When silence as a crisis response is golden and when it is not: Insights from South African PR consultants

As a crisis communication strategy, silence has received scant scholarly attention. This study, guided by an expanded version of the Image Repair Theory, where silence is a sixth strategy—alongside denial, evasion of responsibility, reducing offensiveness, corrective action and mortification—draws on semi-structured interviews with 12 South African public relations (PR) consultants—explores the consultants’ perception of this long-neglected crisis communication strategy. The findings demonstrate that crisis-affected organisations frequently apply silence to buy time for legal consultations, fact verification and internal messaging alignment. However, when used to avoid stakeholders or hide the unfolding crisis from them, it is reputationally risky. The study introduces the “Three-Clock Model”, comprising legal, organisational and media timelines, which, when aligned, enhance credibility and reputation. Theoretically, the study is an addition to the burgeoning body of work reconceptualising silence as a deliberate rhetorical strategy. Empirically, it enriches the under-developed literature on strategic silence and PR consulting.