The Poisoning of an Icon: A Public Relations Challenge for Rival Universities by Susan E. Waters, Auburn University
After reviewing case study, critically think about how concepts apply to actual crisis.
In 2011, tensions between the University of Alabama and Auburn University flared after a UA fan poisoned (and ultimately killed) Auburn’s iconic oak trees on Toomer’s Corner. The University of Alabama spent much time and energy distancing themselves from the fan, pointing out he was not a student or UA alum and was not affiliated with the university. Knowing that the felony action was the result of an intense rivalry, UA could have used this as an opportunity to lessen the tensions between fandoms.
For this CBR, read the crisis explanation from Waters (2012). After reading about the Auburn crisis, thinking about the crisis from the UA perspective, Could UA have approached this from a discourse of renewal strategy? How so or why not? Use the elements of renewal to explain.
