Why the Smartest Leaders Respond to Crisis By Saying Less

Entrepreneur

by Emily Reynolds

February 19, 2026

AI-Generated Deep Dive Summary

When faced with a public relations crisis, the most effective leaders often respond by saying less rather than diving into immediate explanations or speculation. This approach, known as the "Say Less Principle," emphasizes the importance of careful communication over hasty words that could escalate tensions. The article highlights that during a crisis, human nature often compels quick action, but this can lead to incomplete or inaccurate information being shared too soon, which may worsen the situation. The key takeaway is that in times of crisis, what you say matters more than how much you say. Over-communication can fuel speculation and intensify negative perceptions, whereas a measured response prioritizes accuracy and clarity. By avoiding the urge to fill silences with unverified details, leaders can prevent the need for public retractions later, which could further damage credibility. The article outlines three pillars of effective crisis communication: refraining from speculation, managing information overload, and avoiding retraction. Leaders should focus on delivering concise, accurate messages without overpromising or guessing at outcomes. This strategy allows them to regain control of the narrative while preserving their brand's integrity. For startups and entrepreneurs, this approach is particularly crucial due to their limited resources and higher vulnerability to reputational damage. A well-crafted response can mitigate harm, whereas rushed or excessive communication may amplify issues and divert attention from actionable solutions. In summary, the Say Less Principle teaches leaders to prioritize accuracy over speed, avoid speculation, and communicate strategically during a crisis. This method not only protects their brand but also fosters trust with stakeholders by demonstrating confidence and composure in challenging times.

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Originally published on Entrepreneur on 2/19/2026