How long does it take for an institution to escape that label, for its noteworthy programs, acclaimed faculty and bright students to outshine its darkest hour? A decade? A generation? Several generations?
The connection will probably always be there, and these tragedies are revisited every time similar events occur. That’s why national news media rushed to Virginia Tech on Thursday upon hearing reports of shots fired, two dead and a four-hour lockdown.
At a Friday news conference
, Tech’s head spokesman, Lawrence G. Hincker, told reporters: “It’s obvious the reason why you all are here is because this is a wanton, random act of violence on the campus with the name Virginia Tech. I don’t believe you’d be here if that was otherwise the case.”
Despite the lingering associations, experts say major universities can weather most controversies with their reputations largely intact. And with the help of aggressive marketing and of rallying supporters, university business typically continues as usual — students apply, enroll and graduate, faculty are recruited and hired, alumni donate money, athletic teams play and research dollars roll in.
“People remember the tragedy, but not that it’s the fault of the school,” said Ronald Goodstein, associate professor of marketing at Georgetown University’s McDonough School of Business. That’s why he said it’s important for school officials to immediately memorialize the victims, support those affected and determine what could be done to prevent problems.
Goodstein said the shooting at Virginia Tech on Thursday, although a tragic loss of life, showed the country that the school had changed its emergency notification system to protect the campus from what appears to have been a random act of violence.
It can be difficult for universities to measure their reputation and the true impact of negative publicity. But officials typically point at alumni donations, application numbers and rankings.
After the 2007 shooting, Tech leaders carefully crafted their public messages as they responded to an influx of media requests while trying to protect the university’s image. Their cause was aided by alumni, students and others who rallied around the university, voiced support online and donated about $10 million to the Hokie Spirit Memorial Fund.
When the university resumed fundraising that summer, Hincker said, it had no problem keeping up with previously set campaign goals.
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