2. Emerging from the Belly of the Beast:
How Penn State Responded to the Sandusky Crisis
PHELAP 2016 • Harrisburg | University Park, PA

3. PHELAP 2016 • Harrisburg | University Park, PA
Roger Williams, retired executive director, Penn State Alumni Association
Tina Hay, editor, The Penn Stater magazine
Michael DiRaimo, vice president, government and community relations, Penn State
PHELAP 2016 • Harrisburg | University Park, PA

4. PHELAP 2016 • Harrisburg | University Park, PA
Nature of the Sandusky Crisis
Worst institutional crisis in the history of American higher ed
Now in 5th year, and issues still linger. Since Nov. 4, 2011: 3 University presidents, 3 football coaches, 3 athletic directors
In January 2015, NCAA, challenged by lawsuit, ended restriction on football scholarships and bowl ban, reconciled $60 million fine, restored vacated Paterno wins to 409
PHELAP 2016 • Harrisburg | University Park, PA

5. PHELAP 2016 • Harrisburg | University Park, PA
PSAA adopts 6-point strategic framework
Focus on mission, remain politically neutral, serve as force for pride and cohesion, sustain PSAA’s credibility
Facilitate the expression of alumni opinion
Demonstrate concern for victims, support solutions to the problem of child sexual abuse
Become part of the larger institutional strategy and response, as necessary
Generate communications to address the issue head-on and forthrightly – Penn Stater plays central role
Monitor impacts, adjust programs as necessary
PHELAP 2016 • Harrisburg | University Park, PA

6. PHELAP 2016 • Harrisburg | University Park, PA
PSAA actions, first year, Nov. ’11-Dec. ’12
Support “proudtobeapennstater.com” to raise $500,000 for RAINN.
Hold alumni town halls
Honor Coach Paterno through communications
Respond to all s and forward to Board of Trustees and PSU administration
Recommend actions to BOT—opinion surveys, statement explaining policy decisions, honor Coach Paterno
Facilitate “Meet the Candidates” forum for BOT
PHELAP 2016 • Harrisburg | University Park, PA

7. PHELAP 2016 • Harrisburg | University Park, PA
PSAA actions, first year, continued
Provide guidance and support to besieged affiliate groups, hold major summit for volunteer leaders
Conduct two alumni opinion surveys
Co-sponsor first “Coaches Caravan”
Issue occasional policy statements and commentary
Conduct programs/business as usual and introduce new fundraising initiatives
PHELAP 2016 • Harrisburg | University Park, PA

8. PHELAP 2016 • Harrisburg | University Park, PA
PSAA challenged by angry alumni in 2014–15
PSAA requested seat on Board of Trustees, granted in November, but sparks anger by PS4RS
Angry alumni attempt to control May 2015 Alumni Council election, with 10 seats at stake (4 BOT members self- nominate; 44 nominations, an all-time high, of which 30 approved for ballot. 9 angry alumni elected.
PSAA makes nominating process more transparent, especially criteria for selection to ballot.
PHELAP 2016 • Harrisburg | University Park, PA

9. PHELAP 2016 • Harrisburg | University Park, PA
PSAA challenged, continued
PSAA makes major revisions to bylaws, approved overwhelmingly by Council in April 2015
4 alumni-elected University trustees sue PSAA for being denied ballot positions; PSAA wins lawsuit
Another candidate sues PSAA over denial of nomination by petition; PSAA grants him ballot position but removes petition access in bylaw changes
PHELAP 2016 • Harrisburg | University Park, PA

10. PHELAP 2016 • Harrisburg | University Park, PA
Alumni opinion surveys
High trust ranking
May ’12
Dec. ’12
Dec. ’13
Dec. ’14
Dec. ‘15
BOT
13%
16%
19%
26%
PSAA
57%
60%
66%
62%
64%
PSU Admin
23%
28%
32%
41%
PSU students
56%
67%
54%
PSU faculty/staff
N/A
PHELAP 2016 • Harrisburg | University Park, PA

11. PHELAP 2016 • Harrisburg | University Park, PA
University progress in face of crisis, 2011–15
Enrollment grows from 93,368 to 97,494
Research expenditures surpass $800 million for 5 years in a row
PSU completes 3rd major gifts campaign, raising $2.2 billion against $2.0 billion goal
Endowment grows from $1.83 billion to $2.49 billion
PSAA membership grows from 165,182 to 177,307
PHELAP 2016 • Harrisburg | University Park, PA

12. PHELAP 2016 • Harrisburg | University Park, PA
Roger Williams, retired executive director, PSAA
Tina Hay, editor, The Penn Stater magazine
Michael DiRaimo, vice president, government and community relations, Penn State
PHELAP 2016 • Harrisburg | University Park, PA

13. PHELAP 2016 • Harrisburg | University Park, PA
Coverage by The Penn Stater Magazine
PHELAP 2016 • Harrisburg | University Park, PA

14. PHELAP 2016 • Harrisburg | University Park, PA
Coverage by The Penn Stater Magazine
PHELAP 2016 • Harrisburg | University Park, PA

15. PHELAP 2016 • Harrisburg | University Park, PA
Coverage by The Penn Stater Magazine
PHELAP 2016 • Harrisburg | University Park, PA

16. PHELAP 2016 • Harrisburg | University Park, PA
Coverage by The Penn Stater Magazine
PHELAP 2016 • Harrisburg | University Park, PA

17. PHELAP 2016 • Harrisburg | University Park, PA
Coverage by The Penn Stater Magazine
PHELAP 2016 • Harrisburg | University Park, PA

18. PHELAP 2016 • Harrisburg | University Park, PA
Coverage by The Penn Stater Magazine
PHELAP 2016 • Harrisburg | University Park, PA

19. CASE Magazine Readership Survey
“To what degree do you consider The Penn Stater to be a credible source of information about the institution?”
TPS ’12
TPS ’09
Natl. avg. ’12
Consistently accurate
37%
26%
28%
Generally accurate
51%
55%
39%
Usually positive only 6%
12%
18%
Not objective 2% 3%
Sum of “consistently” and “generally” accurate
88%
81%
66%
Probably the most important question in the whole survey, relative to what we’ve been through at Penn State, is the one about credibility.
The question reads: .
The possible answers are:
—Consistently portrays the institution accurately and objectively
—Contains some "spin" but is generally accurate and objective
—Usually portrays the institution only in a positive light
—Is not a good source of objective information
—No opinion
What I’ve done in the bottom row is add together the percentage of readers who said we “consistently” portray Penn State accurately and those who say we’re “generally accurate.” You can see that our credibility numbers are up since 2009—and way up when compared to the national average of alumni magazines. If you have a nervous administrator back home, this should be pretty persuasive data. (The margin of error here, by the way, is only 3%.)

20. PHELAP 2016 • Harrisburg | University Park, PA
Editorial Integrity is a “Best Practice”
PHELAP 2016 • Harrisburg | University Park, PA

21. PHELAP 2016 • Harrisburg | University Park, PA
Editorial Integrity is a “Best Practice”
PHELAP 2016 • Harrisburg | University Park, PA

22. PHELAP 2016 • Harrisburg | University Park, PA
Roger Williams, retired executive director, PSAA
Tina Hay, editor, The Penn Stater magazine
Michael DiRaimo, vice president, government and community relations, Penn State
PHELAP 2016 • Harrisburg | University Park, PA

23. Keeping the Huns Outside the Gate
PHELAP 2016 • Harrisburg | University Park, PA

24. PHELAP 2016 • Harrisburg | University Park, PA
Governmental Relations Goals During Crisis
Contain the Crisis
Preserve institutional authority
Inform Key Community Leaders
PHELAP 2016 • Harrisburg | University Park, PA

25. Contain the Crisis
Keep the state from opening another front by addressing all inquiries quickly, honestly, and completely
Eliminate the need or desire for official inquiries or legislative hearings

26. Preserve Institutional Authority
Keep legislators and administration from thinking they need to take over the governance and management of the university
Provide access to key university authorities for direct communications
Maintain regular communications on progress or new developments
Demonstrate and give evidence of ongoing functioning and success of the University, despite crisis and the misconceptions to the contrary created by the press.

27. Inform Key Community Leaders
Provide legislators with materials and arguments that would turn them into reassuring third parties communication with the press and general public

28. Results Of Our Efforts? 0 public hearings
$0 financial “penalty” in state funding
0 changes in law re: governance/authority of the university leadership