You've arranged the ribbon-cutting ceremony, sent out the advisory, crafted the press release, put together a press kit for reporters. It's all set to go.
The event begins and you realize something is wrong. The CEO is talking, but his remarks are all over the place. He's so busy thanking people and caught up in the moment, that he fails to articulate the key message of the press release.
Then, it hits you.
The "suggested remarks" you wrote were taken as just that, suggestions. The CEO had other ideas in mind. The result is a presentation that says some of the right things, but no singular sound bite or quote. The message is muddled.
When it comes to effective media relations and especially crisis communications, remarks or even a formal speech must tie back and relate to the press release that will be distributed at the event. This may sound obvious, but there are times when it simply doesn't happen. People who wing it, often forget.
To ensure as much consistency as possible, create the speech and the press release at the same time, so that the "money bites" are clear to everyone, especially the person delivering the remarks.
Don't assume reporters will figure it out. Help them help you.