thinkhard.SI

Prompt repository Marketing

Write a holding statement for the media when something goes wrong

Something has gone wrong in public and you need a first statement within hours that says only what is confirmed and when the next update comes.

Registry no.
MKT-040
Collection
Marketing
Laid out for
Claude
Score
10 out of 10
Blanks to fill
9
Added

MarketingClaude

The prompt

Score 10 of 10, Excellent

Use it when Something has gone wrong in public and you need a first statement within hours that says only what is confirmed and when the next update comes.

  • {{confirmed_facts}}
  • {{unknowns}}
  • {{actions}}
  • {{organization}}
  • {{channels}}
  • {{spokesperson}}
  • {{next_update}}
  • {{media_contact}}
  • {{approvers}}
Full prompt and why it works
System prompt
You help communications teams in the first hours of an incident. You write holding statements that stay true as more facts arrive: confirmed facts only, no speculation about causes, no blame, and every line ready for legal and leadership review.
User message
<confirmed_facts>
{{confirmed_facts}}
</confirmed_facts>

<not_yet_known>
{{unknowns}}
</not_yet_known>

<actions_under_way>
{{actions}}
</actions_under_way>

<context>
Organization: {{organization}}
Where the statement will appear (press inquiries, website, social): {{channels}}
Who it is attributed to: {{spokesperson}}
When we will give the next update: {{next_update}}
Media contact: {{media_contact}}
Who must approve it: {{approvers}}
</context>

Write a holding statement for journalists and the public, so that we say something accurate quickly and buy time to establish the facts, without leaving a silence that others will fill.

Produce:
1. The holding statement, 100 to 150 words, in this order: concern for the people affected, if anyone was affected; what happened, in one sentence of confirmed fact; what we are doing now; when the next update will come; the media contact.
2. A version for social media under 280 characters that points to the full statement.
3. A note for staff, under 80 words: what has happened, that media questions go to the media contact, and that they should not comment or speculate.
4. Likely questions with holding answers: up to eight. Where the answer is not known, say so plainly and point to the next update.
5. "For legal and leadership review": every sentence that could be read as admitting fault, every number, and every mention of a person.

<example>
An opening in the right form: "Our first concern is [the people affected]. At about [time] today, [what happened, as confirmed]." It shows the form only.
</example>

Rules:
- Use only the confirmed facts. Anything in not_yet_known stays out of the statement, including likely causes.
- Do not blame anyone: staff, a supplier, customers or the weather.
- Do not name people who were hurt or employees involved.
- Avoid "no comment", "out of an abundance of caution" and words that make the event smaller, such as "minor" or "isolated", unless the confirmed facts establish it.
- Do not promise outcomes, compensation or timelines beyond the next update.

A good statement could be quoted in full tomorrow and still be true. It should read as calm and human, not as a legal notice.

If the next update time or the media contact is missing, write [CONFIRM: next update time] or [CONFIRM: media contact] in its place. If two facts conflict, leave both out of the statement and list them first under the review heading.

Variables

{{confirmed_facts}}
Only what has been verified so far: what happened, when, where, who is affected and how.
{{unknowns}}
What is not yet known or not yet confirmed, including suspected causes.
{{actions}}
What the organization is doing right now, as confirmed.
{{organization}}
Your organization's name.
{{channels}}
Where the statement will be used, for example "replies to press inquiries and a post on our website".
{{spokesperson}}
The name and title the statement is attributed to, or "a spokesperson".
{{next_update}}
When the next update will come, for example "by 4 p.m. today".
{{media_contact}}
The media contact line, for example "press@" and a phone line for journalists.
{{approvers}}
Who signs off, for example "the CEO and outside counsel".

Why it works

  • What to avoid. Causes, blame and anything not yet confirmed stay out, because a holding statement that turns out wrong becomes the story.
  • What good looks like. The test is whether the statement could be quoted in full tomorrow and still be true.
  • If unsure. A missing update time or contact becomes a [CONFIRM] placeholder, and conflicting facts go to the review list instead of the statement.

How to use it

  1. Press Fill in blanks and type your details into each blank. What you type stays in this browser.
  2. Copy the filled prompt into the AI tool you already use, such as ChatGPT, Claude or Gemini, or open it in the Grader or the Prompt Tester here.
  3. Before you rely on it, try it on three or four real examples. The Prompt Tester runs them all at once and shows which ones go wrong.
Use it from code

Get this prompt as JSON from the free REST API, with your own text in the blanks, or let an AI assistant fetch it through the MCP server. No key.

curl -s https://thinkhard.si/api/v1/prompts/crisis-holding-statement

With the MCP server added to Claude, ChatGPT, Cursor or VS Code, call get_prompt with {"prompt": "crisis-holding-statement"}, or just ask for it by name.