UNB undermines own credibility

Friday, July 9, 2004

University of New Brunswick undermines own credibility

The recent fiasco of blind student Yvan Tessier, 39, and his seeing eye dog, Pavot, have left the University of New Brunswick looking more than merely Goofy. This one included Snoopy, Grommit and all of the 101 Dalmatians, too.

But it's turned out OK. The man and the dog are both going back to school.             

The story of the University’s inflexibility to allow Mr. Tessier to give commands to his dog in French, rather than in English as dictated by the intensive English-language program he had registered for, went around the world. Stories appeared as far away as India and England, including the BBC’s website.

The university’s PR department was also flooded by hundreds of irate readers and viewers, 70 per cent of whom opposed the University’s position to allow Mr. Tessier to speak French to his dog.

Media relations lessons from the University of New Brunswick:

1. There are always exceptions to every rule.

2. Frequently, organizations ignore the advice of PR professionals. (I’m almost certain that PR practitioner Susan Mesheau saw this one coming and did warn management.)

3. Many organizations die on the "Swords of Silliness," citing higher principles and ethics.

4. On a slow news day, or if the editor is so inclined, a ridiculous story WILL end up on the front page. Always remember that the tendency of journalists is to "right wrongs" by mobilizing public opinion.

5. Even if the organization ends up "righting" its "wrong," the damage to the organization will stick around for a while. Episodes like this make people question how the University let this no-brainer get so out-of-hand.