Hockey Canada brass just didn't get it

Organization provided a textbook example of how not to manage a crisis, Paul Deegan says.

In June 2018, a woman was allegedly sexually assaulted by eight hockey players, including members of Canada's world junior team. Serious questions have been raised about the thoroughness of London Police Service's investigation, which concluded without charges, and Hockey Canada's own third-party investigation. Since then, Hockey Canada has said members of its 2003 men's world junior hockey championship team are being investigated for a group sexual assault. The women, and indeed all Canadians, deserve answers.

In any crisis, there are three approaches: bury your head in the sand in the hope that other events will overtake the news cycle; double down and defend what may be perceived as indefensible; or be transparent and accountable. The Canadian exemplar of the final approach was Michael Mccain, whose company Maple Leaf Foods was rocked by a listeriosis outbreak at one of its packaged meat plants in 2008. Twenty-three people died and another 57 became very ill. Mccain shunned the advice from lawyers and assumed accountability. As a result, his personal reputation was burnished, rather than destroyed.

In sharp contrast, Hockey Canada's handling of this crisis, like that of the WE charity scandal, will go down in history as a textbook example of how not to manage through a crisis. WE, in 2020, was awarded a sole-source federal contract to administer the $900-million Canada Student Summer Grant program in a hurried fashion and amid claims of cronyism and complex corporate structures.

There are strong parallels between both crises, where both organizations scored repeatedly on their own net.

First, both Hockey Canada and WE were not sufficiently transparent or speedy in their communications with media, government and Canadians. In both cases, questions have been raised about financial controls and management, where the flow of some funds appeared far too opaque.

Second, leaders of both organizations adopted a combative and intransigent stance. Appearing before a parliamentary committee can be an unnerving experience, but politicians, like the Canadians they represent, are generally fair-minded and want to get to the truth. While representatives of both organizations seemed highly “coached,” they appeared out of touch with the gravity of the situation and, at times, came across as disrespectful to our parliamentarians and insulting to all Canadians.

Third, both organizations misjudged the doggedness of reporters and the thoroughness of their investigation, and how the news coverage would compel parliamentarians to act.

Fourth, both organizations were adept at attracting bluechip sponsors and partners. Yet, when troubling signs emerged, corporate sponsors and government alike were too slow to sever ties. Corporate shareholders and taxpayers expect a level of transparency and accountability, which was lacking in both cases. Neither sponsors nor government used their considerable leverage enough to exact swift governance and management change. Simply put, the gong show went on far too long.

Through their arrogance and crisis mismanagement, each organization turned a serious issue that — while difficult, should have been manageable — into a fullblown existential crisis.

Poor executive management and weak boards, whether in the corporate or not-forprofit worlds, are a recipe for plodding underperformance at the best of times and a ticket to ruin during a crisis.

Hockey Canada's recent lashing out at the media was naive and pathetic. Reporters and editors strive to be fair and balanced. Hockey Canada's blame game may have been a last-ditch attempt at self-preservation, but its obfuscation and attempt to distract led it quickly down an irreversible path of self-destruction.

Simply put, Hockey Canada's board and executive team didn't get it, and they lost their moral authority to lead our national game. They were the problem. Let's hope the new board can speak plainly, demonstrate accountability, clean up the toxic “bro” culture, hire a strong CEO, re-earn the trust of the hockey family and all Canadians, and deliver a gold medal winning performance — both on and off the ice at the 2023 World Junior Ice Hockey Championships in Halifax.