Learning from Mistakes

The American Red Cross asked its CEO, Mark W. Everson, to resign after the nonprofit learned he had a personal relationship with a subordinate employee. Everson is married with two children.

As a longtime Red Cross volunteer and blood donor, I am disappointed. As a public relations student, I am impressed that the Red Cross released the specifics of his departure.

Everson’s resignation comes just as the Red Cross was recovering from public relations setbacks. The organization’s sterling reputation was tarnished after the Sept. 11, 2001 terrorist attacks when Americans stood in long lines to donate blood, only to learn the Red Cross destroyed excess donations when the blood expired. Americans who donated money to the Red Cross after the attacks felt misled when it was disclosed that some of the donations would be reserved for future terrorism victims. Donors complained, and in the end all money went to the Sept. 11 victims.

The Red Cross, headquartered in Washington, learned from these missteps.

It could have issued a cryptic press release about Everson’s resignation this week. That would’ve led to speculative stories in the press. The story would have dragged out for weeks until the true reason for his departure was known. Instead, the Red Cross was honest, even though the news unpleasant. The result? It’s a one-day story. Two days at most. It lets everyone move on to the mission of the Red Cross, helping people in crisis.

Sources:
American Red Cross
www.redcross.org

The New York Times
www.nytimes.com