Crisis Communication Toolkit
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Scenario:

Racetrack Incident Response

Equine injuries are often the toughest moments a racing organisation can face. How you respond in the first few hours can shape public, media, and community reactions. This toolkit offers clear, respectful steps to help you communicate strategically.

Who says what?
What to do when?

Who should say what?

If you're a race club or governing body

You set the tone. People expect professionalism, clarity, and compassion.

Your post should be:

  • Calm and factual

  • Quick: ideally within 10-30 minutes

  • Compassionate, but not overly emotional

  • Respectful to the horse and those who cared for them

Use names wherever possible. Don’t hide behind phrases like “those involved.” If they’re comfortable being named, use their names as it becomes far more human and relatable, generating empathy:

  • The trainer

  • The jockey

  • The groom

  • The veterinarian

This shows real people are behind the response.

If you're horse connections: trainer, owner or groom

You don’t have to speak, but when you do, people listen more closely to you than anyone else.

If you’re comfortable, sharing a social media post with one of the following will be a powerful reminder of the horse/human connection:

  • A memory

  • What the horse meant to you

  • How long you worked with them

  • Gratitude for the care team

  • A photo or video – people and those caring for horse are great to having in the post, rather than using a standard racing photo.

You’re allowed to be emotional and heartbroken.

This horse was part of your life. You don’t need polished language, you just need to be real.

Connection’s posts make the biggest difference in shaping how the public sees horse racing. If you want help writing something, we can support you – or just share what’s in your heart.

Your Response Timeline: What to do, when

First 15 mins: Immediate notification

When the incident occurs, fast and coordinated internal communication is essential. This step fills the void before misinformation takes over – don’t let a narrative vacuum form.

Notify key internal stakeholders.
Ensure that all key decision-makers are informed immediately.
Confirm facts: horse identity, incident location, circumstances, jockey condition.
Stick to confirmed details only - if you don't know, use a comment such as 'we will keep you updated as further details come to hand'. Avoid speculation or assumptions.
Even if the horse is fine a public update is required.
Monitor social media.
Assign someone to monitor replies and online chatter immediately.

Template statements

We’re aware of a serious incident involving [Horse Name] during [Race/Event Name]. 

The veterinary team is on site and [Horse Name] is receiving care. 

We’ll share more information as it becomes available.

After pulling up during [Race/Event Name], [Horse Name] was immediately assessed by the veterinary team and cleared of any injury.

We’re relieved to report [Horse Name] is well and has returned to the barn.

Thank you to the track staff and veterinary team for their swift response.

Following an incident during [Race/Event Name], [Horse Name] was assessed and transported to [Vet Clinic/Off-site Facility] for further care.

We appreciate everyone’s concern and will provide an update as more information becomes available.

Our thoughts are with the team supporting [Horse Name].

[Horse Name] sustained a serious injury during [Race/Event Name] and was humanely euthanised.

We extend our condolences to [Trainer], [Jockey], and all who cared for this horse.

Veterinary teams responded without delay, and the decision was made solely in the interest of the horse’s welfare.

The broadcast announcer and on-track commentator should provide calm, factual updates to the audience crowd as soon as possible. Silence breeds suspicion, so even a brief acknowledgement helps the public feel informed and reassured that the situation is being handled with care.

First hour: Further clarifications and updates

Updates should be shared regularly within the first hour, as facts are confirmed. If the public doesn’t hear from you, they’ll assume the worst.

Posting in real time does three critical things:

Shows that a professional process is in place.
Slows down speculation from social media and media outlets.
Reinforces the public’s trust that the industry cares and communicates honestly.
Tweet cadence recommendation:

  • T+10 min: Incident acknowledged – horse receiving care

  • T+20 min: Horse transported for further assessment / undergoing diagnostic scans

  • T+35 min: Condition stable / under review

  • When possible: Full outcome confirmed – statement incoming

Within 3-6 hours: Statement release

Sometimes, a short post isn’t enough, especially when the incident involves a well-known horse, it occurred in a feature race, multiple fatalities have occurred in a short timeframe, or public pressure is mounting.

A longer-form statement provides the weight and context needed to address public concern, outline the protections already in place, and explain what happens next.

This is also the version most likely to be picked up by mainstream media, so it must strike the right balance for public confidence.

Template statement

Today at [Race Name], [Horse Name] sustained a catastrophic injury and was humanely euthanised following assessment by the veterinary team.

This is a deeply upsetting outcome for everyone involved, especially [Trainer], [Jockey], and [Groom], who cared for this horse daily.

The incident occurred at the [distance marker / stage of race]. The horse was pulled up immediately, assessed by the on-course vet, and humanely euthanised in the horse’s best interest.

Veterinary scans and track surface inspections were completed pre-race. There was no indication prior to the event that [Horse Name] was at risk.

We recognise the impact this has on [Horse Name]’s connections, and our thoughts are with [Trainer Name], [Rider Name], [Groom Name], and everyone involved in the horse’s care.

Their work with [Horse Name] in and day out reflects a level of commitment that often goes unseen.

We recognise that any fatality raises questions about how horses are protected.

Optional paragraph: This season, [insert number] horses have died from [insert number] starters – a rate of [insert percentage], consistent with [or: below] national averages.

Over the past five years, [insert organisation name] has introduced a series of safety and welfare reforms designed to reduce risk and strengthen oversight. These include mandatory pre-race veterinary inspections, on-track diagnostic imaging, greater investment in surface data and track monitoring and stricter vet scratch protocols.

These measures reflect our ongoing commitment to improving outcomes and doing everything possible to prevent incidents like this.

A full review of the incident is underway, drawing on veterinary records, race footage, surface data, and the necropsy findings.

Where there’s something to learn, we’ll act on it. Our focus remains on meaningful progress guided by science, informed by data, and driven by the responsibility we have to every horse, every race.

Click here to view guides for the spokesperson

As required: Progress updates

Some incidents warrant further communication beyond the initial response, especially when the horse has been transported for treatment, a fatality is under active review, or public/media interest remains high. 

Progress updates help maintain transparency, reduce speculation, and reinforce that the situation is being taken seriously.

  • Pinned post or thread compiling updates (X/Twitter).
  • News update on your website linking back to the original post.
 
Tone should be clear, professional, and respectful (especially in delayed euthanasia cases) avoiding speculation or over-justification, while reinforcing a commitment to transparency, facts, and progress.

Immediate follow-up: Educational explanations

Following a fatality, the public often has genuine questions, especially around why certain injuries are fatal for horses but not for humans or dogs. It’s also an opportunity to explain what happens on track in those critical moments, and what’s being done to reduce risk going forward. 

Educational content can include short videos, carousels, blog posts, expert Q&As, and myth-busting explainers tailored to the specific incident.

Using subject matter experts helps shift the conversation from outrage to understanding by addressing questions with clarity, care, and credibility. It can be posted soon after the incident (within hours or over the following few days) to ensure people find real answers, not assumptions.

Example posts

  • Why a compound fracture can’t be fixed
    Vet calmly explains why catastrophic fractures in horses leave no humane treatment options.

  • How often do horses die of a heart attack?
    Vet explains the signs (or lack of signs), and how even elite athletes – human or animal – can suffer sudden internal failure.

  • Following today’s incident, here’s what we reviewed and why.
    Outlining what is being done to learn and make improvements to process and protocols.

Vet quote (fracture):

“When the injury is that severe, the decision becomes very clear and we make sure suffering is ended as quickly as possible.”

Vet quote (heart attack):

“This type of internal failure often happens without warning, just like in elite human athletes. The team acted quickly, but the outcome was not survivable.”

 

Track manager quote (if surface is being questioned):

“The track was inspected multiple times today and passed all standard testing. Still, we’ll be reviewing the surface and data as part of the standard post-incident protocol.”

What happens when a horse is pulled up.

Example Steps:

  1. Rider identifies a possible injury and pulls up the horse.

  2. Vet staff are dispatched immediately via on-course protocol.

  3. Horse is assessed on-track and sedated if required.

  4. Diagnostic support (e.g., X-rays) may be used.

  5. A welfare-first decision is made.

  6. Screens are used for safety and privacy – not secrecy.

  7. Horse is transported for further care.

  8. The incident is formally reviewed by racing officials.

Long-form content helps answer the deeper questions the public is already Googling or asking ChatGPT. These posts should be tailored to the injury that occurred and provide plain-language explanations.

  • Why compound fractures are fatal for horses and dogs but not for humans.
    A simple, science-based explainer using analogies and diagrams e.g. weight-bearing differences, laminitis, circulation, bone density.

  • What happens next: How we review serious incidents.
    A step-by-step of what’s reviewed post-fatality incident: vet records, footage, necropsy, track data – and what actions might follow.

  • Everything [organization name] has in place to protect racehorses.
    Explains vet checks, steward oversight, track safety, vet scratches, rehoming, and emergency protocols.

Note: If your team doesn’t have capacity to produce these in-house, Light Up Racing’s Common Questions resource library covers these topics and can be adapted, linked to, or co-published with your organization. We also have a suite of subject matter expert videos that can be utilized, just reach out to hello@lightupracing.com.

Click here to view the Common Questions library

Always on: Preventative Awareness

In a crisis, people reach for what they already believe. If they’ve seen evidence of care, integrity and transparency before, they’re more likely to give you the benefit of the doubt. That’s why preventative awareness matters. It’s about filling the lolly jar before you need it.

And here’s the best part:
This isn’t just the job of the racetrack PR team.

Every part of the industry can contribute: trainers, breeders, jockeys, grooms, rehomers, owners, and organisations alike. Every post helps fill the lolly jar.

Who can post this content?

Trainers sharing vet care, paddock routines, scratch decisions
Grooms and riders capturing routines and care
Breeders showcasing early life, safety, and socialisation, horses raised naturally
Track managers explaining surface science and safety progress
Owners reflecting on their horses’ journeys and answering their own questions about care and training
Industry organizations producing explainers, stats, regulations, research and reforms
Rehoming partners showing life after racing

This is your always-on layer: steady, year-round content that builds momentum after high-profile incidents, when public opinion is forming. It creates a visible pattern of care, reinforcing trust before it’s tested.

And it works beyond your followers. Google, ChatGPT and social media algorithms surface consistent, credible content. So when someone searches “Why do horses die horse racing?”, it’s your facts (not just the outrage or activist answers) they find. Every post adds weight.

Not just for now, but for the next time someone asks the question.

Downloadable Resources

LUR Crisis Response Template Pack

Editable templates for fast crisis communications.

LUR Bridging & Messaging Quick Guide

Key phrases to redirect and deliver messages.

LUR Crisis Planning Worksheet

Guided tool for building a crisis plan.

LUR Challenging Questions

Responses to difficult or hostile questions.

LUR Social Media Reply Guide

Step-by-step instructions for responding online.

LUR Brief Media Training

Tips for clear, calm media interviews.

Key Messages

Fatality rate decline

In 2009, the national fatality rate in U.S. Thoroughbred flat racing was 2.00 per 1,000 starts. By 2024, that figure had fallen to 1.11 per 1,000 starts, the lowest rate ever recorded in the 16 years of the Equine Injury Database (EID).

That’s a 44.5% reduction in fatal injuries over time, and the fifth consecutive year the rate has remained below 1.5. In total, 99.89% of race starts in 2024 ended without a fatality.

The data also shows that national safety standards make a difference.

  • At HISA-regulated tracks, the fatality rate in 2024 was just 0.90 per 1,000 starts.

  • At non-HISA tracks, it was 1.76 per 1,000 starts.

  • Tracks that voluntarily publish their EID stats averaged just 0.88, compared to 1.27 at tracks that don’t.

U.S. horse racing is the safest its ever been – and it continues to improve, driven by reforms in vet inspections, medication policy, track management, and injury surveillance.

Pre-race vet scrutiny

A safety-first approach, now standard across most tracks in the country through HISA, requires all horses to undergo mandatory pre-race inspections.

Regulatory veterinarians assess each horse, and their findings are logged in a centralized Screening Information Log.

If a concern is flagged, the horse is checked and often scratched. 

This system is designed to detect risk before it results in injury and are a key reason for the sport’s improving fatality rate – contributing to 99.89% of all starts in 2024 being completed without a fatality.

Track surface management

Track surface management has become a key pillar of equine safety under the Horseracing Integrity and Safety Authority (HISA). All HISA-covered tracks must meet rigorous standards for surface consistency, weather monitoring, maintenance protocols, and daily documentation, as outlined in the Racetrack Safety Program.

Tracks are required to submit detailed maintenance logs and undergo regular inspections by surface experts.

Why does this matter? Because surface inconsistencies are a known contributor to injuries, and safer tracks save lives.

And the management is working. Fatality rates at HISA-covered tracks have dropped to 0.90 per 1,000 starts, far lower than the rate at non-HISA tracks.

Every risk is tracked and addressed

Every incident, whether a horse pulls up, stumbles, or suffers a major injury, triggers mandatory reporting under HISA. If a fatality occurs, a full review is initiated, including veterinary records, necropsy results, surface conditions, medication history, and training load to identify any preventable factors.

There are also pre-race inspection and screening protocols: horses must pass multiple veterinary checks, and any horse with red-flag indicators (like increased layup time, poor performance trends, or previous injuries) can be scratched – sometimes even at the gate. These safeguards, backed by transparent data and regulatory enforcement, ensure every risk is both acknowledged and acted on.

Possible Questions

As soon as possible – ideally within 10 minutes of the incident.

It doesn’t need to be long or detailed. A short, factual post that acknowledges the situation, shows care, and confirms the horse is receiving veterinary attention, or has been euthanised, is valuable insight for those who want to know.

Waiting too long creates a vacuum where speculation thrives: if you don’t say something, others will. Even if you’re still gathering information, saying that is still better than silence.

Remember:

  • Use real names where possible of the horse, trainer, and even the track vet.

  • Keep tone measured and human.

  • If the horse is OK, say so. If they’ve been euthanised, don’t delay confirming it once verified.

Need help wording it? Light Up Racing has templates in the downloadable resources section above and can assist in real time.

No. Waiting for every detail often means waiting too long.

Your first post isn’t a full explanation, it’s a signal. It shows that the situation is being taken seriously, that the horse’s welfare is a priority, and that you’re being transparent from the outset.

You can (and should) post further updates as more information becomes available. But staying silent while you “gather all the facts” just gives space for speculation, misinformation, and outrage to fill the void.

Transparency doesn’t require perfection, it requires presence. Just start by sharing what you do know, with care and professionalism.

You should always say something, especially if the horse wasn’t euthanised.

If there’s no update, people often assume the worst. That means even when the horse is fine, silence can lead to speculation, outrage, and misinformation.

A quick, factual post like:
“[Horse Name] was assessed by vets and is being monitored in stable condition.”

…can stop a false narrative before it starts.

It’s also a valuable moment to educate the public. Even when things go right, explaining the safety protocols in place – vet inspections, immediate response, diagnostics – helps build trust and show the care behind the scenes.

Saying nothing draws more attention than saying something early, accurately, and calmly.

That might’ve worked a decade ago, but not today.

We live in an era of instant access. People expect answers at their fingertips, and if you don’t provide them, it creates a vacuum that others will fill, often with assumptions, misinformation, or outrage.

The old “never complain, never explain” approach (think: royal family crisis management) simply doesn’t cut it in today’s world. 

Trying to ride it out might seem easier in the moment but when it backfires, the damage is far worse than if you had been transparent from the start.

Silence doesn’t defuse scrutiny; it fuels it.

The announcer should acknowledge the incident clearly and respectfully.

Avoiding it doesn’t protect the race day experience, it creates additional concern. The crowd will often see a horse being pulled up on track and assume the worst. A short, factual update reassures the public that the situation is being managed and that the horse’s welfare is the priority. It also shows leadership, transparency, and respect; both for the horse and for attendees.

Animal welfare is part of the race day experience and should be front and centre, not hidden like a dirty secret. Being open builds trust and helps people stay connected to the sport for the right reasons.

Make sure the update is also posted on a searchable platform like X (formerly Twitter) as that’s where people go looking for answers, often using the horse’s name as the search query.

Choose someone who is credible, calm, and close enough to the facts, but not so emotionally involved that they appear defensive or distressed.

For most race day incidents, this is typically a senior official from the race club, regulatory body, or veterinary team. Subject matter experts like vets or stewards are often the most trusted voices in these moments and should be front-facing where possible.

However, senior management must also be visible. Even if they aren’t the primary spokesperson, a CEO or executive should be present, engaged, and available to answer questions. It’s vital the public doesn’t perceive that leadership is hiding; visibility signals accountability.

In parallel, owners, trainers, or grooms may choose to release their own personal statements. These can be more emotional and reflective of their bond with the horse, offering a powerful complement to the formal response.

No, but you do need to be visibly present. Staying silent doesn’t make the controversy disappear. you will be more respected if you are front-facing in a crisis.

Here’s some tips about dealing with social media comments:

  • Correcting false claims is essential. You’re not replying to satisfy the original poster; you’re replying for the 1,000 people reading the comments. Many people “only read the comments” to form their view. If lies or wild speculation are left unchallenged, it can permanently damage trust.

  • Don’t try to win over everyone. You’re not trying to convert the extremists. Focus on the reasonable, curious majority. A short, human, fact-based response is often enough to shift tone or stop misinformation from taking hold.

  • Tone matters. Stay calm, clear, and kind. Don’t be robotic or defensive, be a human! And don’t get drawn into arguments… make your point, and move on.

  • Use the LUR Reply Bank. We’ve built ready-to-go replies for different situations to help your team respond quickly and consistently. You’ll find the downloadable resource here.

  • You don’t have to do it alone. If your team is overwhelmed or unsure, Light Up Racing’s community can step in to help. Contact us to activate support.

Tip from the LUR Reply Guide: You’re not in a back-and-forth debate, you’re anchoring the facts. Respond to each post about misinformation once, clearly and respectfully, and then let it sit for others to see.

The key is proactive, consistent storytelling, not just reactive spin.

You don’t need to wait for a crisis to show the care, effort, and science behind horse welfare. In fact, if you only talk about welfare when something goes wrong, it will feel defensive because the audience has no context.

Instead, build a visible track record through your regular content:

  • Show what’s already in place. Vet inspections. Track safety reviews. Rehoming initiatives. Injury recovery stories. This builds understanding and normalises the idea that care is constant, not conditional.

  • Use real voices. Grooms, riders, vets, farriers – the more real people you show, the more credible and human your message becomes.

  • Keep the tone transparent, not apologetic. You’re not trying to hide problems or sugar-coat reality; you’re showing the public that you’re aware, active, and committed to continuous improvement.

  • Think of it like filling a lolly jar. Every positive story you tell is a deposit. Then, when something difficult happens, you’re not starting from zero. You’ve already built credibility and goodwill.

Light Up Racing can help guide you in creating “always-on” content that showcases your welfare work and equine care processes year-round so it doesn’t feel like a last-minute PR fix when scrutiny comes. Just flick us a message to tee up a meeting – here’s our contact details.

No – it’s more likely to build trust, not break it. It’s not the incident that defines you but how you respond. And a well-managed response builds credibility that carries far beyond the crisis.

If you’re concerned about tone, frequency, or disrupting your main channel’s content, there’s two solutions: 1. use a secondary communications account, or 2. use a different brand’s channel to release it.

Setup a secondary account

Many organisations – including Woodbine, with its “Woodbine Communications” handle – run a separate, official channel dedicated to updates, incident responses, and media statements.

But here’s the key:

  • Make it searchable. Post updates on platforms like X (formerly Twitter), where the public and media can find them easily.

  • Link it from your main bio. This signals legitimacy and ensures your followers know where to look.

  • Use it consistently. It only works if the channel is seen as a reliable source; use it for all official updates from press releases to policy updates.

This approach balances brand management with public accountability. 

It allows your main page to stay focused on broader, positive content, while still delivering transparency where it matters.

Use another brand’s channel

If your concerned about managing the backlash, using a trusted third party can be a smart move.

Industry bodies or partner brands often have strong followings and credibility so you can work with them to shape the message by supplying the quotes, footage, or facts.

Light Up Racing is more than happy to be that outlet. We can share clear, balanced messaging on your behalf when neutrality matters most.

Or the message could come directly from a CEO, head vet, or respected senior figure – a known name will cut through noise and feel more human than a corporate statement.

It’s a practical way to stay transparent while protecting your primary brand.

Your year-round preventative awareness welfare content absolutely should run through your main brand channel. This is the content that builds long-term trust, shows the culture of care in your organisation, and shapes what people see when they search online. It’s reputation building.

Tone matters, but you don’t have to go completely silent.

You can still post about winners and key results, but do so with sensitivity. Here’s how to approach it:

  • Include a clear acknowledgment of the fatality in any race result or winner posts. For example:
    “Congratulations to [Winner Name] and [Connections] on today’s win. We are deeply saddened by the loss of [Horse Name] during an incident in the race, and our thoughts remain with all who cared for [him/her].”

  • Remind on-air talent and winning connections to mention the incident in post-race interviews. It doesn’t diminish the win, but shows awareness and respect.

  • Delay posting upbeat or celebratory content (especially sponsored or automated posts) after a high-profile fatality.

  • Be aware: when a celebration goes out with no acknowledgement of a fatality, it can feel jarring, disrespectful and even callous. The damage to your brand and the sport’s perception can be far greater than the short-term disruption to your content plan or promoting a winner.

  • Lead with empathy: Godolphin’s tribute to Maple Leaf Mel, following her tragic breakdown in the Test Stakes at Saratoga, is a standout example of leadership. Their public acknowledgement and gesture of sending the winning flower garland to her connections demonstrated deep respect, humility, and humanity.

  • Remember: racing does go on, but after a pause. Acknowledge the moment, then return to your planned content with care. Later, a moment of reflection or tribute (such as a social post, video, or re-share from connections) will further demonstrate the values you want to stand for.

Not necessarily… in fact, explaining the injury can help close the door on backlash, not open it.

When people see a horse was euthanised, they often ask: “Why? That injury wouldn’t be fatal for a human.”

If you don’t answer that question, someone else will, often with misinformation or outrage. Instead, clear, calm, educational content shows leadership and can shift the conversation from shock and anger to understanding and empathy.

Here’s why it works:

  • It meets the public where they’re at: confused, concerned, and looking for answers.

  • It builds credibility by being transparent, not defensive.

  • It gives your advocates something to share, helping steer the conversation online.

And remember: you’re not speaking to the outraged keyboard warriors who want racing banned no matter what. You’re speaking to the everyday person with questions – the kind who Googles “why was the horse put down?” and deserves a truthful, human, and science-backed answer.

You can do this through:

  • A short vet-led video explaining the nature of the injury.

  • A blog or infographic using analogies to explain why horses can’t always recover from serious injuries like humans or dogs.

  • Posts linking to Light Up Racing’s Common Questions hub for expert resources and plain-English explanations.

It’s to help people understand the outcome, not to excuse it.

Consistent welfare messaging builds trust, not fear.

People don’t expect perfection; they expect honesty, accountability, and care.

When your platform shows the measures in place, from pre-race vet checks to diagnostic tools and rehoming programs, it helps shape a realistic understanding of what racing actually looks like today. Not what a headline or viral post might suggest.

Here’s why it works:

  • Proactive transparency builds credibility. If people only hear from you when something goes wrong, they’ll assume things are hidden. But if they see regular, thoughtful welfare posts, they’ll know it’s part of the culture, not just crisis management.

  • It answers questions before they’re even asked. And that means less space for misinformation to take hold.

  • It shows leadership. You’re not just reacting. You’re owning the conversation.

You’re not amplifying the risk but demonstrating that the industry takes it seriously and is always working to improve. That builds confidence, not concern.

If this becomes a media storm with national coverage, mounting public criticism, or political pressure, the organisation must move from simply sharing facts to owning the moment and leading the narrative.

Here’s what to do:

1. Acknowledge the seriousness and your responsibility

Don’t deflect, don’t hide, be upfront: “This happened on our watch. We are responsible for ensuring high standards of safety, and we take that duty seriously.”

If the facts aren’t yet clear, say so: “The cause of [Horse Name]’s injury is still being reviewed. We are examining veterinary records, pre-race checks, race footage, track data, and the necropsy findings. We will provide further updates as more information becomes available.”

You don’t need to know everything right away, but you do need to communicate what you are doing to find out.

2. Lock in the facts and the voice

Confirm what is known, what is still being reviewed, and who is authorised to speak. Stick to facts. Avoid speculation or blame.

3. Respond fast and stay visible

Post early, post often, when facts are confirmed.

Share updates at regular intervals to avoid creating a vacuum for misinformation.

4. Use trusted voices

Pair your CEO or senior leader with a subject matter expert (vet, steward, surface manager).

If someone else is the spokesperson, senior leaders should still be visible and available.

Who to call for help
  • Light Up Racing: We provide strategic support, help prepare statements, media and social responses, and can connect you with subject matter experts. We’re available for crisis escalation support and media training workshops if needed.
  • Your lead veterinarian or medical officer: Vets bring a trusted and calm voice. Get them involved early and offer media training if needed – the AAEP have an on-call service for this purpose.
  • Your PR or communications team/advisor: Don’t try to manage this solo. Escalate it to the professionals as soon as it begins to pick up momentum.

Final note:

Trying to ignore the situation can backfire and cause the damage to be tenfold. You need to be brave, own the moment and be transparent. Ultimately, accept responsibility… that’s how trust is built, and rebuilt.

Light Up Racing has created this resource to be your go-to support system in moments like these. Everything here, from response timelines and message templates to FAQs, video ideas, and expert quotes, is designed to help you respond quickly, clearly, and credibly.

And we’re just getting started.

We’ll continue building and updating this hub with new content, templates, educational explainers, and real-world examples you can adapt and share. Whether you’re a trainer, race club, industry body, or rehoming group, this toolkit is for you. Use it. Share it. Make it yours.

And if something’s missing? Reach out, we love hearing from you.

We can also help you quickly prepare clear, professional content in the heat of the crisis. That includes:

  • Drafting social media posts and public statements

  • Connecting you with trusted vets and technical experts

  • Providing media prep and talking points

  • Sharing visuals and explainer templates (videos, infographics, blogs)

Click here to contact us

Subject Matter Experts 
Your local or state regulatory vet, steward, surface manager, or welfare officer may be willing to speak on record. These are credible voices that carry weight, and Light Up Racing can help coach or prepare them if needed.

Industry Partners
Other organisations may already have content that can be reshared or repurposed. Look to national governing bodies, welfare initiatives, or rehoming groups who may have strong public-facing resources.

Remember:
You don’t need to have a slick video ready within hours, but you need to show you’re engaged and taking it seriously. A simple, honest post goes a long way, and support is available to help you do it right.