Crisis and Issues Case Studies


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This is a presentation that I am giving to a class at the University of North Texas today.

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Crisis and Issues Case Studies

  1. 1. Crisis and Issues Case Studies<br />Daniel Keeney, APR<br />DPK Public Relations<br />
  2. 2. Saving Helen Ellis (Hospital)<br />City of Tarpon Springs owned facility and land<br />Foundation that operated hospital sought buyers<br />City moved to take over the hospital from foundation<br />We were called in to fend off city’s takeover<br />
  3. 3. PR’s role…<br />Created and implemented the “Save Helen Ellis” campaign<br />Personified the hospital and focused on heritage<br />Engaged trusted doctors and nurses<br />Raised questions about whether politicians should be involved in healthcare<br />
  4. 4. Protecting Keiko<br />Owned by foundation, lived at aquarium<br />Foundation changed locks, took over whale’s care<br />Aquarium staff objected and public noticed change<br />We were called when media began investigating<br />
  5. 5. PR’s role…<br />Called for independent evaluation of whale’s health<br />Established alliances with animal health organizations<br />Hit the speaking circuit and editorial boards<br />Got the aquarium focused on the future<br />
  6. 6. Preserving Oregon Jobs<br />Environmental advocates collected signatures to put a ban on clear cutting on ballot<br />Public has negative feelings about clear cutting<br />Forest products industry found that a ban would debilitate the state’s economy<br />We were engaged to run the campaign against the ban<br />
  7. 7. PR’s role…<br />Brought together a powerful coalition<br />Emphasized the small landowner<br />Recruited and trained trusted local spokespersons<br />Stuck to a narrow message that research showed could work<br />
  8. 8. Standing Up to a Bully<br />A college-town store referred to the University in unlicensed merchandise<br />Court ruled it was trademark infringement<br />Judgment would force store into bankruptcy<br />We were called in to put pressure on University<br />
  9. 9. PR’s role…<br />Engaged student population<br />Educated business community<br />Used social networks to wage nationwide petition drive<br />Staged events to attract media coverage<br />
  10. 10. Three Dead Customers<br />Company made medicine dispensed by physicians nationwide<br />Employee mistake resulted in one batch being mislabeled, leading to three deaths<br />Company CEO told AP, “Stuff happens.”<br />We were called in to mop up.<br />
  11. 11. PR’s role…<br />Manage media response<br />Shift the company’s stance to concern and sympathy<br />Quell rumors and inaccuracies<br />Encourage customer to assess failure and implement visible changes<br />
  12. 12. Protecting Babies (and a Brand)<br />More than one million families purchased the Bumbo Baby Seat<br />Some parents used them unsafely and children were hurt<br />Consumer Products Safety Commission wanted action<br />We were called in to save the product<br />
  13. 13. PR’s role…<br />Negotiated agreement with CPSC<br />Established Web-based consumer education campaign<br />Created fun video to encourage safe use<br />Proactively sought to remove videos on YouTube depicting unsafe use<br />
  14. 14. Preserving Memorable Vacations<br />Wonderful resort properties were getting older, showing wear<br />Efforts to keep annual fees low had left no money for major improvements<br />Company issued a special assessment without warning and without explanation<br />We were called in to quell a member/ customer revolt<br />
  15. 15. PR’s role…<br />Helped client change – more information and input<br />Stifled Internet critics by opening forums on our site<br />Educated employees to assist with message delivery<br />Responded to Member/customer concerns<br />
  16. 16. Dan Keeney, APRDPK Public Relations<br /><br /><br /> <br /><br /><br />