Fill the Void

A couple of months ago, there were two fascinating stories on NPR by science correspondent Robert Krulwich. The stories described how the braincreates hallucinations in order to fill a void. One storydescribed how people who have gone deaf, or are put in a situation where theyhear no sounds for a long period of time, will start hearing music.

The other story was about a man who went blind but now “sees” very vivid images. Anophthalmologist explained it by saying, “When visual cells in the brain stopgetting information thecells compensate. If there's no data coming in, they make up images. Theyhallucinate.”

The same holds true for your company’s communications. Ifpeople are expecting a product launch to happen and it doesn’t – or if rumorsof a product issue or glitch remain unchallenged – don’t think those thingswill just go away. Your customers and prospects will fill the void with their own information ifyou don’t.

A great article in PublicRelations Strategist last summer by John Doorley referenced work done by sociologist Tomatsu Shibutani that “When activity is interrupted for want of adequate information,frustrated [people] must piece together some kind of definition, and rumor isthe collective transaction through which they try to fill this gap.”

Don’t let the market fill the void. Respond quickly wheneverdamaging, or even just incorrect information, about your company or products hitsthe streets.