NOTHING BUT GRATEFUL:

TURNING TRAUMA INTO TRIUMPH Matthew Pana

Purdue UniversityCOM 60311 -  Seminar in Crisis Communications - Section 03

Summer | 2016

CONTENTS■ Abstract

■ Introduction

■ Discussion

■ Remedying a Crippling Image

■ Saying “Yes!” to New Standards

■ Wellness: Then, Now and Forever

■ Conclusion

ABSTRACT■ Social Media Producer Candidate

– Coverage at Live Events– Engagement and monitoring– Copywriting and proposing content

■ Social Statistics– Twitter– Facebook– YouTube

■ Talent Wellness Program– Comprehensive Medical Options– Substance Abuse and Drug Testing– Mandatory imPACT Testing

INTRODUCTION■ Crisis Etymology

– Krisis signifying a “turning point in a disease,”

– Kinein meaning “to judge, separate or decide.”

■ World Wrestling Entertainment (WWE)– Predetermined entertainment and

professional athleticism

■ Concussions and Chemical imbalances– 2007 – Chris Benoit Murder-Suicide– 2016 – Bryan Danielson Retirement

DISCUSSION■ Crisis Background

– Steroid abuse scandal 1992– Deaths from drug & alcohol abuse– Additional indicators

■ Pressures to perform■ Burdensome travel■ Lack of an offseason

■ Crisis and Issue– “Contestable point, a difference of opinion

regarding fact, value, or policy, the resolution of which has consequences for the organization’s strategic plan and future success or failure” (Lia, Austin & Justin)

REMEDYING A “CRIPPLED” IMAGE ■ Double-Murder Suicide

– “…the brain of an 85-year-old Alzheimer's patient.” (ABC News) ■ Dementia from Multiple Concussions■ Painkillers and Steroids

– Sports Legacy Institute Assessment■ “sank into deep depressions and harmed

themselves or others.” (USA Today)

REMEDYING A “CRIPPLED” IMAGE ■ “Restore the reputation of the organization

and the trust of customers or other stakeholders.” (Itz, Shultz, Glocka)

■ Situational Crisis Communication Theory (SCCT)

– Rebuilding and reinforcing

■ Message tailoring– Direct and immediate engagement– “Allowing persons to assess their

audiences to the point of generating messages at the individual level.” (Sellnow & Seeger)

SAYING “YES!” TO NEW STANDARDS■ “You have a responsibility to yourself”

(ESPN)

■ Early Retirement– 10+ Concussions– Post-concussion seizure

■ Concussion Legacy Foundation– Founder Christopher Nowinski– Dr. Josef Maroon

■ Social Media Engagement

SAYING “YES!” TO NEW STANDARDS■ “During crises, the public also

increasingly turns to blogs for both immediate and in-depth crisis information.” (Sellnow & Seeger)

■ “An organization may be perceived as more human, which enables people to feel more sympathy toward the organization.” (Van Der Meer and Verhoven)

■ “a prospective focus; recognizing the opportunities inherent in the crisis, provisional responses, and a leader’s ethical communication.” (Liu and Fraustino)

WELLNESS – THEN, NOW, FOREVER■ Talent Wellness Program

– Cardiovasular testing– imPACT testing– Substance and drug testing– Annual physicals– Healthcare referrals– Subisidized rehabilitation

■ Professional Development Program– Life skills– Education– Wellness– Career Success

■ Community Efforts

WELLNESS – THEN, NOW, FOREVER■ “Identifying industry standards

through a focus on industry leaders and recognized experts in a given field.” (Boyd)

■ “During a crisis, the media seeks immediate information for wide distribution while public health,” (Seeger) and a proper approach to “instructing information [will help] stakeholders to protect themselves physically from a crisis,” and “prevent [them] from becoming victims.” (Coombs)

CONCLUSION■ “An institution is considered

legitimate if publics perceive it to be responsible and useful.” (Boyd)

■ “I am gratefu!” (Bryan Danielson)

■ Crisis as a turning point

■ Working in tandem

■ “Crisis and risk communication is most effective when it is part of an ongoing and integrated process.” (Seeger)

Thank You!If you have any questions, you are welcome

to contact me below:

@MATTPANAMPANA@PURDUE.EDU

LINKEDIN.COM/IN/MATTPANA

REFERENCES■ Liu, B. F., Austin, L., & Jin, Y. (2011). How publics respond to crisis communication strategies: The interplay of information form and source. Public Relations Review,

37(4), 345-353. doi:10.1016/j.pubrev.2011.08.004

■ Boyd, J. (2000). Actional Legitimation: No Crisis Necessary. Journal of Public Relations Research, 12(4), 341-353. doi:10.1207/s1532754xjprr1204_3

■ Seeger, M. W. (2006). Best Practices in Crisis Communication: An Expert Panel Process. Journal of Applied Communication Research, 34(3), 232-244. doi:10.1080/00909880600769944

■ ABC News. (2007). Benoit's Brain Showed Severe Damage From Multiple Concussions, Doctor and Dad Say. Retrieved from http://abcnews.go.com/GMA/story?id=3560015

■ Sports Legacy Institute. (2007, September 6). Wrestler Chris Benoit Brain's Forensic Exam Consistent With Numerous Brain Injuries. ScienceDaily. Retrieved August 7, 2016 from www.sciencedaily.com/releases/2007/09/070905224343.htm

■ Swartz, J. (n.d.). Doctor: Wrestler Benoit had 'shocking' brain damage - USATODAY.com. Retrieved from http://usatoday30.usatoday.com/news/nation/2007-09-05-benoit_N.htm

■ WWE Corporate Talent Wellness Policy. (n.d.). Retrieved from http://corporate.wwe.com/who-we-are/talent

■ WWE Abuse and Drug Testing Policy. (n.d.). Retrieved from http://corporate.wwe.com/what-we-do/talent/abuse-and-drug-testing-policy

■ Cops Suspect Murder-Suicide in Killings of Pro Wrestler Chris Benoit and His Family | Fox News. (2007). Retrieved from http://www.foxnews.com/story/2007/06/26/cops-suspect-murder-suicide-in-killings-pro-wrestler-chris-benoit-and-his.html

■ McMahons: WWE not to blame for Benoit's actions | CNN. (2007) Retrieved from

■ http://www.cnn.com/2007/US/11/07/mcmahons.transcript/index.html?iref=newssearch

■ Linder, B. (n.d.) Angle: Tragedy shows need to step back, take a look | The Times and Democrat (2007) Retrieved from http://thetandd.com/sports/angle-tragedy-shows-need-to-step-back-take-a-look/article_e2147d2f-9a5a-5d83-835b-ab9d2a368182.html

■ Showmaker, D. (n.d.) Unscripted retirement brings end to Daniel Bryan saga (2016) retrieved from http://www.espn.com/espn/story/_/id/14749702/wwe-superstar-daniel-bryan-leaves-lasting-legacy