I have read a few remarks of renowned communications
experts to the effect that sometimes in PR, the best strategy is to do absolutely
nothing.
They point out though that the key is to know which kind of
situations warrant such a strategy, and which require rapid and immediate
action.
In my experience, some, perhaps most, crises fester by
every passing minute and can get out of hand if actions are delayed. But again,
it is not every time your clients or bosses are behaving like the ceiling is
going to cave in that it is, in fact, going to cave in. In such situations, the
professional thing to do is to stand your ground and counsel them to relax and
fight off the impulse to ‘do something’.
It is not one of the easiest things in the world to do, and
nomatter your explanation, you are bound to have a few execs or clients barking at you “we can’t just sit
and do nothing!” But, if you are convinced doing nothing will save a
potentially bad situation from getting worse, stand your ground.
Given some passage of time, people always come round to
seeing things in better perspectives, and will thank you for your counsel. It
has happened to me on a few occasions.
Have you ever had to counsel your client or management to
adopt the strategy of ‘keep mute and do nothing’? How did it play out?
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