The Scoop: Cornell stages largest PR response yet after gang rape allegations

Almost a month after the disturbing news of the mishandling of an alleged gang rape at a Cornell University frat party became national news, the university is mounting its most vigorous response yet.

The university released a multi-pronged strategy that included a lengthy website statement outlining action items, the first major media interview with President Michael Kotlikoff and an email sent directly to high school counselors.

Each piece of this strategy fulfills a different purpose.

The website statement is all about what will change going forward. While it does include empathetic language, including Kotlikoff saying he is “deeply sorry for the harm Jane Doe suffered,” the crux of the message is explaining new rules and procedures. These include shutting down all Greek life parties and social events for the rest of the academic year, specific actions to better support survivors, and changing the culture that allowed this event to take place.

The interview is about humanizing the response and allowing Kotlikoff and Annie Smalling, chair of Cornell’s Board of Trustees, to take some personal accountability for the situation.

“The fact that Jane Doe experienced what she experienced at Cornell is something that I am personally sorry for,” Kotlikoff told the New York Times. “And I think this entire campus is sorry that occurred.”

The Times noted that Smalling’s presence at the interview was an “implicit endorsement of his continued leadership.” However, the Times also found at times that Kotlikoff spoke with “an almost clinical detachment” about the situation. He also admitted that while he was informed of the incident at the time, he was unaware of what (if any) punishment the alleged perpetrators received and did not know Jane Doe had dropped out of school.

Finally, the email to high school counselors was designed to reassure those who guide students toward college decisions. “We know that some of you may have mixed feelings about recommending Cornell to students now or in the future,” it read in part.

Why it matters: The strategy here is sound. Different pieces appealing to different audiences, internal and external, using owned and earned media.

The execution is where things wobble a bit.

First, it’s late. Nearly a month has passed since the story became national news, and Kotlikoff is just now getting in front of the press. Next steps beyond investigations are just being announced. Multiple narratives have already solidified. Breaking those down will be difficult.

Additionally, it seems like Kotlikoff simply isn’t a strong messenger here. That is, perhaps, not surprising: This is a 75-year-old male academic. It’s expected he would speak with some detachment. He said the right things. But the Times makes it clear he spoke them in a way that was more analytic than understanding.

PR won’t solve the Cornell situation — only real change will. But PR will be needed to share that story. This is a first step: imperfect but heading in the right direction.

Kelly Clarkson and Brooklyn toy store get into he-said, she-said over a mechanical bird

Singer and TV host Kelly Clarkson described it as a “Pretty Woman” situation, with Brooklyn toy store/art gallery Art of Play insinuating she couldn’t afford a mechanical bird sculpture.

The store claimed it was not for sale, and she was directed to another item she could purchase.

Clarkson countered with a picture of the sale price of the sculpture.

Now the store is saying Clarkson put them in danger with the social media pile-on that’s ensued.

It’s a long, twisty-turny story with lots of statements from both sides. The mudslinging is continuing.

The PR lesson here is: shhh.

Clarkson fired off an annoyed social media post after a bad customer service experience. We’ve all done it. But it is different when you have her reach and audience. The store tried to defend itself, but Clarkson still felt wronged. Now everyone is going tit-for-tat, and the story is staying in the media cycle far longer than it needed to.

This is an example of how a low-stakes situation can be exacerbated simply by continually feeling the need to explain. Make one statement, get in, get out, then lay low. It’s unfortunate the store is dealing with threats, but keeping your name in the news will only make it worse.

Mark Zuckerberg makes news for drinking a pint of Guinness really weirdly

Meta CEO Mark Zuckerberg is known for acting a little robotically. In an era where PR often involves basic human activities like eating hot wings or sharing a drink, this is a bad thing.

Zuckerberg recently appeared on the “Cheeky Pint” podcast, where guests drink, well, pints. He even brought an authentic keg of Guinness from Ireland for the occasion.

But when it came time to drink it, he seemed baffled by the drink and ready to spit it out. Which, fair enough, Guinness is an acquired taste. But if you’re bringing the keg, you might want to taste the beer first to know what you’re dealing with.

The video, of course, has gone far more viral than the interview itself, cementing Zuckerberg’s image as a bit inhuman. If you’re sending a guest on a podcast with a gimmick, make sure you have them practice the gimmick first.

Trump’s new press secretary off to a mixed start

President Donald Trump announced Friday that Katie Zacharia would serve as his new press secretary. She hit the podium for the first time on Tuesday — a tight turnaround that doesn’t allow for a ton of preparation.

Critics described her first performance as mixed, displaying some nerves and fumbles. But the biggest story came when she was asked where she passed the bar exam, as she claimed, and she explained she passed it in China.

The bar exam is the legal exam administered by individual states that allows attorneys to practice there. While she may have practiced some form of law in China, that’s not the same as passing the bar. Whether or not there was an intent to deceive, journalists will now be on alert that Zacharia may stretch or embellish the truth.

But the audience that matters most to her was just fine with it: Trump told the media, “I thought she was very good.”

Allison Carter is editorial director of PR Daily and Ragan.com. Follow her on LinkedIn.