In a world of instant communications and 24/7 news cycles, most organizations protect their image by maintaining a crisis communications manual that is continuously updated and reviewed. Why? Because every PR crisis is an opportunity to place your organization on the right side of the issue in question.
In the case of the Chicago Blackhawks Jersey, it appears their crisis communications manual needs updating.
As soon as word got out that franchise star Patrick Kane had been accused of sexual assault, the crisis manual should have suggested an immediate assessment of all the facts; designation of a representative to speak for the team; and development of a message enlarging the issue's context and repositioning the organization.
By most accounts in the media, the Hawks fumbled the play.
The Hawks are this city's most vibrant sports organization, the premier hockey franchise in North America and fine community citizens—a marketing dream for any communications professional. I wish the Hawks had gotten out front of this before training camp.
The much-criticized news conference of last week, with Kane's awkwardly worded statement and refusal to answer questions, was well-intentioned but bungled.
The crisis manual tells you that targets of legal investigations should never address the media. If necessary, they read a statement but then exit the room. Reporters and lawyers understand and expect this routine.
News conferences with messages about this great hockey franchise, its record of great success, the exciting upcoming season, the new team chemistry, etc., should be left to another time and location. You never mix messages.
MORE QUESTIONS
Now the Blackhawks need to explain why Kane is practicing with the team. They need to clarify that this is based on weighing concern about sexual assault against a basic tenet of American justice: the presumption of innocence until proven guilty.
Some columnists argue that this no longer applies after the NFL's mishandling of the Ray Rice incident, but the situation is not the same. Ray Rice lost the presumption of innocence when videotape surfaced documenting the violence he unleashed against his then-fiancee. The NFL lost credibility when it failed to disclose that damning evidence.
Just as the public shouldn't rush to assume Kane is guilty, the Hawks shouldn't rush to assume he's not guilty. Duncan Keith Jersey.
Now they are stuck waiting for the grand jury decision. If Kane is charged, the Hawks need to act quickly, suspend him from the team and release a statement saying they understand the seriousness of the charges and strongly continue to demonstrate compassion for assault victims. If no charges are filed, the team should release a short statement with no victory dance, again showing understanding and compassion to assault victims.
It's not too late for the Blackhawks to position themselves on the right side of this issue. We all know that sexual assault cannot be shrugged off in the world of professional sports, or anywhere else—something the NFL failed to grasp. The Blackhawks can learn from this and move forward to do the right thing. My money is on the Hawks.
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