Coaches stopping in Cleveland today at City Club.
Bruised and battered Penn State is trying to rebuild its image and its credibility, one stop at a time.
New Nittany Lions football coach Bill O’Brien, traveling with three of the school’s other head coaches, pulls into Cleveland today to sell his brand of football and himself.
Their stop at the City Club of Cleveland comes on the tail end of a bus tour that is extraordinary: nine days and 18 stops, ranging from Hartford, Conn., to Cleveland while covering seven states and Washington, D.C.
Joe Paterno, the late legendary PSU football coach, would fly in and out of three or four select cities each spring, spreading his Nittany Lion gospel. But no athletic program in recent memory has loaded up multiple coaches and bused them from state to state to galvanize support as Penn State has.
At this point, Penn State is not just another athletic program. O’Brien has the added burden of propping up a program soiled by the fallout from the Jerry Sandusky child sex-abuse scandal that surfaced last fall.
Sandusky, the team’s former defensive coordinator, has pleaded not guilty to sexually abusing 10 boys over 15 years. His trial is scheduled for June 5. The accusations — and implications about an institutional cover-up — led to a rash of firings, including that of the legendary Paterno, who died in January at age 85.
The caravan, orchestrated by the school’s 165,000-member alumni association and the Nittany Lion Club, began in Philadelphia on April 30 and concludes in Buffalo, N.Y., on Wednesday.
O’Brien said he would have embarked on the caravan even without the messy circumstances that toppled one of college football’s elite programs and created a position for him. He left for Penn State after serving as Bill Belichick’s offensive coordinator/quarterbacks coach with the New England Patriots, where he worked with Tom Brady and former St. Ignatius and Michigan State quarterback Brian Hoyer.
“When you’re replacing a guy like Joe Paterno,” O’Brien said by phone recently from the road, “it’s important for you to get out there and meet people and talk about your mission. You can’t sit back in your football office and think that you don’t have to get out there and meet people.”
People like Eric Hamilton.
The 1982 Hawken graduate became a three-year letterman at Penn State as a receiver. He plans to attend today’s event — to meet the school’s first new head coach in 46 years and hopefully cool a lingering sting.
“I think we’re all biting at the bit to get back to some normalcy,” said Hamilton, 48, of Bainbridge Township. “We’re all still in a little funk, a little shock over what happened.”
The whistle-stop sessions O’Brien and other Penn State coaches are conducting might involve more questions from alumni and supporters about off-the-field issues, but the idea of a marketing tool on wheels isn’t all that rare. Representatives of the Big Ten and Big 12 conferences said they’re aware of several other such coaches caravans with a similar mission: to sell season tickets, connect with the fan base and generate excitement.
But most of those trips don’t also involve repairing reputations. Penn State reportedly is paying two public relations firms $2.5 million to help with damage control from the Sandusky scandal.
Having O’Brien and Penn State tell their story directly to donors and alumni — the lifeblood of any university — is a smart move, believes crisis communications specialist Matt Barkett of the Cleveland firm Dix & Eaton.
“The rule of thumb in any crisis situation,” he said, “is your most important constituents want to hear it from you.”
So do recruits. The tour also is aimed at impressing high school talent. O’Brien, who stepped into the job two days after the Patriots lost the Super Bowl, said the baggage hasn’t been an issue. Six of the eight recruits from the Class of 2013 who have orally committed to Penn State so far are four-star prospects, including Avon’s Ross Douglas, a 5-10, 180-pound receiver/defensive back.
“People have asked me about the damage repair,” O’Brien said, “but, really, in recruiting, I haven’t come across it one time. Recruiting has gone well. Now, obviously you don’t know about recruiting until they sign on the dotted line.”
Penn State has 12 to 13 returning starters. The scandal spooked a few high-profile 2012 recruits into switching from Penn State, but O’Brien said no players have transferred because of the controversy or the coaching change.
Stops along the coaches tour have drawn from 100 to 1,000 people, according to the school’s alumni office. About 150 are expected for the Cleveland session, many, like Hamilton, hoping to turn a tattered page.
“And it’s not so much, to me, about football,” he said. “It’s, ‘How do we go about feeling good about this program that’s been put on a pedestal for so long?’ ”
Today, O’Brien and his peers hope to answer that very question.
To reach this Plain Dealer reporter: blubinger@plaind.com, 216-999-5531