The Missed Scoop: Why Wellness CEOs Shouldn’t Stay Silent with the Media
- Lisa Dewberry
- Jul 7
- 4 min read
Silence is rarely golden when it comes to building your brand and business.
As a wellness CEO or founder, you may feel unsure about how to respond when approached by the media for a feature or interview. Should you participate? What if you say the wrong thing? These concerns are valid, but avoiding the conversation altogether can be unfavourable.
Before we explain how to approach media opportunities the right way, let us share a real story about what can happen when a brand chooses to stay silent.
The Missed Opportunity
A CEO of a fast-growing consumer wellness brand was enjoying major success. Their products were flying off shelves, investors were enthusiastic and their sustainability messaging was resonating with consumers. Then came the call: a respected journalist from a national sustainability publication reached out requesting an interview. She was investigating sustainability claims in the wellness industry and wanted the CEO’s perspective.
The company, wary of scrutiny, declined, not once but a few times. The internal thinking? If we don’t say anything, we can’t say the wrong thing. Better to lay low and let the story pass. Except it didn’t. A few weeks later, the journalist published a lengthy exposé. It included quotes from former employees and competitors, along with publicly available documents that cast doubt on the brand’s environmental practices. The company’s silence spoke volumes. To the public, it looked like they had something to hide.
The fallout was immediate:
• Loyal customers voiced disappointment on social media
• Investors put funding deals on hold
• Employees questioned leadership’s direction
• The CEO was left playing defense in the court of public opinion
What the CEO didn’t know? The journalist was open to hearing the company’s side but didn’t have that information and couldn’t include it in the story. The lack of response made the silence seem like guilt.
The Core Lesson: If You Don’t Tell Your Story, Someone Else Will
And you might not like how they tell it.
This isn’t just a PR slip-up, it’s a strategic misstep. For wellness brands especially, where trust, authenticity and transparency are everything, staying silent can damage your reputation.
At La Playa Media and Marketing, we work with purpose-led wellness brands every day. And one thing we know for sure: being mission-driven doesn’t protect you from scrutiny, it attracts it.
Customers want more than a great product or service. They want to know how your company operates, what values you stand for and whether your claims are real.
Why Wellness Brands Must Engage, Not Evade
Supplements, clean beauty, fitness tech, plant-based food, these are deeply personal choices. In wellness, you’re not just selling products or services; you’re selling trust.
So when your brand makes claims about sustainability, ethics or science, your audience takes them seriously. Any sign of inconsistency, secrecy or silence becomes a crack in your credibility.
Here’s why proactive media engagement matters:
Wellness Is Built on Trust
Transparency isn’t optional, it’s expected. Engaging with the media, even during difficult conversations, signals integrity.
Your Audience Is Informed (and Vocal)
Today’s consumers do their research. They follow investigative journalists, watch exposés and speak out on social platforms. Silence doesn’t protect your brand, it distances you from your audience.
Sustainability Claims Are Under the Microscope
Greenwashing accusations are rising. Regulators are watching. If you’re not willing to explain your sustainability efforts, people will assume you have something to hide.
Your Competitors Will Tell Their Story, and Yours
In the absence of your voice, others will fill the gap. And they may not be kind, accurate or fair.
What Proactive Media Engagement Looks Like
Being proactive doesn’t mean saying yes to every media request or overexposing your brand. It means having a strategic, prepared approach to communication.
Here’s how to stay ahead:
• Have a Clear Media Policy Know who handles press inquiries, what gets prioritized and how to vet opportunities.
• Train Your Spokespeople
Don’t let your CEO, CMO or technical leads go into interviews unprepared. Invest in media training.
• Be Transparent, Even When It’s Not Perfect You don’t need to be flawless. Customers appreciate honesty. Share what you’re doing, where you’re improving and how you’re holding yourself accountable.
• Monitor the Conversation Track what’s being said about your brand and your industry. Don’t wait until a crisis hits to start paying attention.
• Build Relationships with Journalists Don’t only reach out when you’re in trouble. Offer insights, comment on industry trends and establish trust before you need it.
A Strategic Shift Wellness Brands Can’t Ignore
For too long, brands have feared that saying the wrong thing would cause damage.
But saying nothing can be worse.
Proactive storytelling isn’t just a PR tactic, it’s a strategic advantage. It builds trust, fosters loyalty and protects your brand when it matters most.
In a crowded, competitive industry, your voice is one of your most valuable assets. Use it wisely. Use it often.
Need Help Telling Your Story?
At La Playa Media and Marketing, we specialize in helping wellness brands craft compelling narratives, build credibility and engage confidently with media. Whether you’re launching, scaling or facing scrutiny, our team is here to guide you.
Let’s make sure your voice is heard for the right reasons.