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
’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