Should I Post a Statement or Stay Silent?

You’ve upset people. There’s pressure building. Comments are piling up. A message from a journalist just landed in your inbox. And now you’re asking the question nearly everyone in a public crisis asks at some point - should I say something, or should I keep quiet?

The truth is, there’s no single rule that works in every situation. But there are patterns, risks, and tactics. I’ve worked with people who posted statements and made things worse, and I’ve worked with people who stayed silent and were criticised for that too. What matters is why you’re speaking, who it’s for, and what you’re trying to protect.

If you’re unsure, here’s what to consider before making your next move.

What’s the goal of your statement?

Before you write a single word, ask yourself - what am I trying to achieve?

• Do you want to apologise?

• Clarify the facts?

• Stop speculation?

• Reassure followers or customers?

• Protect your job or relationships?

A statement should always have a purpose. If you’re writing one just because “people expect it,” or “everyone else is saying I should,” then you’re not ready. You’re reacting, not responding.

Crisis PR is about strategy, not obligation. Silence can be powerful if it's part of a plan, not just avoidance.

What kind of crisis is it?

There’s a big difference between being cancelled over an opinion, and being accused of illegal or abusive behaviour. If the situation involves legal issues, your statement could be used as evidence, or become a headline in itself. In these cases, always speak to a lawyer first. PR advice and legal risk need to be balanced carefully.

If it’s a reputation issue… like a tone-deaf campaign, a personal controversy, or an online backlash - then timing and tone are key. The wrong tone will make things worse. The wrong timing can reignite a backlash that was dying down.

This is where working with someone like me helps. I’ve seen what lands well, and what gets screenshot, mocked and circulated for weeks.

Silence isn’t always cowardly - and speaking isn’t always brave

There’s a strange narrative online that staying quiet is the worst thing you can do. But that’s not always true. Silence, when used deliberately, can protect you from being misquoted, keep things from escalating, and give you space to act privately before speaking publicly.

Likewise, speaking up isn’t automatically brave or transparent. If you’re posting just to tick a box, or because you feel forced to respond, people will see through it.

An empty apology, or a statement that says nothing, is worse than silence.

What will your audience actually take from it?

You might think you’re being clear, calm and responsible. But your audience might hear something completely different. They might hear defensiveness. They might think you’re only sorry because you were caught. They might find your tone too cold, or too emotional, or too vague.

That’s the risk. Once your statement is out, you can’t control how it’s read. That’s why testing it with someone who’s emotionally removed (like a crisis PR consultant) can be crucial. You need someone who’ll tell you what it really sounds like, not what you want it to mean.

If you're going to speak, do it properly

If you do decide to speak, commit to it. Don’t make excuses. Don’t use passive language. Don’t try to please everyone.

Own what you’re owning. Be specific. Be clear. And know when to stop.

Over-explaining is the most common mistake. People panic, add extra details, and accidentally reignite questions that were starting to fade. Your statement is not a memoir. It’s a single, intentional message. You can clarify more later, if needed. But get the first one right, and you might not have to.

Posting a statement isn’t always the right move. Staying silent isn’t always weak. What matters is knowing what your situation actually needs, and not acting from fear.

If you’re in that moment… unsure, overthinking, wondering if every word might backfire, I can help. This is what I do. Not for celebrities in theory, but for real people going through real fallout. One-on-one, quietly, and with a strategy that fits your life, not just your feed.