Silence Isn’t a Communications Strategy (Lora Mosley Commentary)

(Shutterstock)

You never want a crisis to be the first time your audience hears from you. Earning trust amid heightened emotion and scrutiny is almost impossible.

Winning people over in our current political climate is difficult enough. According to the Pew Research Center, only 17% of Americans trust the government, and 51% have trouble determining what news is and isn’t true. That makes a public servant’s job harder. You’re passionate about serving your community and creating positive change. Trust makes that possible.

Trust isn’t built overnight. It’s earned through consistent communication and relationships. That seems simple until you look at the work required and all the issues and crises that could happen along the way. The good news is, with creativity, strategic planning and proactive communication, you can connect with your audience and earn their trust.

Through my public affairs certification and work with public sector clients, I see firsthand how proactive communication raises awareness of important issues and leads to meaningful change. I’ve also seen the opposite. When there’s no communication, the silence is filled with misinformation and inaccuracies that must be corrected.

Some argue the best way to avoid a crisis is to go unnoticed. However, crises happen and require a response. Without regular goodwill deposits into your audience’s trust bank, there’s nothing to withdraw when needed.

Another argument I hear is it’s pointless to fight misinformation because it’s never going away. With the rise of artificial intelligence, misinformation is growing, and I agree. Misinformation is inevitable. But inevitability doesn’t mean defeat. You can plan for misinformation. When you’re in an offensive position built on truth, you can anticipate false narratives and develop a plan to address them.

These arguments assume that silence or surrender is safer than engagement. Instead, they limit your ability to control the narrative. Through proactive communication, you can tell your story and connect with your audience.

This is a long-term commitment. It requires research and planning to identify concerns and determine the messages that resonate. The results are worth the preparation to connect with your audience and establish a relationship that builds trust.

Over time, transparent and honest communication establishes credibility and trust. Remember, trust is fragile and can be destroyed in a moment. By holding yourself and your team to high ethical standards, you can maintain trust even when a crisis strikes.

Breaking through the noise is challenging. The Communications Group’s 2026 Public Affairs Marketing Trends Report is a resource available now, offering strategies to help you connect and build trust with your audience.

Silence isn’t a communications strategy. If you’re unsure how to get started, search for a trusted partner with expertise in crisis communications and government outreach or G2C (government-to-citizen) communications who can help you build and implement a disciplined, research-driven plan.

Lora Mosley is the account manager and senior public relations specialist at The Communications Group, where she leads results-driven public sector campaigns focused on brand visibility and stakeholder engagement to help clients make a positive impact.