Alabama A&M University faced a significant crisis communication challenge when misinformation about a student’s death sparked confusion and demands for improved protocols.
At a Glance
- Alabama A&M incorrectly announced the death of linebacker Medrick Burnett Jr.
- Burnett sustained a severe head injury during a football game on October 26, 2024.
- Initial misinformation came from a mistaken family member statement.
- The university apologized and retracted the statement after hospital updates.
Initial Misinformation About Medrick Burnett Jr.’s Condition
On October 26, Medrick Burnett Jr., a promising linebacker for Alabama A&M, suffered a severe head injury during a game against Alabama State. The injury caused brain bleeds and swelling, requiring urgent medical care. The situation escalated when Alabama A&M incorrectly announced his death on November 26, based on inaccurate information from a family member. The university’s premature announcement sparked grief and confusion across the campus community.
Burnett was in critical condition, fighting for his life in the hospital, but the distressing news of his apparent death spread quickly, having a profound impact on students, faculty, and his fellow athletes. Just hours later, a retraction revealed that he was indeed alive, hospitalized at UAB Hospital.
UPDATE: Alabama A&M football player Medrick Burnett Jr. is still ALIVE and is on life support, his family says.
Alabama A&M announced earlier today that Burnett has passed away. The school has now retracted that statement.
He had several brain bleeds & swelling of the brain 🙏 pic.twitter.com/LXV9zkQWtK
— MLFootball (@_MLFootball) November 28, 2024
Response and Retraction
Brian Howard, a university spokesperson, acknowledged the error, stating, “We retract the news of the passing of Medrick Burnett Jr., initially advised by an immediate family member on Tuesday evening. Our staff acted according to the family member’s wishes. We express our immediate regret for disseminating false information. However, we hold complete joy in knowing that Medrick remains in stable condition.”
Oh my!!
Alabama A&M says football player Medrick Burnett Jr. still alive, via ESPN. https://t.co/kyAVNoZUwO
— James H. Williams | USA Today (@JHWreporter) November 28, 2024
Broader Implications and Lessons
This incident went beyond the immediate community, igniting discussions nationwide and highlighting the importance of verifying facts through authorized and credible medical updates before making declarations, especially concerning sensitive health situations. The false announcement could have had long-lasting effects on those closest to Burnett and the broader university network if not quickly rectified.
Burnett’s sister, Dominece James, launched a GoFundMe page saying the footballer was in ICU suffering from “several brain bleeds and swelling of the brain.”
