Penn State Hires Edelman and La Torre for Ongoing PR Support

Ketchum No Longer Working on University's Communications

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Penn State University has hired Edelman and local Harrisburg shop La Torre Communications to support ongoing PR as it continues its effort to rehabilitate its reputation.

The school brought on Ketchum for crisis support last November, following allegations of child sexual-abuse charges made against former defensive coordinator Jerry Sandusky. It's understood that the firm is no longer working with the university. Ketchum did not immediately respond to a request for comment.

"Earlier this year, I announced five promises to guide Penn State in recovery from our recent crisis and rebuild trust with the Penn State community," said President Rodney Erickson in a statement. "Retaining these communications firms puts us more firmly on the path toward accountability, openness and preserving our reputation as one of the world's leading research universities."

One of those five promises was that "Penn State is committed to transparency to the fullest extent possible, given the ongoing investigations," Mr. Erickson said.

The university hired Edelman and La Torre after a competitive bid process earlier this month, according to the statement. It will spend $208,000 a month for 12 months of PR support. The scope includes corporate communications, media relations and stakeholder engagement.

Edelman Senior VP Jennifer Thompson and Senior Counselor Charles G. Bakaly III will oversee the account.

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