MARQUIS: BOY SCOUTS SCANDAL

Boy Scouts of America Child Abuse Scandal

Aubrey Marquis

Purdue University

COM 60311: Seminar in Crisis Communication

Mr. David Shaffer

February 21, 2021

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Boy Scouts of America Child Abuse Scandal

Boy Scouts of America (BSA), the largest scouting organization and one of the largest

youth organizations in the United States, was established in 1910, with the mission to prepare

young males to make ethical and moral choices over their lifetimes by instilling in them “good

citizenship, chivalrous behavior, and all of the skills that arise from camping and other outdoor

activities” (Britannica, n.d.). The organization has thousands of troops across the United States

that are sponsored on the local level by churches, schools, fraternal organizations, and other

community groups (Britannica, n.d.). Currently, BSA is composed of approximately 2.2 million

youth members and approximately 800,000 volunteers throughout the United States and its

territories (BSA, 2021).

Crisis Overview

Less than 10 years after BSA was established, it was faced with its first claims of child

sexual abuse, and by 1935, it secretly removed thousands of abusers from its troops (Abused in

Scouting, 2019). Although a handful of allegations were brought to court and became public

knowledge, BSA kept the majority of them confidential and never contacted the police (Duggan,

2012). In October 2012, Oregon’s Supreme Court ordered BSA to publicly release a 20,000-page

document of records detailing claims of abuse of more than 1,000 Cub Scouts and Boy Scouts

across the United States (Claiborne et al., 2012). According to ABC News, the files contained

claims from 1959 to 1991, and featured detailed information about each alleged abuse, the

offender, and BSA’s response to the claims (Claiborne et al., 2012).

After the document’s release, BSA faced so many lawsuits that its insurance companies

refused to pay out damages and argued that BSA was “liable for the abuse because they could

have taken steps to prevent it” (Dockterman, 2020). In February 2020, BSA filed for Chapter 11
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bankruptcy to “equitably compensate victims while ensuring scouting continues across the

country” (Scouting Newsroom, 2020). In response, United States Bankruptcy Judge Laurie

Selber Silverstein established the deadline of November 16, 2020, for any BSA sexual abuse

victims to step forward and file claims (Levine, 2020). To the surprise of BSA, the lawyers

working the cases, and the public, over 92,700 new claims were reported before the deadline

closed ― deeply affecting BSA’s reputation and bringing the total number of known BSA-

related sexual abuse victims to 108,000 (Levine, 2020).

Media Response

Prior to Crisis

In the years leading up to the crisis, BSA suffered from frequent and unfavorable news

coverage due to the public release of its abuse records in 2012, and its anti-gay policy

controversies (CNN, 2012). Most of the media coverage framed the organization in a negative

light, stating it failed to keep its participants safe. The media incorporated a variety of narrative

techniques to support this theme including individual victim stories and the extensive steps BSA

went to keep the allegations hidden (Claiborne et al., 2012). However, personal research has

found that from 2016 to 2019, BSA’s media coverage returned to a “normal” level and had

neutral and/or optimistic tones. Additionally, it was found that the media coverage during this

time focused mostly on the organization’s restructuring process, new scout requirements,

community projects, and its National Scout Jamborees.

During Peak of Crisis

At the outbreak of the crisis, the general media consensus deemed BSA was solely

responsible for the harm endured by thousands of youth during their most innocent years. Many

media headlines encouraged the continuation of scouting and emphasized its value, but
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discouraged the continuation of BSA and other “toxic” organizations (Risen, 2020). Examples of

these headlines include, “Save Scouting. End the Boy Scouts,” “Let the Boy Scouts Die Out,

Already,” and “I Am an Eagle Scout. Is Boy Scouts Worth Saving?” When conducting a general

Google search for BSA-related articles from 2020, the majority focused on factual information

about the crisis, but also incorporated opinion-based content and interviews with BSA victims.

Almost all articles included quotes from BSA leadership and representatives, along with steps

victims should take to properly file claims and receive compensation. Overall, the media

response at this time challenged the continuation of BSA and openly sided with the victims.

Current Media Response

While this crisis is ongoing, the media’s response shifted after learning BSA’s strategic

plan to properly compensate its victims and restructure the organization. After filing for

bankruptcy, BSA created a separate website detailing this strategic plan and shortly thereafter, it

launched a national advertising campaign encouraging victims to step forward and file claims

(Lumpur, 2020; Associated Press, 2020). Following the launch of the website and national

campaign, media coverage altered and strictly began to focus on the steps victims should take to

be properly compensated. While most journalists still alluded that BSA was solely responsible

for this crisis and questioned the future of the organization, the coverage became neutral and

focused more on supporting the victims and aiding the crisis as a whole.

BSA’s Crisis Response

After filing for bankruptcy, BSA released an immediate statement indicating its two key

objectives: (1) equitably compensate victims who were harmed during their time in scouting, and

(2) continue to carry out BSA’s mission and maintain programming (Scouting Newsroom, 2020).
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BSA used these objectives to guide its crisis communication response, while also adopting image

repair strategies such as reducing offensiveness, corrective action, and mortification.

Following the release of its initial statement, BSA directly addressed the victims through

an open letter of apology that took responsibility for the heinous acts committed by individuals

who took advantage of the organization’s programs (Wamsley and Goodwyn, 2020). Throughout

2020, BSA released additional statements with instructing and adjusting information as well as

updates on how it was aiding victims. In one particular press release, BSA announced it was

joining forces with 1in6, a leading organization for male survivors of sexual abuse, in a five-year

partnership that “meaningfully expands vital services to better support the needs of those who

were harmed in scouting” (Scouting Newsroom, 2020).

BSA also created and announced its strategic plan to restructure the organization. To

effectively communicate it to the public, BSA launched a separate website to house all of the

information. The website includes a list of the organization’s commitments, resources for

victims, the impact on scouting, vendor partnerships, upcoming key dates in the restructuring

process, resources for questions regarding the bankruptcy, and legal filings (BSA Restructuring,

2020). At the bottom of each website page, BSA listed contact information for its 24/7

“Restructuring Hotline” as well as an email for media inquiries.

From September 2020, through October 2020, BSA ran a court-approved national

campaign to encourage victims of abuse to file claims. The campaign cost an estimated $6.8

million and included print, television, radio, and online advertisements (Associated Press, 2020).

It was launched in English and Spanish and was expected to reach “more than 100 million

people, including more than 95% of the primary target audience of men 50 and older”
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(Associated Press, 2020). Each advertisement directed the public to its restructuring website to

find information on how to seek compensation, regardless of how long ago the abuse took place.

Lastly, BSA’s spokespersons released statements to media outlets detailing the corrective

and protective actions it has taken since filing for bankruptcy and understanding the large scale

of abuse. On November 16, 2020, BSA released a statement to the Associated Press that read,

“We are devastated by the number of lives impacted by past abuse in Scouting and moved by the

bravery of those who have come forward.” BSA released similar statements to other media

outlets such as the Washington Post, NPR, and the New York Times, emphasizing the

organization’s regret and the importance of victims filing claims.

Evaluation and Rationale

To date, BSA’s crisis response seems appropriate and effective for three reasons: (1) it

follows best practices; (2) it puts its victims first; and (3) it takes responsibility for the crisis.

While BSA has a history of dishonest communication, when this crisis occurred, leadership

recognized the importance of organizational learning and used its experience with past failures to

communicate effectively (Abused in Scouting, 2019). As a result, BSA’s communication has

been honest and timely, and focused on its key objectives, instructing and adjusting information,

and equitably compensating victims (Scouting Newsroom, 2020). In addition, it appears that

BSA adopted the image repair theory as its core crisis management strategy ― specifically

reducing offensiveness, corrective action, and mortification.

According to Benoit (2005), “Effective image repair suggests that those who are truly at

fault should admit it immediately and take appropriate corrective action” (p. 409). At the

outbreak of the crisis, BSA immediately released a statement apologizing to the victims of abuse

and committing to repair the damage done (Scouting newsroom, 2020). Additionally, BSA
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launched a detailed restructuring plan to ensure the discontinuation of harmful behavior and

introduce practices that will improve the organization overall (BSA Restructuring, 2020). By

taking actions that move beyond compensation or reinterpretation, BSA has made itself better

equipped to restore the organization to its pre-crisis form while improving best practices.

Throughout BSA’s communication, it used bolstering strategies to boost its credibility by

aligning itself favorably with the values of its audience. When communicating with the media,

BSA put its victims first, but also spoke of the continuation of its “educational Scouting

adventures and countless service projects” during the crisis, and how it “fully intends to maintain

its commitments to its members, families, volunteer leaders, employees, retirees, donors and

alumni” (Scouting Newsroom, 2020). In addition, BSA put its victims before its reputation and

finances to ensure it was able to equitably compensate each individual that filed a claim before

the November 16, 2020, deadline by filing for Chapter 11 bankruptcy and creating a Victims

Compensation Trust (BSA, 2020).

From day one, BSA recognized it was fully responsible for the crisis, and followed best

practices such as those introduced by Seeger (2006) and Heath (2006). Seeger (2006) indicated

that the best practices he outlined for crisis communication are the “principles and processes that

underlie an effective crisis communication plan and an effective crisis response” (p. 242).

Throughout BSA’s press releases, restructuring website, national campaign, and media

statements, its communication has been honest and open, and has conveyed empathy to victims

and others who have voiced their concerns. In addition, it continues to meet the needs of the

media and remains accessible through its media inquiry email and 24/7 hotline. The organization

has also collaborated with many credible sources, such as 1in6 and various counseling practices,

to provide additional resources to stakeholders to ensure they are receiving credible and useful
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information (Scouting Newsroom, 2020). Overall, BSA is taking all of the necessary steps to fix

its wrongdoings and give the impression of authenticity and integrity.

Proposal for Response and Rationale

Research conducted by Austin et al. (2012) found that during crises, audiences’ social

media use increases, and in some situations, audiences perceive social media to be more credible

than traditional mass media. The study’s results also stressed the need for using both traditional

and social media in crisis response (Austin et al., 2012). While BSA’s crisis communication has

been impressive thus far, the organization is neglecting the use of its social media platforms (e.g.

Facebook and Twitter) to update stakeholders on the crisis. Personal research has indicated that

BSA has strayed away from communicating any information about the abuse allegations on

social media, aside from its brief national campaign. Currently, its stakeholders have to seek out

information on the crisis by visiting BSA’s website or searching online. I believe it would be

beneficial for BSA to post crisis updates, specifically links to its websites and press releases.

As of February 19, 2021, personal research has found that BSA has 477,991 followers on

Facebook and 79,500 on Twitter, and posts on its social media twice a day. Therefore, it would

be easy for the organization to incorporate post updates on the crisis into its current social media

strategy. There are many advantages to BSA using social media for its crisis communication,

including the instantaneous dissemination of information and the ability to reach a larger

audience (CivicPlus, 2020). In addition, social media allows for two-way communication

between the organization and its stakeholders, which is essential in “addressing misinformation

and establishing the organization as a credible source” during a crisis (Sellnow and Seeger,

2013). Posting updates regarding the crisis on its social media platforms would also give BSA

the opportunity to use social media listening and monitoring to better understand stakeholders’
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concerns, opinions, and sentiment surrounding the crisis, BSA’s crisis response, and its brand

(Veil et al., 2011).

Conclusion

For over 80 years, BSA enabled the abuse of innocent children by covering up thousands

of sexual abuse allegations (Levine, 2020). In consequence, BSA’s current crisis is perceived as

a result of intentional human behavior that could have been prevented. Therefore, as the crisis

persists throughout the compensation process, it is vital for BSA to continue communicating

honestly and putting its victims first. So far, it seems as though BSA’s crisis response, its use of

best practices, and adoption of image repair strategies are aiding the rebuilding of stakeholder

trust and credibility. In addition, BSA’s current membership of 2.2. million youth members has

reflected the public’s recognition of the importance of scouting and the programs BSA offers.

Although BSA’s response in both messaging and corrective action is impressive, the

organization could improve its communication by taking advantage of its social media platforms

to disseminate information on the crisis through a different channel. As an organization that

works with many stakeholder groups, both internally and externally, communicating about the

crisis via social media would provide an additional platform for “organizational information to

be conveyed, shared, and processed” (Austin et al., 2012).

While it is too soon to tell if BSA’s crisis response strategies have been effective, the

extensive steps it has taken to restructure the organization to ensure youth safety from the inside-

out are noteworthy. Overall, BSA’s response to this crisis thus far has proven that an

organization can learn from its past mistakes and endure difficulties while properly

communicating with the public, aiding victims, and staying committed to its mission, programs,

and stakeholders.
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References

Abused In Scouting. (2019, October 24). History of Abuse. https://abusedinscouting.com/history

-of-abuse/

Associated Press. (2020, September 1). US boy SCOUTS launch ads on how abuse victims can
seek money. https://www.voanews.com/usa/us-boy-scouts-launch-ads-how-abuse-
victims-can-seek-money

Austin, L., Fisher Liu, B., & Jin, Y. (2012). How audiences seek out crisis information:
Exploring the social-mediated crisis communication model. Journal of Applied
Communication Research, 40(2), 188-207. doi:10.1080/00909882.2012.654498

Benoit, W. L. (2005). Image restoration theory. Encyclopedia of Public Relations, 2, 407-410.

Boy Scouts of America. (2021, January 06). Prepared. For Life.™. https://www.scouting.org/

Britannica. (n.d.). Boy Scouts. https://www.britannica.com/topic/Boy-Scouts

BSA. (2020, April 13). BSA Restructuring. https://www.bsarestructuring.org/victims/

CivicPlus. (2020). The importance of social media in crisis communications. https://www.civicp

lus.com/civicready/crisis-communicationsguide#:~:text=It%20can%20serve%20as%20an,
time%20through%20social%20media%20listening.

Claiborne, R., Adhikari, B., & Francis, E. (2012, October 18). Release Files Detail Alleged
Abuse in Boy Scouts. https://abcnews.go.com/US/released-files-detail-alleged-abuse-boy
-scouts/story?id=17512745

CNN Political Unit (2012, August 08). Obama opposes Boy Scouts' ban of gay members.
https://politicalticker.blogs.cnn.com/2012/08/08/obama-opposes-boy-scouts-ban-of-gay-
members/

Dockterman, E. (2020, November 17). Boy Scouts Sexual Abuse Case: What Could Happen
Next. https://time.com/5912452/boy-scouts-sexual-abuse-bankruptcy/

Duggan, P. (2012, October 18). Boy Scout 'perversion files' released. https://www.washington
post.com/local/crime/boy-scout-perversion-files-released/2012/10/18/62c7a6ec-1940-
11e2-B97b-3ae53cdeaf69_story.html

Heath, R. L. (2006). Best Practices in Crisis Communication: Evolution of Practice Through

Research. Journal of Applied Communication Research, 34(3), 245-248.
doi:10.1080/00909880600771577
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Levine, C. (2020, November 18). Boy Scouts of America Face over 92,000 Accusations of Child
Abuse. https://nonprofitquarterly.org/boy-scouts-of-america-face-over-92000-accusations
-of-child-abuse/

Lumpur, K. (2020). Statement on Boy Scouts of America's financial restructuring.

https://www.scout.org/fr/bsarestructuring

Risen, C. (2020, February 18). Save scouting. end the boy scouts.
https://www.nytimes.com/2020/02/18/opinion/sunday/boy-scouts-lawsuit.html

Scouting Newsroom. (2020, February 17). The Boy Scouts of America Files for Chapter 11
Bankruptcy to Equitably Compensate Victims While Ensuring Scouting Continues
Across the Country. https://www.scoutingnewsroom.org/press-releases/the-boy-scouts-
of- america-files-for-chapter-11-bankruptcy-to-equitably-compensate-victims-while-
ensuring-scouting-continues-across-the-country/

Seeger, M. W. (2006). Best Practices in Crisis Communication: An Expert Panel Process.

Journal of Applied Communication Research, 34(3), 232-244.
doi:10.1080/00909880600769944

Sellnow, T. L., & Seeger, M. W. (2021). Theorizing crisis communication. Hoboken, NJ: John
Wiley & Sons.

Veil, S. R., Buehner, T., & Palenchar, M. J. (2011). A work-in-process literature review:
Incorporating social media in risk and crisis communication. Journal of Contingencies and
Crisis Management, 19(2), 110-122. doi:10.1111/j.1468-5973.2011.00639.x

Wamsley, L., & Goodwyn, W. (2020). Boy Scouts of America files for bankruptcy as it Faces
hundreds Of Sex-abuse Claims. https://www.npr.org/2020/02/18/806721827/boy-scouts-
of-america-files-for-bankruptcy-as-it-faces-hundreds-of-sex-abuse-cla
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Proposed Social Media Posts - Facebook

These posts can be modified to fit Twitter’s character limit.

February 17, 2020

September 1, 2020
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November 17, 2020