In recent news, Penn State has undergone negative publicity surrounding the Sandusky scandal. Prior to the scandal, Penn State had a great reputation. It was considered to be a high prestige university.
1. Explain how the university's relationship with various stakeholder groups was impacted by the Penn State scandal.
2. How did the university's response influence each stakeholder group's response?
3. What PR activities, if any, could they have done differently to better manage the university's reputation?