Research Dossier

Prepared by: Austin McCoy

Researched Subject: Reggie Bush and the University of Southern Californias NCAA rule
breaking.
Organizing methodology: I have organized this research dossier by the actions and events that
have led to the crisis, then this dossier is organized through the three phases of crisis
communication through articles of the event.
Phase 1: denial, shifting of the blame, and evasion of responsibility.
Phase 2: minimize the effects and transcend the problem
Phase 3: resolution through negotiation.
Code Key: Aristotelian: Deductive Appeals to Ethos, Pathos, Logos. I also added + and - signs
to the code labels to show whether the appeals in articles and comments were positive or
negative toward Bush and the University of Southern California.
Summary of the events that start the crisis: The University of Southern California in the years
2003, 2004 and 2005 were a masterpiece to watch in regards to college football NCAA Division
1. Throughout those seasons, The USC Trojans had one 2 back to back NCAA football National
Titles and came up close to a three peat in the 2005 season with a loss to the University of Texas
Longhorns. This great success was helped immensely through the running back for the Trojans,
Reggie Bush (2003-2006). Although Bush was not a one-man team, alongside Heisman trophy
winning quarterback Matt Leinart and many others, this team was something incredible. With
this much hype and excitement, a microscope will be looked through toward the Trojans and
players. The fact that the University is located in Hollywood, the team became bigger celebrities
than most of the people creating films and music in Hollywood, the Trojans were super stars to
the American public and Bush, a college student with little family financial help began to have
things that poor college kids would not be able to afford. An investigation was then conducted
after the 2005-2006 season as Bush was heading to the NFL. The timeline below demonstrates
the actions and the crisis communication that follows.
As reported by Yahoo Sports, NCAA by-law 12.3.1.2 states that an athlete shall be deemed
ineligible if he or she accepts benefits from agents or marketing representatives. The rule further
states that student-athletes, their family or friends cannot receive benefits or loans from agents.
Additionally, NCAA by-law 12.1.2.1.6 states that athletes cannot receive preferential treatment,
benefits or services because of the individual's athletics reputation or skill or pay-back potential
as a professional athlete, unless such treatment, benefits or services are specifically permitted
under NCAA legislation.
Phase 1: Denial, shifting of the blame and evading responsibility:
September 7th 2006:

Bush is confronted by Yahoo Sports reporter on financial ties, which include:

$595 in airfare for Bushs stepfather, mother and brother to Berkley, California paid for
by Jamie Lintz who was employed by Bushs marketing manager Mike Ornstein.
$250 for limousine services to the airport.
New suits for Bushs stepfather and brother for Heisman ceremony on December 10th
2005.
Weekly payments of up to $1,500 to the Bush family.

Documents also show payments to Bush in multiple ways by the financial backers of New Era
Sports, an upcoming marketing firm created by Michael Michaels that had Bush in their sights as
a first client. The list of these expenditures comes up as the following.

$623 for a hotel stay for Bush at Venetian Resort and Casino in Las Vegas, Nevada.
$1,574 for a stay at the Manchester Hyatt in San Diego for three days.
$13,000 for a modified car, purchased by New Era Sports.
$54,000 in rent free stay for Bushs parents in a new $750,000 home in Spring Valley,
California.
$28,000 in the Bush family debt, given by Michaels as a loan.

When approached by reporters, Bush gives Yahoo Sports reporter three days before his NFL
debut with the New Orleans Saints, a polite shove off stating, I dont want to talk about it.
Ornstein, when confronted denied all accusations of wrongdoing with the investigation of Reggie
Bush stating:
"Reggie Bush never received an extra benefit from Mike Ornstein other than what he was
allowed to get from the NCAA when he worked with us," Ornstein said, referring to the fact that
Bush was an intern at Ornstein's marketing company in the summer of 2005. "I feel pretty damn
good about that.''
Also, asked about the airfare and other payments toward the Bush family off of the American
Express card under Frintzs name Ornstein states, "If the dad asked, then maybe (Jamie helped),"
he said. "The (family) went on other trips. I'm sure the father if it was anything that needed a
credit card to guarantee the hotel and everything then I'm sure Jamie will have documentation
and cash receipts from the father. I guarantee it." Asked whether he was aware that such loans
could constitute an NCAA violation, Ornstein replied: "I have no idea."

Throughout the next 8 months, Reggie Bush still would not discuss anything with reporters
stating, I did nothing wrong, throughout the investigation this will be realized by everyone.
Code and Analysis:
Comments
Perceptions
Appeals to:
1
The agents are the ones the ncaa should Mike Ornstein should Pathos be going after.The ncaa is the only
be sued.
entity that can receive money for a
college atheletes work. I know the
colleges make a lot but the ncaa hates
that it has to give them that.
2
Pete Carroll gets no mention because he Lawyer shows that
Logos has no part of this lawsuit. The lawsuit
agents are lying
is Todd McNair alleging that the NCAA about scandal.
intentionally defamed him because it
had evidence that Bushs agent lied
about McNairs role in the scandal
during their investigation specifically
the NCAA had phone records that
showed that Bushs agent called
McNair to solicit USC.
These commenters are using their opinions to describe the issue. Ornstein is denying that he had
no idea that these expenditures to the Bush family were breaking any NCAA rules. This is using
codes of Pathos and Logos, one commenter feels that Ornstein knew that he was breaking the
rules and trying to cover it up so that he could benefit from Bush once leaving USC. As well
another negative commenter states that Bushs agents lied about any lawyer involvement in the
Bush scandal. All of this falling in the Phase 1 of crisis communication of denying all aspects of
the situation and attempt to manipulate the situation into something that can be overlooked.
Throughout the next two phases, this will be proven incorrect.

Phase 2: Minimize the effects or transcend the problem.

Throughout the next 3 years, the investigation would continue, not in favor of Bush and his
agents. Within those three years of investigation, Bush never admits any wrongdoing for any
action that he is accused of and neither do his agents while attending USC Mike Ornstein and
Jamie Frintz.
April 16th 2010:
Bush then states nearing the end of the investigation, "This thing, regarding USC and the NCAA,
is the closest thing to death without dying because I have such a great love and respect for the
university," Bush said. "This has been one the toughest things I've had to deal with in my life."
Rather than admitting any wrongdoing toward NCAA rules, Bush replies to accusations at the
end of the investigation, I did nothing wrong, but I pledge to support USC however I can
through any following sanctions.
Bush also states, I believe that there's a lot of untold truth to this matter, there's a lot of
fabricated lies to this matter, but it is what it is and I can't sit here and cry about it. I can't sit here
and make up excuses," Bush said. "Ultimately, it's a responsibility that's placed on USC and my
shoulders. It's because of me. So all I can do is continue to try to help them and move forward
with the situation.
June 10th 2010:
NCAA reports concluded that Bush and his family accepted improper benefits from marketing
agents while he was playing for USC after 3 year investigation. The University will have
sanctions, but no legal action towards Bush, Ornstein or the Bush family.
When the NCAA findings were released, Bush said he had feelings similar to bringing shame on
one's father or family. Bush said he always wanted to represent his school with pride and hopes
to strengthen his relationship with his former school whether the punishment stands or not.
Bush states, "I'm going to do everything I can to make this right, some way, somehow, some
shape or form, if its the last thing I do."
To this day, Bush will not admit to any wrong doing.

Coding and Analysis:

I could not find any comments on this portion of the investigations, most of the comments come
into play of Phase 3 after the sanctions had been made. Regardless, in my opinion, there would
be a two sided argument. There will be both Pathos+ and Pathos- regarding the feelings of the
fans of USC. Those opinions will also use Logos+ and Logos- with the logistics to back the
opinions of the fans.

Phase 3: Resolutions through negotiations.

June 11th 2010:
The NCAA placed many sanctions on the University of Southern California after the conclusion
of the Reggie Bush investigation. These sanctions included the following:

The USC athletic department was placed on four years of probation.

The football program was given a two-year postseason ban and a loss of 30 total
scholarships over the 2011, 2012 and 2013 seasons.
The football team was forced to vacate victories starting in December 2004 and running
through the 2005 season, including a BCS championship victory over Oklahoma.

Coding and Analysis:

1

2
3

Comments
I like Reggie Bush the
football player -- an exciting
contributor to the Saints'
success. Am glad he's here;
hope he stays and continues to
thrive.
That said, the man is a dishonest
crook. He knew he was receiving
illegal benefits. He betrayed USC
(not that I have any love for it). Face
it, fans, the dude is dishonest.
Blame the School not the players.
Run Reggie Run.
It was not just Reggie Bush. There
were also violations involving O.J.
Mayo, Joe McKnight, & other
athletes. USC atheletic director and
the athletic department as a whole
must have known about these
violations/infractions and simply

Perception
Reggie Bush is a
great football
player, although he
is a crook and
cheater.

Appeals to:
Pathos -,+

USC is to Blame

Pathos +

USC is to blame

Logos +

ignored it just like the way BP

ignored all the warnings that the
Transocean employees were telling
them.
The NCAA is a monopoly that uses
NCAA is doing this
these kids up and spits them out. I
for money.
assure you I would have had nothing
to say about this story if they had not
NAMED a former student athlete in
their report. Are you kidding me?
Why is it ok for them to point the
finger while living in a glass house?
Why damage this kid's reputation that
way? I heard Kurt Herbstreit last
night blame this whole thing on
Reggie Bush.

Ethos -

Bush was then stripped of his 2005 Heisman trophy, the first time in the history of the award.
Even after this whole allegation toward Bush and USC, Bush will never admit to the actions that
took place in the years of 2003-2006, although the NCAA took actions on their own. Once the
whole fiasco was complete, there was an interview with Bush, and an ESPN reporter asked his
thoughts on the sanctions and the final conclusion. Bush then states,
"I am disappointed by (Thursday's) decision and disagree with the NCAA's findings. If the
University decides to appeal, I will continue to cooperate with the NCAA and USC, as I did
during the investigation. In the meantime, I will continue to focus on making a positive impact
for the University and for the community where I live."
He was then asked about his thoughts of the Heisman trophy being stripped, his comment to this
was as follows,
"None. Just whatever happens, happens, " Bush said. "What I'm really focused on is where I'm at
right now, where I'm at with the Saints' team right now, and so just really looking toward the
future."

Works Cited
Hogan, Nakia. The Times- Picayune. Reggie Bush Investigation Results In Many Sanctions for
Southern California. Article. June 11, 2010.

Robinson, Charles. Yahoo Sports. Cash and Carry. Article. Septermber 16, 2006.

Martell, Brett. Huffington Post. Reggie Bush Pledges to Fight NCAA Sanctions. Article. August
16, 2010.

Stites, Adam. SBNation Magazine. USC Reggie Bush Scandal is Now NCAA Problem. Article.
February 7, 2015.

Photographer unknown. FRTSports.com. Reggie Bush and Case of Heisman. Photo. September
10,2011.