The PR Breakdown with Molly McPherson 211: The 3 Biggest Reasons for Hockey Canada's Crisis
Please note this episode carries a trigger warning for sexual assault.
After a long series of other troubling accusations, including one by a woman sexually assaulted by eight hockey players, and cover-ups, secrecy, and poor leadership, the reputation of Hockey Canada is severely tarnished.
This week’s podcast breaks down the three reasons why the crisis has been so deadly for the brand and so devastating for the victims and the stakeholders. This episode sheds light on how long this crisis has been going on, some of the attempts to cover it up, and the lack of transparency on the part of Hockey Canada when it came to the media. Hear about how the problem of leadership not backing down fed the scandal and the additional crisis caused when the entire board stepped down at the same time. Listen in for some key takeaways to consider to prevent a future crisis at your organization.
Key Points From This Episode:
- A clip from TSN Senior Correspondent Rick Westhead breaking the story about Hockey Canada. TW: For listeners who wish to avoid his account of an incident involving sexual assault, please skip audio between [00:17] and [00:44].
- The framing of this story for the purpose of this podcast, and why it feels so American.
- TW: For listeners who wish to avoid further details about the sexual assault, please skip audio from [05:24] to [08:00]
- The masculine nature of the sport and the risky behavior that accompanies it.
- Other Canadian PR crises from recent times.
- Insight into how long this crisis has been going on and some attempts to cover it up.
- The stepping down of President and CEO Scott Smith, as well as the entire board, and how it caused an additional crisis.
- The problem of lack of transparency and the company’s silence towards the media.
- How leaders not backing down fed the scandal.
- The survey Hockey Canada sent to supporters and how this can be seen as a doubling down tactic.
- The Indestructible PR Tip
Indestructible: Reclaim Control and Respond with Confidence in a Media Crisis
Indestructible: Reclaim Control and Respond with Confidence in a Media Crisis
Want More Behind the Breakdown?
Follow The PR Breakdown with Molly McPherson on Substack for early access to podcast episodes, exclusive member chats, weekly lives, and monthly workshops that go deeper than the mic. It's the insider’s hub for communicators who want strategy with spine—and a little side-eye where it counts.
Follow Molly → @MollyMcPherson
Subscribe to PR Breakdown on Substack → prbreakdown.media
Need a Keynote Speaker? Drawing from real-world PR battles, Molly delivers the same engaging stories and hard-won crisis insights from the podcast to your live audience. Click here to book Molly for your next meeting.
This podcast is supported by Muck Rack, the PR management platform I use to monitor media coverage, track journalist activity, and inform high-stakes strategy with real-time data. Click here to try Muck Rack for yourself.
Follow & Connect with Molly: