When I get asked by people looking to start their own business about the hardest parts, I rarely say marketing the firm. But in launching Calkin Public Affairs, it became apparent that for the company to succeed we would have to treat ourselves as a client -- to promote our brand, work and service offerings. And while that should be simple given that we do this for clients every single day, the practice of doing so for yourself and your firm somehow feels much harder.

I have known for decades that the life of a consultant, particularly one in politics and public affairs, would never be a typical 9-5 kind of a gig. The work we do is fast-paced and can feel “always on.” That excitement and energy has driven me for so many years – it’s part of what I love about our industry – you never know what the next day will bring in terms of crisis, wins and new friendships. You also know that in this business, some periods simply require more time commitment to reach successful outcomes for our clients.

In part one of this series on managing a crisis, we covered the critical foundational steps for how to prepare yourself and your team as a crisis is unfolding.

Now let’s move on to the crisis itself. Once you have your house in order, the real work begins. In terms of managing clients through a crisis, I also have a few tips to deliver the best counsel and services possible

“Crisis” is a word that gets used frequently in our line of work. In political campaigns especially, it sometimes feels like our days flow from one crisis to another, of varying degrees of intensity. Some crises are just minor issues, easily solved in a few minutes or with some wise counsel. But others have the ability to define or shatter the entire reputations of people, organizations or movements.

As I started thinking through the type of firm I hoped to build and the type of clients I wanted to work with, I knew one thing for certain: nothing would be accomplished without an incredible team. I quickly realized identifying talent with the strongest skill set, expertise and experience was critical, but also that talent alone isn’t enough. Building the right team where impressive resumes complement an amazing work culture is the real secret to success.

On February 4th, 2025, something big happened. With an inspiring team behind me, I started an exciting new journey and formally launched Calkin Public Affairs (Calkin PA). This leap of faith has been years in the making and brings to life the best experiences I’ve grown from my 25-year career. On this journey, I’ve seen a lot. Twists, turns, great wins, some losses and through it all— big lessons.