Most of us are guilty of it. A problem looms or a crisis kicks off and the knee-jerk reaction is often to ignore it and hope it goes away.
Newsflash - it rarely does.
In this latest episode of our mini-series on PR's Golden Rules, David Yelland and Simon Lewis explain why doing something is usually better than doing nothing.
Two great examples from 2025 involve the BBC and the Royal Family. Both faced enormous crises - both faced accusations of not saying or doing the right thing quickly enough.
David and Simon explain the perils of being paralysed by group-think in such situations and the difficulties of making yourself heard when you know you've got a solution. And sometimes you have to accept that there isn't necessarily a right or wrong answer - but you just have to say something.
Producer: Duncan Middleton Editor: Sarah Teasdale Executive Producer: Eve Streeter Music by Eclectic Sounds A Raconteur Studios production for BBC Radio 4