Overview
Client Information
Challenges and Goals
While the situation was inherently fraught with challenges, the two largest facing Haas Communications were:
• Timing – balancing secrecy and media coverage
• Crisis – developing crisis communications plan and media training for her client
The situation demanded balancing the delicate timing of preserving the necessary secrecy of planning and executing the rescue operation attempts with “breaking” the information to the right media contact within a media organization that would serve as a worldwide mouthpiece – at just the right time.
Haas Communications was also acutely aware that much could go wrong, either with the rescue operation itself or with a leak to the media. This necessitated a crisis communications plan including media training for her client.
Approach
Haas Communications principal Christine Haas knew that the fastest way to maximize coverage with the greatest speed was to get it into the hands of the Associated Press, which “feeds” other outlets around the world. As trusted, independent, non-profit global news organization, AP is known for its balanced and factual reporting. The right AP contact was critical for this mission, which is where Christine’s experience as an investigative journalist came into play. She also had to make sure her client was prepared with messages suited to any outcome scenario.
Results
Haas Communications was able to get AP to be the first to break the story of Khalid’s successful rescue. Several top-tier and localized outlets soon followed. The story generated news interest not for just days or weeks, but for months as Khalid and his family’s new life began in the U.S. Additionally, despite several failed rescue attempts prior to bringing Khalid home, news of those unsuccessful efforts never broke, preserving the necessary secrecy surrounding these critical operations that helped make the final attempt a success. Finally, despite the international attention following the rescue and the high-profile players involved, Haas Communications client DeliverFund was also included in the media coverage as a key player in the rescue operations.
Some examples of the coverage:
https://apnews.com/article/only-on-ap-kabul-7d9adb63dfed93b6d222a1e9ee902da5
About Haas Communications
Haas Communications was founded by veteran news anchor and investigative reporter, Christine Haas, with the mission of being THE premier marketing and communications agency, applying results-driven strategies to help clients achieve their most ambitious marketing goals and communications objectives. With her extensive background as an investigative reporter and on-camera experience, Christine quickly rose to become one of the most sought-after media training professionals in the country. Christine also leads the Haas Communications team as they offer strategic public relations services, media relations counsel, broadcast interview training and presentation coaching to a wide variety of clients around the world.
