When Staying Out of the News Can Be the Best PR Move

When people think about public relations, they often picture splashy headlines or glowing profiles in top-tier publications, the kind of media exposure that puts a company or portfolio in the spotlight for all the right reasons. That sense of external recognition can feel like a powerful validation of all the behind-the-scenes effort. 

But PR is about more than media coverage and exposure. In fact, one of the most valuable services a skilled PR team can offer often happens completely out of view: strategic discretion. Sometimes, the best PR move you can make is staying out of the news altogether. 

While you can’t always control whether a reporter uncovers a story, you can control how prepared your team is to respond, ensuring the exposure remains minimal, measured, and aligned with what is best for the company and stakeholders. 

Proactively Monitor Current Events 

The media landscape, including coverage of current events, the global political climate, and social media, is a constantly evolving space, and it’s crucial for PR teams and their client partners to stay in tune with it. Legislation, policy shifts, local zoning decisions, or even social media trends can dramatically shape public perception, investor confidence, or tenant sentiment. 

One of the phrases you’ll often hear in the media is, “While we don’t have a crystal ball…” but the truth is, with close attention to public policy and current events, we can often anticipate how certain stories are likely to unfold. Before speaking to the media or posting publicly on your social media channels, ask yourself: 

• Will this action genuinely reflect the company in a clear and positive light, or are you pursuing it simply for the sake of being featured prominently? 
• Is there a compelling reason to speak out right now (e.g., reassuring investors or stakeholders)? 
• Is your message adding clarity or value, or are you just feeding the news cycle? 

Sometimes saying nothing is the message, especially when timing or uncertainty could lead to misinterpretation. 

Learn from Industry Peers and Competitors 

A critical but often underappreciated aspect of PR is tracking how other companies, especially those in your sector, are managing media scrutiny. When a peer company faces backlash, take notes. What did they say? How did they say it? Did they recover quickly, or did the issue snowball? 

This kind of media monitoring helps identify: 

• Which reporters are covering issues relevant to your business 
• What messaging tactics worked (or didn’t) 
• How silence, transparency, or selective disclosure influenced outcomes 

By studying the playbooks of others, you’re better equipped to tailor your own. 

Crisis Planning Starts Before the Crisis 

Whether it’s a natural disaster, on-site incident, or an upcoming negative financial outcome, every team should have a clear, internal crisis communication plan, and that plan must be constantly reviewed and updated. 

Establish: 

• A clear reporting protocol: Who should employees notify first? 
• Communication guidelines: Remind all team members not to speak to external parties. 
• Chain of response: Ensure legal, communications, and PR are aligned on message development. 

For unpredictable emergencies (fires, crime, leaks, injuries), speed and clarity are essential. But for foreseeable issues like defaults, refinancing, or potential foreclosures, PR teams have the advantage of time to plan a strategy. 

Be Strategic About Financial Announcements 

When it comes to financial activity around properties, timing and messaging are essential. Whether it's refinancing, dealing with distressed assets, or selling at a discount, these announcements can attract attention, for better or worse. 

Instead of rushing to announce that a refinancing or sale is in progress, consider holding back until there’s a tangible outcome. Announcing prematurely could create risk. If the deal falls through or underperforms, the negative coverage or damage to a relationship with a top-tier media outlet can outweigh any initial buzz. 

Sometimes, a more strategic approach is to lead with success: 

• Secure the refinancing, then announce it with a confident message. 
• Wait until a property is sold, then shape the narrative around the outcome, not the uncertainty. 

This not only protects reputation but gives you more control over how your company’s story is told. 

Quiet Wins Are Still Wins 

A successful PR strategy isn’t just about building visibility and exposure. It’s about managing risk, protecting reputation, and choosing when not to be the story. Staying out of the headlines doesn’t mean you’re doing less. It sometimes just means you’re doing it smarter. 

Your PR team should be as focused on navigating potential storms as they are on celebrating proactive media coverage. Because sometimes, the greatest proof of PR’s value is when the world doesn’t hear about what happened behind the scenes.