Penn State has retained Edelman and La Torre Communication to help manage communications with its school and local communities, and the media in the wake of the child sex-abuse scandal that has rocked the football program and the university. The university will pay Edelman and La Torre (Harrisburg, Penn.) $2.5 million for the next year.
The school said the agencies will also assist it during upcoming litigation to ensure that accurate information is quickly disseminated.
"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," said university President Rodney Erickson. "Retaining these communications firms puts us more firmly on the path toward accountability, openness and preserving our reputation as one of the world’s leading research universities."
The school has already paid $5.3 million to several firms for crisis management and an internal investigation into the mishandling of child abuse allegations against former assistant coach Jerry Sandusky. He has denied charges he molested boys over a 15-year period.
It will be interesting to see how Edelman and La Torre manage Penn State's message and the results of efforts to repair the university's reputation that has been damaged not only by the allegations, but also the school's subsequent actions.
As Washington Post columnist Jenna Johnson wrote: “... calculated strategy when it comes to messaging and branding in a time of tragedy or scandal can rub some students, faculty and alumni — not to mention victims or those closely involved with the situation — the wrong way.”
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