Scoring Social: The Rise And Fall Of Klout

You all know the story, because it's all very true — there are plenty of marketers who dream of the day that they can give us all scores. It would make their lives easy, terribly easy you see: if they could base who gets what for which price or what fee.

If we only had scores to sort out their big mess. Never mind names or merits or interests or lives, just a list of our scores and a button to click. That would be enough, it's painfully clear. One score to determine who gets what prizes and perks, what service and more.

The Crazy Story Of Blogs And Social Media.

Then one day it happened, some will remember, when Clout-Belly bloggers were sometimes called stars. Everyone else, those without content on thars, were called Plain-Belly people, their reach not so far.

Now, being an online blogger wasn't always so special. Compared to actors and inventors or directors and authors, it was really quite small. In fact, you would think such a thing wouldn't matter at all.

But it did. Because they were stars, all the Clout-Belly bloggers would brag, "We're the best of all people on social media beaches." And with their snoots in the air, some would sniff and they'd snort. "We'll have nothing to do with the Plain-Belly sort."

When Clout-Belly children went out to play ball, could Plain-Belly kids get in the game ... ? Not at all. You could only play if your parents stayed up and blogged through the night. And those Plain-Belly kids had parents without any online might.

So when the Clout-Belly bloggers received their frankfurter perks, or picnics or parties or free root beer floats, marketers never invited the Plain-Belly people. They left them out in the cold, behind the red ropes. They kept them away, dashing their hopes. And that's how things went, year after year.

And then one day, it seems ... while the Plain-Belly people were tweeting and talking, sharing and squawking, some of them daydreaming of the day they might start a blog to earn more clout, a stranger zipped up with this new thing called Klout.



The Brief And Sordid History Of Klout.

"My friends," he announced in a voice clear and keen,"My name is Joe Fernandez. And I've heard you're unhappy, but I can fix that. When my mouth was wired shut, I became the Fix-It-Up Chappie. And I've come here to help you, I have what you need. My price is quite low and I work with great speed. Better than that, my idea is one hundred percent guaranteed."

Then, very quickly, Fernandez did shout. He put up his algorithm and started to tout. "You want to be stars like the Clout-Belly bloggers ...? My friends, you can have them for a price pretty cheap. Just give me access to your data, feeds, and friends when you tweet."

"Just open your accounts and hop right aboad!' So they clamored inside and signed on the line. And the algorithm bonked. And it jerked. And it burped. And then it bopped them about. They didn't mind, because the thing really worked! When the Plain-Belly people popped out they had Klout scores. They actually did. They had Klout upon thars.

And then they yelled at the ones who had clout at the start. "We're exactly like you! You can't tell us apart. We're all just the same, now, you snooty old smarties. We don't even have to write a stitch, you crazy old coots. We just share and type nonsense, and we get all the perks, like new shoes or new boots!"

"Good grief!" said the ones who had worked right from the start. "We're still social medial gurus and they're still just the masses. But, now, how in the world do we know it? If this kind is what kind or that kind is this kind and this kind is what kind then I think we need glasses!"

Just then, up came Fernandez with a very sly wink and he said, "Things are not quite as bad as you think. So you don't know who's who? That is perfectly true. But come with me, friends. Do you know what I'll do? I'll make you, again, the best kinds of tweeps with real social media reach. All I have to do is change my secret formula."

"Clout-Belly bloggers are no longer in style," said Fernandez with a smile. "What you need is a trip through my Clout-to-Klout dumb-it-down kettle. This wondrous contraption will change clout to Klout, and we'll score you the same, but with a nod to your mettle."

And that's what he did, lickity-split. They signed up for Klout with the same conditions and poof. Their once Kloutless accounts suddenly earned scores through the roof!

"Ha ha," they declared, with yell of great triumph. "We know who is who now, and there will be no doubt. The best kind of online gurus are those with high Klout!"

Then, of course, those who had just gotten scores were frightfully mad. To have a lower score was now frightfully bad. But in like a flash, Fernandez was there. He invited them in for a transparency fair. He told them all they needed to know about scoring, or so he said. Keep busy online, today 'til you're dead.

"That's right. It's all very easy," he said with a grin. "I'll change the influence scoring here and there on a whim. You just keep typing and sharing and shouting. I've got the contracts to put you in marketing."

And then, from then on, as you can probably guess, things turned into a terrible mess. All the rest of the day and on through the night, the Fix-It-Up-Chappie played them like a kite. Tweet this, post that, plus this, and add that. And through the networks they charged, opening them all to get better scores. They kept tweeting perks, posting plugs, and adding plus ones; no time for friends or thinking or fun.

And soon, the whole thing was confusion, their heads spun up on a spool: which one was this one or was this one really that one. Or which one was what one ... and what one was who. But none of that mattered. Because all through the night and all through the day, Fernandez was raking it in on the backs of those people who stopped talking to friends. And he laughed and he laughed, from his perch of free perks, "you can teach them new tricks, but you can't teach them about worth."

Now, I would like to say that it all ended that day. That people became just a little bit smarter. But unfortunately for us, humans aren't like Sneetches who learned something new. That the size of your worth is based on the friendships you make, and not your score, status, or hue.

Related Reading From Around The Web. 

• Why I Quit Klout by Schmutzie

• Why I Quit Klout by Matt LaCasse

• Why I quit Klout by David Kaufer

• Why I Quit Klout by Ben Loeb

• Why I Quit Klout by Botgirl Questi

• How To Get Your Profile And Data Completely Disconnected From Klout by Danny Brown

Feel free to add a link to your own "Why I Quit Klout" post in the comments. We'll approve them. Special thanks to Dr. Seuss, whose original story "The Sneetches" inspired this satire about online influence. The Klout story is amazingly just like it, maybe exactly like it if people let the concept get carried away rather than focusing in on what's more important in life.

Then again, a few people won't have it. After quitting Klout, some have even suggested banning marketers who participate. If that ever happens, then Klout will learn about scoreless influence.

Thanksgiving: How Social Media Is Like A Turkey

Sometimes social media is real time communication, which means the timing of the message is just as important as the message itself. I was reminded of that yesterday as I was finishing up a 1,200-word column that I was going to title Occupy Thanksgiving.

The piece is decent, and perhaps more personal than I usually post on this blog. The topic was just a little reminder that keeping your focus on scarcity can be detrimental whereas being grateful for the little things in life can help you wake up happy every day, even in the face of tragedy. I know. Despite many tragedies and near tragedies, I have a lot to be grateful for. And I hope you do too.

I still think it's an important topic, but the timing isn't right. Nobody needs too much food for thought before a long weekend. So I shelved the column for another day and set to work on something light — a slow burn satire of sorts for all those claims that social media is like one thing or another.

So, in honor of Thanksgiving in America, why not make social media like a turkey? It's not all that different when you really think about it. And in some ways, it's even better because I can chuckle at the absurdity of it and you won't leave feeling bloated.

How Social Media Is Like A Turkey. 

• Decide On A Recipe. There are hundreds of different recipes to make a successful turkey, ranging from maple roast with gravy to honey-brined smoked. It doesn't really matter which one you decide to make, but it's always a good idea to know what else you plan to serve and if your guests have any preferences. Right. Your turkey is part of a bigger plan.

• Defrost Before Cooking. Even if you know what kind of turkey you want to cook, part of your plan requires a defrost period. If you start too cold, your turkey will never be fit for consumption. Slow down, put the bird in the refrigerator, and let it thaw, about 24 hours for every five pounds. For social media, this phase is listening.

• Stuff With Contents. Start combining some of the ingredients you plan to stuff your turkey with, whatever it might be. Maybe you like onions, mushrooms, celery, green pepper, and bread crumbs. Some people like vegetable stuffing, other people like cornbread stuffing. The important part is to pick the contents that complement your turkey.

• Roast Your Turkey. Roasting a turkey takes time. You cannot expect a 20-pound turkey to cook in half an hour, not even if you try to rush it. It takes time and constant care, basting so that neither the turkey nor the contents dry out or, worse, are served undercooked. It's true. Undercooked turkey makes people sick.

• Prep The Meal. It used to be easy because all anyone had to do was take care of the turkey. But nowadays, people want a little bit more. You have to cook the rest of the meal. When the turkey is roasting and just starting to attract attention it is the best time to add corn, cranberry sauce, potatoes, and dinner rolls. You don't have to serve everything. Focus on what other social sides they really enjoy (e.g., if nobody eats cranberry sauce, don't serve it).

• Serve It Hot. Serve everything at precisely the right temperature, usually warm and steamy. In cold weather climates, people will look forward to the meal all the more. Just don't expect everyone to come to the table at the same time. Even though everyone will eat the turkey, it really is the least important part of Thanksgiving. Family members are busy catching up and many people enjoy watching the game.

• Say Grace. When many people hear the word "grace," they immediately think it implies faith. For many people, it does. For other people, not so much. You make the call as appropriate to you and your guests, but the general idea is still valid. If you are lucky enough to have people interested in your turkey dinner (as opposed to all those other turkey dinners out there), be grateful not expectant.

• Enjoy The Company. The bigger the party, the more distractions. There are bound to be tiffs, spills, splatters, and complaints at some Thanksgiving dinners. Take it all in stride. For the moment, these are your people — your family, friends, and acquaintances — and they deserve your respect. Despite the way some experts feel, it's not polite to have people show up for dinner but exclude them from pie.

• Reward The Heroes. While every host takes the time to treat every guest as equals, there are always those times when there just isn't enough of something to go around. Do the best you can. One drumstick might go to grandpa because it's the only part he eats, but giving one to someone under ten can make an impression for life. There are lots of these moments, right down to breaking the wishbone.

• Cleanup And Feedback. Ask your guests how they liked the meal and take notes for next time while cleaning up the mess and pushing a few leftovers out the door. Thanksgiving is just like that. There are always some links to be fixed, comments to approve, and people to thank. You have to love every minute of it because you invited them, remember?

Oh, and one more thing. Measure success based on how well you served everyone who attended and not by the number of footprints you have to vacuum off the carpet. Social media is about quality more than quantity, and some days it's hard enough to just keep up with everyone.

But more important than measurement, smile and be thankful. If you can't remember that, then sooner or later, you're likely to be the only turkey left. Happy Thanksgiving. Enjoy the long weekend. We'll have something up on Monday.

Developing Presence: Brand Relevance

You can read about it almost anywhere. Social media has changed marketing forever. Social media has changed marketing campaigns. Social media has changed brand marketing.

There are literally hundreds of articles about the impact of social media. I've written a few posts on the subject, well before before social media became the catch phrase for anything online. But I still find myself asking if it really changed marketing. And if it did, then what did it really change?

Did social media really change anything?

To really understand what social media changed, it might be useful to consider the most significant change to communication prior to the Internet. That change would be the introduction of television.
In 1941, watchmaker Bulova paid $9 for a 20-second television spot before a baseball game. The graphics weren't anything special, but the message was clever: America runs on Bulova time. From that day forward, some people argued that television changed marketing.

After all, television advertising became the most effective mass-market platform on the planet. Companies could buy up local, regional, national, and even international spots to deliver relatively quick memorable messages, ideally, in between segments of programming chosen because of their ability to reach particular audiences based on demographics and psychographics.

But did television advertising really change marketing? 


Those who argue it did, probably don't understand marketing and advertising as much as they think they do. Television did not change marketing as much as some people think it did.

It didn't change the products. It didn't change the mission or vision of the companies that bought spots. It didn't change physical distribution channels. It didn't change the importance of developing strong contrast points or a unique selling proposition between one product and closely aligned competitors.

So what did it really change? Mostly, it changed message delivery.

And social media? Sure, it goes further than television did. After all, some companies exist solely because of the Internet (just like some solely exist because of television). But, by in large, social media didn't change marketing as much as it did message delivery, but one step further than television.

What is social media and why does it fit within marketing? 

Social media describes technologies that people use to share content, opinions, insights, experiences, and perspectives by interacting with each other in an environment. It is one of the few communication vehicles that empowers people and companies with the potential to become broadcasters with the ability to reach people on a one-to-one, one-to-some, and one-to-many basis. So yes, it is a powerful platform.

But there are many things it did not change about marketing. It did not change most products. It did not change most missions and visions. It did not change the need for a strong contrast or unique selling proposition.

What it did, for the first time on a mass scale, was create an environment that allowed marketers to receive near real-time feedback on their various marketing messages. And, it helps to hold them accountable.

When a company changes a logo, people might have an opinion about it. When a company offends prospects, social media can deliver a negative return on investment. When companies fail to deliver on customer service, the complaint doesn't exist in a void.

But even within this context, that doesn't change marketing ideologies. In fact, there are scores of social media companies that neglected traditional marketing. So what does social media really change?

Social media adds brand relevance to the marketing mix. 

Aside from real-time feedback, social media offers a very distinct marketing advantage. But most companies never consider it. In fact, this is why small businesses have mostly stalled with social media and why social media has mostly stalled with big brands.

Most companies invest all of their online activities in broadcasting mass media messages online. But what most companies miss is that social media gives brand relevance equal weight to brand reputation.

Coca-Cola makes for a great example. It might be one of the most celebrated brands online, but the perception does not measure up to reality. Coca-Cola has 36 million fans on Facebook but less than .2 percent are active. Why? Because Coca-Cola puts out a steady stream of product-centric messages, the least interesting messages on the Internet.

"Do you remember your first Coke?" "Rumor has it only two people know the secret ingredients of Coca-Cola." "Make a sour lemon smile - pop it in a Coke." ...

The monotony of it all is almost overbearing. It's like going over to a friend's house to talk about how great they are, every single day. Even the most once loyal friends would eventually burn out.

It's understandable. Brands and small businesses have a hard time talking about anything else. They want to push product. They want to drive sales. They want it to be all about them, every single day.

Except, this thinking runs counter to online communication, with consumers (not companies) dictating which topics they'll talk about online. The burden to prove brand relevance belongs to the company.

How to demonstrate brand relevance within topic spheres. 

For most companies, it need not be difficult. Scanning mission statements or mottos of Fortune 500 companies, some have logical starting points. If Albertsons wants to make life easier for its customers, it could introduce new products, highlight healthy choices, and share recipes. Estee Lauder has no shortage of natural and retail beauty insights, especially those used by celebrities and consultants. Mattel has no shortage of popular and nostalgic content to draw upon. And so on.

But it doesn't have to be this obvious. Social media can further any number of communication goals, ranging from shifting public perception (e.g., environmental issues) to becoming a subject matter expert.

Or, it might be simple. An Italian restaurant in Las Vegas might consider cooking, culture, and proximity as topics. An eco-tourism company could engage in topics like environmental issues, history and culture, or photography and art. Accountants can share insights into wealth management and legacy planning. And so on, all while staying true to their mission and vision.

How to increase brand relevance is instinctively a marketing challenge, especially because the solutions are as varied as the organizations operating within any market segment. In fact, it's the same approach employed by so-called influencers who have risen to have some sway within their subject areas.

Stalling: Small Business And Social Media

According to a new survey conducted by OfficeArrow and SocialStrategy1, small business executives are increasingly aware that social media impacts their business (42 percent) but are still unable to take advantage of it (67 percent). Thirty-one percent are not even sure where to begin. Small businesses have concerns about social media.

• Personal and professional information issues.
• Time commitment and basic understanding.
• Information overload and general confusion.
• Outcome measurement against investment.
• Lack of security and inappropriate content.

The outcome of these concerns is that only about one-third of small businesses will be dedicating additional funds to social media in the near future. Most (67 percent) are hesitant to invest more (or at all) in social media because they don't know how to prioritize their efforts beyond gathering intelligence.

The "Social Media Problem" For Small Business Isn't A Social Media Problem.

The challenge that most businesses have with social media isn't a social media problem. It's a strategic communication problem, punctuated by the fact that most small businesses don't have any semblance of a communication plan, which ought to be the driving force of any social media effort.

Without a communication plan, companies adopting social media are virtually predestined to feel overwhelmed. In fact, even those firms that have some semblance of a communication plan tend to be in over their heads. It doesn't even matter if they attend classes and seminars, hire someone internally, or outsource some of their social media program to a firm. They often hire the wrong people.

Sometimes I liken it to hiring the best mechanic, but without ever knowing how to drive. Or worse, for companies without communication plans, it's like hiring a mechanic to do the driving but without any destination in mind.

Right. The most common approach to social media today is to jump in a car for the first time and drive solo at high speeds on the highway. And the second most common approach is to hire someone who will randomly drive to as many locations as possible with the hope that a miracle will happen if they visit enough places.

Ironically, the problem isn't new. Twenty years ago, brochures were the most common communication tool of business-to-business or business-to-consumer communication. But if you asked a small business owner why they needed one, the most common answer would be because everyone else had one. And when websites supplanted brochures as the priority, the same story played out all over again.

Social Media Doesn't Start With An Expert. It Starts With A Communication Plan.

Whether you are a small business with less than 10 employees or more than 200 employees, you need a communication plan. Simply stated, a communication plan is the blueprint of all communication.

You can even divide the plan into two parts. The first part brings together the mission, vision, values, history, and an assessment of current internal and external issues that are aligned with the company's goals.

The second part considers the company's most important publics, its most important messages (partly dictated by what people already are saying about the company), how those messages are best delivered to those publics, when is the best time to deliver those messages, and how to analyze feedback and adjust. Sounds like a job for an intern right?

If a company could successfully fill in those blanks, social media would be undeniably easier to plan, establish tangible goals, and measure outcomes over the long term. And, it would likely be tens times more effective if companies could appreciate that while everyone online has the potential to be a broadcaster, social media is not a broadcast channel. But that subject is better saved for next week.

You can find the OfficeArrow and SocialStrategy1 survey responses here. You can ask questions in person during my upcoming social media class here. And you can find out how social media message delivery differs from traditional marketing messages next week, which is one of its principal advantages.

Standing Up: Communication Stops Bullies And Abusers

The knock at the door was fierce, followed by an aggressive sequence of door bell rings. It's not unexpected when you have a preteen in the house, even if most of his friends show more respect.

It wasn't a friend.

I may have never known it, but my son came bounding up the stairs a moment later.

"Can I go outside?" he said. "Some kid wants to fight me."

"Um, no you may not," I said, still in disbelief over what I heard.

"What should I tell them?"

"I don't know," I said. "Tell them to piss off before they piss me off."

So that is what he did, but not exactly. He told the kid to come over tomorrow at high noon, a nearly subconscious nod to the diminishing reruns of westerns that some of us grew up with three decades ago. I was amused, but still not pleased.

As three kids loitered in front of the house, the primary antagonist still stung by my son's matter-of-fact response and the promise of a new fight time the next day, I asked my son what it was all about.

Turns out, the principal aggressor, who had a head or two of height on my son but no martial arts sparring medals to speak of, was nothing more than a bully. My son explained it all on the quick.

The bully had been harassing a girl at school, a friend of my son's. A few weeks ago, she would have considered herself an online friend of the bully. But his social network conversations with her had recently turned from banter to advances. She wasn't interested. He couldn't take no for an answer.

Apparently, it wasn't enough to keep the rejection to himself. Every time the bully would pass her in the school hallway, he call her a bitch. Every time he gathered with a few friends at lunch, he would whine away about how she was no good. And every time he had a chance, with a glance or sometimes more physical stance, he would squeeze in on her space and make her feel uncomfortable, vulnerable, and afraid.

My son put a stop to it. He called him out. And while he wasn't looking for a fight, he was looking to stop the harassment.

"I think you should leave her alone," he had said. And the bully left her alone, almost immediately.

But like many troubled and tormented youths today, stories tend to spread. Eyewitness accounts are sometimes embellished. And the bully knew that if he let the shutdown stand, his reputation for toughness, despite being propped up by nothing more than fragile fakery, would be at an end.

"There isn't going to be fight tomorrow," I told my son. "There isn't going to be a fight at all."

Since the bully and his friends were still loitering in front of our driveway, I took the opportunity to have a chat with them. I did because I already knew something about bullies that the bullies never count on.

Most of them are cowards, crushed out easily any time you hold a mirror to their faces, exposing them for what they really are under their puffed chests and furrowed brows. I had something to tell him.

Only fearless communication can crush a bully and end abuse.

Bullies, child molesters, and domestic abusers have one thing in common. They hate open and honest communication. It makes them powerless, especially because they draw their strength from secrets.

They, people allegedly like Arthur "Jerry" Sandusky from the Penn State scandal, count on any victims and occasional witnesses to cover up the destruction in a shroud of silence, leaving their misdeeds to be shared with the unfortunate few who empower them out of fear, ignorance, or lack of character.

I'm not the only one who knows it too. Half a world away in Australia, Kristin Brumm is organizing a global online event to bring awareness to domestic violence. It's called Speak Out, named after her decision to come forward and put an end to her own abusive relationship. She was lucky.

She didn't have a champion like my son. She didn't even have a witness like the one that Mike McQueary could have been. She only had herself; and frankly, she is remarkably fortunate to have found such courage even if she was unfortunate enough to find it too late and at a price too high.

Today, Brumm struggles each day to make up for her silence. She does it in a way that requires an equal measure of courage. She is helping others by asking bloggers to speak out about abuse on November 18. I'm ahead of the curve, only because I would like you to consider speaking out too.

They way I see it, the whole lot of them fall in together: teenage bullies, child molesters, and domestic abusers. All of them prey on people, trying to make themselves feel big by trying to make others feel helpless. But the truth is that none of them, whether they use physical or psychological abuse, has any more power than they are afforded. Take away their secrets and they crumble when someone calls them out.

What I told the neighborhood bully, suspending his reign. 

I didn't have to say much when I went outside, commanding him and his friends to stay off my property. I told them that there wasn't going to be a fight, not because my son wasn't ready but because I wasn't going to allow it. (Given my son possesses a second degree black belt, it would have hardly been fair.)

"My son isn't afraid to fight you, but I won't allow it," I said. "But you need to know that he would whip the shit out of you if I did allow it. So you might want to move along before I change my mind."

The kid shrugged, so I pressed.

"There isn't going to be a fight today, or tomorrow. And I'll call the cops the next time I see you here," I said, as they finally turned and started to walk away. "Am I clear? Because I can't hear you."

The kid paused for a second before burping out a timid and barely audible "Yes, sir."

But then something else happened. Much like the apparent pain caused by the initial shutdown a few days before, he recoiled as he faced is own embarrassment.

"Tell your son to mind his own business next time," he spat.

"What? No, I will not," I said. "He did the right thing. So maybe what you need to do is go home, wipe your nose, and learn how to be a man, without bullying girls. Yeah, he told me what you did. You're a punk. And I'm glad he stopped you."

He shoulders sank as he sulked away. But even more telling was how his friends reacted. When I had wandered outside, they looked to be as tight as thieves. As they turned the corner, they were frayed. His friends were obviously unaware that they had turned out to support someone who bullies girls.

The bully, I'm told, gives both the girl and my son a fairly wide berth at school. We can only hope the lessons go further than protecting the pair of them. I think it will, as long as people shut bullying down.

And therein lies the lesson. As one of my friends said when I mentioned it on Facebook a few days ago: Teaching our kids to be bully proof isn't enough. We have to teach them to stand up to it. He's right. All too often, bullies will grow up to be tomorrow's domestic abusers or child predators.

There is only one remedy. Speak out. Stand up. And shut them down. Do it today.

Applying Ethics: Penn State Is Not A PR Story

Bill Sledzik is right. The Penn State scandal is not really a public relations case study. It can't be "fixed." The only thing left to do is continue to cooperate with transparency and suggest remedies to minimize such atrocities from happening again.

Attorney General Linda Kelly described it precisely: "This is a case about a sexual predator who used his position within the university and community to repeatedly prey on young boys. It is also a case of high-ranking university officials who allegedly failed to report the sexual assault of a young boy after the information was brought to their attention, and later made false statements to a grand jury that was investigating a series of assaults on young boys."

Any potential for this case to remain within the sphere of public relations ended in 2002. And even then, the only thing that could be done would have been to advise that the incident be immediately brought to the attention of the police regardless of potential public relations fallout. That was almost 10 years ago.

There are two worthwhile discussion points: understanding ethics and bystander psychology. 

Neither Mike McQuery, who witnessed the child rape firsthand, nor head football coach Joe Paterno should have been satisfied with the decisions reportedly made by then athletic director Tim Curley or senior vice president for finance and business Gary Schulz (who also oversaw campus police).

The ethical course for McQuery is clear. He should have intervened. Or if he felt the intervention put his life at risk, he should have immediately called the police. Instead, he reportedly turned to an authority figure, his father, and subsequently Paterno. While the behavior is understandable from a psychological viewpoint, it doesn't make it right. Personal, moral, and ethical responsibility cannot be so simply surrendered by a bystander to higher authorities, even at the risk of an early career.

Likewise, the same applies to Paterno. Once it was brought to his attention, there ought to have been no question of how to proceed. While notifying Curley and indirectly Schulz of the situation would have been acceptable, the only personal, moral, and ethical course would be to report the incident to police or insist that Curley and Schulz do so.

They did not. Instead, Curley and Schulz made the wrong decision when it was brought to their attention, apparently to keep the incident from going public while trying to distance the school from future liability in the event Arthur "Jerry" Sandusky was caught again. Eventually, when the incident surfaced during testimony, concern for public exposure quickly turned to protecting themselves from criminal liability, as it often does.

If the crime did not involve the public safety of a victim (such as lying to the media about something more trivial), then the appropriate course of action could have been to confront the wrongdoer and give them an opportunity to come forward and correct their mistake (and reporting it only if they are unwilling to do so). But any time there is an immediate threat to the public safety of one or more people, there is no obligation to grant the wrongdoer any such courtesy. You stop it. You report it.

What public relations professionals need to know about the Penn State scandal.

It is not uncommon for public relations professionals, especially those in the early stages of their careers, to be asked to lie, spin, or exaggerate on behalf of companies. And, more commonly, some will attempt to exempt themselves from responsibility after passing information to an authority figure. Don't do it.

If this case can teach students anything, it is that attempting to cover up an atrocity (regardless of size) doesn't protect anyone. It only makes everyone who knows liable for a lifetime and anyone who doesn't know another potential victim. And yes, once you know, the suffering of those victims falls squarely on your shoulders, as rightly conveyed by Attorney General Kelly.

"The failure of top university officials to act on reports of Sandusky's alleged sexual misconduct, even after it was reported to them in graphic detail by an eyewitness, allowed the predator to walk free for years - continuing to target new victims," Kelly said. "Equally disturbing is the lack of action and apparent lack of concern among those same officials, and others who received information about this case, who either avoided asking difficult questions or chose to look the other way."

Partial source: grand jury presentment, Pennsylvania Office of the Attorney General.