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Nobody likes surprises, especially when those surprises turn what is supposed to be a positive announcement into a nightmare. It’s even worse when that nightmare could have been avoided, and it’s downright embarrassing when that nightmare turns into a circus for all the world to see.
You’ve seen this scenario play out time and again, though hopefully not at your own institution. A speaker or honorary degree is announced with great enthusiasm, complete with an official news release, social media and media blitz. Excitement typically follows, along with some initial grumbling. It’s quiet for a few days, maybe weeks. Then the real noise starts. Maybe it’s the discovery of questionable Tweet or “like” from five years ago. Maybe it’s a little-known affiliation with an organization. Or maybe it’s a personal belief or position on a social, intellectual, or political issue that isn’t in line with what the institution and community stands for.
Nine times out of 10 this nightmare can be avoided if institutions simply take the time to appropriately vet speaker candidates and potential honorary degree recipients.
“Appropriately vet” isn’t having a student intern look at social media feeds. It isn’t doing a quick review of two pages of Google results. And it sure isn’t blindly assigning value to whomever is the “big name” person of the moment.
Colleges and universities really can’t risk the bad publicity and embarrassment that comes with failing to adequately evaluate publicly-available information – especially when that information is out there for anyone with an Internet connection to find.
That’s why an increasing number of institutions are asking Castle to perform reputational audits prior to extending invitations to commencement speakers, nominating individuals for honorary degrees, and making high profile job offers. Audits like these entail an intensive scan (typically at least seven years’ worth, maybe less/more depending on an individual’s online footprint) of social media accounts, mainstream media presence, personal and professional profiles, and statements and positions on issues of national significance (COVID-19/vaccines, racial/gender equity, social justice, politics, healthcare, voting rights, abortion, etc.). We then evaluate and analyze specific concerns and their potential impact on the institution and key stakeholders, including identifying potential issues/challenges/reputational risks that could result from the university’s affiliation with the individual.
Checking the past before awarding the present is not just prudent, it is absolutely necessary to lessen the possibility of future problems. With the power of the Internet, and in particular social media, reputational audits are one the easiest – and most effective – ways to minimize, or at least mitigate, disruption to what should otherwise be an exciting time on campus.
For more information about The Castle Group and its work to help college and universities prepare for and manage sensitive situations and crisis communications, please contact Philip Hauserman, Castle’s director of crisis communications, at [email protected].
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