Silence Isn’t a Strategy: Why Cutting Comms During Times of Uncertainty is a Mistake

Playing sports teaches you this: when your opponent eases up, you step on the gas. When things get tough, you double down, not back off. But in business, that instinct sometimes disappears when it comes to PR and communications.  

Today, economic uncertainty is driving tough decisions. Inflation remains sticky, growth has slowed, and companies across industries are trimming budgets or reorganizing. 

When cost pressures mount, many brands get quieter or go silent altogether. But history and data tell a different story. Brands in Arizona and beyond that stay visible and vocal during challenging times don’t just survive. They emerge stronger. 

“The ball never lies” is a favorite saying of mine. In this case… 

The Data Never Lies 

The impulse to pull back during downturns is understandable. Budgets tighten, and leadership looks to reduce overhead. Comms and PR often get labeled as “nice to have.” But the data is clear. Strategic communications is not just valuable, it’s essential.  

Take trust. A 2023 survey by Salesforce found that 71% of consumers say they’ve lost trust in a brand because of a lack of transparency, and 68% say they’re more loyal to companies that communicate clearly and consistently, especially during periods of uncertainty. When brands go silent, trust erodes. That affects retention, recruitment, investor confidence, and long-term loyalty. 

Visibility also matters. Research by Peter Field and the Institute of Practitioners in Advertising (IPA) shows brands that maintain or grow their Share of Voice (SOV) during downturns typically increase their Share of Market (SOM) over time. When competitors pull back, the cost of gaining attention drops, and smart brands use that moment to break through. 

The Competitive Advantage of Showing Up 

If you have played sports, you know momentum doesn’t wait; you create it. The same is true in business. Downturns are when reputations are made or broken. Brands that stay in front of their audiences with clarity and confidence are the ones people remember when the rough inning ends. 

In challenging moments, visibility becomes a proxy for leadership. Brands that communicate with conviction signal stability, earn trust, and often win market share while competitors hit pause.  

Instead, leaning in offers a strategic advantage. Whether it is amplifying thought leadership, driving earned media coverage, refreshing your messaging, or strengthening internal communications to support employee engagement, now is the time to act. 

• Reduced media noise: Fewer competing voices means more visibility for your brand. 

• Strengthens trust: Transparent, consistent messaging fosters loyalty and credibility. 

• Future-proofing: When demand rebounds, your brand will already be top of mind. 

• Talent retention: Clear internal communications drive morale and engagement. 

• Own the narrative: In a volatile news cycle, the absence of your voice means others control the story. 

PR and communications are not cost centers, they’re growth engines. Brands that keep communicating when others retreat become the voices people trust.  

If you want to engage your audiences more effectively, stand out from the competition, build trust during uncertain times, and strengthen your brand’s presence when it matters most, Pierpont is here to help. Let us turn challenges into opportunities and ensure your message stands out.