Talk Is Cheap. Not Talking Is Expensive

"Samantha Flynn, founder, is a communications expert with 20 years of experience shaping brands, campaigns, and thought leadership. As macroeconomic headwinds continue to settle across the U.S. and globally, businesses are working to navigate an uncertain landscape. While some cost pass-through to consumers is inevitable, companies are also seeking ways to streamline operations and minimize friction at the end point. In times like these, marketing budgets, especially public relations efforts, are often the first to face cuts."

"This is a pattern as old as time. PR suffers from a perception problem: When it's executed well, it looks effortless, and therefore expendable. Executives assume the work can be done in-house, minimized or paused without consequence. But what makes this specific economic moment unique is the lesson many brands are now learning the hard way: While talk may be cheap, not talking is far more expensive."

"Today's market is as socially volatile as it is financially volatile. In a hyper-polarized society, even seemingly small, traditional marketing decisions can spark outsized reactions. A logo refresh. A celebrity endorsement. A tagline. All can become flashpoints. This doesn't mean brands should retreat. Quite the opposite. It means communication must be proactive, thoughtful and aligned with a brand's values. Gen Z in particular demands transparency and social consciousness from the companies they support. Silence in the face of scrutiny can be interpreted as indifference-or worse, guilt."

Macroeconomic headwinds are prompting businesses to streamline operations and cut costs, with marketing budgets and public relations frequently the first targets. PR faces a perception problem because successful work appears effortless and is therefore seen as expendable, and executives often assume it can be handled in-house without consequence. In a hyper-polarized market, small marketing choices can provoke outsized reactions, so brands must communicate proactively, thoughtfully, and in alignment with their values. Gen Z demands transparency and social consciousness, and silence amid scrutiny can be perceived as indifference or guilt. Smarter, anticipatory communication is preferable to reducing visibility.

Read at Forbes