A question for my fall semester 2011 Public Relations Writing students

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A question for my fall semester 2011 Public Relations Writing students

November 28, 2011 by Les Potter

If you were public relations counsel to Penn State University, what advice would you give them about how to handle the current scandal?

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Posted in Public relations | Tagged PR Problem-solving | 38 Comments

38 Responses

on November 30, 2011 at 12:03 pm | Reply Taylor Caitlin

In regards to the current scandal that Penn State is facing, my advice would be to practice full disclosure. The series of events has been so detrimental to public opinion of Penn State, so much work must be done in order to rectify the situation, and regain public approval. I believe it was a mistake to have allowed the secrecy and lies to go on for as long as it did. It is believed that assistant coach, Sandusky continued to rack up victims throughout the past fifteen years, all while under the nose of Penn State officials. There is no getting around this without taking fault. Now that the public is aware of the scandal, formal apologies must be issued and damage control must begin immediately.
The public is not stupid nor ignorant, not only do they expect answers, but they deserve a well thought out explanation in a quick and timely fashion. My advice to the Penn State counsel would be to apologize for their blatant negligence. It has been made clear to the public, via multiple media outlets that these unspeakable acts have been going on for a long period of time, without any repercussions to parties involved.
I agree with the termination of Coach Paterno and Spanier and think it is imperative to Penn State’s reputation to disclose to the public that any other individual, involved in or aware of, the crimes carried out by Sandusky suffer the same fate. My advice is for Penn State counsel to offer some type of resolve or conflict resolution to the families and victims of Sandusky. I would advise that Penn State must take full responsibility for the way in which they handled these horrible allegations, supposedly carried out by the college’s assistant coach. I believe that the counsel’s first mistake was that they did not have a plan of action in place before this news went public. They’ve had fifteen years to do so! Initially, no type of crisis communication was implicated. Press conferences were cancelled and Penn State truly displayed poor P.R practices and crisis management skills.

Sources
http://articles.cnn.com/2011-11-16/justice/justice_pennsylvania-coach-abuse-timeline_1_grand-jury-report-business-gary-schultz-young-boy?_s=PM:JUSTICE

http://www.nytimes.com/2011/11/10/sports/ncaafootball/-joe-paterno-and-graham-spanier-out-at-penn-state.html?pagewanted=all
- on December 4, 2011 at 7:51 pm | Reply Susan Connelly
  
  The Penn State scandal is a devastating event that cannot be taken lightly. Assistant coach Jerry Sandusky has been accused of 40 counts of sexual assault against minors. He was fired from his position along with head coach Joe Paterno. Paterno was fired for failing to speak up when he knew something was wrong.
  This scandal has placed Penn state in a very difficult position. They are receiving backlash from all sides of the spectrum: students, faculty, parents, and the media. Penn state must be proactive by explaining all of the information they know and what they plan to do about it. Full disclosure is the only way to get out of this type of scandal on top. Penn State must remind the public of all of the good that they have done and all the good they are continuing to do. They need to focus on publicizing the positives to help block out the negatives that this event has created.
  Rebuilding the football program should be the first step, since it is the program that has been hit the hardest. Penn state should hire new coaches who are well known and have strong community values. The team could become involved with some type of volunteer work and possibly connect with the youth in the area. Penn State could also make an effort to publicize other groups or programs at the school that are positively involved in the community. The school should also set up some type of program or system for reporting abuse and other types of crime. This way if an issue similar to this were to happen again, action could be taken sooner and possibly less people would be affected.
  Penn State must use this time to communicate with its publics in order to recreate the positive standing they once had. This process may take time, but if the public relations team stays on top of the media and informs the public, then very soon Penn State’s reputation will be restored.
on November 30, 2011 at 5:11 pm | Reply Nicole Porter

The scandal at Penn State University has become a tragic event. Jerry Sandusky was an assistant coach for his entire career at Penn State University, under Joe Paterno. Joe Paterno was one of the most notable major college football coaches. In November 2011, Jerry Sandusky was arrested and charged with 40 counts of sexual abuse of young boys over a 15- year period.
The current scandal at Penn State University is a public relations disaster that the university is likely to be dealing with for years to come. As a public relations counsel to Penn State University, I would do my best to help build a better image and to take action about this event. I would focus on the positive aspects of Penn State’s sports and activities for the future. For example, the Interim head coach, Tom Bradley, states, “Penn State’s primary goal for the upcoming postseason is to play the best team possible, which is what coaches and players typically say this time of year.”
Penn State University is ranked among the top- fifteen public universities nationally and is considered to be one of America’s Public Ivy universities. As having a high image, this scandal will not ultimately hurt this schools reputation. To help improve Penn State’s image, Penn State will start a charity for Child Abuse In America. This charity will help fight abuse and will help children in need to help grow in this future foundation. Donations of any amount are welcomed and appreciated to help make this charity a success.
Penn State University stands for more than just football. This university will continue to grow and learn from its past mistakes and it will be stronger because of it. Instead of the slogan being WE ARE PENN STATE, it should be, WE CARE WERE PENN STATE.

Sources:
http://www.centredaily.com/2011/11/28/3001300/psu-hopes-bowl-berth-is-in-future.html
http://espn.go.com/college-football/story/_/id/7298112/penn-state-nittany-lions-scandal-first-jerry-sandusky-sex-abuse-lawsuit-comes-new-accuser
on December 3, 2011 at 9:32 pm | Reply Alexandra Danter

From a PR perspective, the child abuse scandal regarding ex- football coach Jerry Sandusky currently affects Pennsylvania State University in the following ways:

1. In broad terms, Penn State’s IMAGE is being associated to a negative event.
2. The general public is disgusted by the situation and demands clarification/justice.
3. The news media is closely following and “feeding” the scandal with specifics on the case.
4. The judicial branch of the State’s government (Grand Jury) is focusing on the morals and lack of leadership in Penn State’s administration officials.
5. Penn State’s highest authorities and public figures– the “face” of the school and football team-are in the middle of the scandal.
6. The School’s football team is being drawn into the scandal through Sandusky, Schultz, Curley, Patterno, etc.
7. Employees and ex-employees at Penn State are related to the negative event by subpoena.
8. A non-profit organization was used to perpetrate the crime.
9. Children, commonly considered as one of the most vulnerable publics, are the victims of the crime.
10. The football team’s advertisers/sponsors do not want to be “connected” to the organization and are backing away.
11. Main donors and stakeholders of Penn State and its football team are outraged by the scandal.
12. The students at Penn State were let down by their “heroes” (Sandusky, Patterno, Spannier).

There are several of Penn State’s publics connected to this incident. Consequently, the PR strategy must be designed according to each audience.

Here are some recommendations that a PR professional working for the organization could implement to help salvage what is left of Penn State’s image, in no specific order:

1. Monitor media reports daily, especially what is being said in the most popular national TV networks and newspapers without forgetting the local media vehicles (such as the school’s newspaper) and radio stations.
2. Evaluate the general public’s opinion by monitoring social media vehicles.
3. Keep the media informed about the case’s progress through press conferences, newswires, and interviews to key public figures related to the organization.
4. Designate official spokespersons to represent Penn State with the different publics (Ex: president of the student council to address students, the Capitan of the team or head coach to inform football players, the director of community affairs to talk to community leaders, etc.)
5. Brief the school’s key players in the scandal and other school authorities constantly on what should be said to the media/community. Prepare media reports, fact sheets, speeches, Q&A guides, and other statements regarding the development of the case and the position to be taken, even if they are not designated to address the press or the community.
6. Build a cordial relationship with the attorneys of the case on both sides without obstructing or trying to influence their work.
7. Manage internal communication with the employees so they are able to have a voice regarding the event and a reliable source of information by means of a forum set up through the intranet, a special issue of the employee’s newsletter, the creation of a blog, or organize a special event to address the subject and set employees’ minds at ease.
8. Plan a meeting with stakeholders and advertisers to address their concerns, explain the school’s position and extend an official apology.
9. Last but not least, advice caution and discretion to Penn State’s authorities, key players in the scandal, and members of the crisis communication/PR team when contacting Jerry Sandusky’s lawyer, his family, or representatives from “The Second Mile.”

The damage is done. Unfortunately, PR efforts can help restore the image of the institution, but they will not make Sandusky’s crime go away. Therefore, this dark cloud will most likely stay above Penn State for quite a while.
on December 4, 2011 at 2:40 am | Reply Devin Hamberger

The sex abuse scandal at Pennsylvania State University involving former assistant coach Jerry Sandusky has become both a complicated and confusing event. If I was part of the university’s public relations council, I would have handled the situation much differently than it has been handled thus far. This scandal has not only made an impact on the school’s football team, but it has destroyed the school’s image as a whole and it will now be associated with this event for years to come. In my opinion, the worst part of the entire scandal are the rumors and gossip that is spreading as a result. As part of the PR council, I would advise my team to go into crisis management mode as soon as possible.

While the investigation is ongoing, I would advise Sandusky to refrain from communication with the media in order to prevent him from making himself look any worse. According to an article from the Huffington Post, he has been charged with 40 counts of molestation of eight young boys over 15 years. Sandusky gave an interview to the New York Times where he portrays himself as a “father figure” to the young boys in his life, but people who could read this article might assume otherwise of Sandusky’s intentions.

The fact that the public has so many unanswered questions and that there are rumors and gossip might be the worst part of the scandal. As part of the PR council, I would prepare the university for a press conference. We would discuss exactly what we want said to the media so that the facts are laid out clearly, and we would do so without disclosing too much unnecessary information.

Penn State needs to re-build its football program, and I think that the PR council could help with that by utilizing the players to start a program within the State College community. This could be something like the “NFL Play 60″ program, where pro NFL players spend 60 minutes outside with children in their communities. The players could do something similar, which would show that they are making an effort to rebuild both the community and the football program as a whole.

Although this is an unfortunate circumstance and individuals who, in my opinion, were innocent were treated unfairly, the Penn State PR council could play a huge role in helping to improve the image of the university. The public wants to know the truth, they want to see an improvement in the near future, and they want the community structure to be re-built. In my opinion, at this point the best policy is honesty. However, the PR team needs to be both cautious and selective while addressing the media because of gossip.

Sources:
http://www.huffingtonpost.com/2011/12/03/jerry-sandusky-penn-state-scandal-interview-joe-paterno_n_1126998.html
http://www.nytimes.com/2011/12/03/sports/ncaafootball/at-center-of-penn-state-scandal-sandusky-tells-his-own-story.html
http://www.npr.org/2011/11/08/142111804/penn-state-abuse-scandal-a-guide-and-timeline
on December 4, 2011 at 5:50 pm | Reply Sarah Wilber

The scandal at Penn State is a tragic occurrence. Penn State should have a clear crisis communication plan, which if they do was not applied. The fact that the key leaders in this investigation were constantly changing their stories was a major issue. From a public relations standpoint Penn State should have taken responsibility and offered full disclosure from the start.

Unfortunately it is to late to fix what has already happened. What Penn State needs to do now is reputation repair. Firing Graham Spanier and Tim Curley was a good first step. From there the school needs to revamp or create a crisis communication plan so nothing like this happens in the future. Penn State should also create a policy that allows employees to come forward without fear of being fired if they see anything inappropriate happening.

Most of those suggestions are preventative for future mishaps internally. Penn State also needs to focus on external publics. To gain trust back from supporters the school should have a press release focusing on all the internal changes they are making to prevent this from happening again. The school can also take a cue from The Second Mile and send up a way to raise funds for sexual abuse victims.

By following these steps the school will be better prepared in other crises. These steps will also show that the school cares about victims and are doing their best to not allow similar events to happen.
on December 4, 2011 at 6:31 pm | Reply Thomas Galgano

The current scandal at the Pennsylvania State University will forever impact the school’s image, which is why it is critical for the University to handle the situation as strategically as possible. Other than its outstanding academic program, for years Penn State has been known for its football program, extreme school spirit and its efforts to fight childhood cancer through a student run dance marathon, also known as “THON”. Not only has the University’s football program been greatly damaged by this scandal, the reputation of the University has been horribly damaged.
As a Public Relations professional, the first thing I would do is hold a meeting with all staff involved to ensure everyone is on the same page. Unfortunately, as this scandal unfolded, there seemed to be a great deal of miscommunication between the University and the Board of Trustees, also contributing to the nightmare this scandal has become. Everyone must be communicating the same action plan, especially when the media is involved.
Secondly, I would have advised the Board of Trustees to immediately remove all staff involved from their positions, with the exception of Joe Paterno, who should finish the season and then be asked to resign as the head coach of the football team. After all staff have been informed of this plan, the Board of Trustees should go to the media and make the announcement. By keeping Paterno as the coach for the remainder of the season, Penn Sate will protect its football program, a major component of the University’s image.
Many people feel the Board of Trustees was justified in removing Paterno, and maybe they were, but the situation was handled completely wrong. Before Paterno had the opportunity to announce his resignation at the end of the season, the Board of Trustees should have told him he was being terminated. This miscommunication caused an uproar and riot at the University. Had this been handled differently, this may not have been the case.
It is important to remember who and what this scandal is really about. This is about Jerry Sandusky and more importantly the children and families involved. As a public relations professional I would do whatever I could to keep Paterno out of this situation. While Paterno was involved, he did nothing wrong. Paterno went to his superior regarding the scandal and nothing was done. Penn State should be grateful for Joe Paterno, instead he has received nothing but disrespect. Removing his name from trophies and taking down his monument are all unfair things to do to a person who has brought so much to State College. The way Paterno has been treated is also damaging the University’s image. I feel it is important to protect Paterno in order to protect the image of the University.
Finally, I would advise the University to wait until all of the facts are out to make any rash decisions. Trials haven’t been held and more information comes out each day. To avoid damaging the University’s image more than it has been, make decisions based on facts, not opinion. Also, do whatever it takes to protect the families involved; they are the ones that really matter.
on December 4, 2011 at 6:39 pm | Reply aliciamierzwa

Penn State – A Crisis Management Plan

First and foremost, Penn State’s public relations team needs to prevent Jerry Sandusky to appear on TV or participate in radio interviews. After listening to his statements on NBC, Sandusky was clearly not prepared for the questions and thus worsened his case even further.
I understand that not appearing in the media will create suspicion, yet, I believe the most important step in the recovery process for Penn State is to refrain from any comments other than public apologies for what has happened. All parties involved should express their devastation and admit to have made horrible mistakes. To avoid further allegations, these apologies should be prepared by the public relations officials together with each person’s attorney. At this moment, it is crucial for the public to hear from the alleged parties; however, the only thing that matters is that they openly admit they were at fault!
I think the video in which Rodney Erickson, new president of Penn State, speaks up about moving forward is a good start. However, he should go into more detail and promise that he will do anything in his power to help unveil the truth. Press conferences should not be cancelled because it is only appropriate for Penn State’s president to announce that he will take full responsibility for how poorly these allegations were handled; that he is sorry for how Penn State’s bad leadership has affected so many kids’ lives and that he is sorry for whatever harm has been done by Sandusky. Further more, he should ensure that the school will investigate to fire every person that was aware of, or in any way involved in, the happenings.
on December 4, 2011 at 7:31 pm | Reply Ryan Paige

The November 2011 child sexual abuse scandal Penn State University is currently facing must be handled immediately, responsibly, and effectively. Jerry Sandusky, a former assistant football coach at the university, currently faces child sex abuse charges. Sandusky coached at the university for over 30 years. He worked directly underneath the head coach, Joe Paterno. Paterno served as the head coach for Penn State’s football team for 46 years. Both Paterno and Sandusky were terminated by Penn State trustees in November 2011, when Sandusky was arrested for child sex abuse charges.

The correct way to handle this crisis in a timely and responsible manner would have been the termination of Sandusky. Paterno, and Penn State University President, Graham Spanier should have done this as soon as they found out. It is important that the university ended all affiliations with faculty members that were aware of the child sexual abuse, as soon as they found out.

An apology to the public from the university is necessary, for allowing the abuse to continue, without stopping it as soon as it started. The university needs to take into consideration the victims of the crisis. In this particular situation, the apology should be the priority of the crisis communication plan. Without providing a sincere apology, the public will feel like Penn State does not care about the victims and their families.

An effective crisis communication plan consists of preparation, communication, and execution. Preparation involves placing a team to handle any crisis situations an organization may face. The communication step involves dealing with the media by anticipating questions and holding press conferences. In this step, Penn State should alleviate human suffering caused by the crisis. The execution method Penn State needs to use is mortification strategy. In the mortification strategy, an organization admits responsibility and asks for forgiveness. This is one way that Penn State can move forward through this crisis.
on December 4, 2011 at 9:31 pm | Reply Nikky Damion

First and foremost, it is appropriate to recognize that the Sandusky scandal is a true tragedy. My sympathy and prayers go out to the families and victims.
To address the question at hand, it is first necessary to address the actions taken so far by the Penn State officials and administrators from a public relations standpoint. Since the story broke on November 5th 2011, Penn State has reiterated their ban of Sandusky on the Penn State campus and instructed involved members of the staff vacate their posts. Penn State officials also fired head coach Joe Paterno, placed witnesses on administrative leave and kept interaction with the media to a minimum.
In my opinion, based on what I have learned through my public relation studies and witnessing other similar public relations crisis’, Penn State will need to face the music and realize public disclosure is going to be necessary to repair a public imagine. Much like the Tiger Woods sex scandal, gossip and rumors have traveled fast and the best way to address these rumors is to hold a large, publicized press conference. This press conference should’ve been held the moment the news broke to the public in order to inform the media of the facts that were necessary to the story.
From now on, I recommend the Penn State administrators make it public knowledge that they intend to fully prosecute any and all involved in the case and bring justice to the victims. They should share developments as they occur to avoid rumors and to show they’re involved it the scandal as opposed to remaining silent.
Also, as mentioned in my peer’s previous posts, the Penn State community “THON” charity is national known. This largely recognized charitable event should now be used to raise money for child abuse victims to show the public that Penn State wants to be an advocate for awareness and not a sanctuary for abuse.
If counseling the public relations team for Penn State, I would stress to practice sensitivity for the victims, but to persecute the abusers. In other words, turn the focus on the people who did wrong, and not the school itself.
There is no way to untarnish the Penn State name, but there is way to spin the focus. Instead of being seen as a university that employed a child abuser, Penn State should strive to be viewed as an institution disappointed in the actions of solo individual and will punish those actions. The PR team would need to re-associate the scandal with Jerry Sandusky, not Penn State itself. By utilizing these steps, Penn State could possibly be on the road to public opinion recovery.

Sources:
(http://www.npr.org/2011/11/08/142111804/penn-state-abuse-scandal-a-guide-and-timeline)
on December 4, 2011 at 10:25 pm | Reply Katie Dougherty

What has happened at Penn State University is an absolute tragedy. Many people have been affected by the incident with Coach Sandusky, including the victims, PSU employees, PSU students and alumnae, and many others. Penn State University took action quickly with dealing with the scandal, in firing Sandusky, Head Coach Paterno and President Spanier. Recently, the Board of Trustees reaffirmed their original decisions in dealing with the crisis.

I think that Penn State, in dealing with this crisis first needs to communicate with its publics how it plans to deal with the issue. I think open communication between PSU and its audience is crucial so that there is no speculation of foul play. Penn State must regain the trust of its publics through open and honest communication, no matter how detrimental the information may be. Penn State must also correct and own up to the mistakes they have in the past with ignoring what was going on on the campus.

Penn State needs to be proactive in its movement to rebuilding its image in the public’s eye. They need to stay united as a school and keep a strong front so that the school is not continuously associated with this Sandusky scandal.

This sex scandal is not going to just disappear, but through honest communication between Penn State and its public and a positive outlook towards the future, Penn State can move towards a rebuilt reputation after this crisis.
on December 4, 2011 at 10:30 pm | Reply Laura Wells

When addressing the Penn State scandal, the school handled it poorly. When deciding to fire Paterno, Penn State based that decision on protecting its image. When it was revealed that Paterno had reported the incident to faculty at the school in 2002, it made Penn State look irresponsible. Instead of admitting fault and apologizing, the school put the blame on someone else, Paterno. The school neglected to predict how the students, parents, faculty and fans of Penn State would react to his termination. With a school that is practically ran by football and football traditions, the executive board should have put more thought into that decision. What exactly did the school gain from firing a legendary football coach? The answer is nothing. His termination did not bring justice to the victims of this heinous crime. All this did was prove Penn State did not have a clue how to respond to a scandal of this degree.

In attempt to mend this, the school should identify the two parties most affected. The first group is offended by the crime. These people feel for the victims of the scandal. The second group is the people affected by the termination of Joe Paterno. Penn State must approach these groups as audiences for future actions to successfully deal with this issue.

With that said, Penn State needs to rebuild its image with both groups. Through press conferences and press releases to national media, Penn State should apologize for everything that has happened. The school needs to take full responsibility for the events that occurred. The board of trustees must admit that it was not Paterno’s fault this happened. A special apology should be given to Paterno. The school needs to prove to the students and fans that it respects Paterno for being a loyal coach for so many years. By doing this, Penn State can regain the trust of its students and fans because these people were hurt by his termination. This is vital because these people are the source of Penn State’s funding.

As for the crime, the school needs to reassure everyone this will never happen again. Although the school did not participate in the scandal, it allowed it to happen. Penn State needs to restructure its programs involving minors with extra precautionary steps. This may include having more chaperones. Also, the school should organize charitable events to raise money for child abuse. These actions will hopefully build a stronger community with internal and external publics. This is what Penn State should aim for since it cannot take back what happened.
on December 4, 2011 at 11:31 pm | Reply Brianne Young

The tragedy at Penn State is a horrible thing that happened, and the public’s opinion of Penn State has been tarnished from what Sandusky allegedly did. I believe, though, that the university could have done some things differently that would have put them in a more favorable light.
First, the university should have done a better job separating what Sandusky did from Joe Paterno. With that said, I disagree with their decision to fire Joe Paterno. Joe Paterno did what he legally should have; he reported what he was to a higher authority. I think that their decision to fire Paterno made the scandal worse because it made it seem as if he was the one to blame. It made Penn State look like they were trying to make a quick fix, when really, the school gained nothing from it. It’s sad that on the cover of Sports Illustrated and most other magazines is Joe Paterno and not Sandusky. Sandusky is the one being accused of the horrible crimes, and that’s where the focus should have remained. Instead, by the University firing Paterno, they put blame on him and put him in the spotlight. The University should be more focused on what happened to the kids and how they can help them. What the victims are saying happened to them is more of a moral issue than why Paterno didn’t call the police, when in fact it was not Paterno’s place to call the police. They need to offer an apology to the kids and the parents of the kids, which should have been done in the press conferences that were cancelled.
I also believe that Sandusky needs to be coached on how to interview, because from what I read and listened to, he is not a very good speaker, doesn’t answer questions well, and isn’t being respectful to Penn State or Paterno . This makes hims seem guilty, and it doesn’t make Penn State look any better.
Right now, it’s best to be completely honest with the public on what the University knows. Something new comes out every day, and it’s just digging a deeper hole that Penn State will need to get out of. It makes it seem to the public like they were trying to cover up that information. They need to tell the public what their plan is to fix the crisis, why they came up with that plan, and most importantly, how the victims will be helped with the plan.
on December 4, 2011 at 11:44 pm | Reply Lora Kantorovocih

As a PR consultant for Penn State University, my objective is clear and simple: to fix the internal and external repercussions cause by the Sandusky scandal. In order to do so, actions must be made to appease each specific group who has been affected by the situation.

Students, alum, parents, faculty and stakeholders are all part of the tightly knit and prideful Penn State community. Due to the events of the Sandusky scandal, this community has been left feeling shamed and betrayed by the institution they have invested sentiment, money and time in. In order to maintain the support of the community, consistent attention must be given to them.
1. Updates about the scandal must be sent everyday via Facebook, Twitter, Email and direct mail, ensuring a feeling of trust and respect within the internal Penn State community.
2. Weekly letters of appreciation through the above mediums will be sent, thanking them for their support, understanding and patience.
3. A blog will be made to encourage all members of the Penn State to share their feelings and thoughts about the situation (positive or negative.)
4. At the end of the football season, a pep rally will be set up to show the support for the university and football team.

The next audience which will be properly communicated to is the victims and families that were directly affected by the actions of Sandusky.
1. Apology letters expressing embarrassment, responsibility and empathy must be continuously sent to all of the victims. This will ensure the victims and their families that Penn State is taking full responsibility for the event.
2. Penn State will offer both private and group counseling to the victims and their families. This counseling will also be offered to anyone in the Penn State community who has suffered from similar situations.
3. Penn State, who raises thousands of dollars every year during THON for cancer patients, will start a fundraiser for multiple child abuse foundations.

Finally, the last audience which must be dealt with properly is the general public. Though the masses have no direct affiliation with the university or the scandal, it is important to keep the public updated in order to maintain a positive long term image for the university.
1. Full disclosure will be given to the media on a consistent basis.
2. Information about the future fundraiser will be promoted and the public will be encouraged to participate in any way they desire.
3. PSAs will be consistently shown on TV, clearly sponsored by Penn State.

By communicating properly with the above audiences, Penn State will be able to appease the repercussions of a horrible event and maintain a positive image for themselves. Though Sandusky’s unacceptable actions are set in stone, the consequences of the events are not.
on December 4, 2011 at 11:52 pm | Reply noelle woloszyn

The current issue of the Penn State University scandal, involving Coach Joe Paterno and Jerry Sandusky, is arguably the biggest scandal to date in college athletics. I began following the situation on November 9, 2011. Being one of the most highly respected, longest employed and most loved college football coach; Joe Paterno gained the sympathy of many Americans over this scandal. With each day, a new fact or detail would present itself making it difficult for anyone to know the true story. What exactly happened at Penn State University and who was responsible?
Some sources that I employed to follow the Penn State scandal were the NY Times, TMZ, People magazine’s twitter and various other twitter-following accounts. As of November 9, Joe Paterno announced his intention to retire upon the completion of the 2011 football season and was quoted as saying he “wishes he’d done more [to speak out and get help for the victims]”. Within 5 minutes on 11/9, there were 240 tweets containing the trending topic “Joe Paterno.” Many college students had mixed emotions; some were disgusted with Paterno and believed he should be fired from his 46-season career at Penn State, while others had sympathy for the elderly successful coach.
An interesting problem that is going to happen because of this scandal is a huge loss for the school through reputation, respect, and of course financial supporters. With people not willing to invest in the Penn State football program, (PSU in general as a brand, makes about somewhere $90 million a year in profits) the team will start to lose its winning reputation and therefore lead to a loss of admissions. As a public relations professional I would have the school focus on the on campus community’s supportive efforts. I suggest Penn State commercialize the school spirit the student body has had over the scandal through the same mediums that tracked the scandal in the first place. I would encourage the university to implement as much positive social media as possible in an effort to maintain a solid reputation.
I think it’s unfortunate that those applying for jobs with Penn State listed on their resume will most likely be associated with a negative connotation. The implications are far reaching, and expand well beyond those directly affected by the incident. Penn State has a lot of crisis management to look forward to. The most important step the university has to take is implementing full disclosure on the story. Because there is so much news already on the topic, the public is confused on what really occurred. Penn State should hold a press conference releasing all the details about the scandal at hand. For any problems or mistakes the university has made they should admit taking full responsibility and sincerely apologizing. The release should be personable allowing the public to relate to Penn State University and the scandal they are facing. By relating to the audience/public through the press conference their message will be most effective and respected. By maintaing honesty and good rapport Penn State University has potential to recover this terrible incident.
on December 5, 2011 at 12:00 am | Reply Sarah Harris

After information was exposed regarding the sexual acts that took place between Jerry Sandusky, the Penn State University assistant football coach, and multiple young boys involved in the Second Mile program, the university has been forced to publicly address this issue. In response to the outrage, the university must take the matter seriously and be mindful of the effects it may have on its image from the perspective of its various audiences. My advice to the university from a public relations standpoint would be to first disclose any further information regarding the crisis and provide full cooperation in the investigation. When doing this, the public relations team should ensure there is only one spokesperson to avoid conflicting messages and maintain an attitude of outrage so the public understands that the university does not desire to defend or approve of the behavior.

Following this, the public relations team should take measures to reform the university’s image through specific tactics. As part of this public relations counsel, I would suggest the following tactics.

1) Compensate the victims and their families by providing them with emotional counseling services to help them manage the pain they have experienced from the abuse.
2) Conduct fundraising events to raise money for a non-profit organization against the sexual exploitation of children.
3) Donate money to a non-profit organization against the sexual exploitation of children.
4) Require football players to contribute a set number of volunteer hours to a non-profit orgainization against the sexual exploitation of children.
5) Develop an advocacy campaign for the education and awareness of the sexual exploitation of children in the community.
6) Publish articles of students and faculty participating in outreach in the community for victims who were sexually exploited as children.
7) Develop a new slogan that portrays the university as a hospitable institution and promote it through ads, sweat shirts, water bottles, bumper stickers, and other materials that would be exposed to a wide audience.
8) Monitor what is being said about the university’s role in the crisis on the Internet and quickly respond with accurate information on how they are “making it right.”
9) Examine public feedback and determine what further steps need to be taken based on the different audiences’ positions.

The public has seen some of these tactics utilized by the university, but their initial response was not as prompt and direct as it should have been to avoid seeming insensitive. At this point, the university will need to focus primarily on image reform to gain new associations and redirect the public’s attention. While a stigma will be associated with the university for years to come, these efforts will at least reduce its offensiveness. In my opinion, as new leadership is put in place and time passes, the stigma and negative association will fade faster than it would at a less popular school.

Source:
http://articles.nydailynews.com/2011-11-13/news/30392368_1_grand-jury-jerry-sandusky-young-boy
on December 5, 2011 at 12:26 am | Reply Kelly Burroughs

Tell the truth. First and foremost, the Pennsylvania State University needs to do just that – explain what happened from start to finish. In today’s society that’s really all people want to know and eventually, if the truth is told, forgiveness will be given. Anyone arrested for the crime or who has been pulled through the media circus should present their sides of the story. People have questions they want answered and the truth to be told.

At this point, transparency is key for Penn State. The university needs to become almost nonexistent in the media. No more scandals can emerge and nothing should happen to tarnish the universities reputation even more. If they aren’t constantly in the news then slowly, but surely, people will forget.

Lastly, over the course of the next few years Penn State should focus all media events on the universities community service initiatives, and their topnotch academic programs. Penn State should remind the public of all the good they have done and all of those they have helped. Last year alone Penn State raised almost 10 million dollars for the THON dance marathon. With positive events, such as THON, Penn State will be able to show the public how incredible of a university it was and still is.

There is no doubt in my mind that Penn State will recover from this horrific scandal. Soon enough, something will happen that catches the media and the public’s attention pulling the focus away from the university. But in the mean time university officials need to take action and need to start repairing the universities damaged reputation.
on December 5, 2011 at 12:54 am | Reply Samantha Idelson

The Penn State Jerry Sandusky sex abuse scandal, that has made public headlines since early November, has stirred up a commotion across the United States. Penn State University now has to find a way to change the public’s perception from a school that covers up illegal and immoral crimes to the honorable football and university powerhouse that it was once considered. After the events of the past month, this will not be an easy feat.
If I were the public relations counsel to Penn State University, my advice would be for the university to separate itself from the Sandusky sex abuse scandal as much as possible for the time being.
According to The Huffington Post, within a week of the scandal breaking, Penn State had already begun disassociating itself from the scandal. The board of directors did so by firing President Spanier and Head Football Coach, Joe Paterno, for their believed involvement in the matter. I agree with these decisions made by the board. However, I would have recommended that the university allow Paterno to coach his last home game before firing him. I believe this would have toned down the harsh and negative student reactions. Joe Paterno had been a successful coach at Penn State for 46 years and the students at the university are very loyal to him. Since Paterno technically broke no laws and his involvement in the perceived cover-up was not completely clear at the time, the school could have allowed him to coach the last home game of the season before firing him. By hesitating to fire the coach, the university could have possibly avoided such large and dangerous student riots that occurred before the game. Nevertheless, these events have already run their course and the university has no choice but to move on.
My advice at this point is that Penn State should avoid any publicity having to do with Sandusky or the scandal. I do realize that terminating all connections to the scandal is impossible, but I do believe that the university can mask any public association with other news. Whether Penn State has to make fresh news itself, or blatantly reject commenting on the scandal any further, the less the topic is addressed by the school, the less the topic can be reported about elsewhere. Let me be clear, that the purpose of this strategy is not to dismiss that the scandal ever happened. The purpose is to quiet down the bad press for the school for the time being so that Penn State can begin to rebuild its reputation. In the future, after the topic has tapered off some, I would suggest that the university start a fund for children that have suffered from sexual abuse. This will not only help the school rebuild an honorable reputation, but will also aid victims throughout the country.

Sources:
http://www.huffingtonpost.com/2011/11/09/penn-state-scandal-timeline-jerry-sandusky_n_1084204.html
on December 5, 2011 at 1:20 am | Reply Robbie Baldwin

The unfortunate events that have unfolded on the campus of Penn State University have bathed all parties, including the school itself, in a negative light. Much of the public would agree that the handling of the molestation case involving Jerry Sandusky has been severely flawed from the beginning. The question is, however, what could have and should have been done differently? Was the incident handled the best way it could have been or could we have witnessed a very different outcome had Penn State’s public relations counsel been better prepared? That is the million dollar question.

Before I lay out how this tragedy would’ve been handled differently had I been the public relations counsel, I should say that due to certain actions taken by the parties involved before this story became public (i.e. brushing the truth under the rug the moment it was uncovered), any possible outcome wouldn’t be great. The best outcome is the minimization of damage to the victims and the university’s image.

As a successful public relations counselor to a major organization such as Penn State, my first goal would be to develop a crisis communication plan for any and all possible calamities. The goal of any crisis communication plan is to minimize harm, remedy the situation, and restore the company’s image.

We all know that secrecy, allowance, and denial of the child molestation occurring at the school allowed Sandusky to continue his terrible deeds for the better part of a decade. Due to this fact, the absolute first step I would’ve recommended to the school is to come clean about the allegations with a statement on national television before the media was able to break the story and fire any and all parties involved to show that the university has a zero tolerance for such criminal behavior. It’s important to be one step ahead of reporters and not let them find out anything on their own. Along with speaking candidly to the media, I’d brief all parties at the school who may be questioned about the scandal. There must be one universal message. I’d also refuse to allow Penn State to use the denial strategy as a means of combating the accusations, which certain university employees did from the start.

Once the news broke, I’d ensure the university set out on a very publicly visible campaign of assistance and support to the victims and their families while monitoring the media for what they might be saying. Since the damage had already been done, it’s all about saving face at that point. Any and all support must be offered to remedy the situation.

The next thing that must be done is a complete restoration of the company’s image. A great way to bolster Penn State’s image is to make sizable contributions to high-profile abuse and rape charities (especially child charities). This act shows compassion and again, a strong lack of acceptance of Sandusky’s behavior.

The way a crisis is handled has long standing affects. That’s why great thought should be put into remedying the crisis to ensure a positive outcome and future for the organization involved.
on December 5, 2011 at 1:29 am | Reply Jeanina Miniano

In an unfortunate series of events, Penn State University was recently rocked with a scandal that will forever change the college’s reputation. Jerry Sandusky, Penn State’s former defensive coordinator, was charged with sexually abusing young boys.

The aftermath of these events will have a long-time presence in the media, and in college football history. Days after Sandusky’s arrest, Penn State football’s head coach, Joe Paterno, was fired from his post, after 61 years with the program. The university’s president, Graham Spanier, was also fired, alongside Paterno.

Many Penn State students were in an uproar after the school’s decision of firing Paterno. Negative images of the riots were seen in every major news program in the country. The heinous crimes that Sandusky committed received publicity from every major outlet.

In order to properly handle such a devastating scandal, Penn State should issue a public apology to all of the victims and their families. The lives of Sandusky’s victims are never going to be the same, after enduring such abuse. All of the university’s ties with Sandusky should also be cut, to show the university’s stand against the crimes it is associated with.

Individuals that were aware of the events, and never came forward, should also be terminated from their posts. The welfare of children should never, under any circumstances, come second to a football program. By keeping quiet on the events that occurred years ago, more children were victimized and put in danger.

Penn State University should also establish a program that will help with the treatment and therapy of Sandusky’s victims. This is a way for the university to show that it cares for these young men, and that it will do whatever is necessary to help these men out.

In addition to these, the public, and the media should always be updated and notified of the progress that the university is taking against Sandusky’s crimes. The public will slowly regain their trust in Penn State if the university is being honest about the scandal.

Finally, a foundation, devoted to victims of sexual abuse should be established by the university. These crimes should not be taken lightly, especially if they are committed against helpless, young children. The foundation’s mission should be to prevent future sex abuse crimes from happening, and to educate the public for a general awareness of such crimes.

The road to recovery for Penn State’s reputation will not be easy. These crimes are not easily forgotten, especially when young children are involved. These suggestions may help in the rehabilitation of the university’s tarnished reputation.
- on December 5, 2011 at 1:33 am | Reply Jeanina Miniano
  
  Sources:
  
  http://articles.cnn.com/2011-11-16/opinion/opinion_bennett-college-football-penn-state_1_college-football-joe-paterno-college-sports?_s=PM:OPINION
  
  http://www.npr.org/2011/11/08/142111804/penn-state-abuse-scandal-a-guide-and-timeline
on December 5, 2011 at 2:00 am | Reply ecroce1

Erica Croce

In regards to the scandal at Penn State University, I would recommend that the public relations practitioners involved make sure that only the truth is important from this point forward. There should be no more secrets, lies, or scandals in the Penn State community. Based off of the seriousness of the accusations and proven incidents that have occurred with Jerry Sandusky and the young boys involved, it is not an option to try and cover things up. Only the truth will give justice to the events that have occurred. It may be the only thing that Penn State University has left in their attempts to get back the positive reputation and image they once had.

First and foremost, the families of the victims involved should be the number one priority from a public relations standpoint. An apology to the victims and their families from Penn State is of the utmost importance. It would be beneficial for Penn State to start a campaign against sexual abuse, specifically for young boys. This would allow the general public, as well as those in close relation to the university, to see that there is something being done about what has occurred. As far as the victims of Sandusky, there should be serious efforts funded by Penn State University to help the boys cope with the events that have taken place.

As far as the general public is concerned, my advice would be the same, tell the truth and nothing but the truth. It is obvious that the way the entire situation was handled was not appropriate or correct, this is extremely detrimental to the image of the university and therefore, damage control must be done. Efforts should be set fourth by the university to ensure that any situation similar to this will never occur again. This is important because the future of Penn State as a university and a community depends on the efforts that are set fourth to tend to the real issues that exist.

It will be a long process to rebuild the repertoire of Penn State. Students, faculty, the victims and their families, and people nationwide, are affected by the seriousness of this ordeal. Now is the time for Penn State to start taking steps towards recovery, both internally and externally.
on December 5, 2011 at 2:10 am | Reply Stephanie Uva

The child abuse scandal that has taken over the Pennsylvania State University’s media spot light has been intense, to say the least. It has been about a month since the stories started popping up everywhere and they are still going strong.
I think that Penn State needs to take a more active approach when dealing with the media. They need to be upfront and honest with what is going on behind closed doors. It would be better for them to lay all of the facts on the table and have the public decide for themselves how they feel and what their thinking. In conjunction with laying all of the original facts on the table, the Penn State public relations counsel should be constantly giving the media updates on the case, while constantly monitoring what people are saying on the internet. It would be in their best interest to keep up-to-date about what people feel like their bond with the university is stronger than this scandal and whose bond has been shattered to pieces. I also think that it would be beneficial to Penn State to appoint a specific spokesperson to address the media and the student body. This should be someone that is able to connect and relate with each public but still give good, accurate information about how case is progressing and any other new information that could come up.
Penn State will be doing some serious damage control for a while, but with time they will be able to restore the school’s reputation.
on December 5, 2011 at 5:54 am | Reply Christine DeLiberto

Penn State has been placed in a negative light in the wake of the Sandusky scandal. Jerry Sandusky is Penn State’s defensive coordinator who was recently charged with sexual abuse against young boys. The reason this has blown up to be such a huge issue for the university is because these incidents acutally happened years ago and were kept under wraps by many people.

I personally think that Penn State isn’t handling this situation well and its causing the school to be portrayed in a negative way.
Penn State is going to have to do a few things differently if it wants to get its reputation back.

I think Penn State should first formally apologize to the public and show everyone that they are handling the situation.
In order to handle the situation the universityow the public that Sanduky’s actions weren’t okay they shoul Since many other staff members knew and even witnessed the inapproiate actions but didn’t do anything about it, I think its morally correct to fire them as well.
on December 5, 2011 at 6:15 am | Reply Christine DeLiberto

Penn State has been placed in a negative light in the wake of the Sandusky scandal. Jerry Sandusky is Penn State’s defensive coordinator who was recently charged with sexual abuse against young boys. The reason this has blown up to be such a huge issue for the university is because these incidents acutally happened years ago and were kept under wraps by many people.

I personally think that Penn State isn’t handling the situation well and it’s causing the school to be portrayed in a negative way.

Penn state is going to have to do a few things differently if it wants to get its reputation back.

The first thing I believe Penn State should do is to formally apologize to the public and let everyone know that they are handling the situation. In order to handle the situation Penn State needs to fire Sandusky and cut all ties with him to prove that his actions were unacceptable. The unversity also needs to fire those other staff members who knew and saw the inappropiate actions but didn’t do anything about it. It was morally incorrect for those people as well.

I also think that Penn State is doing a poor job at controlling the student body. Videos and photos of students rioting are all over the news which is giving the school a bad image. The university needs to get more security to handle the dangerous crowds.

The next step Penn State should take is to reach out personally to the families that were effected by Sandusky. By supporting and offering help to those who were effected by the inappropriate actions, shows that Penn State is caring and trying to fix the situation. By starting a foundation to raise money to support the families and other childern who have gone through child abuse will also help put Penn State in a better light because it shows that they care and are trying to do something about it.

It is important to keep the public updated on the situation and to show everyone that Penn State isn’t handling the situation lightly. By constantly informing the public about what is happening it will help ease the mind of the public because they will then be able to know that Penn State is trying to fix everything.

Penn State has a long ways to go, and i’m not sure if thier repuation will ever go back to normal but the ideas I suggested are worth a try. Hopefully Penn State will learn to hand the situation better and things will work out for them.
on December 5, 2011 at 9:34 am | Reply Mike Atencio

The current scandal at Penn State is a great tragedy. It will be difficult for the university and the young boys who were survivors to recover. However, tragedy can lead to growth. I would advise the university to take three major actions.
The first step is to closely scrutinize people involved in the scandal and policies that may have made such a thing possible. Jerry Sandusky had been abusing boys over a fifteen year period and many men have been accused of covering up allegations of the abuse. Clearly, the problems within the institution that have come to light during coverage of the scandal run deep and have existed for quite some time. Often times, when an organization is involved in such a devastating scandal it will reevaluate and completely revamp current policies. This is exactly what the university must do.
There has been much scrutiny of the men involved in the alleged cover up. Many men have been fired or allowed to resign by the university. It needs to be made clear rather the cover up was a result of corruption within the institution or if it was the result of policies that made people fearful to speak up.
The second step Penn State should take is to align itself with a relevant non-profit organization. The Second Mile, founded by Sandusky, is an organization which provides support for at-risk children. It is also the organization where Sandusky met the boys. The Second Mile has been strongly encouraging people to make donations to the Pennsylvania Coalition Against Rape (PCAR).
A similar action should be taken by the university. In fact, it may be an opportunity for Penn State to strengthen its ties with The Second Mile. The two are currently experiencing similar issues and may be able to create a positive relationship by working together to resolve them.
The third step Penn State should take is to promote empowerment through messages and campus activity. Steps should be taken to increase understanding of the repercussions of sexual abuse. It may be wise go create a campaign to encourage people to not be afraid to speak up if they view what may be abuse.
Penn State is a fine university and it is a true shame that its reputation may permanently be tarnished by a few bad or misguided men. But, the university can not let this one scandal define it. I pray that the young boys who were abused have also been able to create lives that are not defined by what Sandusky did to them.
on December 5, 2011 at 9:38 am | Reply Brooke Miller

Penn State is going through a hard time, what has happened is a public relations disaster, which will take years to recover from. Penn State’s defensive coordinator, Jerry Sandusky was recently charged with sexual abuse against young boys. As a public relations practitioner for Penn State I would make sure to do the following to restore Penn States reputation.

First, Penn State needs to apologize to everyone including, the children and families affected by the incident. The University needs to give a meaningful and sincere apology to the people involved in this terrible tragedy.

Next, the University should have coaches, professors, assistant coaches, and any other employees who work with young children participate in child sex abuse classes. These classes would educate individuals on what to look for when children are being sexually abused. The classes would also advice individuals on how to come forward when they hear or know about cases of this going on.

Finally, Penn State should fire everyone who knew or was involved in this tragic scandal that occurred. Sandusky along with other coaches, have already been fired however, I believe that anyone who knew about this years ago when the incident occurred should be fired to for not coming forward sooner.

It is going to take a long time for Penn States image to recuperate from this terrible scandal. Penn State needs to take actions in order to change to the public’s opinion of the University. Penn States reputation might be damaged forever, no one will know, but to hopefully help the schools reputation the public relations department needs to take necessary steps.
on December 5, 2011 at 10:07 am | Reply Jess Moller

First and foremost, a public apology is one hundred percent necessary. It is imperative that the university addresses everyone that was affected by the situation. This includes but is not limited to victims of the abuse and their families, students and alumni of Penn State, residents living in the “Happy Valley” area, and everyone who is a fan of the collegiate sports that occur at the university. Not only must the apology be relevant to the people it affected but it must be sincere rather than a simple “form” apology.

After making a public apology, the next step in crisis control would be for Penn State to set up an information center where people interested can find out all of the updates about the scandal. This information hub should have links to various social media websites such as Twitter and Facebook. The information that will be shown on these websites will have links and entries about everything that is occurring due to the situation. Firing of university officials involved, steps that will be taken to avoid the situation in the future, and other various facts surrounding with scandal will all be posted through this information hub. Doing this will show that Penn State is no longer trying to hide anything from the public but rather divulge all information about what is occurring as a result of the terrible crisis. Doing this will allow Penn State to regain some trust throughout the community.

After making a public apology and setting up an information website, the next Penn State must do is continue to be truthful of all the events that occur from this point on. Telling the absolute truth is the only way to recover from a situation as sensitive as this particular one has been. Although it will take many years and will be a slow process if the university continues to tell the public the truth eventually the trust will be rebuilt. Also, Penn State must make sure that they keep the situation separate from the football aspect of the scandal. Although a majority of those involved had some relation to the football team, it is absolutely necessary that the focus be the victims of the abuse and not the future of the football team.

As stated before the recovery process will take extremely long and will not be something that occurs overnight. Since the situation involved so many high ranking officials in the Penn State system the school will need to reevaluate all of the members of its staff and educate them on how to properly address any situation remotely like this in the future. Due to the seriousness of this scandal the only thing Penn State can do from this point is regain trust with their affiliates by telling the truth and avoiding any similar circumstances in the future by educating its staff members.
on December 5, 2011 at 10:08 am | Reply Jess Moller

Sorry forgot to post my first paragraph.

The situation regarding the Penn State child abuse scandal has been extremely detrimental to the once renowned image of the school. From a public relations stand-point the whole situation was disastrous and the effects will be felt for many years to come. As a public relations practitioner for Penn State University I would suggest the following actions.
on December 5, 2011 at 10:44 am | Reply Tricia Holck

The events and scandal that played out at Penn State University, after a child molestation investigation was announced to the media, created an image at Penn State that will taint the reputation and image of the university, specifically their football program, for years to come. If I were involved in the public relations department for Penn State, I believe the actions taken after the scandal was released should better help establish and hold on to the unity that Penn State is proud for, and known for.
First, I think it would be necessary to release all the facts to the media as quickly and precisely as possible. A huge aspect that ruined the subjects involved was the rumors and gossip that spread rapidly through not only the Penn State community, but also more importantly the entire nation. By releasing specific truths about the case, would have helped diminish the falsity about the case, and establish credibility with the media. The way the information and twists of the scandal slowly leaked out over a few days created a sense of dishonesty between the community and the coaches and administration themselves. Penn State students looked at former coach Joe Paterno, alongside his coaching staff, proudly, and creating that sense of dishonesty led students and the general public to think twice about the symbols and heroes they take so much pride upon.
Also, by firing Paterno, when he already made it clear he was going to resign, I believe was an unnecessary action to take. By doing so, they created different levels of power in the community, which I do not think was necessary. I believe that by Paterno resigning on his own, it shows students responsibility, and how to handle the consequences of being in the wrong.
As the case continues to unfold, and as trial eventually begins, I think it’s key for the public relations department to focus on factual information, and stress the fact that Sandusky’s actions are a personal problem he must face, and not one that reflects the values and actions of the Penn State community, or sports programs, as a whole.
on December 5, 2011 at 10:52 am | Reply Rickey Solomon

The recent events that have taken place around the Penn State sexual abuse scandal has spun totally out of control. With all the negative publicity that has been attached to Penn State over the past month, some may say that this is a tragedy that will taint the perception of the well-known university for years to come. If given the opportunity help with damage control as P.R. counselor for the university, I would advise the prestigious university to get through this storm by first taking full responsibility not only in the publics eye, but also to the large student body that currently attend Penn State. Second, I would build off of the pride and well-known theme that rings out loud whenever the institution is brought up, “WE ARE PENN STATE”.
Taking full responsibility for the actions that have occurred over the past years with former assistant football coach Sandusky has already begun by the university with the firing of everyone that may have been involved or knew about it. By issuing a formal statement on the college’s behalf informing the world that Penn State University was honestly unaware of these horrific assaults that were taking place on it’s campus is only the beginning of this process. This statement of words would then have to be followed by the universities actions. This is accomplished by publicly letting the families of each alleged victim know that Penn State will do everything in its power to right the wrong that was done make sure it doesn’t happen to anyone else. I say this has to be done publicly because the general public and families of future Penn State students who have been sitting at home in front of their TV watching this scandal unfold need to know the true character of Penn State College. As well as, this is a great stage to show current Penn State students who love and take pride in their university a lesson in facing your responsibilities head on. This leads into my second point of advice, WE ARE PENN STATE. This phrase that has been embedded into the DNA of the university needs to ring out now more than ever. A formal televised announcement by the universities president has to be made and aired during prime time, giving a speech on what the phrase “WE ARE PENN STATE” really means. This would be in the format of a public service announcement. The well-known phrase is more than just a saying that gets everyone excited at the football games. It’s a saying that speaks to the pride and integrity of Penn State. In the speech the president would include that because WE ARE PENN STATE, we fight through adversity and come out stronger than we went in. This is done by the universities financial and all around support to a nation wide Sexual Assault on minors foundation that fight to prevent incidents like what has taken place at Penn State from ever happening again. This is the same approach other companies and institutions have taken in the past during their moments of bad publicity. BP Oil Company took this approach and is an example that you can over come it.
on December 5, 2011 at 10:53 am | Reply Alyssa Rinaldi

I feel that Penn State handled the situation with Jerry Sandusky poorly. I had always thought of Penn as a prestigious university that was as close to perfect as any college could get. A big part of the reason I thought that was because of the football team. By hiding the situation and not coming clean with the incident from the start gives people, and myself, the impression that Penn State is irresponsible, deceitful and not the seemingly perfect university I had always thought it was. However, the damage is done and the best thing for Penn State to do now is share new information that is discovered with the public immediately and to unite the students, faculty and alumni in order to keep the school spirit strong. At this time the public views Penn State in a very negative light, however, the scandal has little to do with the school as a whole and everything to do with the Penn State football team, more specifically with Jerry Sandusky, Joe Paterno, Mike McQueary and Tim Curley. If I were the public relations practitioner for Penn State, I would organize a university-wide charity event to raise awareness and profits for molested children. By making it a university-wide event and getting the whole campus involved in the event, it will show the public that the scandal only has to do with a select few people and not the Penn State institution as a whole. I would do my best to have our event associated with Rape, Abuse and Incest National Network (RAINN), and donate all proceeds to RAINN. I believe it will take time for the scandal to pass and for the Penn State football team to regain its full reputation back. The best thing for the university to do now is to not let the bad decisions of a select few bring down the school spirit and unity that Penn State is known for.

http://espn.go.com/ncf/topics/_/page/penn-state-scandal
http://www.rainn.org
http://www.nytimes.com/2011/12/03/sports/ncaafootball/at-center-of-penn-state-scandal-sandusky-tells-his-own-story.html?pagewanted=all
on December 5, 2011 at 11:08 am | Reply Catherine Tomlinson

Over the decades Penn State has gained notoriety for its football program. While the university is academically reputable, football is the cornerstone of Penn State to a large majority. Joe Paterno, the head coach of PSU’s football team, accrued an immense fan base over his 46 years at the university.

When the story broke about defensive coordinator Jerry Sandusky’s involvement in sexually abusing children on campus, Penn State was faced with a huge challenge. Ultimately, from a public relations stand point, the university failed to implement a successful plan to handle the damage.
Paterno had apparently known of Sandusky’s wrongdoing for years and failed to report his actions. Hoping to “punish” himself and avoid media scrutiny, Paterno announced he would be retiring at the end of the season. The University came to the final decision to terminate Paterno’s career on the spot.

What Penn State should have done first, however, was plan ahead for the inevitable backlash of the student body in response to Paterno’s firing. Students rioted on the campus outraged by the loss of their “leader.” The university should have acknowledged the likelihood that the campus would riot and handle the situation before it happened. More so, Penn State focused entirely on the influence the scandal had on the university internally. I believe the university should have focused more attention on the victims involved. Officials failed to acknowledge or even express condolences to the victims in the scandal or the outside community, but rather only how the university planned to move forward and maintain its reputation.
on December 5, 2011 at 11:09 am | Reply Rickey Solomon

(Forgot to include my sources)
http://espn.go.com/college-football/story/_/id/7212054/key-dates-penn-state-nittany-lions-sex-abuse-case

http://www.cnn.com/2011/11/16/opinion/bennett-college-football-penn-state/index.html?iref=allsearch

Rickey Solomon
on December 5, 2011 at 12:11 pm | Reply Jenifer Rawlings

The recent tragedy at Penn State University is shaking the very belief system that the people we all trust to run youth organizations are safe mentors. If Penn State wants to regain its outlook as a prospering, prestigious institute serious steps must be taken immediately. Exposing the truth in EVERY aspect must continue to occur, regardless of how devastating. It is only through confessing all past discretions that the school as a whole can move forward. Disposing of every individual involved in any illegal aspect of the case shows the zero tolerance policy Penn State has for such actions. Although there will be inevitable upset that it took so long to take action, the public will be satisfied to know those responsible ultimately are gone and are being handled legally. Integrity, credibility, and respect are at stake for the school. There is no room to justify what happened or rescue the guilty. Also, the Autism center the coach developed and worked with needs to be turned over to new management until the investigation is over. The center’s families should not have to worry about being in the public eye for negative press and the stress that is associated. As another step, every faculty member at the very least must attend workshops on sexual abuse and proper etiquette. Public statements should be released throughout, letting the public know of the progress being made. Most importantly, Penn State must highlight its academic, philanthropic and positive community accomplishments during this time as well. The hearts of students, families, and alumni are of great concern during this time of crises. This case should not shatter everything they have worked towards.
on December 5, 2011 at 12:50 pm | Reply Andrew Monath

I think what is most important in this situation is full disclosure. In this circumstance, many fans and those associated with Penn State feel cheated. A program they have known and loved for so many years now potentially has some dark secrets and has fallen under some of the biggest scrutiny a college has possibly ever seen.
Penn State’s football program is arguably one of the most popular in the country. To some, it’s unbelievable that something like sexual abuse could be occurring in such a prominent program. With the firings of Jerry Sandusky, coach Joe Paterno, and others, it shows the university is taking a serious step towards justice. Personally, I would advise Penn State to excuse all personnel allegedly involved in the situation. Although it may seem rash to jump to these conclusions, the public would be outraged to see these people still associating with Penn State. It is vital to show a disassociation and no tolerance standpoint with these alleged acts.
This is a tricky situation because this scandal fell right in the middle of football season. Penn State has always had a very proud and relatively successful football program. To keep this image, Penn State must make the difficult decision to release these personnel. One must remember that every college is like a business and the right decision must be made for the betterment of the whole organization.
But this is not to say that the football program should take a backseat. It’s important for Penn State to carry on as usual, and in my opinion they have. The student body has shown a great deal of support for their university. It’s also important to publicize this aspect of the situation. As big as Penn State football is, the school itself is still a distinguished university with a strong spirit and a loving community.
It was unfortunate to see the actions of a few out-of-control students during the gathering to support Paterno. Media outlets, like ESPN, were criticized of showing only negative crowd response during the “riots.” The broadcasts showed police in riot gear using tear gas, as well as a news van being turned over. Images like these shroud the students’ motives and hurt general public’s support of the student body. It would be wise to avoid further actions such as these. One may argue, “No news is good news.” In this situation, I think it is best to not feed the media any more potentially negative publicity.
In regards to the scandal, I think the way Penn State’s Board of Trustees handled the situation shows a concerted effort to rebuild and replenish the atmosphere surrounding the school. It should be made public that even though it may have been hard, the right decision should and was made. Penn State should also publicize their evaluation of the situation and Mr. Sandusky’s trial. Focusing on Sandusky acting alone will take a lot of heat off of the school itself.
Personally, I feel as though Penn State’s PR counsel has done an exceptional job over the past month or so. Much of the light in this scandal has been focused solely on Jerry Sandusky and his actions. It will also be interesting to see in the future Joe Paterno’s notoriety butt heads with the possibility of his involvement in this case. Ultimately, I feel Paterno’s legacy will overcome this shortcoming. It will undoubtedly take some time for Penn State to regenerate a positive image. However, I believe with full disclosure and strong school spirit, Penn State and their football program will continue on successfully.

http://en.wikipedia.org/wiki/Penn_State_sex_abuse_scandal
on December 5, 2011 at 12:58 pm | Reply Victor Hanas

First and foremost, this indeed is a crisis that has spawned inconceivable ramifications, but even more so, it has unfortunately become a blemish on the face of Penn State University (PSU) and its reputation as an institution of higher learning. Furthermore, the effects of this scandal have not only left a mark on the boys who were directly affected by Jerry Sandusky’s careless and unconscionable actions, but also their families, the remaining faculty and staff of PSU and the students and surrounding community of this school. My thoughts and regards go out to all of these people.

If there is anything that I have learned about crisis management within the realm of public relations, it is to get everything out in the open. There is nothing worse than a cover-up or trying to hide the details of something as heinous as this. Honestly, the fault does not only lie with Sandusky, but also with Joe Paterno, who did nothing to fix the issue in the first place when he heard about it in 1998. That is where public relations comes into play.

In dealing with crisis, there are three main things a company (or institution, in this case) can do to protect its name in dealing with less-than-reputable events such as this. First, get all of the details out early. Get all of the information out as soon as possible and be the first to do it. Second, get it all out. Do not emit details that could come back to haunt you later; it is best to come clean completely. Lastly, deal with your situation. When the cards are down, crisis needs to be handled efficiently, with care and in totality. In this case, these are not the steps that were taken by Peterno and Sandusky, which is why such it caused such an upheaval.

To conclude, I believe PSU should have come clean with these events a long time ago, back when it began in the late 90s. That was Paterno’s greatest downfall. This should have been resolved right from the start; otherwise, it would not have escalated to what it has become today. As for Sandusky, I think it has become quite evident that his reputation is tainted for the rest of his life. At this point, PSU can do nothing but express complete honesty to the media and the school’s community to uphold their dignity in this trying time.

Source

http://www.usatoday.com/sports/college/football/story/2011-12-03/sandusky-paterno-abuse/51608280/1
on December 5, 2011 at 1:24 pm | Reply Alyssa Luberto

As a public relations counsel to Penn State University, there are certain strategic guidelines I would use in handling the Jerry Sandusk’s sexual child abuse scandal. Its first best to realize that nothing easy comes over night. This scandal will take time, considerable effort, and commitment to overcome. As they start their journey to rebuilding the institution of Penn State, they should focus on doing everything necessary of putting themselves back on the right back.

Penn State must first and foremost focus on gaining back the public’s trust and their reputation of honesty and integrity. Winning back this reputation for one of the top nation public universities will be one of their biggest challenge because peers feel betrayed. Penn States should take full responsibility for what has happened and accept all wrong doings. No matter how tragic the situation may be, all information should be released to help everyone involved more forward. Coming clean is all they have left to fix what has been going on behind closed doors for 15 years.

Followed should be a meaningful public apology to the victims, their families, campus body, faculty and everyone that was affected by this tragedy. This consistent message needs to continuously flow throughout the university. They should make it known that they will do everything in their power to make sure something like this never happens again as they work towards rebuilding the institution.

After the tragic scandal broke out, officials were more focused on moving forward with their reputation rather than the victims involved. By back tracking and putting more effort towards providing these children the right treatment and charity events is a favorable start. The university should cooperate fully with all investigations in relation to the children who were involved in this unfortunate tragedy and provide them necessary treatment. This can include providing the necessary counseling needed to help receive closer. The University should also partake in donating a great deal of revenue to certain child abuse charities to help rebuild a positive image.

Although it will be a long process, it must be done. The University should be prepared for many years of reputations building for the institution. Only time will tell how this will play out for Penn State. During this time, they should follow these strategies guidelines to help them get back on the right path of being known as one of the top nation public universities.

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