The Case for Saying Nothing: Why Silence is Sometimes the Most Powerful PR Strategy

Imagine this: a few people in your friend group hear a rumour that you’re cheating on your long-term partner. It’s completely untrue, but before you know it, they’ve shared it with others, and suddenly the entire group is discussing your supposed infidelity. Now, imagine you’re not in a position to defend yourself. The frustration, the helplessness—it’s overwhelming.

Now scale that up. Picture this same false story being spread by thousands of strangers online, debated by influencers, and dissected in the news. The natural instinct is to jump in and defend yourself loudly and clearly. But here’s the problem: the moment you speak out, you’re confirming two things:

1. You’re aware of the situation. Even if it’s baseless, your response acknowledges that it exists, giving it a level of legitimacy it didn’t have before.

2. You’ve just alerted your entire audience to the issue. Many of your fans, followers, or customers may not have even been aware of the story—but now they are, because you’ve put it on their radar.

In trying to shut down the narrative, you risk amplifying it. This is why, counterintuitive as it may seem, staying silent is sometimes the smartest and most strategic move you can make. Silence denies speculation any oxygen, allowing it to fizzle out naturally.

What Makes My Approach Different?

I like to think I’m pretty decent at crisis PR, but I’m the first to admit I’m not a textbook businessperson. My conscience wouldn’t let me charge for an initial call when I know the person on the other end might walk away feeling like they’ve paid for nothing—or worse, that they didn’t even like me.

I know some people charge around $300, sometimes more, for that first call. Imagine paying $300 to speak with someone, only to think, I don’t even like them! It’s crazy. Crisis PR is such a personal, high-stakes process—you need to feel comfortable with the person you’re working with, not resentful because they’ve charged you a fortune before anything’s even happened.

That first call isn’t just for them to decide if they want to work with me—it’s a two-way street. I’m also deciding if I believe them, if their situation fits within what I’m comfortable taking on, and if we’ll actually work well together. Crisis PR often requires us to collaborate closely, sometimes in high-pressure situations, and there’s no point pretending we’re a good fit if we’re not.

I’ve had calls where I’ve told people that the best move for them is to stay silent—and I didn’t charge a penny for it. Not everything in crisis PR needs a paid plan or a strategy deck. Sometimes the best advice is simple and honest, and it shouldn’t come with a price tag.

When Silence Works—and When It Doesn’t

Silence is a powerful tool, but it’s not always the right choice. Here’s how I determine whether silence is the right strategy:

When Silence Works

1. When the story has no legs:

A client of mine was accused of unethical behaviour at their workplace. The accusations were vague, unsupported by evidence, and largely confined to social media. I advised them to say nothing. Within days, the story fizzled out, as the lack of reaction made it clear there was nothing to dig into. If they’d spoken out, they would have risked adding credibility to baseless claims.

2. When the public doesn’t deserve an explanation:

A celebrity client was being hounded by the press over details of their private life that had no relevance to their career. We decided not to issue a statement. Silence here reinforced boundaries and sent a clear message: not everything is up for public debate.

3. When timing is everything:

Another client faced criticism for a product launch. Instead of reacting immediately, we held back, giving us time to craft a thoughtful response while the noise settled. By the time we spoke, the public was more open to listening, and we could address concerns effectively.

4. When speaking out magnifies the problem:

Silence avoids the “Streisand Effect”—where efforts to suppress or respond to information unintentionally draw more attention to it. By staying quiet, you let the situation remain contained, rather than inviting further scrutiny.

When You Shouldn’t Stay Silent

When transparency is expected:

If a company experiences a data breach, silence isn’t an option. Consumers and stakeholders need transparency to rebuild trust. A lack of communication can appear evasive and fuel outrage.

When harm has been caused:

If someone has been hurt or wronged, silence can come across as dismissive. In one case, I worked with a public figure accused of making an offensive remark. They owned up, apologised, and took steps to make amends. Staying silent in this situation would have compounded the damage.

When misinformation gains traction:

A brand I worked with had a competitor spreading false claims about their business practices. In this case, staying silent wasn’t an option. We addressed the misinformation directly, backed by facts, and prevented it from damaging their reputation further.

When silence reads as guilt:

Silence can sometimes be misinterpreted, particularly when there’s a vacuum of information. If your audience is waiting for an explanation, staying quiet too long can backfire.

Smart Points to Consider

Your audience isn’t as tuned in as you think. Often, what feels like a massive scandal to you is barely a blip on most people’s radar. Speaking out may inadvertently make it bigger than it ever needed to be.

Silence can shift the power dynamic. When you stay silent, you’re refusing to play by the rules of the rumour mill or outrage machine. You control the timing and the narrative, instead of reacting on someone else’s terms.

Silence can help you gather facts. Knee-jerk reactions often lead to missteps. By staying quiet, you buy yourself time to understand the situation fully, strategise, and craft a response (if needed) that’s clear and informed.

Silence protects your mental health. Every word spoken in a crisis will be dissected, criticised, and twisted. By staying silent, you give yourself the space to think clearly, rather than rushing into a reactive state of mind.

The Quiet Wins

A public figure I worked with once faced a scandal they were itching to address. After listening to the details, I told them: don’t. Hold off, let it breathe. By the time we re-evaluated their options, the conversation had moved on, and their reputation was intact.

Another client had a family member leaking personal stories to the press. While their first instinct was to issue a furious denial, we decided to stay quiet. The silence diffused the family drama, and the media lost interest without further fuel for the story.

The lesson? The right move isn’t always the loudest one.

Final Thought

Silence, when used well, isn’t passive—it’s strategic. It requires patience, perspective, and a strong stomach for speculation. But sometimes, it’s the smartest move a person can make.

If you find yourself in a crisis, I’m here to help you figure it out. Whether the solution is silence or something more proactive, you’ll walk away from our first conversation with clarity, not an invoice.

Because sometimes the loudest thing you can say is absolutely nothing at all.