When Silence Is the Scariest Response: Why Leaders Must Control Their Narrative
Spooky season is officially upon us. For fall fanatics like me, this means every night is a Hocus Pocus movie marathon, the house smells like there is a pumpkin pie in the oven (when really it’s just a candle), and there is a new sweater in my Amazon cart pretty much every week even though in Texas the “cold front” is going from 90 to 80 degrees.
Of course, not everything spooky this season comes from movies or costumes. In business, one of the most frightening things a leader can do is go quiet. Silence might feel like the safe choice, but it often creates the biggest risks — opening the door for others to shape the story you should be telling. And just how glorious mornings make Winifred Sanderson sick, watching someone else twist your story into their own version can leave you with that same feeling.
The Cost of Silence
Silence can often give away control. When leaders don’t claim their place in the conversation, they increase the chance that others will define the story — competitors, employees, customers, or the media. A negative lead or rumor gains traction more quickly without a clear voice to counter it. By the time you respond, the narrative may already be working against you. Consistent communication doesn’t mean speaking on everything, but it does mean ensuring your brand’s voice is present before speculation takes over.
Silence vs. Strategy
There’s a difference between staying quiet to collect your thoughts and disappearing altogether. Strategic restraint allows leaders to be precise and thoughtful in what they say. Damaging silence, on the other hand, leaves others to fill the gap. The best leaders know how to pause long enough to be intentional without abandoning the conversation.
Controlling the Narrative Builds Trust
When leaders speak with clarity and consistency, it signals confidence and transparency. It shows stakeholders that the company has nothing to hide and everything to stand on. Proactive storytelling also reinforces a brand’s values and legacy, positioning leaders as steady voices in uncertain times.
Practical Steps for Leaders
Build a communications framework before you need it
Invest time into thought leadership to secure credibility
Respond in a way that’s timely, clear, and aligned with your values
These steps ensure that when the spotlight shifts to your business, you’re ready to own the moment.
Don’t Let the Story Haunt You
As fun as spooky season is, the real chills in business come when silence leaves room for the wrong story to take root. Leaders who stay present — who give their brand a steady, human voice — don’t have to watch from the sidelines while someone else takes over the plot. This October, don’t let your narrative get taken over—claim it, shape it, and lead with the clarity that keeps your story unmistakably yours. And if you’re looking for a partner to help you do that, let’s set up a time to chat by filling out the form below.
About The Author
Peyton Sides is KCo’s Digital Marketing & PR Assistant, known for producing fresh ideas, keeping projects on track, and jumping in wherever she’s needed. A graduate of Tarleton State University with a degree in Communication, she moved into her role full-time after a standout internship.
In her role, Peyton supports content development, public relations research, and marketing execution. She helps turn strategy into action — whether that means translating ideas into scroll-worthy posts, pitches into opportunities, or timelines into organized plans.