Nyhedssiderne was breaking-and-yellow, and politicians with klaphatte on his head stood in the queue on the Twitter yesterday, when news of the Tour de France is coming to Denmark in 2021, got out.
But the jubilation was quickly replaced by confusion.
The French radio station Europe 1, who had the news solo, pulled out his back story.
Finance minister Kristian Jensen, as the DR otherwise quoted to confirm the news, withdrew his tweet back.
'CHAOS', it was called on most news pages subsequently.
It was, however, not a duck. It is not good enough. The tour comes to little Denmark in 2021, affirmed prime minister Lars Løkke Rasmussen at a press conference today.
But what went so wrong yesterday? Was the communication strategy is not completely folded, or it was just some eager war profiteers, who could not keep himself from the keys?
Ekstra Bladet has asked two experts in communication.
- It was utjekket, but there was also something human and authentic about it. There was some ministers and mayors, who could not control their joy. It is the that easy overweight middle-aged men in tight-fitting lycra clothes, they rejoice. It is nice to see, when the immediate joy outshines the strategic, says CEO and communications officer Anna Thygesen.
Sune Bang from the communication agency in Copenhagen is to agree that it seemed chaotic, but points out that it can be a part of a strategy.
- It does not work as controlled communication: however, It can be a strategy to let anything trickle up to the final publication. But it may also be that there has been the policy in the. We are close to a choice, and it can not be excluded that some individuals have allowed themselves to seize of the mood and saw an opportunity to signal that they had also been on the team, says communications adviser Sune Bang.
- From a strategic perspective, it was obvious that it had to be bike-racing enthusiast, Lars Løkke Rasmussen, who breakede the news. How do you think he and his press team took it?
- They have probably been megatrætte of it, but the reality overtakes from time to time the spreadsheet, says Anna Thygesen.