1. FLORIDA
AGRICULTURAL &
MECHANICAL CRISIS
ANALYSIS &
UNIVERSITY RECOMMEND
-ATIONS

2. UNIVERSITY BACKGROUND
 Established in 1887 as the State Normal
College for Colored Students
 Located in Tallahassee, FL
 Today, known as FAMU
 Approx. 12,000 students enrolled
 Satellite campuses located around FL
 Offers 62 bachelor degrees, 39 master ‟s
degrees, & 11 doctoral programs
 Banners the colors of orange & green
 Boasts multiple athletic teams
 Mission and values include integrity, respect, ethics, &
courage

3. “HAZING CRISIS ROCKS FAMU”
 Occurred November 19, 2011 on a charter bus after a game
 Drum major, Robert Champion dies of brutal beating
 „Crossing Bus C‟ hazing ritual involved:
 Band members pummeling, hitting, & beating drumsticks, mallets,
and straps as band Champion walked through aisle
 Champion needed to make it to the back of the bus
 Other band members put in the „hot seat‟
 Cause of Champion‟s death: hemorrhagic shock caused by blunt
force trauma

4. FAMU RESPONDS
 Ignored previous hazing  EVENTUALLY, band director
suspicion prior to crisis was dismissed
 Bus and band members  EVENTUALLY, an
returned to normal life investigative task force
 Did not act as if a crisis assembled
occurred  EVENTUALLY, the band was
 Failed to take responsibility suspended in May 2012
 Response was slow  July 2012 – President James
 No initial response on social Ammons resigns
media  FAMU continues to hold “no
 No records of statements or fault” ground today – blames
releases following crisis  Recently instituted new
 December 2011 – board policies & procedures
rejects request for presidents regarding hazing on campus
suspension

5. FAMU implemented aggressive safeguards, programs, & penalties.
Launched an all-inclusive website encouraging student organizations and
leadership, university administration, panhellinic organizations, student
athletes, and parents to all take part in eradicating hazing at FAMU.
http://www.famu.edu/hazing/index.php#prettyPhoto

6. THE MEDIA RESPONDS
 Was and still is prolific coverage
 Utilized through different mediums:
 Newspaper & online articles
 Blogging
 Youtube ©
 National television
 Most consistently report negatively on FAMU
 Announced disappointment in FAMU officials
 Accredited with uncovering further hazing scandal
 Criticized for turning crisis into racial/gay battle
 Neutrality has been an issue
 Most outlets supported Champion family

7. “The Marching 100 has been suspended for the academic year, one of the many
profound changes that have rocked Florida A&M since November, when Robert
Champion, 26, a drum major, collapsed and died on a band bus in Orlando, Fla., after
a brutal hazing.” –The New York Times
“Champion's death exposed years of hazing that has plagued the band and left several
students injured.” -BullDog Reporter’s Daily Dog
“Given all that has transpired, it seems to be in the best interest of the university, and I
applaud him [President Ammons] for putting FAMU ahead of his personal goals.”
-CNN News
“Champion's death shone a spotlight on a decade-long practice of hazing by members
of the university's esteemed marching band.”
-USA Today
“Champion reluctantly participated in a ritual known as “Crossing Bus C” – the
percussion bus. The hazing required Champion to push his way from the front of the
bus to the back while enduring an onslaught of physical abuse from band mates.”
-Orlando Sentinel
“This season, the words more commonly used to describe FAMU's famed marching
band, which has performed at high-profile events like the Super Bowl, are „disgraced‟
and „suspended.‟” -CBS News

8. IMPORTANT STAKEHOLDERS
 Robert Champion‟s parents
 Students of FAMU
 Alum of FAMU
 Charter Bus Company
 FL Government & Citizens
 Fans of the band, the
„Marching 100‟

9. CHAMPION FAMILY
 Most important stakeholders
 January 2012 – held press conference relaying findings
 February 2012 – announced they were suing the charter bus
company, Fabulous Coach Lines for negligent behavior
 July 2012 – announced they were suing FAMU
 Responded that they were shocked by FAMU‟s recent and
continued denouncement of guilt
 Stated FAMU did not have the safety of their students in
their best interest

10. MORE STAKEHOLDERS
FAMU STUDENTS FAMU ALUM
 Tweeted & posted  Suspicions that alumni
 Some stood behind conspired with hazers
President Ammons  Others quick to admit
 Student leaders took a seeing/participating in
stand against hazing hazing while students
 Mostly responded in a  Took to social media
manner that encourages
hazing discussion and
prevention

11. ADDITIONAL STAKEHOLDERS
FABULOUS COACH LINES
 President of company
denounced any guilt
 Took to television to
declare company aspired
to safely transport students
 Started a Facebook©
page in memory of
Champion‟s death and the
„Marching 100‟

12. ADDITIONAL STAKEHOLDERS
FLORIDA FANS OF BAND
 FAMU is public institution –  FAMU struggles to fill
funded by state taxpayers
football stadium
 Governor released public
statement following crisis  Angered by “Marching
 Asked for firing of several 100‟s” suspension
school officials - ignored
 Also angered by being lied
 Residents blogged and
responded to media to about members of band
 Many support FAMU, many  Responses seemed to vary
more support Champion greatly
family

13. RECOMMENDATIONS
 Assemble CMT and CMP  Cue should be taken from
 Ensure CMT is capable of Cornell University
communicating crisis to the  DO NOT PLACE BLAME
dominant coalition, the ON DEAD VICTIM
board, in an effective  Take rebuilding posture
manner  Make an apology
 Spokespersons need to be  Provide instructing and
selected and implemented adjusting information first,
 Speak with a unified voice then reputation
and a strong message management
 Make decisions publicly  Respond appropriately with
 Respond quickly necessary grief
 “too little, too late”

14. “TOO LITTLE, TOO LATE‟