In wake of tragedy, Seton Hall turns to PR to heal charred image

SOUTH ORANGE, NJ: Following a tragic dormitory fire that killed three students and injured 62 others, Seton Hall University has turned to PR to help pick up the pieces.

SOUTH ORANGE, NJ: Following a tragic dormitory fire that killed three students and injured 62 others, Seton Hall University has turned to PR to help pick up the pieces.

SOUTH ORANGE, NJ: Following a tragic dormitory fire that killed

three students and injured 62 others, Seton Hall University has turned

to PR to help pick up the pieces.



Since the Jan. 20 blaze, the university has come under fire for the

absence of sprinklers in the dorm - even though the sprinklers were not

required by New Jersey law.



A poll of 57 campus facilitators conducted by Lipman Hearne, an agency

with whom the university has worked in the past, revealed that 43% of

student dormitories are not equipped with sprinkler systems. When these

figures reached the national wires, however, the school was criticized

for trying to cover itself legally as the campus mourned.



The challenge now is to repair the school’s scarred image while

remaining sensitive to the plight of its students and their families.

While several reports suggested that the university consulted at least

one crisis communications firm within 24 hours of the fire, the school’s

PR department is concentrating on the human aspects of the

situation.



’Seton Hall is responding from who we are: a caring place,’ said

spokesperson Lisa Grider. ’No one can do that for us.’ She added that

the university will continue to use Lipman Hearne for outside PR

support.



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