The Penn State University (PSU) in State College, Pa. has always been too much about football. It will take some time to repair its reputation due to the leadership failure in response to former assistant coach Jerry Sandusky’s criminal behavior. The football program should not be halted, but obviously, must be re-framed. The fact is most students go to PSU, as I did, for an education, not for football games. It is not that we didn’t also want to have some fun. But, looking back now, I realize that it bothered me when I entered the workforce, mentioned my college, and people responded by talking about football. The journalism school was first rate. Every graduate I know went on to professional and rewarding pursuits. Every new student I meet today impresses me. One graduate, I read, earned a Pulitzer for her reporting on the Sandusky story for The Patriot-News. We were trained to be capable of working for the Associated Press. I had a newspaper job within months of graduation and our country was in a recession.
There is an opportunity now for this college to start highlighting its superior environment for learning. In fact, Penn State was selected not long ago as the number one choice by job recruiters who are favoring graduates of state universities over elite private schools according to this article in The Wall Street Journal article, The Top 25 Recruiter Picks.
I’d be more interested in joining alumni if Penn State re-focused on the core mission of being a higher educational institution. The alumni can play a positive role in fresh, new communications. Public Relations should be dedicated to reforming the system that didn’t work to stop the abuse. Penn State can establish standards that will help other institutions proactively. Stories should focus on the stars beyond the football field.
Here are some tips from our PR agency for organizations in crisis.
After apologies and amends:
- Demonstrate transparency and report on reforms frequently and publicly.
- Earmark a portion of revenue toward non-profit cause that is part of the solution.
- Let go of old symbols.
- Engage every member of the organization and its community in communications outreach.
- Respond to the outrage expressed in social media with thoughtful consideration.
