It’s natural to speak up during a crisis. Words are often considered a primary tool in crisis management. However, a less conservative yet equally smart approach exists in strategic silence.
The art of strategic silence lies in deliberately holding onto information during turbulent times rather than giving in to pressure or acting in haste and responding to each comment or review. Not gauging when to employ strategic silence can impair an organisation’s integrity and credibility.
The Power of Holding Back
In the moment of crisis, there is an onslaught of emotions, anxiety, and tensions that are difficult to control. However, taking a moment to think it through with calmness and discretion can help protect the brand image and reputation. Sometimes saying nothing during a crisis may be the most prudent course of action. For instance, during an ongoing inquiry or a legal matter, premature disclosure of information can prove detrimental to the sanctity of the process. Companies should conduct an in-depth investigation first, and when they are ready to communicate ─ the message should be clear, unbiased, precise, and encouraging.
Maintaining a Unified Message
Strategic silence plays a key role in maintaining a unified message. All information must be strictly vetted and agreed upon by the stakeholders, legal team, and PR personnel. Organisations need to maintain a level of consistency in their messaging. This unified approach helps build trust and prevents the spread of misleading information.
Internal alignment is vital. Before any public announcement, all stakeholders and relevant departments should be on the same page. A disciplined, coordinated response speaks volumes about the organisation’s values and ethos.
Building Trust Through Transparency
While strategic silence involves withholding certain information, it does not equate to maintaining being completely tight-fisted about critical information. Transparency is essential in effective crisis communication. If thorough investigations require time, the same can be communicated with an assurance that updates will be provided once the information is vetted.
For example, during the Boeing 737 Max crisis, the company faced intense backlash following two fatal crashes. At first, their communication strategy was ridiculed for being slow and ambiguous. However, as the investigation progressed, Boeing adopted a more strategic approach ─ updates were made public after being vetted and aligned with investigative findings. Being transparent coupled with periods of silence, ensured that there were minimal discrepancies, compromises or hearsay.
The Challenges of Social Media Silence
In today’s digital era, social media is both a boon and a bane, especially in crisis communication. People expect immediate responses. Prolonged silence can be misinterpreted as negligence or indifference. On the other hand, over-communicating on social media has its repercussions.
To manage effective communication on social media, organizations should prepare in advance. A crisis communication plan for social media management should clearly outline the protocols to be followed ─ who is authorized to post, what information is to be shared, and how to handle public inquiries. A clear strategy allows the organization to share information in a meticulous and focused manner.
For example, Cracker Barrel, an American restaurant chain, got mired in controversy, when a displeased customer posted negative remarks on social media on why his wife had been fired from the company. This incident gained momentum with hashtags, petitions, and satirical sob stories on social media. During this stressful time, Cracker Barrel chose to remain silent, and not publicly address the issue. Now, this is a lesson in how nothing in PR can take a cookie-cutter approach. Their silence received severe backlash, and while there are people both for and against the brand’s decision, this social media storm has since become a case study in what not to do.
Preparing for an Eventful Public Response
Strategic silence can prove valuable in the short term, but it is imperative to prepare for a public response eventually. The preparation comprises gathering all information based on facts, consulting with legal and PR teams, and crafting an accurate, honest, and empathetic message. The communication to be sent across should put all stakeholders' disgruntlement to rest ─ by providing actionable insights and outlining corrective measures taken to resolve the issue.
Even during periods of silence, organisations must constantly monitor the complexity, virality, and gravity of a crisis problem. This activity is essential for measuring public sentiment and preparing for the apt moment to speak out.
In the world of crisis communication where an organisation's image and reputation are at stake, the prudent thing to say during a crisis may be nothing at all. Instead of impulsively responding to every negative message, take some time to evaluate the situation, weigh the pros and cons, and then decide the next course of action.
Remember, knowing when to speak out and when to remain silent can help build a brand’s reputation and put public speculation to rest.
Psst! This blog was made with 💕 and created after some thought by a real person.
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