Never wrestle with a pig and other reasons for silence

Most PR-experts would say that silence is not an option. But there are some situations where silence is the choice. Here are four of them:

1. When your brand ambassadors or customers are already defending you against criticism, silence may be the option instead of joining the discussion. Brand voice would probably fuel only greater criticism.

2. Crisis-management best practice is an immediate response when the reputation is on the line. But sometimes a temporary silence is necessary for an accurate response.

If a company speaks before it has all the information, it risks inflaming the crisis, or even inviting legal liability. Far from an ideal, but sometimes rushing in without facts is worse.

3. A company may sometimes choose not to comment on a relevant development for SEO reasons. (Third-party advocates or industry trade associations can speak for the individual players without having any company in the public discussion.)

4. It doesn’t pay to engage with critics when they’re minor players, crazy, or both. Any significant social response may elevate or dignify a claim, while silence keeps the brand’s standing above cranks.

Never wrestle with a pig. You just get dirty and the pig enjoys it.

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