This week, an article in The Atlantic blasted Michigan State University for its handling of nearly every aspect of the Larry Nassar scandal. Nassar is the former MSU physician who sexually abused girls and young women despite complaints that date back to 1997. The article focused on how MSU is “botching its reputation rehab.”
One of the experts interviewed for the article is Jeff Hunt. He is a partner and co-founder of PulsePoint Group and the author of the book, Brand Under Fire: A New Playbook for Crisis Management in the Digital Age.
Hunt joined Stateside to discuss MSU’s handling of the Nassar scandal, the lessons it should have learned from Penn State's response to the Jerry Sandusky scandal, and the steps MSU can take to turn the process around. He also spoke about the nature of crisis management in the digital age and why public relations spin is no longer a viable tool in responding to crisis.