A Florida A&M University drum major died from injuries sustained during a hazing ritual on a band bus, which led to criminal charges against 13 band members and a crisis for the university over its handling of hazing allegations and initial response. The university faced significant criticism from media, stakeholders, and the victim's family for denying responsibility and attempting to cover up details of its actions in the aftermath. Recommendations included improving anti-hazing education, monitoring of bands, and working with police to prevent future hazing incidents and tragedies.

1. Florida A&M Crisis Analysis
Presentation
By: Brigid Malone

2. Background
• Florida Agricultural and
Mechanical University commonly
known as Florida A&M or FAMU is
the nation’s largest historically
black university by enrollment
• Located in Tallahassee, the capital
of Florida
• The FAMU band, “Marching 100,”
was titled “Best Marching Band in
the Nation” by Sports Illustrated
• The band has performed at two
presidential inauguration parades

3. Crisis in the FAMU band
• November 19, 2011 a drum major was found
unconscious by paramedics aboard a bus outside a
hotel in Orlando, where FAMU had just played in a rival
game
• Robert Champion, 26, was beaten severely with
drumsticks and bass-drum mallets by fellow band
members in a hazing ritual called “Crossing Bus C”
• During the ritual a band member has to walk backward
down the aisle of a bus while other band members
beat on him until he reaches halfway down the aisle
and gets the “Hot Seat” which is when the members sit
him down, put a blanket over him and continue to beat
him

4. Crisis Continued
• Champion’s family has filed a law suit against the university for
wrongful death and against the bus company, Fabulous Coach Lines
• Thirteen band members have been charged in relation to Champion’s
death, all have pleaded not guilty
• Eleven face felony hazing charges and could face up to six years in
prison
• Mom said Robert was targeted because of his sexual orientation and
even more for his anti-hazing stance

5. Organization’s Initial Reaction
• No word from the university for almost two months
until the dean of students, Henry Kirby’s notes from a
meeting to discuss the band’s hazing were published
• Kirby made a statement that he and the chief of police
at the university made the recommendation to
suspend the band from playing at the “Classic” but the
band director Julian White “squashed” the suggestion
• Then White denied the comment and says that no one
present at the meeting had the power to suspend the
band so instead they had a discussion with the band to
remind them of the anti-hazing agreement
• For the longest time, FAMU officials denied any
statement regarding the meeting on November 16

6. Organization’s Response
• When the organization finally agreed to communicate with media, they
denied any and all responsibility for the death of Champion
• “Champion broke the law and school policies when he willingly took part
in hazing that left him dead.”
• The administrators reacted in a guilty manner, with a lot of “he-said, she-
said” behavior that seemed like a cover-up
• FAMU has put in place a three-part hazing plan for all students
– New anti-hazing website StopHazingatFAMU.com requires students to make
a pledge to anti-hazing
• Suspended all band activities
• Created an independent panel of experts to investigate hazing allegations
• Two new jobs: special assistant to the president on hazing and a music
compliance officer
• Resignation of the president of the university, James H. Ammons
• Band director, Julian White was forced to resign

7. Media Response
• Story spread like wild-fire across the
nation, result of hazing epidemic at
universities today
• News articles are all very one-sided, not
“objective”
• Huffington Post and USA Today both have
sections that are dedicated to the story and
constantly updated
• Lots of tweeted articles and opinions of
readers
• Google News: 80 relevant articles
• YouTube: 118 relevant videos (memorial
videos and news stories)
• Katie Couric had Champion’s parents on
her TV show, “Katie”
• Pamela went on Michel Martin’s NPR show
“Tell Me More”

8. Stakeholders Response
• Media influences the opinion of stakeholders and with social
media these stakeholders can now publish their opinion and be
part of the conversation
• Very upset and critical of Florida A&M and it’s response
• On average, there are over 80 comments below each article
• Lots of blogs, tweets, Facebook posts, and YouTube videos
sharing opinions
• Huffington Post encourages readers to share opinions in the
forums on the Robert Champion section
• Two-thirds of opinions read were negative and believe FAMU
should take a level of responsibility or at least show concern
for students
• Lots of angry responses from students of FAMU & other
universities saying the hazing could have been prevented had
administrators listened to the police and suspended the band

9. The Champions
• Most important stakeholders are Champion’s parents
• They are very active in the media and communicate openly
and as a result the media has favored them
• Mrs. Champion has started an anonymous hotline for
students who are victims of or are involved in hazing to call
and receive help
• Created a Facebook page, “Drum Major for Change! Robert D.
Champion”
– This gives people an outlet to share stories and leave comments &
pictures
– Over 1400 “likes”

10. Recommendations
• Respond to media and
stakeholders in a quick and
informative manner, sharing all
known details related to the
matter
• Recognize when responsibility
should be taken and apologies
need to be made
• Employees should not speak on
their own behalf, organization
should have a single opinion and
as a result will not look like they
are covering up or guilty in any
way
• Do not deny statements that have
been made that are true
(November 16 meeting)

11. In the future
• FAMU should have a grad student or person of
authority infiltrate band at all times, like an RA system
to monitor behavior
• A more secure way of teaching students anti-hazing
policy
– Pledge should be made after a 10 question quiz on the policy
to make certain the students have retained the correct
information
– This leaves no room for excuses of not knowing the policy &
consequences
• Police should be involved in all hazing incidents and
punishments should include classroom education
program