Should you give interviews when requested? Not giving interviews can give the illusion of secrecy, and therefore suggest wrongdoing. Should you host a press conference to address all media questions at once? If so, you ’ ll need to make sure Santa is media trained and knows how to keep a cool head under pressure. The media wheels will begin to turn with “ what if” scenarios, so you need to get ahead of the most prominent questions that will arise-and how you will address them. Will grandma bring litigation against Santa? That means the eyes of the world are on Santa, Inc. While Santa was cooperating with authorities at the scene of the collision, billions of people go without presents on Christmas. However, if the media still hasn ’ t tuned into the incident, send only on an as-requested basis. If the news story has already caught fire with the media, you can send this statement out proactively. This statement does not give the media more information than what they already know while also expressing empathy and what actions are being taken by Santa, Inc. We will update with additional information as we learn more.” The safety and wellbeing of the public is the utmost priority of Santa Inc. is working with authorities to identify the cause of the collision. ![]() “ We understand the concerns and questions regarding the incident that took place between Santa Claus, his reindeer, and a woman walking near Candy Cane Lane on December 24 at 10 p.m. It could go a little something like this: ![]() The point of this statement is to merely give the facts and let the media, and thereby the public, know that you are working on it. That way, when the media inevitably comes sniffing around for comment, you ’ ll know exactly what to say.Īnd I cannot stress this enough - Keep. Craft a baseline media statement for your client with only the basics. Knowing that, you need to get ahead of the game. That said, if they hear about an elderly woman getting run over by Kris Freaking Kringle himself, they will pull their news crew from literally any other story they might be covering that night. Craft Your “ Just in Case” Media Messageįortunately for you, the media tends to be short-staffed on major holidays. ![]() You ’ ll need the full story - good, bad and ugly - to spin it as needed. Beyond the 5W ’ s (who, what, when, where, why and sometimes how), what was the scenario? Was Santa texting and sleighing? Did the reindeer accidentally eat fermented cranberries for dinner? Did grandma ’ s drunkenly slip or stumble in front of the sleigh?Īsk questions to determine your client ’ s liability and grandma ’ s liability. Try to get all of the details out of Santa as quickly as possible. Christina Caldwell is Public Relations Account Supervisor at The James Agency, Scottsdale’s woman-led, insights-first, fully-integrated marketing agency.
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