Northwestern's Lack of Direction: A Mishandling of Hazing Allegations

Northwestern University was forced to respond to hazing allegations within its football program when an anonymous complaint was filed following the 2022 football season. This study examines the strategies Northwestern utilized in its communication strategies. The strategies are investigated through the lens of image repair theory. A longitudinal approach was taken to assess how Northwestern handled the communication crisis over a five-month period. Northwestern employed all five of Benoit's major image repair strategies but relied most heavily on reducing offensiveness. Northwestern's over-reliance on the reducing offensiveness strategy, coupled with the lack of use of the mortification strategy resulted in an increased negative response from the media and likely more lawsuits from alleged victims. Additionally, the strategy employed prolonged the length of the crisis.