In the recent Yahoo Sports investigation, Frank Haith was revealed to be involved with the primary suspect of the University of Miami’s booster scandal. Nevin Shapiro has been
accused to providing the school’s athletes with gifts, cards, and sex parties. Haith as reassured his current employers at the University of Missouri that he is not familiar with Shapiro. Yet, Yahoo’s investigation presented two photos including Haith and Shapiro together and 85 phone calls and/or text messages that link the two together.
How does this affect the fans of the University of Missouri? Most fans were not very support of the coach when the announcement of decision was made. Coming from the University of Miami, Haith doesn’t have a very impressive winning record. Matter of fact, his winning record is more of a losing one. First, the not so impressive record and now being linked to the scandal, what are the athletic department going to do. All their work done to persuade the fans that their decision was a good one is gone, down the drain.
What to do now? My hinking would consist of having to repeat the five steps to the proper message evelopment to persuade the fans to “stick” with them:
- Decide what action you want to prompt.
- Decide who can make that action happen.
- Determine why those audiences would take that action.
- Confirm that there will be mutuality of satisfaction.
- Write the message.
But even before hearing their message, I wonder what stance the PR department and university is going to take. Are they going to stand by their decision with Haith and persuade the fans to trust in their decision? Or are they going to relieve Haith from his duties as head coach and start the search for a new coach over again?