Difficult times present the greatest opportunity for market rumors to play a heroic role and spread. Companies may find themselves direct targets for negative media coverage and word-of-mouth’s impact starts growing, affecting a company’s image and market perception.
This is a time when silence is most definitely NOT gold. In fact the only way a company can manage its perception and regain its image is to COMMUNICATE.
Employees, shareholders, customers, suppliers and local communities all need to understand what the company is doing and why. They also need to understand how it plans to remain viable for the long run. This is why the most dangerous action for a company is to ignore the situation or keep silent.