How PR Can Help Penn State Now

People would be surprised to know how often PR counselors act as management consultants.

Often, those within a complex organization are too close to a situation or too insulated to see what needs to be done, what could been done, and how internal and external stakeholders might react. The blinders can be even thicker when the organization is in crisis. So, smart executives seek the advice of outside communications professionals -- not just for research, ideas and words, but for common sense and perspective.

As the trustees at Penn State prepare to meet today, let's hope hiring great PR counselors is on the agenda.

Penn State’s ability to do the right thing at this moment is suspect and will be for the foreseeable future. It lost its credibility on that score when it failed to act against Jerry Sandusky for more than a decade. It even failed to act seven months ago when a Pennsylvania sports columnist predicted what has now engulfed the University.

Penn State’s need for PR is not just a matter of credibility; it’s a demand of logistics.
Even the most well-intentioned people there are so underwater at this point, they can’t see beyond the next few minutes, never mind assess the right (and wrong) choices. Unless you’ve been in the middle of a crisis like this, it is impossible to appreciate how it can consume every moment – the endless phone calls; the hate mail and hate e-mail; the web site attacks; the angry donors, alumni, professors and parents; the students requesting transfers; the anxious and demoralized staff; the national media descending on your campus; the state, federal and NCAA investigators demanding records. 

It’s endless and exhausting. The organization is undoubtedly crippled to point of paralysis under the weight of it all. Even if folks know what to do, they may not have the time, energy or skills to plan and execute it. Outside PR counselors can play an invaluable role – as organizers, facilitators, expeditors, advisors and doers.

For Penn State, the path is clear. Respect the legal process, but act in a big way fast on three parallel tracks. First, disclose who knew what, when and what was done and not done. Then, apologize. Then, put in place new people, new policies, new systems – and a new culture -- to insure nothing like this can ever happen again. And all the while, smart people must be answering the phones and emails.

Wednesday night’s news conference by the Board of Trustees was a great start, and it must continue. People need to hear that those who sincerely care about the University are sickened and angry about this. They need to see a no-holds-barred investigation and housecleaning conducted by an independent, multi-disciplinary board of uninvolved, untainted, prominent Penn State alumni.

Veteran PR counselors can bring focus to this effort and determine the best strategic way to manage emotions and deliver information.

But the actions must come first. The right words will not be enough. Now it is time to do the right thing -- especially since so many failed to do exactly that for so long.