Jennifer van der Valk Weighs In On The Hockey Canada Communications Crisis

Whether you are a hockey fan or not, the current Hockey Canada crisis has had its share of headlines and generated the attention of hockey parents to the Prime Minister of Canada.  The organization has also been experiencing a mass exodus of its corporate and government sponsorship due to the scandal, which has many wondering what is next with Hockey Canada?  PR In Canada turned to some familiar faces working in the Canadian communications and public relations industry for our latest edition of Industry Opinion - Hockey Canada, Communicating Through Crisis.

1. What was your reaction when you first heard about the Hockey Canada scandal?

Jennifer van der Valk - My reaction was one of great disappointment. Hockey Canada is not simply a sports brand, it’s a brand that plays a critical role in our national identity, with strong emotional ties that cross age, gender and cultural boundaries for all Canadians. There was no doubt, based on the initial statements of the organization, that this was only going to get worse.

2. Why is this still a story a month later?

Jennifer van der Valk - Hockey Canada faced serious allegations that stirred deep emotions and eroded public trust the moment they became public. Their response was dismissive and when the organizations behaviour was further revealed, dwindling trust turned to growing resentment, anger and shock. The gap between the promise this brand and the behaviour of the brand was too wide for anyone to bridge, including their sponsors, their fans, and their members. Unfortunately, as they failed to follow through with any real commitment to change and sponsors dropped one by one, media were given a neverending story.

3. It is 2023, how does this type of thing still happen [sexual assault being purposefully hidden]

Jennifer van der Valk - I truly wish I could answer this question. In short, it shouldn’t.

4. How would you rate Hockey Canada's handling of this situation?

Jennifer van der Valk - If the goal was to try to protect a brand, to protect people, then this situation will serve as a case study for Communications and PR generations to come. Hiding the truth and relying on spin will never set your organization on the path to brand integrity. Know your stakeholders. Know your audience. Know the values behind your brand – and stand behind them. Hockey Canada demonstrated no real commitment or action plan behind the loose promise to do better. Good comms can’t fix bad policy and it certainly can’t help when you have no policy. People expect and deserve substance.

5. What are 1 or 2 things brands can learn from the Hockey Canada crisis?

Jennifer van der Valk  - Brand equity is built over time and destroyed in a moment. How you react to a crisis can either save you or sink you and as we’ve seen with too many brands in the past, nothing will erode trust faster than a cover up. Think Maple Leaf Foods vs VW. There are ways to apologize, sincerely, and take action to make things right.