Crisis Response Evaluation: The iBook Riot in Henrico County

1. Crisis Response Evaluation:The iBook Riot in Henrico County Presented by: Shannon Butler, Joy Martin, Sabena Moretz, Ann Marie Nelin, Danielle Ross and Anthony Vladu EPPL 642 Summer 2008

2. iBooks in Henrico • Deal began in April of 2001 between MacIntosh and HCPS to provide every student and teacher access to “wirelessly-networked mobile computer”. • The district decided not to renew the contract with MacIntosh in the fall of 2004 which left a huge dilemma – what to do with 23,000 iBook computers?

3. Initial Plan • The initial plan would first allow for Henrico seniors to purchase the machines at a reduced rate. • Any remaining computers would be sold to the general public for $50 each.

4. New Plan • The county government was to handle the event since all HCPS equipment was the property of the county. • The county government contacted local media outlets to advertise the sale which led to numerous calls to Mychael Dickerson, the Director of Media Relations and Safety for HCPS. • The complaints were that residents’ tax dollars had paid for the computers so they should get first access. • Because of overwhelming public response, the date and location of the sale was changed to allow for more space and more time to prepare.

5. The Event – August 16, 2005 • iBook enthusiasts began getting in line at 1:00 am. • The two police officers on duty decided to call for backup because of the ever-increasing crowd. • By 7:00am, there was a ½ mile line of cars and people waiting. • When the gates opened, a two minute stampede occurred and several people were injured. • By that afternoon, the iRiot was being broadcast all over the world. Crushed Baby Stroller Video NBC 12 – TV News Coverage

6. The Media Melee • August 17, 2005 • Richmond Times-Dispatch • Five articles concerning the incident

7. Sensationalism Sells Papers • “It was like the last chopper out of Saigon.” • “It’s a miracle somebody wasn’t killed.” • “I could see one lady at the bottom of the pile, then I couldn’t see her. I remember seeing a stroller, and my concern was, ‘Where is the baby?’”

8. From the Electric Newspaper of Singapore • “Screams filled the air and a violent stampede took place on two continents yesterday. One took place in Virginia US, and the other in Lanzhou, China – both over cheap buys.” • “In Richmond…17 people were injured and 4 were hospitalized as the greedy mob threw weaker members of the herd to the pavement in the rush.”

9. The Aftermath… A PR Nightmare • “It is a shame people were injured. The event was poorly planned, poorly implemented and the outcome was predictable. “ • “One woman went so far as to wet herself than surrender her place in line." • Headline: Virginia School Administrators Blow $250k, Cause Riot; Remedial Help Needed?

11. Public Relations Efforts Cubing

12. In a group of 3-4. Role the die and share the response: • What would be your reaction to this crisis if you were: 1 – a parent in HCPS 2 – a non-parent resident in Henrico County 3 – a resident of a location outside of Henrico County 4 – a PR director in HCPS 5 – a PR director for Henrico County 6 – a PR director for the police force in Henrico County

13. Primary Source Interview Mychael Dickerson Director of Media Relations and Safety Henrico County Public Schools Credibility as Primary Source: Served as Director of Media Relations, Summer 2005 Present at iBook sale Assisted in forming Public Relations response

14. Primary Source Interview: Mychael Dickerson Planning: iBooks - property of Henrico County Henrico County - planned and conducted iBook sale School Division (HCPS) – only provided information about laptop numbers and conditions

15. Primary Source Interview:Mychael Dickerson • First PR Crisis: • Gov’t Advertised: Sale open to general public • Henrico Residents: Argued that residents should have priority • PR Response: Mr. Dickerson • Gathered information from callers • Worked with School Board to restrict sale to Henrico residents ONLY

16. Primary Source Interview:Mychael Dickerson • Second PR Crisis: • Gov’t Advertised: Sale restricted to Henrico residents • General Public: Over 100 called HCPS to complain • PR Response: Mr. Dickerson • Responded to every phone call • Listened emphathetically • Explained rationale for rule change • Alerted Henrico County and police to high interest from public

17. Primary Source Interview:Mychael Dickerson • Third PR Crisis: iBook stampede • PR Crisis for HCPS, Henrico County, police, and racetrack • PR Response: • Meeting with PR personnel • Tension among groups • PR Approach: avoid “blame game” and offer mild apology and acceptance of responsibility • Election of spokesperson/media contact • Press Conference

18. Primary Source Interview:Mychael Dickerson • HCPS’ PR Response: • Maintained PR approach as agreed upon • Responded to public individually • Offered apology and full acceptance of responsibility • Responded to media as agreed upon • Spoke only to number and conditions of iBooks

19. Primary Source Interview:Mychael Dickerson • Reflection: • Planning – lottery system • PR response – regrets • Public iBook sale – first and last

20. Public Relations Efforts Public Relations Efforts

21. Richmond Times-Dispatch Coverage of PR • “I believe the county took all the necessary measures for the sale. Organizers anticipated a crowd and arranged for five off-duty officers to monitor the gate. Back up officers were soon called.” - Paul Pronto, Director of General Services for Henrico

22. Richmond Times-Dispatch Coverage of PR • “I would not even consider doing a sale the same way again.” - Henrico County Manager Virgil R. Hazelett • The county didn’t think more police would have helped and pointed blame towards the behavior of the public.

23. Richmond Times-Dispatch Coverage of PR • “If we had had 100 officers at the gate we would have had a problem.” - Henrico Police Chief, H.W. Stanley Jr. • “The reason this didn’t have a bad ending was because of the highly trained and professional conduct of our police officers.” - Lt. Doug Perry, Henrico police spokesperson

24. Richmond Times-Dispatch Coverage of PR • No quotes from representatives from the Henrico County Public Schools

25. Public Relations Efforts Effectiveness of the Public Relations Efforts

26. What did HCPS do well? Before theSaleIn the first announcements of the iBook sale, the opportunity was to be open to the public at-large. When county residents complained that they should have first priority, HCPS changed the terms of the sale: the iBooks would only be sold to Henrico County residents. At that point, HCPS received much criticism from non-residents who were very disappointed to be excluded. These individuals each had a chance to speak on the phone to the Mr. Dickerson who listened empathetically and apologized to each and every caller.

27. What did HCPS do well? After theSaleAfter the “iRiot”, HCPS designated a spokesperson in tandem with the spokesperson for the county department of General Services. Representatives of all groups involved in the sale (HCPS, Henrico County Government, and the Richmond International Raceway) agreed to follow a common set of messages: Apologizing to the public for poor planning Not blaming each other for the outcome of the event

28. What did HCPS do poorly? • Officials “failed to plan” and ignored information that should have signaled a greater level of preparedness and coordination with other agencies. • HCPS officials over-compromised by letting the county government take the lead as spokespersons for the event response. While the county had handled the logistics, the event was perceived by the public as a School District event. • HCPS ended up in a position to be reactive rather than proactive.

29. Public Relations Efforts Suggestions For Improvement

30. Suggestions for Improvement • Communication Roadblocks • Advanced Planning • Using a variety of communication channels to disseminate information. • Schedule regular briefings and updates. • Plan and Conduct “Closure” activities with external governmental organization, community groups, the public, and internal audiences • Assess Crisis Response and revise the community and media relation plan accordingly. • Honesty is the best policy. • Timing is everything. • “Don’t hide; negative stories deserve your side of the facts.” • Share the good news.