Believe it or not, silence has a voice, and this is absolutely normal in the human universe. Or do you think that only speech communicates? Silence also communicates.Even when silence is a strategic action, it’s not worth it. There will always be an interpretation. A take. And this makes a difference in any relationship. There’s no use pretending that no one spotted it, that it has gone unnoticed. It hasn’t. It won’t be long before someone will voice their take on the silence. They will interpret and form an opinion about it.
The grapevine is instant, the gossiping quickly contagious. At coffee break, lunchtime or happy hour. All the employees will comment on what they saw in the official silence, in what went unanswered. And the Internet, with its plethora of e-mails, blogs, chats and other channels will multiply the versions and comments. This makes talking about things essential. And of course knowing what to say and how to say it is key. But it’s vital to talk about issues – strategies, tactics, change of directions, downsizing or any facts, news or rumors, after the due analysis. Always.
The world screams out for transparency. As do markets, consumers and voters more than ever. And silence is a loud voice. It has never been a source of good advice, from lovers’ tiffs to suspected accounting scandals, environmental disasters or work accidents. If there’s nothing to be said right away, ask for some time to present your account of the facts. Asking for time to clarify a situation is no bad thing. It’s quite the opposite, a sign of intelligence, and the employees respects this. As well as any stakeholder. Because silence, this intangible thing, can cause tangible damage to the value and the reputation of brands, products, programs and leaders. An intangible that can prompt a strike, a boycott, an investigation or a breach of contract.
Therefore, heed this: use the organization’s voice correctly. There’s no need to shout to draw attention, no need to embark on content-free advertising, when you are in a glass house, or to champion a cause that has nothing to do with the business identity. None of it. But there’s no need for gagging when things are not going well, because silence can only make them worse.
Silence is the siren song. It only appears a good solution, for the voice of silence is a cry that echoes loudly. And if you don’t like what you hear, pay attention to what you’re leaving unsaid. As one way or another you are communicating something, whether you want to or not, all be it in a planned manner with foresight, or just fire-fighting, with huge costs for the organization, its image, credibility and future. After all, silence is an unsustainable business.
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