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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

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?

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.

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.

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.

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?

Public Relations Efforts Cubing

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

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

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

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

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

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

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

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

Public Relations Efforts Public Relations Efforts

Public Relations Efforts Effectiveness of the Public Relations Efforts

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.

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

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.

Public Relations Efforts Suggestions For Improvement