I want to be clear right out of the gate on this one: I’m not suggesting that the Canadian Standards Association is trying to capitalize on the tragic death of actress Natasha Richardson following her fall on a Quebec ski hill. Rather, I’m complimenting the CSA for leveraging the resulting massive attention to the issue of skiing-related head injuries to announce that they are working up a certified standard for protective ski helmets. Even though they don’t actually have anything to announce yet, the CSA has gotten loads of earned media coverage for the work it is currently doing, and it’s all because they’ve been ready and able to slipstream their message onto the Richardson story, which created the interest in the bigger issue in the first place. It’s a delecate balance for any communicator to walk, between talking about a suddenly highlighted legitimate issue and capitalizing on tragedy, but I think CSA has clearly played this one right.
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