Not every brand needs to join the conversation
Here’s a wild thought: sometimes, saying nothing is the smartest comms move you can make.
Now, that might sound odd coming from us. After all, we’re in the business of storytelling, right? But with 12 years of watching brands talk themselves into trouble - and out of relevance - we’ve learned a golden rule:
Just because everyone else is talking, doesn’t mean you have to.
At Clearbox, our strategic approach for our clients is built around thoughtful communications. That means knowing when to speak - and just as importantly, when not to.
Under Pressure (to say something)
We get it. The internet never sleeps. Other cliches are available. Twitter (sorry, X) is a rolling news feed, Instagram is a commentary carousel, and TikTok is…well…TikTok. The temptation to jump into the conversation, or on the latest trend, meme, or moment is real.
Clients sometimes come to us asking, “Should we post about this?” or “Everyone else is commenting, do we need to?”
Our answer is usually a question in return. “What do you actually have to say?”
If the answer is “not much,” then it’s okay to keep your powder dry.
Sometimes, silence is a strategy.
John Lydon famously sings ‘anger is an energy’ but if you put ‘silence is a strategy’ into the same bit of music, it makes sense.
There’s a big difference between being quiet and being absent. Choosing not to jump on every trending topic doesn’t mean your brand is asleep. It means you’re being deliberate about your communications.
We’ve seen it time and time again- brands pushing out statements, memes or reactive posts because they feel like they have to. But if it’s not aligned with your values, tone of voice or audience? It sticks out like a sore thumb.
And worse, if it’s tone deaf, opportunistic or just plain unnecessary then it can do more damage than saying nothing at all.
Trust us, we’ve sat in war rooms during comms crises where the first instinct was to “get something out fast.” But the best results came when we took a beat, thought it through, got the information we needed and spoke when we had something meaningful to add.
You don’t need to write War & Peace
When you do have something to say, don’t feel like you need to draft a manifesto.
In 2025, attention spans are shorter than ever. (Seriously, you’re still reading this? You deserve a treat. Come to our office and collect your prize.) Often, the most effective comms are the most concise.
A simple, well-crafted sentence WILL land far better than a 700-word statement. A punchy caption can say more than a lengthy blog. A clear, confident comment can steer a conversation more effectively than a reactive ramble.
At Clearbox, we help our clients cut through the noise. We distil the key message, find the right tone, and deliver it in a way that lands.
Because it’s not about shouting the loudest. It’s about being heard.
The power of pause
Sometimes, a pause is the most powerful thing you can do. Pause to listen. Pause to reflect. Pause to plan your response, instead of diving in, head first.
We once had a client recently who was eager to jump into a trending news story. It was everywhere, and their competitor had just posted something about it. But we looked at the bigger picture was it relevant to their brand? Could they say something unique? Would their audience care? Did the issue being discussed actually impact them?
The answer was no.
So we advised them to hold. And a few hours later, the story took a sharp turn, and the brands who had jumped in early were left scrambling.
Sometimes, sitting it out is a win.
Meaning beats momentum
It’s easy to feel FOMO when every brand is piling in on a news story or a cultural moment. But if it doesn’t align with your brand values, or if you’re stretching to make it relevant, it won’t resonate. Worse, it could confuse your audience or dilute your credibility. Example – most of the brands who’ve tried to jump on the Oasis bandwagon.
This doesn’t mean you can’t ever have fun with trends or jump into the right conversations. It just means you need to be strategic. Know when to get involved. Know when to let it pass. And know that both choices are valid when made for the right reasons.
That’s where we come in
At Clearbox, we don’t just manage communications. We help shape them.
We’re not interested in chasing noise for the sake of it. We’re here to build reputations, manage risk, and craft messages that actually matter. We do this through detailed strategy.
Whether it’s helping you decide when to speak up, how to frame your voice, or when to keep things simple, we’ve got the experience, and the instincts, to guide you.
We’ve helped clients through product recalls, viral social media posts, business issues, and unmissable opportunities. And through it all, our approach stays the same:
Be thoughtful. Be relevant. Be ready.
Not every brand needs to join every conversation.
But when you DO speak, then make it count.
