Penn State has circled the wagons in this time of crisis, canceling Paterno's media availability and his scheduled time on a Big Ten conference call.
Putting up another wall of secrecy, according to Ronn Torossian, CEO of 5W Public Relations and an expert in crisis communications, is exactly the wrong strategy. University officials should be confronting the matter openly, admitting to any mistakes in judgment that might have been made and pledging that every possible safeguard will be put in place to ensure that no such occurrences will ever happen again.
And if adopting a policy of transparency means making Paterno available to anyone with more uncomfortable questions than who his starting quarterback will be, that's just part of the process for setting things right.
"Someone can take 40 or 50 years to build a good reputation, and an instant to tear it all down," Torossian said. "But if you have to face up to something unpleasant, do it. Don't hide."
Full Article by Philly.com
Keep up to date with news and business tips from Ronn Torossian on his Business Insider blog and be sure to check out his best-selling PR book “For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations” available for purchase at: Amazon.com.
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