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SBD/September 5, 2012/Marketing and Sponsorship
Mohegan Sun Becomes Second Company To Drop Sponsorship Of Penn State Football
Published September 5, 2012
TRYING TO TAKE THE NEXT STEP: The WALL STREET JOURNAL's Kris Maher noted PSU aired a promo during ESPN's broadcast of the Ohio game that featured "students, professors and alumni emphasizing the school's focus on teaching, research and service." The video is "part of a broader 'Faces of Penn State' campaign that will highlight students, faculty members and alumni on posters and the Internet." However, officials behind the PR push said PSU "needs to tread carefully: It shouldn't appear to be trying to bury or minimize" the Sandusky scandal. Richard Edelman, whose PR firm is "guiding Penn State's image campaign, told trustees that the university should avoid a national goodwill advertising campaign." Edelman said, "There will be more criticism for us if we try to advertise our way out of this crisis." He did add that the school "should stop playing defense." Edelman: "Now is the time to pivot" (WALL STREET JOURNAL, 9/1).
COSTS ADDING UP: In Pittsburgh, Debra Erdley reports PSU's costs for "legal counsel and consultants related to the Sandusky scandal" were $16.7M as of June 30. Costs included $9.97M for the school's investigation led by Louis Freeh (PITTSBURGH TRIBUNE-REVIEW, 9/5).