Crisis and Issues Case Studies

Daniel Keeney, APR

DPK Public Relations

Saving Helen Ellis (Hospital)• City of Tarpon Springs owned facility and land

• Foundation that operated hospital sought buyers

• City moved to take over the hospital from foundation

• We were called in to fend off city’s takeover

PR’s role…

• Created and implemented the “Save Helen Ellis” campaign

• Personified the hospital and focused on heritage

• Engaged trusted doctors and nurses

• Raised questions about whether politicians should be involved in healthcare

Protecting Keiko

• Owned by foundation, lived at aquarium

• Foundation changed locks, took over whale’s care

• Aquarium staff objected and public noticed change

• We were called when media began investigating

PR’s role…

• Called for independent evaluation of whale’s health

• Established alliances with animal health organizations

• Hit the speaking circuit and editorial boards

• Got the aquarium focused on the future

Preserving Oregon Jobs

• Environmental advocates collected signatures to put a ban on clear cutting on ballot

• Public has negative feelings about clear cutting

• Forest products industry found that a ban would debilitate the state’s economy

• We were engaged to run the campaign against the ban

PR’s role…

• Brought together a powerful coalition

• Emphasized the small landowner

• Recruited and trained trusted local spokespersons

• Stuck to a narrow message that research showed could work

Standing Up to a Bully

• A college-town store referred to the University in unlicensed merchandise

• Court ruled it was trademark infringement

• Judgment would force store into bankruptcy

• We were called in to put pressure on University

PR’s role…

• Engaged student population

• Educated business community

• Used social networks to wage nationwide petition drive

• Staged events to attract media coverage

Three Dead Customers

• Company made medicine dispensed by physicians nationwide

• Employee mistake resulted in one batch being mislabeled, leading to three deaths

• Company CEO told AP, “Stuff happens.”

• We were called in to mop up.

PR’s role…

• Manage media response

• Shift the company’s stance to concern and sympathy

• Quell rumors and inaccuracies

• Encourage customer to assess failure and implement visible changes

Protecting Babies (and a Brand)• More than one million families purchased

the Bumbo Baby Seat

• Some parents used them unsafely and children were hurt

• Consumer Products Safety Commission wanted action

• We were called in to save the product

PR’s role…

• Negotiated agreement with CPSC

• Established Web-based consumer education campaign

• Created fun video to encourage safe use

• Proactively sought to remove videos on YouTube depicting unsafe use

Preserving Memorable Vacations• Wonderful resort properties were getting

older, showing wear

• Efforts to keep annual fees low had left no money for major improvements

• Company issued a special assessment without warning and without explanation

• We were called in to quell a member/ customer revolt

PR’s role…

• Helped client change – more information and input

• Stifled Internet critics by opening forums on our site

• Educated employees to assist with message delivery

• Responded to Member/customer concerns

Dan Keeney, APRDPK Public Relations

www.dpkpr.comwww.theprcounselor-blog.com

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