FAMU & the 2011 Death of Robert Champion

Ima StudentPR Research & Strategies, Florida A&M University

March 27, 2012

(http://www.urbannewsroom.com/2012/01/10/motive-in-drum-major-hazing-death-did-band-target-him-because-he-was-gay/)

The Event: Nov. 19, 2011• Marching 100 drum major Robert Champion dies while

returning from the Florida Citrus Bowl.• Initial news report: Champion complained he couldn’t

breathe; “no foul play suspected at this time.”• Rumors begin to spread: Could

hazing be the cause?– No forensic answer for 10-12 weeks

(http://abcnews.go.com/US/drum-major-joyful-photo-hours-hazing-dath/story?id=15040387#.T1uxZfUeLVo)

Backstory• Champion dropped his mace on the field during halftime.• He was gay and an outspoken opponent of hazing.• He was scheduled to become head drum major in 2012-2013.• On the ride home, he winds up “crossing Bus C,” getting

beaten by fellow band members.• 911 call

(http://www.abcactionnews.com/dpp/news/state/Florida-A&M-University-dismisses-4-students-amid-suspected-hazing-related-death-of-Robert-Champion)

Media Highlights• Nov. 22: President Ammons suspends Marching 100.• Nov. 23: Ammons suspends 4 students and “fires” band director Dr. Julian

White. Gov. Rick Scott asks FDLE to get involved.• By Nov. 25: Story picked up by CBS, NBC, CNN, Fox, NYT, Tom Joyner, etc.• Nov. 28: Dr. White holds press conference. Champion family announces

plans to sue FAMU.

(http://www.thirdage.com/news-photo/julian-white-former-famu-band-director/75336)

(http://www.nola.com/education/index.ssf/2011/11/florida_am_hazings_persisted_d.html)

The Story Continues• Nov. 30: Champion’s funeral receives wide media coverage.• Dec. 6: FAMU campus leaders sign anti-hazing pledge.• Dec. 8: FAMU BOT reprimands Ammons; doesn’t fire him.• Dec. 16: FAMU students picket Gov. Scott’s residence.

(http://www.washingtonpost.com/blogs/early-lead/post/famu-hazing-scandal-university-dismisses-four-students-connected-to-death/2011/12/01/gIQA5MTvHO_blog.html)

(http://rattlernation.blogspot.com/2011_12_01_archive.html)

The Story Continues• Dec. 17: Coroner rules Champion’s death a homicide• Bria Hunter suffers broken leg, bruising after being hazed in

off-campus incident; three arrested in December.• December 2011: FAMU expels then reinstates four students

suspected in Champion’s death.

http://articles.orlandosentinel.com/2011-12-13/news/os-famu-hazing-arrests-bria-hunter-20111212_1_band-director-julian-white-hazing-death-famu)

The Story Continues• January 2012:

– Champion family says son’s death is “not a hate crime; it’s a hazing crime.”– Kappa Kappa Psi members accused of spring 2011 hazing incident– Four students charged with hazing five pledges trying to join the Clones clarinet group.

• February 2012:– Ammons suspends band camp and student organization intake until fall 2012.– Ammons forms special anti-hazing

committee, urges faculty and students to do research on how to promote “campus safety.”

(http://abcnews.go.com/US/famu-drum-majors-death-hate-crime-family/story?id=15330434#.T1u4ZPUeLVo)

PR Lessons Learned• What worked well

– Fjsl;– Fdkl;– Fjdkl;s

• What did not work well– Fjdkl;s– Fdjksl’;– Fjdkl;

(http://www.urbannewsroom.com/tag/robert-champion/)

Lessons for FAMU• Do this …

– Do this …– Do this …

• Don’t do this …– Don’t do this …– Don’t do this …

(http://www.urbannewsroom.com/tag/robert-champion/)