You are public relations director for your college or university, which has just been publicly criticized by a famous alumnus, John T. Miller, who graduated 22 years ago with a degree in English. He...

You are public relations director for your college or university, which has just been publicly criticized by a famous alumnus, John T. Miller, who graduated 22 years ago with a degree in English. He now is CEO of Miller Associates, the largest financialinvestment firm in your area. He also has been a major benefactor to your school, most recently having given $3 million 14 months ago to an expansion program for the library. He has served on the college advisory board, and two years ago was commencement speaker, receiving an honorary degree. Miller was interviewed by a local daily newspaper about his rags-to-riches success story. During the interview, he commented on the high quality of education that he received at your school, but he also lamented that today's students are inferior to those when he was an undergraduate. He attributed this to the school's current financial crunch, which he said has led to "a noticeable lowering of admission standards CHAPTER EXERCISES 377 because, frankly, they need the students and their money. These days, they're taking anybody with a pulse." He reminisced about the good old days "when kids went to college to become educated and make something of themselves. Now they just want to be handed a diploma without working for it." You know Miller personally and you understand that he is generally supportive of your school and cares about its future. But you know that he also speaks quickly and bluntly, often using exaggeration and challenge as a way to provoke discussion. Your vice president for enrollment management, Dr. Diana Holcombe, iscallingfor a news conference to refute what she considers unwarranted and damaging criticism. You decide that instead of a news conference, you will draft a news release in which the college can respond to the criticism. Your aim is to minimize internal anger of both staff and students, without turning the comment of one person into more of a public issue than it already is. Review the How To box " 10 Ways to Make News" to develop some kind of action in response to this criticism. Then write a news release and include in it some quotes that you are suggesting for the V.P. Think strategically to develop a quote that can respond to the situation without further stirring up the problem. Also try to balance the interests of current and potential students, Miller, other alumni, and other constituents—all of whom are interested in your school's reputation.