Friday, October 16, 2009


Talk show host David Letterman’s admission of past affairs with some of his staff members has certainly made for much entertainment news fodder. So it goes without saying that anybody who pops up with a reasonably (some would say even remotely) interesting comment on Letterman is going to make news. That’s great for some communicators in terms of “piggybacking” on a story to promote a product or cause. But one has to seriously wonder why Quinnipiac University, 90 minutes north of New York in Hamden, Conn., needed to weigh in on this and what it had to gain. The school, consistently ranked by U.S. News and World Report as one of America’s best, warned that it will crack down on the management of its internship program in the event of the Letterman revelations. “Due to recent circumstances we will have a discussion with those in charge of placing our interns at the David Letterman show in the future,” the school said, in comments widely reported this week. “We will diligently oversee this internship program to ensure that our interns are out of harm’s way.” Really? They have time to be concerned about that? Perhaps it was a piggyback attempt to raise brand awareness of the school name. But it just seemed dumb, which isn’t the best communications play for a post-secondary institution.

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