Why silence in the press is sometimes an image mistake
Many entrepreneurs in Częstochowa believe that if they don't answer the phone from a journalist, the problem will go away. This is a mistake that in November 2023 cost a certain manufacturing company the loss of 3 contracts in one week. A lack of communication is also a message – usually one that you have something to hide.
Information vacuum feeds rumors
The media does not like silence. If a journalist from a local portal has a deadline to submit text at 2:00 PM and you haven't responded to their emails since 8:00 AM, they will publish something anyway. They will use comments from Facebook or the opinion of a disgruntled former employee. This creates text over which you have no control. At Agora Giedroyć, we have seen many times how 6 hours of silence turned a small slip-up into a local scandal known to all suppliers within a 45-kilometer radius.
In July 2024, we helped the owner of a workshop who was accused of destroying an engine in an expensive car. The client started writing posts on local groups. The workshop owner, instead of replying briefly, blocked the client's number. This was a mistake. By evening, there were 47 comments under his post, including 12 from people who had never been to that workshop but felt an opportunity to hate. The silence made the workshop look guilty, even though the failure resulted from a factory defect in a part, not a mechanic's error.
A journalist will write an article with or without you. It's better if your facts are there.
When a statement is the only rescue
There are situations where you must strike first. If you know that the matter will come to light anyway – for example, there was an accident at work or a tax audit – it's better to prepare a 4-sentence statement. In December 2022, one of the construction companies we work with had a problem with a 9-month investment delay. Instead of waiting for people to start calling the newspapers, we sent an explanation to 3 editorial offices with a specific date for the completion of work. The press published it as reliable information rather than a sensational tip.
We act according to the principle: facts, not emotions. A good statement doesn't contain apologies for everything; it describes 1-2 key causes and shows what you are doing now. If your company has 14 years of tradition, don't let one week of uncertainty erase that. At Agora Giedroyć, we teach clients that the media is a tool. You can ignore it and lose, or you can give them ready material that will close the topic in 24 hours.
The one contact person rule
The biggest chaos arises when everyone in the company says something different. We had a case where the owner was silent, but a warehouse worker gave an interview to local TV while standing by the fence. What he said in 2 minutes, we were correcting for 3 weeks afterward. We protect your peace of mind by introducing strict discipline: from the moment a crisis occurs, only one indicated person has the right to speak on a given topic. Usually, it is the owner or an external advisor who can keep their nerves in check.
In May 2023, we conducted negotiations with a group of 12 dissatisfied contractors. They tried to force unrealistic rates on our client, threatening an article in a national daily. Thanks to the fact that communication was consistent and went through only one channel, the blackmail failed. We kept calm in the middle of the crisis, and the newspaper ultimately did not publish the text because it found no cracks or contradictions in our stance. Consistency is your strongest shield.
Risk analysis before sending an email
Before you send anything to the press, you must know what questions will be asked next. Often 1 piece of information opens a Pandora's box. At Agora Giedroyć, before every image reaction, we analyze the company's history from the last 3-5 years. We look for weak points that a journalist can hit. This is not paranoia; it is pragmatism. It's better to be prepared for 7 difficult questions than to be surprised at the first phone call after the statement is published.
Remember that once an email is sent, it cannot be undone. We have seen statements written in emotion at 10:00 PM that in the morning looked like a death sentence for the company's reputation. We act in silence and force a cool head on our clients. If you have doubts whether to speak or remain silent – call us. We will analyze your situation within 2 hours and tell you honestly whether your silence is golden or just a nail in the coffin of your business.
Emotions are the worst advisor in relations with the press. Facts defend themselves.
