PR -- Through the Good Times & the Bad

The first time I read the name Najla Amundson, it was on the agenda for my 35 Under 35 Women’s Leadership Group. She had been chosen to speak to our group about working with the media. As the Media Relations Director for NDSU, I figured she probably knew a thing or two about working with the media.

I was excited to meet Najla and pick her brain about best practices and must-have policies. Obviously, I was not disappointed. As a former journalist, Najla offered great insight into the mind of the reporter, as well as practical tips for forming a relationship with a reporter. The only letdown I had came after that meeting when I started looking for her on television or in the paper and never saw her face or name.

But now, Najla’s name has blown back into the local media with the force of a tidal wave. NDSU and President Joseph Chapman have been in the newspaper for the last couple of months for various issues, the majority of which have involved money and the fiscal responsibility associated with managing that money. All of those issues culminated today in what has become the fastest spreading news in the metro area in a long time.

As one of the “Daily Updates” on the Fargo Forum website today, President Chapman’s resignation was announced. Chapman attributed his sudden decision to recent controversies that have made it difficult for him to provide NDSU with the leadership he feels it deserves. To say that the last couple of months have been rocky for Chapman is an understatement.

First, the house NDSU is building for him went over budget by $900,000. Then, it was revealed that Chapman’s wife Gale received a salary of $50,000 per year to serve on the Foundation’s Board. In today’s paper, NDSU Development Foundation documents showed that President Chapman spent $22,000 to go to the Presidential inauguration in January with his family.

Najla’s role in these articles appears to be as the defender of the President’s actions. While she was not interviewed for the stories about the house, she was quoted in both the article about Gale Chapman’s salary and the inaugural trip.

In the article about Mrs. Chapman’s salary from the Development Foundation, Najla discusses the over 2,000 events that Mrs. Chapman attended last year as a representative of NDSU. If you think that each of those events was on average 2 hours long, that means that she worked 4,000 hours for $50,000. The average worker puts in right around 2,100 hours each year for an average salary of perhaps $30,000.

In the article about the trip, she effectively justified the two major expenditures that the newspaper wanted to pick apart. The Chapmans would have taken the NDSU plane, but it needed maintenance and a part had not arrived in time for them to utilize the plane. With an event like the inauguration, hotels place restrictions on the number of nights a reservation must be, and the amount of money their clerks must receive for a room. Thus, the majority of their expenditures for this trip were simply unavoidable.

These two brief examples should prove to any doubters left in this class how valuable a communications department or a media relations specialist is to an organization. When the sh*t hits the fan, it is so very useful to have that person or department whose expertise lies in dealing with the media.