Essays on Analysis of Essendon Football Club Supplement Crisis from 2013-2017 Case Study

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The paper 'Analysis of Essendon Football Club Supplement Crisis from 2013-2017" is an outstanding example of a management case study. The use of performance-enhancing drugs in professional sport is prohibited in all countries that take part in professional sport. The use of drugs and other substances to improve the performances of athletes is known as doping, some of the effects of doping include harming the athletes health and forming an unfair playing field (Dimeo 2007). The World Anti-Doping Agency deals with issues related to doping in the world. WADA is involved in the development of anti-doping policies, education, research, and formation of anti-doping organizations in nations.

Within Australia, the Australian Sports Ant-Doping Authority (ASADA) does the regulation and formulation of rules and policies regarding drug use in sport. In 2013, the Australian Crime Commission (ACC) released a report on the use of new-generation image and performance-enhancing drugs in professional sports. This report sends shockwaves in the sporting community in Australia. Also, the report led to the investigation of several sports organizations in Australia including Essendon Football Club that played in the Australian Football League (AFL).

The football club was investigated over the use of its supplements program in the 2011/2012 AFL season. Investigations on the club took more than four years, and the banned peptide Thymosin beta-4 was determined to be the compound used by thirty-four players who were found guilty and suspended from playing in the league (Robinson & Epshteyn, (2009). Initial investigations failed in determining if the supplements program was legal but brought into light, poor governance in managing the problem. August 2013 is when ACC took action on the club by fining them $2 000 000, suspending their senior coach and general manager, and banned them from playing in that year’ s final series.

The Essendon Football Club doping scandal is the largest in AFL history as it has run from 2012 to 2017. The suspension of thirty-four players in January 2016 that were found guilty of using performance-enhancing substances. The aim of this case study is to provide the background and timelines on the investigation done by Essendon Football Club in general including the players. Besides, the study reveals how the media handled some of the issues and how they would have done it differently. ANALYSIS Media and Crises The media is a vital stakeholder in crises as information on the organizations under investigation are collected and well analyzed by the media.

The average person does not easily contact information on events that take place in the outside world, and thus the media comes in handy in providing this information (An et al. 2009). Studies have proven that the media performs a vital role in crises like in the case of the Essendon Football Club drug scandal.

Some important researchers include that done by Caldiero et al. (2009), where about 17 fraud crises were dealt with using the image management method by identifying specific organizational statements that would be provided to the media. Press release by the specific organizations related to the crises was provided to the media thus providing the organizations with an opportunity to present their side of the case. Another scholar Holladay (2010) analyze several chemical accident crises with an objective of finding out the information that the media were provided through a communication crisis strategy.

Both studies show the importance of media effects on crises and the need for further research on ways that organizations can manage the media in cases of crises or scandals.

References

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An, S. K., Gower, K. K., & Cho, S. H. 2011, ‘Level of crisis responsibility and crisis response strategies of the media,’ Journal of Communication Management, vol. 15, no. 1, pp. 70- 83.

Benoit, W. L., & Pang, A. 2008, ‘Crisis communication and image repair discourse,’ Public relations: From theory to practice. Boston, MA: Pearson Allyn and Bacon.

Bernile, G. & E. Lyandres,2011, "Understanding investor sentiment: The case of soccer." Financial Management, vol. 40, no. 2, pp. 357-380.

Caldiero, C. T., Taylor, M., & Ungureanu, L. 2009, ‘Image repair tactics and information subsidies during fraud crises,’ Journal of Public Relations Research, vol. 21 no. 2, pp. 218-228.

Coombs, W. T. 2010, ‘Conceptualizing crisis communication. In R. L. Heath & H. D. O’Hair (Eds.),’ Handbook of risk and crisis communication, pp. 99-118. Florence: Taylor and Francis.

Cooper, C. E. 2012, Run, swim, throw, and cheat the science behind drugs in sport. Oxford: Oxford University Press.

DeFleur, M. L., & DeFleur, M. H. 2016, Mass Communication Theories: Explaining origins, processes, and effects. New York, NY: Routledge.

Dimeo, P. 2007, Beyond good and evil: A history of drug use in sport. Abingdon, Routledge.

Fearn-Banks, K. 1996, Crisis communications: a casebook approach. Mahwah. N.J.: Erlbaum

Holladay, S. J. 2010, 'Are they practicing what we are preaching? An investigation of crisis communication strategies in the media coverage of chemical accidents,’ The Handbook of crisis communication pp. 159-180. Chichester, U.K.: Wiley-Blackwell.

Pampel, F. 2007, Drugs, and sport. New York, Facts on File.

Pang, A. 2012, ‘Towards a crisis preemptive image management model,’ Corporate Communications: An International Journal, vol. 17, no. 3, pp. 358-378.

Robinson, T., & Epshteyn, M. G. 2009, Performance-enhancing drugs. Edina, Minn, ABDO Pub.Co .Available from http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&A N=395161 [20 March 2017]

WADA 2003, World Anti-Doping Code. Montreal, WADA.

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