Whenever I read about a company laying off hundreds of employees or closing down business, a disheartening common thing I see is how it was something that took everyone by surprise.
Keeping customer trust is important, especially during times of crisis, such as layoffs or operational challenges. When a crisis hits, whether it’s layoffs or service disruptions, it’s startling to see employees and customers blindsided without any explanation.
I find this choice to remain silent about hurdles rather odd and a missed opportunity. After all, a Google search can show reports about a company’s issues, and a dive into community forums or social media platforms can show former employees talking about their grievances. Meanwhile, the company’s own channels remain silent.
Most crisis communication experts will say it’s never a good thing for businesses to go quiet in the middle of a crisis. Silence can quickly turn to negative speculation. Let’s be real, you can’t just bury your head in the sand and hope the problems will evaporate.
Perhaps businesses might gain public favor by simply owning up to their mistakes and how they were tackling them. This approach could have strengthened the trust of existing customers and attracted new ones. After all, transparency and proactive communication can be powerful tools for retaining customers who are on the verge of leaving.
Large fleets recently released their second quarterly reports and conducted earnings calls, with most echoing the impact of the industry’s weak freight environment, and sharing how they’re dealing with issues, while others glossed over it.
By telling their side of the story, companies can control the narrative and offer context that might not be visible from the outside. Explaining what went wrong, and what steps are taken to resolve issues shows customers that the company is still committed. Telling your side of the story during a crisis shows that you’re not just focused on damage control, but on building lasting relationships based on trust.
While silence might offer temporary recourse, it’s also a missed opportunity to show integrity and real leadership.
