philanthropists in history.
Lee argued he did not lie about the family. Rather, he said, he convinced them to become public about the millions they gave away without any public statements. Well, that’s perhaps not the whole truth, but Lee was successful and when old John D. died, at 93, the newsreels of the day portrayed him as a kind, generous man who loved golf.
Which brings us to the University of Tennessee and its current image.
There have been news reports recently of the efforts under way at UT to restore its image within the state as the “flagship” university after two failed appointments to its presidency. Insiders report that morale is very low but faculty continue to put on a public persona – when asked about the state of the university – that all is well.
There’s no doubt UT has been hurt with the revelations about the abuse of power by the last president and questionable expenditures revealed and still under review by the legislature.
It is a public relations nightmare because the deepest damage has been to the public image that UT was not only run efficiently, but with integrity. Once that bond of trust begins to fray, even the most loyal alum will begin to hold doubts. UT’s Web site says the university received $79 million in private support last year. To keep such a large stream of money flowing, in these difficult times, requires a sterling reputation and image which is now stained. That’s the primary reason why the Tennessee Board of Regents moved immediately to review the expenditures of all of its top leadership.
There is also an undercurrent in the legislature which state Sen. Steve Cohen made public, charging UT is an institution marked by arrogance and elitism. That will be even more difficult to dispel.
All of post-secondary education in the state needs increased financial support to better serve all Tennesseans. UT’s faculty does strive to conduct quality research, teaching, and public service every day. UT should tell that story and the image will repair itself.
But this will be a difficult year in Knoxville and while many believe UT’s outstanding athletic program will turn attention away from the front pages, that is more hope than reality. UT must search for a way to touch not only is obvious publics, but to touch the lives of ordinary citizens.
That, frankly, is a very good idea for all of post-secondary education. If all of post-secondary education joined with UT in telling the stories of achievement and service to new publics, it would connect with the largest lobbying group in Tennessee – its people. One could argue that such a disconnect does exist today and could mean that the crisis could become an opportunity to reach out in new and old ways to those who know us not, except from news reports.
Ed Kimbrell is a professor in MTSU’s School of Journalism.