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 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 As anyone who has stumbled into a crisis with outdated plans will tell you, regular updating, training and simulations are critical to successfully turning your crisis into an opportunity.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:
  
  • Vulnerability audits;
    
  • Establishment of the crisis response team, a notification system and definition of when such a team would be mobilized;
    
  • Development of a step-by-step action plan and checklists;
    
  • Guidance regarding where to locate and how to outfit a crisis communications center;
    
  • Simulated crisis training;
    
  • Media and speaker training;
    
  • Stakeholder research and analysis;
    
  • Coalition building, including identification of and recruitment of potential third party supporters;
    
  • Legislative and regulatory response planning;
    
  • Development of template background materials;
    
  • Development of dark Web sites; and
    
  • Holding statements for a variety of potential situations.

While crisis communications planning can help identify an organization's vulnerabilities (which has helped countless companies to make changes in processes or procedures that actually prevent crises), any organization can find itself thrust into a crisis at any time without warning. Today, information travels instantly, creating the potential for crisis just as quickly. How an organization and its leadership respond, especially in the crucial early hours and days, can have an enormous impact on reputations, brands and bottom line.

DPK Public Relations' approach to crisis management dictates that when a crisis occurs,
you will have two priorities:

• Bringing the crisis under control; and
  
• Dealing with the intense media and public scrutiny.

If your interest lies in keeping your organization's reputation intact, you must be prepared to communicate effectively. DPK Public Relations helps clients retain credibility, restore confidence and protect their bottom lines.

In the event of a crisis, we provide business crisis management, which includes:

• Around-the-clock crisis readiness;
  
• Situation assessment and short-term planning;
  
• Message development;
  
• Crisis-related media outreach and response;
  
• Crisis-related outreach to lawmakers and regulators;
  
• Development of media information materials;
  
• Advocacy advertising;
  
• Grass roots mobilization and third party activation; and
  
• Crisis-related research and analysis;
  
• Medium- and long-range strategic planning to examine what damage has been done by the crisis and how to prevent similar crises, maximize turnaround and minimize sustained damage; and
  
• Development and implementation of a communications program to help restore public confidence in the brand and/or corporate reputation.