Santa is famous for his annual global expedition with his sleigh full of gifts for kids. While he only comes down the chimney once a year, his tried and true playbook is packed with public relations gifts for entrepreneurs and business leaders.
Spend time planning
When Santa isn’t directing toy-making or enjoying hot chocolate with Mrs. Claus, he is drafting his famous naughty and nice list. We all know once he makes his list and he checks it twice because Santa values and relies on a solid plan.
This is a critical PR lesson. A quality strategy requires careful planning where risks are assessed, messaging is considered, outcomes are defined and stakeholders are identified. Language resonates in different ways with different audiences and a solid plan takes it all into account.
Be nimble
Because Santa has an impressive, albeit geographically impossible plan, he must stay nimble and adjust to the conditions. Sometimes he’s navigating down a large stone chimney, and other times he’s fitting into a small apartment. Santa can’t afford to spend time thinking about how to get into a child’s house, he has to move because there is no time to waste.
Because social media and traditional media are operating around the clock, acting quickly and moving forward with a plan is critical. At Media Minefield, we’ve worked with countless businesses dealing with a crisis that could have been avoided if action had been taken sooner. If multiple committees and legal counsel in another time zone need to approve a statement or a social media post, odds are a reputation is at risk. Since consumers don’t wait, leaders can’t afford to delay.
After all, no one wants Santa to show up on December 28 when the kids were expecting him on December 25.
Have a support team
Rudolph. Mrs. Claus. Buddy the Elf. Everyone knows Santa relies on a support team. Santa knows the importance of surrounding himself with experts in their crafts. They are well-trained, efficient, relational and fun!
Leaders can take a lesson from Santa. If you need PR help, it’s unlikely that one person can be an expert in social media, media relations, crisis communication and thought leadership writing. Yet, this is exactly what some people expect from their small internal team or an external utility-knife freelancer. It’s critical to build a team of experts who have a proven track record of results and are enjoyable to be around.
Be flashy, bright, and relevant
Santa gets a month (or two, depending on your pre versus post-Thanksgiving perspective) of buzz and one day to deliver. He takes full advantage of the spotlight; showing up on the December scene with bells, lights, and a velvet red suit. Santa is also on trend, and he knows his audience. When I sent Santa a letter in the 1980s, I asked for a Cabbage Patch Kid and I got one. If he would deliver that to my house this year, it would be a little odd!
The audience and the message must be a key consideration of every PR effort. This requires a clear strategy that aligns and supports the business goals. Sometimes, in my industry, activity is confused with effectiveness. A creative viral TikTok that reaches millions of people under age 30 for a business that caters to buyers over the age of 65 is likely a flawed strategy. Staying relevant and aligned with audience expectations and trends requires regular strategy updates to ensure the campaign doesn’t get as stale as the carrots left out for Rudolph!
Kristi’s article was originally published in Inc. on December 20, 2024.