From the article:
”He began agitating as early as his first year on campus that Penn State should be teaching crisis communications, which is essentially how to deal with really bad news. Actually, it’s worse than really bad: Manuel believes every business, every school, every nonprofit should have a plan for horrific news, the kind that nobody wants to make a plan for but is, according to Manuel, much more likely than CEOs and PR flaks want to even consider. Or, as Manuel himself describes it: “Crisis communications isn’t what is bad for business. It is what will end your business.””
University leaderers should be required to take his course.