Olympic Hockey Team Misses PR Goal But…

This winter, the U.S. Olympic Hockey Team provided us with a perfect example of why denial doesn't work in a crisis. After they suffered an embarrassing loss in Nagano, Japan, several members of the team - all members of the NHL - decided to vent their aggression on the Olympic Village, causing $3,000 worth of damage to their room in their late night revelry. Rather than owning up, the actual perpetrators of the vandalism have remained anonymous while NHL officials try to minimize the damage both to the league image and to the rooms.