Developing a solid public relations strategy on the front end could pay huge dividends when negative public opinion goes against your organization and the decisions you make. The challenge is when your brand is damaged; making controversial decisions will most always work against you.

To begin with a football analogy, when you throw a “Hail Mary,” or a long pass in the closing moments of a big game, it’s not because you wanted to, it’s because you had to.

In their attempt to fill a head coaching vacancy in late 2017, the University of Tennessee faced a huge backlash when irate fans used social media to blast a yet-to-be-announced decision naming a new coach.

The purpose of this conversation is not to debate the pros and cons of this individual or the issues that prompted the controversy. Rather, we want to examine the way in which the process unfolded and highlight a few lessons we can all learn.

Lots of little issues can turn into lots of big issues

If you have followed college football at all it’s no secret things have not been going well for Tennessee’s football program for many years. A series of coaching changes, a steady decline in season wins, lawsuits related to sexual harassment, combined with changes in university leadership and a handful of other minor issues, have placed a former national championship program in dire straits. The school finds itself a long way from the goal line with little time remaining and lots of angry fans expecting a big score. In short, the Tennessee football brand is damaged.

Maybe you don’t follow college sports so let’s convert this dilemma to the business world.

You have spent decades and hundreds of millions of dollars to produce a great product. Your revenue streams are solid, you’ve built a devoted and loyal customer base that has grown accustomed not only to a quality product, but also a superb product. Ten years and three CEO’s later, you have a product line that has gone from mediocre to poor. Those once loyal customers desperately want you to succeed but their patience is wearing thin.

When Your Brand Is Damaged, Controversial Decisions Should Be Avoided

Fans and alumni of the Tennessee football program had lost patience in the school’s leadership because the last three coaches (CEO’s) seemed incapable of leading them to back to a top ten ranking. Think about Chrysler before Lee Iacocca arrived.

When you know things haven’t gone well, admit your brand and reputation have taken major hits. Customers and fans want to know you recognize your failings and that you intend to turn things around. This being the case, making controversial decisions or hires is not a good idea.

Devise strategies and make decisions based on sound business principals. Hire top executives with experience and the willingness to take a damaged product and begin what often is the slow and steady process of reintroducing quality products with the goal of rebuilding customer loyalty.

In Tennessee’s case, word leaked out they had offered the position to someone associated with a controversial past. The coach was formally an assistant at Penn State when a huge public scandal led to the arrest and conviction of another former assistant coach.

Even though Tennessee’s choice for the job was only mentioned by second-hand sources as having knowledge of some wrongdoing, he was never investigated, questioned or charged in the incident. He was later hired as a professional head coach and now is an assistant with a major college football program who is in contention for a national championship.

Regardless of lack of information pertaining to his knowledge of issues, this gave an already shaky fan base reason to rebel. Unfortunatley, it may have permanently damaged the credibility and reputation of a good coach.

Social media can build you up or tear you down.

At times we encounter executives that aren’t sold on the value of spending marketing dollars on a comprehensive social media plan. You shouldn’t have to look far if you need to be convinced of social medias enormous power.

Within hours after fans learned the potential new hire was associated with such a huge scandal, he was charged and convicted in the court of public opinion. Fans took to Facebook, Twitter, Instagram, Snapchat and whatever platforms they had access to in an effort to discredit both the potential hire and the university official who offered the position.

There are many reasons for implementing a social media strategy. Have one in place not only when you want to introduce a new product or tout an achievement, but to head off any negative publicity you may receive if your company’s product is involved in an illness, death or associated with any negative news.

When you have performed you due diligence and are comfortable you are making the right decision, you must stand firm.

Tennessee’s athletic director had signed a pre-employment agreement with the new coach. According to a press release, after the controversy had blown up, the AD reiterated they had performed a thorough background check on their potential hire and talked to a number of individuals who affirmed the coach was not associated with the controversy, had impeccable character and had the credentials to lead a top-ranked collegiate football program.

Nonetheless, when the social media firestorm was allowed to rage for several hours, the school rescinded their offer and then released a statement about their due diligence process.

The lesson here is simple; when you do your homework and are 100 percent comfortable with your decision, stand by it when your fans or customers protest.

Years ago I worked for a U.S. Senator whose vote would determine whether a controversial nominee would move forward. He studied the issue, met with the nominee and gathered as much information as possible. Going against intense pressure from constituents, he ultimately voted in favor of the nominee.

Keep in mind, this was a newly elected senator and his core constituency was feeling slighted by his actions. When angry citizens confronted him at a town-hall meeting, he patiently listened to their concerns and when finally asked why he cast a vote against the wishes of so many, he stood his ground and calmly stated:

“I cast an affirmative vote because I studied the information and I had access to more facts than you did. I believe that’s what my constituents elected me to do and I stand by my vote.”

The issue was rarely brought up again and he was reelected by an overwhelming margin in the next election.

Make sound decisions and stand by them!

There are many lessons to learn from this and similar situations. If you want to explore how public relations can make or break your company, let’s sit down and explore how we can assist you.