HARTFORD, Conn. (July 15, 2012)--Whether it's corporate fraud, the Gulf oil spill, shoddy products or even the recession and weak recovery, capitalism is taking a beating, and public relations executives hope they have a fix.

The Public Relations Society of America has launched a pilot project at five business schools to teach future executives how to handle crises and preserve corporate reputations.

The pilot program in 2012-2013 intends to develop a model course offering lessons on establishing a brand, social responsibility, using the media and other subjects that will be part of a course adopted by business schools across the U.S.

Dartmouth College, the University of Maryland, Northwestern University, Quinnipiac University and the University of Texas at El Paso are participating.