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Managing Reputation and Risk - NewCastle
Short summary of the plagiarism event at Newcastle
UoN’s problem includes tainted reputation, punishment by state, media humiliation and revenue impacted
Holmes options?Argenti Strategic Communication Framework
AssessmentPost Mortem of Holmes’ actual interview
Agenda
• 1998 - a partnership formed with the Institut Wira, a Malaysian private business school
• Jan 2003 –Ian Firns realised the plagiarism and reported it
• Late February – Ian Firns found out that • 1) his comments were erased• 2) 15 scripts remarked by Rachid Zaffane and were given
top marks• Mr Firns revealed an interview with Sunday– Culprits of cover up (Deputy Director and Head of the
Graduate school of business at UoN, Robert Rugimbana & Professor Paul Ryder)
• 27 Feb – Ian Firns brought up the matter again to UoN’s Vice Chancellor, Professor Roger Holmes
Timeline – Jan to Feb '03
14 March – UoN appointed Professor David Lamond as an external investigator - “ Did not exercise their responsibilities in dealing with Mr Firn’s allegation” and individuals “acted in good faith but on the basis of a fundamental misunderstanding of the nature of plagiarism”
-Recommendation to put the staff members through remedial training session
Timeline – March '03
August - Mr Firns furious over results by Professor Lamond and UoN dismiss his allegationsMr Firns lodged a complaint with NSW ICACProfessor Holmes openly expressed to the
media that he welcomed the move?WHY? And why choose media to express?
Timeline – Aug'03
Before ICAC investigation is revealedMedia, Channel Nine’s Sunday
granted an intervewi with Roger Holmes after the story goes on air
Pre- interview – a talk on Plagarism. Invited guests Ian Firns and Australia’s Education Minister Brendan Nelson“There will be absolutely no
sympathy from the commonwealth government, if quality of education is compromised”.
Problem Brewing
Dr Brendan John NelsonMinister of Education
Professor Vice-Chancellor Roger Holmes at the University of Newcastle, Australia
What should he do?
UoN Spokesperson
What Roger Holmes did prior to Sunday’s interviewRequest all expert lectuere involed to stay away from
mediaConvinced David Lamond to withdraw from interview
What are the sentiments prior to Roger Holmes’ interview?All accusation directed to UoNMinister of Education unsympathetic and will take
action against universityMedia is aggressive and opinionatedOn –Air interview arranged after story covered on UoN
suspected plagarism
The Tell-All Interview
Framework – Analysis of Choices
Argenti Framework
MessageChannel: On Air MediaStructure: 3 Options
Constituency/Audience1) Government
2) Potential and Current Students3) Overseas Students
4) Lecturers
Response
UniversityDesire: Uphold Reputation &
salvage situationsResources: Got HR, no issues
UoN reputable for being top research universities
UoN wants to restore reputationNo punishment by the state and continuous
fundingShort lived media coverage Lecturers to be united in supporting Holmes’
decision Restore confidence in Australian education
Maintain revenue stream from overseas students and future students
ResourcesHR to organize training for teaching staff and
to synchronize all definition of plagiarism to both student and lecturers
Time – to implement new protocol by January’04 (New Semester)
Framework – UoN Reputation & Resources
Ethos: We will do what is Right - Apologize and provide solution
Logos: We are not Along but - Plagiarism common in Australian Universities and UoN will step up to strengthen its quality
Logos: Only Misunderstanding - Different form of marking schemes because of differences in expectations in overseas students. Solution is to standardize marking
Roger Holmes Choices
Message: Very Apologetic about the compromised quality at UoN. (Focus on UoN) Explain there is misunderstanding in the nature of
plagiarism among staff. Staff with unlawful conduct will be dealt with. (not to be
named) Solution: Define proper protocol to correct plagiarism.
Constituency/Audience Government – to continue with government funding Potential and Current Students – supportive of
Australian education Overseas Students – to endorse the quality of Australian
education Lecturers – to support stringent measures against
plagiarism
Choice 1: Ethos – We will do what is right
Message: Plagiarism common in Australian Universities and UoN unfortunately was one of them. Not naming other Universities UoN will step up to strengthen its education quality Staff with unlawful conduct will be dealt with. (not to be
named) Solution: Define proper protocol to correct plagiarism
Constituency/Audience Government – to continue with government funding Potential and Current Students – supportive of
Australian education Overseas Students – to endorse the quality of Australian
education Lecturers – to support stringent measures against
plagiarism
Choice 2: Logos – We are not Alone but
Message: Not admitting any mistakeExplain there is misunderstanding in the nature of
plagiarism among staff.Explain that there could be difference in marking
schemes because of differences in expectations in overseas students.
Solution is to standardize marking Content vs Plagarism (originality of ideas)
Solution: Define proper protocol for plagiarismConstituency/Audience
Government – to continue with government funding Potential and Current Students – supportive of Australian
education Overseas Students – to endorse the quality of Australian
education Lecturers – to support the reasons provided by Holmes
Choice 3: Logo – Only Misunderstanding
Professor Vice-Chancellor Roger Holmes at the University of Newcastle, Australia
Reputable in professional and community activities.
The culprit is Head of the Graduate of Business, Professor Paul Ryder, suspected corruption.
Who should deliver the message?
Lecturers – to assess their opinions on the reasons provided (Any grievances or is there unity?)
Government – to continue with government funding and no penalty to UoN
Potential and Current Students – supportive of Australian education
Overseas Students – to continue apply into UoN
Media coverage died down within a few months
Effectiveness of Message
http://sgp1.paddington.ninemsn.com.au/sunday/political_transcripts/transcript_1352.asp
What Actually Happened?