Swift response serves Oklahoma University well in a crisis

Oklahoma University found itself in the middle of a crisis last week when video of a racist chant by members of the SAE fraternity went viral.

Almost as newsworthy has been the University’s response. All too often in a crisis, companies or brands face the music by saying very little or explaining that the situation needs more evaluation. Somewhat shockingly, OU President David Boren’s reaction was swift, blunt and strong—his first comments went viral, and his decision to expel two students and no-nonsense approach to getting to the bottom of the situation have been applauded my most. It also should be noted, some are questioning whether Boren’s reaction was too much, too early, as seen in this well-done piece by Jack Stripling and Andy Thomason of The Chronicle of Higher Education.

Even if Boren’s decision leads to legal action—and in today’s society, who would be surprised—the court of public opinion appears to be on his side and likely would remain there throughout a legal battle. The alternative? Boren could have waited a few days to “evaluate the situation,” and the result would have been the public beating down campus doors demanding more action.

If you don’t think the court of public opinion matters, rewind to the NFL in 2014 when the league continually fumbled, er, stumbled through crisis after crisis. Remember what happened when Commissioner Roger Goodell handed Ray Rice a two-game suspension? Outrage from the public, backtracking from the NFL and a series of awkward steps as the league couldn’t get out of its own way.

Crises by definition are difficult situations, situations that often require and demand important decisions. Boren met the Sooners’ crisis head on. He and the University aren’t out of the woods, but his actions to date have been nothing short of admirable.

(Photo: AP)