How timing, tone, and measured restraint can transform a brand’s public relations strategy during sensitive moments.
One of my favourite speakers recently shared a story.
Eager to learn the basics of chess, he pulled up a beginner’s demo online, the kind that explains moves slowly, step by step. He leaned in, following along as the pieces began to dance across the board. Yet, his attention kept drifting to one particular piece. This single piece just sat there unmoving and untouched for almost the entire game.
But then, in the final moments, everything shifted. This long-forgotten piece was put to action. One calculated move later, it delivered the final game-ending checkmate.
“I didn’t understand it, and somewhere in my confusion, it hit me,” he said, “Stillness isn’t the same as irrelevance. Some moves are so decisive, they don’t need constant motion to matter.”
Silence as a Strategic Weapon in Crisis Communications
In crisis communication, speed can be vital for control and clarity, but there are moments when silence, used intentionally and strategically, is just as powerful. Strategic silence allows a brand to verify facts, align internal teams, and prepare a message that is not only accurate but also speaks to its audience.
The MIT Sloan School of Management calls this creating mental “spaciousness”, those intentional pauses that pull us out of constant reaction mode and allow us to think clearly. In PR, this takes shape as holding back just long enough to truly read the room, weigh options, and craft responses that support long-term goals.
This is not avoiding responsibility. This is showing discipline, confidence, and control over the narrative.
When Strategic Silence Works (And When It Doesn’t)
Strategic silence is more about timing than withdrawal. In sensitive situations, a brand may choose to delay a complete statement while still signalling awareness and commitment to updates. In such moments, an empathetic holding message reassures stakeholders that the brand is listening, engaged, and taking the matter seriously.
Rushing to debunk claims or address issues publicly in panic mode, before all facts are verified, can cause more harm than good. Strategic silence allows a brand to gather accurate information, align internally, and plan a measured response.
The 48-Hour Rule We Use at Carpe Diem
Unless lives are at immediate risk or regulatory requirements demand a faster response, we recommend the 48-hour assessment window:
- Hour 1-6: Internal fact-gathering and stakeholder notification
- Hour 6-24: Strategy development and message crafting
- Hour 24-48: Final review and coordinated response launch
This framework has helped our clients navigate sensitive situations while maintaining stakeholder trust and avoiding potential reputation damage.
When NOT to Stay Silent
Strategic silence fails when:
- Public safety is involved
- Legal obligations require immediate disclosure
- Misinformation is spreading faster than you can control
- Your silence is being interpreted as guilt or indifference
The key is reading the temperature of your specific situation.
Strategic Silence in Action: Real Case Studies
Samsung Galaxy Note 7: The Reset That Saved a Brand
During the 2016 Samsung Galaxy Note 7 crisis, the company first underestimated how severe the battery problem was and went for a partial recall. But as more reports came in, Samsung didn’t just scramble to respond with quick fixes. They hit pause, took time to investigate thoroughly, and worked behind the scenes to figure out the best way forward.
When they came back with their next move – a full recall, a stop to production, and complete refunds or replacements – it was a clear, confident solution backed by straightforward, customer-first communication. That short window of silence was a smart reset that gave them space to act decisively and protect their reputation.
Aiteo Oil Spill: Local Excellence in Crisis Management
In June 2024, Aiteo detected an oil leak at its Nembe Creek facility in Bayelsa State, Nigeria. Rather than rushing to make public statements, the company paused operations immediately and activated its Oil Spill and Emergency Response Team. They worked with regulators and community representatives to assess and contain the situation.
During this period of strategic silence, Aiteo focused on investigating the cause, implementing safety measures, and coordinating remediation efforts. Once confident in their plan, the company issued official statements outlining the steps taken to address the spill and prevent future incidents. This deliberate approach allowed Aiteo to protect its reputation, reassure stakeholders, and demonstrate responsible crisis management.
These examples illustrate why strategic silence works, but what happens when companies get crisis communication wrong?
The Real Cost of Getting Crisis Communication Wrong
Weber Shandwick research confirms that corporate reputation accounts for 63% of a company’s market value, making crisis mismanagement extremely costly. Among executives who experienced reputation crises, 76% admit the crisis was preventable – meaning most damage stems from poor preparation and response.
Deloitte’s Extended Enterprise Risk Management survey reveals even more sobering numbers:
- High-impact incidents can cost companies up to $1 billion per incident
- 30% of organizations surveyed expect share prices could fall by 10% or more if a crisis isn’t adequately managed
- One in two companies report that crisis costs have at least doubled in the past five years
The speed of social media means damage spreads faster than ever, but companies with strategic crisis protocols consistently minimize both financial and reputational impact.
Master the Brand Movement
In business and public relations, the difference between a swift recovery and long-term reputation repair often lies in when and how you choose to speak. Product recalls, scandals, and unexpected disruptions can strike without warning. The instinct is usually to respond immediately, but sometimes the more sensible approach is to pause just long enough to ensure the message lands with precision and authority.
This is why having a solid crisis management plan matters.
Just like the chess story, not every winning move is loud or immediate. In crisis communication, strategic silence works the same way. It creates space for clarity, reduces the risk of reactive missteps, and ensures that when a brand finally speaks, it does so with confidence and impact.
How Prepared Is Your Brand?
For over 5 years, we’ve managed crisis communications for clients across FMCG, financial services, technology, and entertainment sectors. Our strategic silence approach has guided 20+ Nigerian brands through reputation-threatening situations, while maintaining over 70% positive sentiment scores throughout challenging periods.
This success comes from understanding that crisis communication isn’t one-size-fits-all. At Carpe Diem, we help brands master this balance. We know when to step in and speak, and when to hold the line and let timing work in your favour. Our approach ensures your brand stays in control of the narrative, whether the world is watching in silence or waiting for your next move.
Ready to evaluate your crisis preparedness?
Most brands discover 3-5 critical gaps in their current crisis protocols during our assessment. Book a 30-minute Crisis Readiness Assessment with our team. We’ll review your current response protocols, identify vulnerability gaps, and design a strategic silence framework tailored to your industry and risk profile.