Amethyst: A Potential P.R. Nightmare

If you are dealing with this, then it’s important to make the right moves. It is quickly becoming a real issue for public relations professionals at colleges and universities—especially for those whose presidents are supporting the idea. 

Over 100 college and university presidents across the country are supporting the Amethyst Initiative,  a group promoting the concept of dropping the drinking age in the United States to 18.  Here’s the list of presidents who are on board. 

More details on the group and the story are available from the Chronicle of Higher Education. 

Needless to say, it’s a hot topic. Groups like Mothers Against Drunk Driving are not happy with the presidents who are supporting lowering the drinking age .  The media coverage is growing because it’s an interesting story—and newsworthy. 

How to Handle It 

What’s the best way to deal with this from a public relations standpoint? With any issue that will directly affect students and people in the neighborhood, I say be proactive and take the issue right to them. If your president has not signed up for the Amethyst Initiative then you could have discussions with those who will be most affected. The dialogue can take place anywhere from public settings to online. It can involve the president or it can even be handled in residence halls. The point is it’s important that you solicit audience input before making a decision to join, or not to join, this group. Then, when the boss does take a position, people will appreciate the fact that he/she did some research and audience analysis. Most people understand that the president will think for himself/herself anyway. Still, soliciting input is a smart move.

Are You on the List? 

If your president has already joined the list, it’s time to tell people why if you haven’t already. This is one of those issues that could really get people upset unless they understand how and why the president made the decision. You can hear uninformed people talking now, right? “I can’t believe that idiot president, voting to give alcohol to 18-year-olds. What’s he thinking?” 

The Amethyst Initiative organization has done a terrific job using media relations to get its goal out to a national audience. However, the reasons for supporting the initiative are numerous and somewhat complicated. Many people still don’t know why presidents are supporting this. So, using the media to explain may not be enough. 

Use Your Available Tools 

Whether you’re explaining your president’s stance or you’re seeking input from students and other groups, there are tools at your disposal. Consider these options:

• Podcast- A great tool in this case. Interview the boss and ask what led him/her to support (or not support) a lower drinking age. If a decision has not been made, it’s an effective way to share what’s on the president’s mind at this point. Podcasts are easily forwarded from person-to-person so the word will spread. A podcast also allows the boss to speak without being interrupted. Media can quote the podcast which can cut down on time consuming interviews.
• Blog – If you have a president’s or school blog on your site use it to discuss where your administration stands. You’ll get feedback, and some won’t be good, but the audience will hear you and appreciate the fact that you threw it out there for discussion. 
• Town Hall – You might have a town hall-type meeting where your student affairs director explains drinking on campuses. (I don’t advise putting the boss out there on stage. Nasty things can happen in that type of environment.) It doesn’t have to be a for or against lowering the drinking age event—that will come up during the Q&A session anyway—but just bringing the drinking discussion out in the open will generate valuable feedback and put you, your administration, and school in a positive light.
• Online Video – A video on your website would be helpful. The president can speak right into the camera and deliver comments. No interruptions.
• Letter to Editor – A letter, written by the president, to the school newspaper is an option. The boss could get slammed a bit in the next issue when they print replies but the boss gets slammed anyway. Writing a letter to the school paper says, “I care about your views and want you to know what I’m thinking.”
• E-Mail – A possibility, of course, but I’m not completely crazy about using e-mail in this instance. Students don’t read them anyway and it’s difficult to reach the townspeople. 

Positive Positioning 

Utilizing numerous communication channels can make the debate and issue grow and that’s not your goal here, so choose your tools wisely. Also, use the tools that allow you to state your case fully (podcasts, blog, online video). This is one of those issues where a short quote in the newspaper or sound bite on TV can cause trouble because it could be misinterpreted by the public. A sound bite is not the place to explain your position regarding a complicated issue. 

The drinking age debate won’t go away but if you employ the right strategy and tactics to your communication efforts, your president and school will gain respect and be positioned correctly regardless of what stance the boss is taking on this particular issue.