Richard Edelman gave Penn State trustees on Sunday a sneak peak of the “Faces of Penn State” campaign it will run to show off the accomplishments of students and professors – and begin the rebuilding process from the Sandusky scandal.
The university, which hired Edelman in April, should engage the media to influence stories marking the one-year anniversary of the scandal in November. Penn State president Rodney Erickson and Karen Peetz, chair of Penn State's board of trustees, could travel to New York and Washington DC to meet with members of the media before the anniversary, he advised.
While the campaign will include social media and alumni acting as goodwill ambassadors, it should not feature goodwill-building TV ads, Edelman told the trustees.
“There will be more criticism for us if we try to advertise our way out of the crisis,” he said, according to the Philadelphia Inquirer.
Last month, an Edelman source told PRWeek that Penn State would have to emphasize academics and other aspects of its university culture following NCAA sanctions and fines against its football program.
The school's board of trustees previously worked with Ketchum on its response to the crisis.