Universities’ lack of new-media savvy can leave reputations exposed, but popularity was never wholly within their control

Whatever the rights and wrongs of the fruit-bat paper saga (and there are plenty), one thing’s for sure: University College Cork secured itself a huge PR disaster when it found itself at the centre of a media storm last week as an internal HR matter quickly spun out of control.

A surreal combination of alleged sexual harassment, fruit-bat fellatio, the right to dignity at work and academic freedom sent newspapers, blogs and social-networking sites such as Twitter and Facebook into overdrive. In the midst of this frenzy, the constituent institution of the National University of Ireland appeared paralysed.

Read full story in Times Higher Education.

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