1. MAYOR ROB
FORD: CRACK
COCAINE
HARRIET ORLEANS
CRISIS COMMUNICATION
JMC 5413.001

2. BACKGROUND

Elected as mayor in 2010

Controversy attached to his
name



Driving
Personal Favors
Substance abuse
allegations


March 2013-Sarah Thomson
May- Gawker reports video

Toronto star

3.  “Absolutely not true. It’s ridiculous. It’s
another Toronto Star whatever.”
 Equivocation
 “I do not use crack cocaine, nor am I an
addict of crack cocaine. As for a video, I
cannot comment on a video that I have
never seen or does not exist. It is most
unfortunate, very unfortunate, that my
colleagues and the great people of this city
have been exposed to the fact that I have
been judged by the media without
evidence.”
ORGANIZATIONAL RESPONSE
 Denial

4. Authenticity
of video
 Gawker raised
Money to purchase
•
Lost contact
 Late Night
Television
MEDIA RESPONSE
 Validate

5. STAKEHOLDER RESPONSE
 Some believe
Ford purchased
video himself
 Toronto Star poll
 Ford protest at
Nathan Phillips
Square

6. RECOMMENDATIONS
 Be Honest
 Frame it as self-discovery
 Apologize and show regret