Public Relation
Crisis holding statement
Describe what has happened and what you are doing. Naise drafts a holding statement that is transparent without conceding anything you do not yet know.
Watch the sessionThe brief Naise works from
Our brand your brand is facing a developing issue: what has happened. We are currently what you are doing. Draft a holding statement of 3 to 4 sentences for media enquiries. It must acknowledge what has happened, say what we are doing, give a next update time, and be transparent without admitting anything we do not yet know to be true. Keep it inside our brand voice, because a brand that suddenly sounds like a legal department reads as guilty. Then give me: the three questions a journalist will ask next, a one-line answer for each, and any sentence in the statement that could be quoted out of context to mean something worse than it says.
Highlighted words are the blanks you fill in. Leave one empty and Naise uses a sensible default.
Serum batch reports, first hour
Four sentences that acknowledge, act, refund and commit to a clock, plus the follow-up questions.
Inputs it asks for
your brand
For example: Lumira
what has happened
For example: customers reporting a reaction to one batch of the serum
what you are doing
For example: pausing sales of that batch and testing retained samples
Worth knowing
For something happening now. Have legal or your executive team read it before it goes anywhere. To prepare for a risk you have not had yet, use the crisis comms framework.