T’was the night before Christmas, when all through the land,
All the creatures were stirring, reading what was in hand.
The North Pole News headline read loud and clear:
“Santa’s not real: He won’t visit this year.”
Cries could be heard from coast unto coast,
Santa had a crisis that was worse than most.
Stockings weren’t hung, they were, instead, thrown away,
The story went viral while Santa readied his sleigh.
“It’s not true!” Santa cried with a shout,
The elves were all panicked and running about.
Then one elf piped up: “We can’t go it alone…”
“Call Truscott Rossman,” and she gave Santa the phone.
John, Kelly and the team were dialed right quick,
Santa hoped help from TR would do just the trick.
“Oh Santa,” Kelly and JT said. “We’re so glad you called,
They do not believe? We’re truly appalled!”
“The TR elves will get started, there is no time to waste,
We’re always on hand. The job will be aced.”
Strategic communications work began across the state,
The Lansing, Grand Rapids and Detroit elves worked late.
As they worked, strategy, messages and content were created,
On the next call to the North Pole, Kelly and JT stated:
“Alright Santa, we’ve got just the solution,”
“Share the ‘nice’ list,” they said. Santa paused in confusion.
“If teens know they’re on the list, they’ll post and they’ll tweet,
Soon the story will grow, and we’ll accomplish this feat.”
“That’s genius!” said Santa, “Here’s the list of good girls and boys.”
“We’ve got this.” Said Kelly and JT, “Now, go load up the toys.”
The right message, at the right time, to the right audience was sent,
It was a good night’s work – and the TR elves were spent.
As the story was spread and Santa’s image set right,
The TR elves exclaimed: “Happy Christmas to all, and to all a good-night!”
