The media abhor a vacuum. If you make them guess, they just may go looking for answers anywhere they can find them.
And yet, time after time, firms and organizations try to keep the lid on information during a crisis, believing it's better to say little if anything. It's probably human nature, lawyers or a combination of both that prompts the tight-lipped response.
If you choose to follow that path, good luck.
Be prudent. Be careful. But beware the impact of saying nothing. Why?
Ultimately, a company is judged more by their response
It looks bad.
Ultimately, a company is judged more by their response to a crisis than the crisis, itself. And, how can the public assess the response if they don't know?
That's where some level of communication with the media must apply. When reporters don't get answers from the main source, they'll go elsewhere. Would you rather have them get their information from your team or the rumors and speculation on social media?
Develop the mindset that something must be said. Then, work on crafting the message.
Mack Communications | Twitter: @mack_comm