ARLINGTON, Texas _ When academics teach crisis management to students in the future and they use Baylor as an example, which they will, they should reach one inescapable conclusion.
The biggest mistake Baylor administrators made in dealing with the sexual assault claims at the school is that it failed to put the needs of the student ahead of the perception and PR of the school.
The brand of a school is not a logo. The brand of the school is not a new business building, or a fun on-campus football game. The brand of the school is not an obscure English professor. The brand of a school isn't a dorm, or the campus recreation center.
All of these details enhance it but the actual brand of a school is the kid who attends it. They are the real stewards of the university. They are the brand. The kid is the No. 1 priority, because they are the reason the school exists in the first place.
Every school president, board of regent member and high ranking administrator who deals with such scenarios in the future, which they will, should learn from Baylor's unintentional mistakes. Never make a decision out of panic.
Never forget who you serve: the students. They are the future of your school, and the actual customers.
The perception of the school and PR of the school is the kid. If the kid leaves your university with a degree, and a lifetime of positives experiences, there is no greater advertising tool.
Being good in football and men's basketball are proven great advertising tools, and they sure are a lot of fun, but nothing will ever beat word of mouth.
Nothing beats the kid who matures into the adult who can't find enough dictionaries for the words to describe their life-altering experience in college. The alum who gives back, and encourages everyone within ear shot to attend and support their alma mater.
