Jeff Long's Speech: Crafting the Words That Persuaded Razorback Fans

by Chris Bahn  on Friday, Apr. 5, 2013 11:00 am  

Jeff Long ()

This week's first anniversary of the motorcycle wreck that changed Arkansas sports history provides a case study in crisis communication. John Diamond, the University of Arkansas' associate vice chancellor for university relations, recently spoke to Arkansas Business about the process of crafting the 673-word speech that Athletic Director Jeff Long delivered when he announced that he'd fired the Razorbacks' popular and successful head football coach, Bobby Petrino.

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