City beat reporters were on the alert for a good year or two before the official announcement was made. Yet, because of all the sensitivities in play, the company wanted to contain the story until all the pieces were in place. When the announcement was made, the news was released to everyone – all stakeholders, internal and external – at the same time.
While at least a couple of city beat reporters who had been hoping for “exclusives” felt disappointed, the company avoided any sense of
- Press releases
- Press kit: press releases, maps, backgrounders, photographs
- Collateral: postcards
- Newspaper profile of the COO
- Local broadcast and print media coverage to inform the public
- All media material was shared to the employee intranet