Edelman and La Torre Communications to Foster Penn State's Transparency
April 25, 2012 4:52 PM
by Laura Nichols
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Penn State announced on Wednesday the hiring of Edelman and La Torre Communications to help improve the university's transparency and accountability, with everyone from current students to the media.

All for the cool price of $2.5 million.

David La Torre, founder of the Harrisburg-based public relations and public affairs firm, said this collaboration is the next step in Penn State making the commitment to being more open and honest, as it pledged to in November. 

"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," Penn State President Rodney Erickson said. "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."

The goal of the group is to disseminate information as quickly as possible, La Torre said, to students, alumni, faculty and parents.

Penn State also has expressed its desire to expand how it interacts with state and local media, La Torre said, and his primary function will be to make sure as information becomes available, the media will have access to it.

"Penn State has really worked hard at becoming more transparent," La Torre said. "That process can always be improved, and this is a significant step forward."

La Torre Communications will work with Edelman as issues arise and requests are intercepted, La Torre said. 

Penn State said the the firm will report to university administration and will work with the Office of University Relations and public information officers. The deal is set for a 12-month period and the firm will be paid $208,000 per month, according to Penn State.

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