When a company doesn't respond to interview requests regarding a story about its products or practices that says something.
When a company doesn't post its blog at its expected time that says something.
When a company eschews a fancy office tower for an open space in an old warehouse district that says something.
When a company uses Helvetica for its logo instead of a fancy typeface and artistic mark that says something.
Everything you do says something about your company, even when you're not trying to saying anything.
Your silence may be just as important as your next ad, your next press release, your next tweet.
It is impossible not to communicate.