A panel of industry communications experts presented an EDUSession on communications at IAAPA Expo 2023. Attendees learned how to work with the press when the phone rings or a potentially charged email arrives with a tough question. Here are three suggestions of what to do when navigating challenging topics.
When … the Media Misunderstands a Ride Stoppage
Any attraction with rides knows a ride stop will happen from time to time. “One of the challenges that we faced that’s benign to most of us who run the parks with roller coasters, is that there are normal stoppages, where the system says ‘Stop.’ At Cedar Point, I know we took a stronger stance on cellphone use on our rides,” explains Tony Clark, director of communications at Cedar Point.
Clark says Cedar Point’s action plan is to explain to every reporter or producer that this is normal and the ride’s safety is not compromised. “The easiest way to explain to a producer, anchor, or reporter why something like this happens (is say), ‘The check engine light came on. Do you continue driving your car? Do you just stop it? You continue driving your car! We don’t do that in our business. (When) the check engine light comes on, safety’s number one, everything stops until we can check it out.’”
When … Local Media Wants to Localize a National Story
Leah Koch, director of communications, at Holiday World & Splashin’ Safari explained their park’s policy is a proactive one. “We definitely have always tried to prepare. When we do see some story developing like that, we’ll go ahead and prepare a statement, regardless of whether somebody is going to be calling us or not,” Koch explains. She says that while Holiday World has a statement ready regarding their park, they are careful about the message they are crafting, stating “You want to make sure that you’re not commenting on the actual situation.”
In addition, Koch adds she does not comment on the status of guests at her own park. She feels “people have a personal right to privacy.”
When … a New Policy Causes Drama
In a constantly evolving and dynamic industry, policies frequently change—sometimes to the dismay of vocal guests, and thus, generates media coverage.
Jason Lasecki, vice president of corporate communications explains when Great Wolf Resorts went cashless, his team began stressing the guest convenience of doing away with cash. “We kind of dodged that bullet because nobody wants soggy dollar bills in their pocket at a water park,” he says. Greater convenience became the message communicated to guests, along with promoting the company’s tap-to-pay wristband that’s used for spending inside the water park.
In an attempt to avoid backlash, industry leaders will often reach out to each other for advice beforehand as a best practice. “I think, in this industry, it sometimes feels competitive. But this is where that value comes when you can talk to another park or talk to a colleague in a different business and say, ‘Hey, how did you guys go through this?’” Clark suggests.
Michael Costello is the managing editor of Funworld at IAAPA. With 20 years working in the attractions industry, he has also volunteered in his free time with the National Amusement Park Historical Association. Connect with him on LinkedIn.
- This original reporting from IAAPA News first appeared in Funworld magazine. For more stories and videos covering the global attractions industry and to read a digital version of Funworld magazine, click here.
