Holding statement
PR and news narrativeA holding statement is a short, safe public message used while facts are being verified in a high-risk situation. It acknowledges the issue, states what you are doing next, and sets expectations for updates without speculating. Holding statements protect reputation by reducing uncertainty and preventing contradictory messages. They should avoid blame, legal conclusions, or unverified details.
Early messages are remembered, even if they are later corrected.
“We are aware of the reports and are reviewing the facts. We will share an update by 16:00 UTC. Customers can contact support via [channel].”
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