Lesson in reputation management found in university scandal

As Penn State undergoes a damaging public relations crisis as a result of Jerry Sandusky’s sex abuse scandal, a university closer to home is facing some image problems of its own. The University of Calgary is embroiled in a legal battle pitting students’ freedom of expression against the school’s ability to discipline its students. They also face a protest by students concerned about the lack of study spaces on campus. Further, an article on citizen journalism site OpenFile notes this comes on the heels of a less-than-stellar B- rating in the Globe and Mail’s student satisfaction survey.

The Pridgen v. University of Calgary case demonstrates the potential fallout that can result from attempting to silence student dissatisfaction. The case involves two students who the University found guilty of non-academic misconduct for posting critical messages about one of their professors on Facebook. Last year, the Court of Queen’s Bench found that that the University had violated the rights of two students under the Canadian Charter of Rights and Freedoms by disciplining them for expressing their critique. The University then filed an appeal claiming that the University was not subject to the Charter and, after hearing the lawyers’ arguments on November 9, the appellate justices have reserved their decision.

Although the case has not been decided, it nonetheless places the University in a tenuous position. It has the appearance that the school is unable to accept any criticism of its hiring practices and staff, and is willing to go to great lengths to punish those who dare express dissatisfaction. Obviously the school has some work to do rebuilding their reputation and earning current and prospective students’ trust. One of the first areas where they can begin is by demonstrating a willingness to listen to and address student concerns, and allowing students to air their grievances.