Editorial:

By Michael O'Shea

Editor-in-Chief

Dear Readers,

I feel that something more must be said concerning the bear incident than a news story, so here's my opinion on the matter.

The first topic is public relations. Public relations is defined in the dictionary as the professional maintenance of a favorable public image. WCU has a department of public relations with full-time staff members whose sole occupational goal is to maintain the university's favorable public image. Granted, most every school has one of these and they are an important part of retaining students, not to mention ensuring that the hallowed piece of paper we receive at the end of four years keeps up its value, but in this situation it is important to keep in mind the nature of a PR department.

WCU's PR department is not charged with informing the students and faculty, nor with informing the public, when it is concerning a matter that is degrading the favorable public image of the university. It simply is not in the job description. The oversight of the PR department is the upper administration. Period. They are not accountable to students, faculty or the public.

In which case, they have no business questioning the "facts," timing or content of what the university decides would be best for people to hear. Take, for instance, if Chancellor Bardo decides it's a good idea to dismiss the bear incident as a "stupid prank."

"I am pleased to hear that this situation appears to be a stupid prank. I am disappointed in the extremely poor judgment demonstrated by these young people. I hope that this intolerable incident can serve as a learning moment for them and for others, one that reminds us that we must respect one another's opinions and we should not jump to conclusions without first having all the facts," Bardo said in a press release put out by WCU's PR department and circulated amongst local and major media outlets. Which, I might add, was never sent to the Western Carolinian.

This particular press release (http://www.wcu.edu/11223.asp) was published at 4:30 pm on Tuesday October 21. At 3:00 pm on that day I heard from a source that campus police had several students in custody and were beginning to interview them. I immediately went to the campus police department, where I was informed that all information on the matter was being run through the WCU PR department and I would have to go through them. So, at 3:30 pm I was in the PR department, where I gave my name, personal cell number and e-mail to Leila Tvedt, the Associate Vice Chancellor of Public Relations, who assured me that, as soon as the police released any information, they would send it right over to me.

Thus far, I have not been contacted by the public relations department once concerning the bear incident. After voicing my concern at the panel discussion with the political science department, Tvedt reassured me that they would send me any relevant info as soon as it became available. When the names of the two suspects were released after that, I found out through a Citizen-Times article, not the public relations department.

On Wednesday, October 22 I e-mailed Chancellor Bardo to request an interview. He has still not contacted me, nor has he made any effort to give comments to the campus newspaper directly. That same evening, I also requested that the names of the students be sent to our paper to Police Chief Tom Johnson. Dr. Johnson did not reply and, when they did release the names, the Western Carolinian was not sent a copy by his department or the PR department.

Keep in mind that I don't mean to sound personally bitter at the PR department and Chancellor Bardo's ignoring of the campus newspaper. As editor-in-chief, I understand that in the newspaper business sometimes you get ignored and stonewalled; people don't always want to talk to the press, understandably, and it's not to be taken personally. However, as a tuition and tax paying student of a public university in NC, I am most definitely bitter, and I am confident in saying that, as students and faculty of this institution, you ought to be bitter about the university's ignoring of this publication.

As I'm sure you know, the Western Carolinian is funded by student affairs monies, meaning that we, in effect, work for the students. Thus, it is the duty of this publication to look after the interests of the students and faculty of this university, regardless of how that affects the public image of the university. Compare this to the mission and structure of the PR department. The editors of this publication are elected by a Media Board consisting of heads of other media organizations and faculty sponsors, as well as being overseen by said board. We must have the interests of the students and faculty in mind, and we have oversight from an elected board in our endeavors. The PR department has the oversight of the upper administration.

As a student, I am irate that the campus chose to ignore the publication that I fund and is charged with keeping my best interests in mind. I am irate that the administration chose to send this through a department whose job it is to unquestioningly publish statements, such as the one by Chancellor Bardo that this is a "stupid prank." That sort of rhetorical oversimplification reflects on our student body and faculty and I am disappointed that the administration did not allow it to be questioned by another party before it was sent out as our campus' official statement on the matter.

That sort of sentiment is not representative of the students and faculty of this university and I am frankly ashamed that this is what was sent to national media outlets without input from the campus community. It is not my statement on the matter, nor is it the statement that a large portion of the campus would like to make heard either.

Yes, Chancellor Bardo did hold a press conference on campus in which he said, "I don't know, and we may never know, what their real motives were. I cannot look into their hearts." I commend him on that statement, and I think it is important to not jump to any conclusions, as well. However, why was this statement not sent to national media the day before? Why was this sentiment not the one expressed in the press release sent to national media? Why was this contained to the campus and local media?