Keeney PR

Enhance Employee Morale and Increase Productivity through Internal Communication!

Wed, 27 Aug 2008 21:26:21 GMT

DPK Public Relations Services Media Training Public Speaking Training Media Relations Crisis Management Marketing Communications It doesn’t matter how many employees an organization has, internal communication is a vital motivator that affects the bottom line. It builds morale, enhances productivity and creates team spirit. It also helps recruit and retain qualified people. Employees are an organization’s most important public. They have a direct impact on a company’s performance as well as its reputation. They can be your most passionate supporters or your most credible critics. They talk about you and people listen. After all, when it comes to your company, your employees know what they’re...

Your Powerful Brand Deserves High Impact Branding Support!

Wed, 27 Aug 2008 21:22:37 GMT

DPK Public Relations Services Media Training Public Speaking Training Media Relations Crisis Management Internal Communications Creative marketing communications is relevant to the target, grabs their attention and prompts them to take action. Just as marketing communications strategies need to change as your industry changes, your marketing communications plans need to take advantage of new marketing trends and new marketing methods that will support and enhance your efforts. DPK Public Relations believes in using a combination of marketing methods that build a memorable, unique image in the minds of your prospects. Creativity, consistency and continuity are the keys to sustained success. Our...

Use Publicity to Attract Attention, Increase Demand and Boost Sales!

Wed, 27 Aug 2008 21:20:38 GMT

Prior to Dan Keeneys public relations career, he worked as a street reporter, anchor and talk show host before assuming the position of director of news and programming for a radio network in Chicago. The news media is by far the most powerful delivery vehicle in the communications spectrum. For this reason, an organizations media relations strategy is a critical element of its communications mix. Working with the media involves opportunities and risks. Many organizations hope to harness the medias reach and influence. Indeed, positive editorial coverage can enhance credibility in a way advertising can never accomplish. Having representatives quoted in an article or interviewed for a newscast can position your organization as an industry leader, responsible corporate citizen, product innovator or consumer advocate. DPK Public Relations frequently secures media coverage of clients nationally and regionally. ...

Plan, Respond and Recover from Crisis. Call NOW.

Wed, 27 Aug 2008 21:17:33 GMT

A crisis is an unforeseen event (or series of events) that causes intense public scrutiny and can threaten the ability of an organization to continue operating. DPK Public Relations is experienced in an array of crisis management challenges. These range from product recalls, workforce layoffs and work-related accidents and deaths to plant closings, regulatory crackdowns and environmental issues. DPK Public Relations Dan Keeney, APR has been an integral part of helping to manage the communications and organizational elements of dozens of high profile, and potentially high profile, crises. As anyone who has stumbled into a crisis with an outdated plan will tell you, regular updating, training and simulations are critical to successfully turning your crisis into an opportunity. Before a crisis DPK Public Relations can be engaged to develop a crisis management plan, which includes: Dan Keeney, APR ...

Big Presentation Coming Up? Our Presentation Skills Training Creates Powerful Public Speakers!

Wed, 27 Aug 2008 21:16:44 GMT

Click here to watch and listen to some of the greatest speeches of the past 100 years: Martin Luther King, Jr., I Have A Dream John F. Kennedy, Inaugural Address Franklin Roosevelt, First Inaugural Address Franklin Roosevelt, Pearl Harbor Address to the Nation Barbara Jordan, 1976 DNC Keynote Address Richard Nixon, Checkers Malcolm X, The Ballot or the Bullet Ronald Reagan, Shuttle Challenger Disaster Address John F. Kennedy, Houston Ministerial Association Speech Lyndon Johnson, We Shall Overcome Barack Obama, A More Perfect Union According to The Book of Lists, the fear of public speaking ranks number one in the minds of...

Your Spokesperson Needs Media Interview Skills Training!

Wed, 27 Aug 2008 21:15:49 GMT

Your organization devotes so much time, energy and resources to build and protect its reputation. Isnt it crazy not to do everything you can to ensure your spokespersons are prepared? DPK Public Relations Services Public Speaking Training Media Relations Crisis Management Marketing Communications Internal Communications Thats what DPK Public Relations Media Interview Skills Training is all about. We provide customized training sessions to ensure your spokespersons fully capitalize on every opportunity to deliver your message powerfully -- whether speaking to journalists or talking with your customers. DPK Public Relations specializes in providing clients with easy to grasp and...

DPK Public Relations Founder Daniel Keeney

Mon, 28 Jul 2008 14:30:52 GMT

Dan Keeney, APR is the president of DPK Public Relations, a Texas-based public relations firm specializing in crisis communications planning, crisis communications response and crisis recovery as well as media relations, marketing communications and spokesperson training. He has led numerous high-profile communications initiatives, from corporate restructurings to product introductions and from international crisis communications response to grassroots engagement efforts. Dan is accredited in public relations, which signifies a high professional level of experience and competence and indicates that he has demonstrated broad knowledge, experience and professional judgment in the field. He works with organizations in consumer goods, energy, health-care, professional services and technology. Learn More about Dan Keeney, APR Case Studies ...

Media Relations Case Study: Saint Arnold Brewing Company

Sat, 19 Jul 2008 00:03:10 GMT

When visitors open the refrigerator at DPK Public Relations, they always have their choice of one of Saint Arnold Brewing Company’s 10 year-round or seasonal brews. DPK Public Relations has been working with Saint Arnold Brewing Company since 2004. While we hesitate to directly correlate public relations activities to sales (their award-winning products and their excellent business instincts have something to do with their success, after all!) we are proud to be playing an ongoing role in Saint Arnold’s success. DPK Public Relations’s media relations experts work closely with Saint Arnold Brewing to gather story ideas and package the information to capture the attention of journalists. The resulting media coverage – throughout Texas and across the country – has helped to strengthen Saint Arnold’s position as the leading craft brewery in Lone Star State. We promote new product launches, brewery expansions, events, business results and trends. The strategy involves keeping a...

Public Relations Case Studies

Sat, 19 Jul 2008 00:00:10 GMT

Click on the links to read brief case studies describing our past experiences: Media Relations Program: Saint Arnold Brewing Company. Issues Management Program: Name of Client Withheld - PR Program Prevents Crisis. Public Relations Program: Schipul - The Web Marketing Company. Product Launch: Maxim Marine Control Max Docking System. Product Launch/Issues Management: Breuners Home Furnishings Corporation. Proactive Media Relations: Tobacco Free Coalition of Oregon. Media Training: Healthy Forests Alliance. Organizational Launch: American Red Cross. Crisis Response: Client Name Withheld. Environmental Crisis Response: Name of Company Withheld. Environmental Risk Communication: SEH-America. Issues Management: Oregon Coast Aquarium. Corporate Restructuring: US Oncology. Product Recall: Cadet Manufacturing. Media Relations: Choice! Energy. Media Relations//Op-Ed Writing: Pinchak & Associates. Public Relations Program: Lets Talk. ...

How PR is Used by U.S. Companies

Tue, 24 Jun 2008 23:08:59 GMT

Public Relations Program: Lets Talk

Sat, 29 Mar 2008 16:47:35 GMT

OVERVIEW In 2001, Dr. Gail Gross had important contributions to make and her voice should be heard on important issues, such as youth violence and parent/child relationships. Research indicated Dr. Gross had the ability to create a powerful niche and speak to women – an audience that surveys suggested was ready for a positive, family friendly and informative voice. This is the story of how a strategic communications program, relying exclusively on public relations for support, introduced the world to Dr. Gail Gross and successfully distinguished her from a crowded field of wannabes, establishing her as a multi-media force who hosts talk shows on television and radio, regular chats on the Internet and an advice column in newspapers. RESEARCH We conducted an analysis of secondary research data, including the review of results from a quantitative survey of 1,060 female Arbitron diaraykeepters between the ages of 18 and 54 that had been conducted by Joint Communications. This survey,...

Product Launch/Issues Management: Breuners Home Furnishings Corporation

Sat, 29 Mar 2008 16:40:07 GMT

When Breuners Home Furnishings Corporation agreed to be the nation’s largest retailer of Martha Stewart Signature™ Furniture with Bernhardt, the Lancaster, Pennsylvania furniture retailer had no way of knowing the high-risk gamble it would represent.

By the time Dan and his team were engaged to maximize the positive exposure of the launch while managing potential negatives, Ms. Stewart was the focus of a criminal investigation that had sullied her personal and professional reputation. As we neared the introduction, it was clear that an indictment could come at any time.

To avoid trouble, we skirted national outlets in favor of local daily and weekly newspapers in towns where Breuner’s stores are located. We arranged one-on-one interviews with lifestyle editors who did not object to our strict guidelines prohibiting questions about anything not directly related to the furniture.

We also executed a grassroots strategy that leveraged Ms. Stewart’s passionate base of devoted fans. Our invitation-only celebration gave hundreds an opportunity to meet Martha and enjoy a presentation detailing her interior design philosophy. We carefully selected a small number of journalists to document the event as well.

As a result, media coverage was friendly and focused on the furniture, not the scandal. Despite images of Ms. Stewart being led from her office in handcuffs weeks later, the introduction of Martha Stewart Signature Furniture was the most successful in the history of Brueners Home Furnishings. Sales exceeded even pre-scandal expectations.

Media Relations//Op-Ed Writing: Pinchak & Associates

Sat, 29 Mar 2008 16:10:31 GMT

In the fall of 2003, the true impact of the Patriot Act began reverberating through the economy of Houston. Although most applauded its strict new controls on immigration, few understood its potential negative repercussions. DPK Public Relations began examining opportunities to establish Pinchak & Associates – a practice concentrating on business immigration law – as an expert in navigating and avoiding the pitfalls of the law’s finer points.

Research indicated that no person or organization had stepped forward as a strong voice on behalf of immigrants or employers. Therefore, we established a “rapid response” approach to capitalize on news coverage regarding the Patriot Act.

When The Houston Chronicle featured the story of how the head of Houston’s two lung transplant programs had struggled to avoid deportation, we determined this was an opportunity for Pinchak. We quickly worked to develop and submit an op-ed. We then negotiated with the editorial page editor and secured publication in the Sunday edition.

The op-ed succeeded in securing positive media coverage in Houston that portrayed Ann Pinchak as a strong presence in the discussions surrounding immigration law. The circulation of the Sunday Houston Chronicle is 740,000 and did an effective job of reaching our core target of Houston business leaders. The op-ed was also honored with the 2004 PRSA Excalibur for Media Relations – Op-Ed / Byline Article.

Community Relations: Home Builders Association of Metropolitan Portland

Sat, 29 Mar 2008 16:08:58 GMT

In the late 1990s, the Portland, Oregon, metropolitan area experienced explosive growth. Its population was nearing 1.4 million and regional planners projected the population would expand by 650,000 in the 20 years to come. Confined by the region’s unique Urban Growth Boundary (UGB), housing prices spiraled, treasured open spaces within the UGB were targeted for development and traffic worsened.

Dan and his team helped the Home Builders Association of Metropolitan Portland establish and strengthen its relationship with a number of key communities, including realtors, first-time homebuyers and local public officials.

Using an aggressive strategy that included direct mail, speaking engagements and proactive media relations, they launched a grassroots campaign to engage people priced out of the housing market and repositioned the UGB expansion issue from being about environmental preservations to being about housing affordability.

The communications program succeeded in raising public awareness of the tradeoffs associated with the UGB, increased public support for expanding the Boundary and Persuaded the regional government, Metro, to approve the first UGB expansion wince it was established in 1979.

Additionally, the campaign was recognized with numerous public relations awards, including the PRSA Bronze Anvil Award of Commendation and the Creativity in Public Relations Award of Excellence.

Environmental Risk Communication: SEH-America

Sat, 29 Mar 2008 16:07:17 GMT

In 1999, the U.S. Environmental Protection Agency began requiring users of certain chemicals to disclose to their surrounding communities what could conceivably happen in the event of a worst-case disaster. One of the companies required to submit a Risk Management Plan (RMP) was SEH-America, a maker of silicon wafers. Dan led the team that worked to establish relationships and lessen anxieties about SEH's RMP.

Research revealed that relatively few neighbors knew of SEH and they didn't like a potential industrial hazard in their community. With Dan's help, SEH worked closely with the local fire service and the Local Emergency Planning Commission to launch a program that proactively communicated with employees, health officials, local schools, public officials and neighborhood organizations - and established mechanisms to enable feedback.

Ultimately, SEH succeeded in disclosing the potential risks of its use of chemicals while quelling fears about its operations by stressing the Company's commitment to safety. The company also has recognized that building meaningful relationships with its neighbors is an ongoing priority.

Corporate Restructuring: US Oncology

Sat, 29 Mar 2008 16:05:24 GMT

US Oncology, the nation's largest provider of cancer care services, is a health care powerhouse with a visionary executive team. In 2001, the team put together plans to transition from being a company that delivered care to patients to being a company that delivered cancer care services to oncologists. For US Oncology's 8,000 employees, such a change would be dramatic and, potentially, unsettling. However, with hundreds of thousands of patients depending on them and Wall Street carefully scrutinizing the Company's performance, it was important that employees embrace the change.

The solution? A system-wide "open door policy" designed to encourage frank face-to-face communication for any employee who sought information. Of course, the company's leadership wasn't able to be everywhere at once, but Dan worked closely with the corporate communications team to feature corporate leadership as message trainers, which empowered the Company's front line managers to quickly and effectively communicate with the rank and file.

After being briefed by their super-charged local management, it was business as usual for employees throughout the US Oncology network. Wall Street was impressed, too. Six months after the announcement, US Oncology's stock was up nearly 50 percent from pre-announcement levels in response to gains in productivity, revenues and earnings.

Environmental Crisis Management: Name of Company Withheld

Sat, 29 Mar 2008 16:03:57 GMT

The belief that a crisis can happen to any organization at any time takes on new meaning when your company is accused in television reports of illegally dumping nuclear waste in Eastern Europe. The accused company had no way of producing nuclear waste, but the toxic substance had been found in a Russian warehouse in barrels bearing the company's logo.

Dan was on the international team charged with getting to the root of the allegations and managing the crisis response. The team quickly learned that the company was the victim of an incredible conspiracy by Eastern European organized crime groups to illegally smuggle nuclear waste to Russia. The client's barrels had been stolen in order to mask the cargo.

Rather than playing the part of the victim, however, the team's approach was to aggressively communicate the company's outrage and concern and assures public officials that its security procedures would be strengthened.

As a result, German television reports included the company's messages and later coverage on ABC's 20/20 did not mention the company.

Media Relations: Choice! Energy

Sat, 29 Mar 2008 16:02:27 GMT

Choice! Energy, a leading institutional broker of natural gas and electricity, had grown slowly and steadily by being opportunistic and emphasizing niche expertise. In 2002, Choice! engaged Dan Keeney’s services to implement public relations strategies to increase visibility and support its entrance into a new marketplace: providing its energy brokerage expertise to commercial and industrial end users in Texas’ deregulated market.

We positioned the company as an advocate for free, open and competitive energy markets, developing an article that took issue with the conventional wisdom that California’s energy crisis had killed competition. Editors and journalists ate it up.

We secured placement of the article in business and trade publications, including Energy, Power & Gas Marketing and World Energy. Our efforts also earned blanket coverage on Houston-area television and radio.

The media buzz established credibility for the new venture and helped earn Loya the honor of Male Entrepreneur of the Year from the Houston Hispanic Chamber of Commerce as well as becoming a finalist for Ernst & Young’s Entrepreneur of the Year Award.

“Dan increased our visibility and earned third party endorsements from business and trade publications,” said Sean Wright, vice president – operations. “Ultimately, his efforts helped our sales team by educating prospects and establishing our credibility among those who previously had never heard of us.”

Product Recall: Cadet Manufacturing

Sat, 29 Mar 2008 16:00:50 GMT

When a company mishandles something as sensitive as a product recall, the damage to its reputation can threaten the organization's existence. Cadet Manufacturing, a maker of electric heaters, is a case in point. It was sued by the Consumer Products Safety Commission (CPSC) for allegedly failing to live up to the terms of a product recall.

Dan served on the team that helped Cadet's new management focus on solutions rather than on their mounting problems. Dan and the team developed the necessary infrastructure to handle a flood of incoming calls from consumers, worked to repair relationships with the CPSC, media trained executives to present a positive and confident image and communicated with workers to ensure they would be the first to know of the company's challenges.

As a result of the effort, Cadet successfully reached a new agreement with the CPSC to recall 1.9 million electric heaters while maintaining relationships with suppliers and consumers.

Issues Management: Oregon Coast Aquarium

Sat, 29 Mar 2008 15:59:29 GMT

In 1997, the Free Willy/Keiko Foundation, owner of the whale that starred in the movie "Free Willy," staged a hostile takeover that threatened the stability and reputation of the Oregon Coast Aquarium. After months of working unsuccessfully to resolve the matter behind the scenes, Dan helped the Aquarium launch an aggressive public relations campaign to convince the public that Keiko's health was being endangered while also enhancing the Aquarium's reputation as a responsible and caring caretaker.

Dan and his team developed a plan to call for an independent evaluation of Keiko's health, rally third parties to endorse the proposal and simultaneously communicate the Aquarium's vision for a future beyond Keiko.

The program resulted in an independent evaluation of Keiko's health, increased public awareness of other Aquarium exhibits and a higher bond rating for a $14 million expansion of the facility. The effort was awarded the 1999 PRSA Silver Anvil for crisis communications and the 1999 Creativity in Public Relations Award for issues management.