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

1. Crisis and Issues Case Studies Daniel Keeney, APR DPK Public Relations

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. PR’s role… Engaged student population Educated business community Used social networks to wage nationwide petition drive Staged events to attract media coverage

10. 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.

11. 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

12. 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

13. 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

14. 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

15. 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

16. Dan Keeney, APRDPK Public Relations www.dpkpr.com www.theprcounselor-blog.com http://Twitter.com/dpkpr http://companies.to/dpkpr/ www.youtube.com/keeneypr