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.
