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Jerry Sandusky and Juniata College

How Juniata College Handled The Jerry Sandusky Investigation

December 2011

Some Background…

Sandusky hired 1967-68 as Juniata football and track coach

Leaves 1968-69 season for Boston College

Hired at Penn State in 1969

Sandusky works as Penn State linebackers coach, then named defensive coordinator in 1977

Linebacker U: Penn State’s national reputation comes from defense

Retires in 1999, after a 1998 complaint, works at Second Mile. Press at the time praises altruism

Works at Second Mile with underprivileged children.

Volunteers as coach at various campuses and high schools

Works with central Pennsylvania coaches at clinics around the state.

Jerry In Retirement 1998-2010

Sandusky asked to give motivational talk in August 2009 as part of bringing back coaches, alumni players

New coach comes to Juniata December 2008 from University of Tennessee, Chattanooga.

Originally from central Pennsylvania.

Division I and II coaching resume

Sandusky begins “Hanging Around the Team” 2009

Juniata coach asks to put him on volunteer staff 2010.

Background check initiated May 27, 2010

Background check returned June 2, 2010

HR sends letter to Sandusky June 3, 2010

Provost tells coach that Sandusky cannot be “associated with program” June 3, 2010.

Athletic director reiterates order June 6, 2010

Problem Solved?

--The background report did not reveal what he was under investigation for. Rumor among administration was embezzlement.

--During 2010 season Sandusky kept coming to games and practices.

Sept. 25 game vs. Franklin & Marshall, Sandusky is seen in press box, quoted in newspapers.

Following F&M game, AD orders coach to remove Sandusky from Juniata program.

Not So Fast…

Jan. 2011, athletic director leaves for new coaching job at prestigious institution.

Spring Semester 2011, football coach leaves for new job.

Neither were fired or asked to leave.

Sandusky Arrested Nov. 9, 2011, the following academic year

Construct a timeline of every step of the process

Find photos of Sandusky in 1968 yearbook.

Interview former AD and current football coach

December, Sandusky Story Breaks, We…

Reporters call, asking…

Checking Sandusky’s resume, see he worked as assistant coach in 1967.

Calls ensue starting at 7:50 a.m. from Randy Pennell, Philly AP bureau.

If Juniata had any incident reports from 1967-68

If they asked if Sandusky had further contact with the program. We immediately say yes, and take them through the timeline.

Including the documented (1) game where he was seen in the Press box or at the game.

Fielded calls from…

-- AP calls at 7:50 a.m. as I’m driving in; then NBC, ABC, CNN, ESPN, NPR, regional radio, Philly Inquirer, Pittsburgh TV, throughout the day.

--End of Day: WHPTV CBS 21 reporter Jason Bristol shows up unannounced at office. We allow him to do a standup on campus.

--Reporters from networks contact football players via Facebook, asking for interviews

Sandusky Denied Volunteer Job at Juniata—USA Today

2nd Day Story—Kudos from media

Brian Williams’ Rock Center producer offers us slot, car, plane

ESPN wants Juniata representative on E:60

Dec 13, 2011

CBS21 WHPTV contacted by Juniata football players who say Sandusky coached all year long. Players are given the full “60 Minutes treatment”

Sets off new round of interviews with major media, but just AP, CNN, ESPN

Juniata underlines that coach was ordered to cut ties.

“We gave our coach three distinct orders to get rid of this guy.”

Things We Did That Helped

--Answered direct questions fully.

--Gave reporters full access to sources on and off campus.

--Let Alumni and Students go on social media. We did not edit or censor. Students and alumni who could read news stories came to our defense.

--Reporters tried to contact football players on Facebook—Held meeting with players giving them permission to talk.

--Held meeting with coaches to tell everything -- “Don’t try to make the college look good.”

--Did not go on TV. You Tube is forever.

Posted letter to alumni from President on website

Things We Did Wrong

--In retrospect, we should have told the full story right away instead of waiting for the reporter to ask the right questions.

--I wanted to get a “process story” out with the local sports editor, so we could refer reporters to it, on how Juniata’s team became involved with Sandusky. Overruled.

--Should have met with coaches and athletes first day for huge town meeting to find out exactly what happened and when. Instead, relied on chain of command.

--Should have had news clips ready to show how coach and athletic director left. On surface, it looked like they were fired.

Things any College or University Should Do

--Silence is not Golden: Answer the phone.

--Try to let Social Media play out. Wouldn’t have worked in Penn State’s case—too much vehemence on both sides.

--Get President or next ranking officer out front to underline the message whatever it is: In PSU’s case, Rodney Erickson said shortly after being named president that Penn State is a respected research university, not a vehicle for football prominence. He should still be saying it 24-7 right now. Don’t hide behind spokespersons.

--In crisis, decisions should be made by senior PR staff.

--Explain policy for employment, contracts, legal issues in each interview.

--Do not worry about donors. Problems at Penn State flowed out of Joe Paterno’s refusal to retire in 2005 and university’s dependence on the coach’s effectiveness as a fundraiser.

Bad Calls: Penn State Penalized

Penn State is a tiny media market, where all media is financially or otherwise tied to university. Not used to probing questions from major media.

PSU President Graham Spanier only used to present “good news.” Conspicuously absent in addressing athletic misbehavior, student deaths from drinking, summer riots.

Penn State has a special exemption under Pennsylvania’s Right to Know law. Harrisburg Patriot-News reporter Jan Murphy had to sue to reveal Paterno’s salary (just over $1 million), Spanier’s salary, and won. PSU appealed to the Pennsylvania Supreme court. That’s actually a good story for PSU, JoePa was paid significantly less than many lesser coaches.