Ho, Ho, Ho: A Santa Suit, Candy Canes, & Surprising PR Reminders
Within minutes of sitting in the red chair, I was grilled by a 7-year-old girl about the origin of elves, swarmed by a cluster of children demanding to know where candy canes had been hidden, and later almost outed as an imposter by some exceptionally observant kids.
It turns out that portraying Santa isn’t just a festive volunteer gig. It’s a live, unfiltered masterclass in communications and public relations. Here’s what I noticed when I put on the red suit:
The audience comes with its own agenda
Within minutes of delivering my first “ho ho ho,” a very inquisitive 7-year-old launched into what can only be described as an investigative interview:
“Where do elves come from? How did they get there? Aren’t elves part human? How do you get to the North Pole?”
She was relentless, and she wasn’t about to accept vague North Pole generalities.
Stakeholders, reporters, and community members rarely stick to the message you planned to deliver. They show up with questions, concerns, and curiosities of their own. That’s why you have toknow your narrative so well that you can improvise. If you can navigate tough questions about elf genealogy, an unexpected press inquiry becomes considerably less daunting.
Stay on-brand, even under pressure
While being interrogated about elf origins, I realized something: Santa doesn’t get to say, “I’ll check with the team and get back to you.”
There is no off-brand moment. You must stay warm, magical, and certain — even when answering high-stakes elf questions.
A spokesperson embodies the brand in every movement, tone, and, response. Consistency builds trust; hesitation chips away at it. A strong, well-defined brand voice becomes your safety net when pressure hits.
When rumors spread, you’re suddenly in a crisis
At some point during the event, kids discovered there were candy canes hidden throughout the building. This triggered what can only be described as a peppermint-fueled interrogation squad.
“Tell us where the candy canes are! We know you know where they are!”
The candy canes had been hidden before my arrival. I knew nothing. Thus, leading to a misinformation spiral with high emotional — and high-sugar — stakes.
Welcome to the world of rumor control. In communications, misinformation spreads quickly, often without context. People will look to you, the perceived authority, for answers.
Your job in moments like this becomes acknowledging their concern, clarifying what you can confirm, redirecting without escalating the situation, and staying calm even while being accused of hiding confectionery contraband. When rumors fill the vacuum, leaders must communicate early, clearly and calmly, even if the message is “I don’t have that information.”
Crisis communication happens in real-time
When the candy-cane controversy escalated, I basically found myself in a pop-up press conference surrounded by concerned (and sugar-motivated) stakeholders. They wanted immediate answers, accountability, and peppermint-flavored remediation.
Crisis communication isn’t just about sharing information: it’s about acknowledging emotion, offering clarity, and projecting calm. In a crisis, empathy is your first tool; clarity is your second.
The magic is in micro-interactions
Santa doesn’t deliver a keynote speech. He delivers moments: a gentle tone, a remembered name, or a joke to make a shy child laugh. These tiny interactions shape how each child experiences the brand of Santa.
Reputation is built through small, frequent touchpoints, not just major campaigns or announcements. Moments matter more than we think.
Your brand is more than the costume, it’s continuity
At the end of the event, I changed out of the suit, stepped back into the crowd, and assumed I was safely anonymous again.
I was wrong.
A few eagle-eyed kids pointed at me and screamed, “Hi, Santa!” over and over.
Somehow, they connected the dots: the voice, the mannerisms, the presence. It was both impressive and humbling.
The brand experience doesn’t end when the metaphorical (or literal) costume comes off. How you show up behind the scenes, in informal moments, or when you think no one is paying attention is also part of your reputation. Audiences notice more than you think.
After leaving the event, I realized playing Santa is one of the purest forms of communications work. It’s narrative craft, real-time messaging, audience insight, crisis management, and reputation stewardship … all wrapped in a festive velvet suit.
