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We are watching the disintegration of a reputation right before our very eyes. Joe Paterno, the molder of young men and the shaper of great football teams, is the latest example of someone who turned away from responsibility instead of turning in someone to the authorities. 

There is no excuse for any of us who witness a wrongdoing making it worse by doing nothing about it. Simply moving the problem up the food chain as Paterno did is not enough. In this case, wrongdoing is not near a strong enough description of what is unraveling at Penn State. The extent of the cover-up that occurred in the PSU situation rivals Watergate. Simply put, no one with any authority took any responsibility for what was happening to those innocent children. It's difficult to believe this could happen. But it did.

When we talk with clients about crisis management, one of the cardinal rules we discuss is the necessity to take responsibility when things go wrong. Good things happen when we take responsibility for our actions or for the actions of others in our companies or organizations. The problem will be resolved faster and the hit to the organization's reputation is minimized.

Neither of these will happen in that place now inappropriately named Happy Valley. And Joe Paterno becomes the latest person to vividly demonstrate why taking responsibility is all that matters when it comes to having a great reputation. 

I just read two stories that should make public relations professionals everywhere take notice. The first one talked about how we as a profession have generally ignored the pleas of the media to halt the outdated and useless practice of sending press releases. The second one was from a university professor who had his students tell him that they thought it was okay to lie because that is what public relations pros are supposed to do.

The continued proliferation of press releases is inexcusable. We have worked hard at Barkley over the years to move away from releases when possible and focus instead on building relationships with the right media, and now bloggers and social communities. We then work to identify the stories our clients have to tell and the right person to tell them and then bring everyone together. Very little paper need be used for this approach.

The fact remains that there are clients who still want a release sent out to preview their story with media etc. And the fact remains that too often, we as PR pros go along with the client when we should be telling them the press release is a dead tactic and should be properly buried. Public companies will continue to need to issue formal financial statements but beyond that, external communications today must be conversational in nature. You don't script conversations.

The issue of releases is easily fixed. The second problem is not. The fact that some college students have it in their head that successful public relations is based on dishonest discourse is disheartening at best. No one is naive about where this notion gets its fuel. We all see and hear politicians today basically saying whatever they want regardless of whether its true. Of course, behind every politician there is a "communications consultant" helping them figure out their next soundbite. Politics permeates our lives in so many ways. Therefore it's unfortunately a short hop for a student to assume this must be the way it is done across the board, not just in politics.

I have been in this profession for nearly 30 years after six years in the news media. I can honestly say without hesitation that the public relations professionals I have worked with or know do not suggest lying as a successful strategy. It is just the opposite. A client must walk the walk in order to talk the talk. Truth, transparency and authenticity are today's measuring sticks in the marketplace. Anyone can fake it for a while, but in today's wide open social media environment, the fakers will be found out quickly.

While it would be nice to think this one classroom of students was the exception and not the rule, we all know what happens when one assumes something. My challenge to public relations pros everywhere is to call your alma mater or other colleges and make an appointment to speak to as many classes as possible as soon as possible. Let's turn the bright light of the real world on in college classrooms everywhere and demonstrate what real, authentic public relations is all about. And what the power of it done right can do for every organization's most important asset - its reputation.

As they say, pictures say a thousand words.

2009:

2011:

We can stick our heads in the slush or we can face reality. What will we choose?

Link here to see what the scientists are saying about these photos.

Willie Nelson is not only an American original and a pretty decent songwriter, he has made it his mission to do what he can to save the family farm. One of my grandfathers was a wheat farmer in north central Kansas and he and my grandma raised my dad and his brothers on that family farm. I'm a long way from that farm in many ways just as all of us are a long way from understanding what the evolution from the family farm to the corporate food machine we have today is doing to us.

Thanks to my colleague Terre for pointing me to this video from Chipotle featuring Willie Nelson.