Public Relations Nightmares

PUBLIC RELATIONS NIGHTMARES

LEARNING FROM THE PENN STATE EXPERIENCE AND CRISIS MANAGEMENT LITERATURE

Matthew P. CiszekPenn State ShenangoOctober 15, 2012

How an organization responds…

in the face of scandal…

is the difference betweena public relations problem…

and a public relations nightmare.

1. Denial/Distance

2. Symbolic Change

3. Forced Compliance

Recommendations of the Freeh Report

• Change Penn State’s organizational culture

• Strive for openness and transparency

• Regular communication with stakeholders

• Background checks for all employees regularly

• Separate business and human resource functions

• Better communication between administration and board of trustees

• Establish independent internal audit office

• Changes to practices of athletics department

• Increase security & training for programs for/with children

4. Authentic Change

Crisis Management Literature

• Authentic change has greatest impact• Other responses can have negative effects on

the organization’s image• Proactive organizations generally maintain

image and reputation• Stakeholders want communication and honesty• Transparency and accountability also important

Library Case Studies

• Embezzlement of Funds by Director• Homicide on Library Property• Department Head with “Internet Issues”

Questions?

Thank you for attending!

Matthew P. CiszekAssistant Librarian

Penn State Shenangompc16@psu.edu

Photo Credits1. http://www.personal.psu.edu/tps154/picture2.PNG2. http://studentaffairs.psu.edu/hub/commonwealthsa/i/map.jpg3. http://onwardstate.com/wp-content/uploads/2010/10/crowd3.jpg4. http://wac.450f.edgecastcdn.net/80450F/nj1015.com/files/

2011/11/131937684.jpg5. http://media.cleveland.com/sports/college_impact/photo/fans-paterno-

house-apjpg-d9cd948648f1749c.jpg6. http://media.cleveland.com/sports_impact/photo/sandusky-paterno-apjpg-

8caa2463ee5f7834.jpg7. http://img0.etsystatic.com/000/0/6448718/il_fullxfull.267645588.jpg8. http://images.wjla.com/crime/110511-jerry-sandusky-ex-pennstatecoach-

ap_606.jpg9. http://images.huffingtonpost.com/gadgets/slideshows/238950/

slide_238950_1237000_free.jpg10. http://media.pennlive.com/midstate_impact/photo/graham-spanierjpg-

5d7b18efce637433.jpg11. http://a.espncdn.com/photo/2011/1109/ncf_a_paterno_b3_600.jpg12. http://media.cleveland.com/darcy/photo/13ggdarcy-4jpg-

5dc77c5a0ed4b73c.jpg13. http://graphics8.nytimes.com/images/2011/11/16/sports/16costaspic/

16costaspic-blog480.jpg14. Holder15. http://img.ibtimes.com/www/data/images/full/2011/11/10/188084.jpg16. http://instntrply.com/wp-content/uploads/2011/11/vlcsnap-2011-11-09-

21h42m29.jpg17. http://www.csmonitor.com/var/ezflow_site/storage/images/media/

images/11-10-11-penn-state-students/10972118-1-eng-US/11-10-11-Penn-State-students_full_600.jpg

18. http://media.centredaily.com/smedia/2011/11/10/14/56/XskrS.AuSt.42.jpg19. http://onwardstate.com/wp-content/uploads/2012/07/DSC_5156.jpg

20. http://leeswammes.files.wordpress.com/2010/12/col-where-col-gets-books.jpg

21. http://4.bp.blogspot.com/-YcPZDjWV0ac/TySfvJxBkPI/AAAAAAAACeM/j1UC6E3cTfA/s1600/Joe%2BPa%2Bby%2BBarb%2BJan%2B2012.jpg

22. http://targuman.org/PhotoBlog/wp-content/uploads/2012/06/Lewis-Katz-Building-PSU.jpg

23. http://media.pennlive.com/midstate_impact/photo/psu-plane-1jpg-a45b4cf2d8bd9755.jpg

24. http://www.troyrecord.com/content/articles/2012/07/22/news/doc500c1f82c7aea083887447.jpg

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