Penn State taps Edelman to ‘rebuild trust’ and improve media relations
The firm will work with the university to ensure greater transparency. La Torre Communications, a local firm in Pennsylvania, was also retained.
The move comes in the wake of the Jerry Sandusky scandal last fall.
Edelman and La Torres Communications, a Harrisburg, Penn.-based firm, will support the school in upcoming litigation related to the Sandusky crisis and work to foster greater transparency among Penn State Stakeholders.
“Earlier this year, I announced five promises to guide Penn State in recovery from our recent crisis and rebuild trust with the Penn State community,” Penn State President Rodney Erickson said in a statement.
Due to the university’s poor crisis communications last year, the news that Sandusky, the former longtime assistant football coach at Penn State, had allegedly raped young boys spiraled from a human crisis to a reputational one for the institution. The handling was so messy that even PR professors and students at the school criticized the administration‘s communications.
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