In today’s fast-paced digital world, building trust with audiences is more critical than ever for brands. I’m thrilled to sit down with Milena Traikovich, a Demand Gen expert who has helped countless businesses craft effective campaigns through analytics, performance optimization, and lead generation strategies. With her deep understanding of how transparency and communication shape brand reputation, Milena offers invaluable insights into navigating crises and fostering trust in an era where silence can be a brand’s biggest risk. In this interview, we explore the dynamics of rapid response in crises, the perils of staying quiet, the role of transparency in building trust, and the emerging challenges with technologies like AI.
How did a seemingly harmless moment at a Coldplay concert turn into a reputational crisis for a company like Astronomer?
It all started with a viral video clip of Astronomer’s CEO and chief people officer enjoying themselves at the concert. What seemed like a fun, relatable moment quickly got spun into a narrative questioning their leadership and priorities. Social media amplified the story at lightning speed, turning it into global headlines within hours. The public’s expectation for instant accountability put immense pressure on the company to respond, and it became a textbook case of how even small moments can spiral into major reputational challenges in today’s always-on environment.
What made Astronomer’s response effective in defusing the situation, and what can other brands learn from it?
Astronomer’s communications team acted swiftly with a witty, socially aware video that aligned with their audience’s tone and expectations. This wasn’t just about damage control; it was about showing they understood the conversation happening online and were willing to engage directly. The lesson for other brands is clear: speed and relevance matter. A transparent, well-timed response can turn a potential crisis into an opportunity to reinforce trust, but you’ve got to be prepared to move faster than the rumor mill.
Why has transparency become such a non-negotiable factor for brands in today’s media landscape?
Transparency is essential because the digital age has changed the game. Social media spreads information—and misinformation—in minutes, and audiences expect brands to keep up. People want to see accountability and humanity, not just polished PR. When brands are open about their actions or mistakes, it shows they value their stakeholders’ trust over short-term image protection. Without that openness, you risk losing credibility in a world where consumers have endless options and platforms to voice their opinions.
What are the dangers of staying silent when a crisis hits, and how does that impact public perception?
Staying silent during a crisis creates a vacuum that others—critics, competitors, or even trolls—will fill with their own narratives. That absence of communication often gets interpreted as indifference or, worse, complicity. The public doesn’t expect perfection, but they do expect engagement. Silence can erode trust faster than a misstep because it signals a lack of accountability. Over time, that can damage a brand’s reputation far more than the original issue ever could.
Many communications professionals feel pressured to avoid speaking out. What’s driving this trend toward silence?
A big factor is the fear of backlash, especially in a culture where a single misstep can lead to widespread criticism or ‘cancel culture.’ There’s also the issue of internal processes—legal reviews and compliance checks can slow things down significantly. Leaders often worry about saying the wrong thing, so they opt for caution over action. But this risk-averse mindset can backfire, as delays in response often make the situation worse by letting negative narratives take hold.
How can brands practically demonstrate transparency beyond just issuing a public statement?
Transparency goes deeper than a press release. It’s about consistently living your values—whether that’s through clear communication about decisions, owning up to mistakes early, or ensuring your messaging aligns across every channel. It also means engaging with stakeholders directly, answering tough questions, and showing the ‘why’ behind your actions. For example, if a brand messes up, a genuine apology paired with a concrete plan to make things right can rebuild trust more effectively than a generic statement ever could.
There’s a growing conversation about AI in communications. Why do professionals often find AI-generated content less human, and how can brands address this?
AI-generated content often lacks the emotional nuance and authenticity that human communication carries. Even when it’s consistent, it can feel mechanical or detached, which audiences pick up on. Brands can address this by being upfront about their use of AI—disclosing it proactively rather than waiting for criticism. Pairing AI tools with human oversight ensures the content still resonates emotionally while leveraging tech for efficiency. Transparency about AI use can actually become a trust-building opportunity if handled with care.
What internal barriers most commonly prevent brands from responding quickly to crises, and how can they overcome them?
Internal barriers like lack of resources, leadership indecision, and lengthy approval processes are huge roadblocks. These delays, often meant to minimize risk, end up amplifying it by leaving brands silent at critical moments. Overcoming this requires a top-down commitment to streamline approvals, invest in training, and empower teams to act decisively. Crisis simulations can also help build confidence, so when a real issue hits, the response feels instinctive rather than reactive.
What’s your forecast for the future of transparency in brand communications?
I believe transparency will only become more central as audiences grow savvier and demand more accountability. With social media continuing to evolve and technologies like AI becoming ubiquitous, brands will need to double down on authenticity and speed. Those that embed transparency into their core operations—treating it as a system rather than a reaction—will stand out. The future belongs to brands that see boldness and clarity not as risks, but as strategic imperatives for lasting trust and relevance.
