Archive for the ‘PR Stories’ Category

The Eight Dimensions of a Newsworthy Story

Posted by Dan Keeney

Impact Gives Way to Conflict and Shock Value When Determining What’s Newsworthy News is constantly changing and the factors that determine newsworthiness constantly evolve as well. The changes in what is defined as news and how that information is presented are primarily driven by shifts in the habits and interests of the community, and by […]

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Communicating NASA’s Year In Space

Posted by Dan Keeney

For more than a year prior to launching the Year in Space mission, I had the honor and pleasure of working with NASA’s scientific team. Our collective goal was to transform the highly technical and complex information underlying the mission into compelling and actionable communication that engages and mobilizes the public. It has been one […]

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West, Texas Rises Up Following Accident

Posted by Dan Keeney

A year ago, DPK Public Relations was called into service to help West Fertilizer communicate in the aftermath of the West, Texas industrial accident. I served as the company’s primary spokesperson and provided crisis PR response and counsel in the days, weeks and months following the accident. When we do this type of work, it […]

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Beware of High Stakes PR Gambles

Posted by Dan Keeney

When Mercury Public Affairs¬†describes itself as, “A high-stakes public strategy firm,” I guess they aren’t kidding. I have always thought that the term, “high-stakes” suggests high risk and high rewards. Personally, I have always preferred low risk and high rewards. I think clients aren’t wild about high risk when it comes to PR. After all, […]

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Specificity in Language Can Prevent Misunderstandings

Posted by Dan Keeney

The vultures are circling the reeling Costa Cruises brand following the wreck earlier this month. There is already plenty of analysis of what transpired so I won’t retrace those steps. But I do want to examine one seemingly minor aspect of the crisis response that offers an important lesson for crisis communicators. In the days […]

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Sony’s Shrug Heard Around the World

Posted by Dan Keeney

I have recently started working with a new client in the data security space, so I am trying to refresh my understanding of this highly complex area of technology. I had previously done some work around information security for AT&T both prior to the acquisition by SBC and afterward. While only a few years have […]

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Trademark vs. Trademark

Posted by Dan Keeney

It seems like almost every week I run into some situation involving a trademark. Today I had a new experience. One of my clients asked me to gather some information about one of their customers. The customer has a product that just so happens to have a name that is identical to the name of […]

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Change the Story if Bad News Piles Up

Posted by Dan Keeney

This morning’s Fort Worth Star-Telegram included the story of a young special education teacher who died over the weekend when her car was struck by a train. I read the story and wished that she had been profiled in life because she had touched so many lives. My wife read the story and the¬†fact that […]

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