After several years of working as the University spokesman, Mark Land said he understands crises are sometimes unavoidable, especially with a campus of IU’s size.
Greek members were educated Wednesday night on how to use these guiding principles as a way to build a better image and handle organizational problems.
“The odds of someone doing something stupid on campus is relatively high,” Land said.
However, he said understanding what he refers to as guiding principles, which are the values and beliefs of an organization, could lessen further crises.
One primary method of maintaining a better image in the greek community is through a positive social media image, said Christine Zetzl, the digital marketing manager of tourism website Visit Indy.
Those wishing to have a better image should clean up their social media pages and stray away from negative posts, Zetzl said. She said this can prevent future conflict with potential employers and the media.
While Land said he admits social media allows users to reach a larger audience, he thinks those posting should be careful to represent their organization’s beliefs and values.
“Social media is the greatest threat and the biggest opportunity to telling our stories,” Land said.
This level of professionalism must be maintained when networking, Zetzl said.
“You need to know the difference between who you can text and who you can email,” Zetzl said.
On top of this, Zetzl said she encourages those attending to be active in making their dreams a reality by networking and communicating.
“You are what you repeatedly do,” Zetzl said.
Along with building a positive image, the discussion also educated listeners on how to handle future greek-related crises.
Establishing a connection with someone in the media is important, said Myra Borshoff, founder of public relations agency Borshoff.
This contact is someone the chapter can trust with information, Borshoff said.
Borshoff said journalists will understand if not all questions can be answered, but they would appreciate receiving as much information the organization can give.
“You may not be able to answer every question, but you should be able to give them some sort of response,” Borshoff said.
Otherwise, Borshoff said, the journalist can get frustrated and try to seek out the information in other ways, which can backfire on the organization.
In response to this, Land said when a crisis occurs, members of organizations should discuss not posting on social media or giving miscommunication to the media or inquiring friends.
“If there’s a crisis, you need to make sure the people in your house know what or what not to say,” Land said.
After the guest speakers finished, the attendees participated in an activity where each table was given a potential crisis situation such as racial hate-speech and harassment.
Sophomore Matt Braschi said he came to the event because he believes it is good to be informed of how to present the positive aspects of greek life.
“We’ve been trying to get involved more, and we think this is a great way with moving forward,” Braschi said.
