Just Say ‘No’ to ‘No Comment’
As a public relations agency, it is one of our biggest pet peeves when clients suggest responding to reporters’ questions with the
simple, but heavily loaded phrase, “no comment.” What kind of impression does a “no comment” response make on you as a viewer or reader? Does it instill trust or foster credibility? We believe this phrase that is too often resorted to opens the door to doubt. In this day of social media prevalence and ‘round the clock news, transparency is crucial.
Responding to a question with “no comment” is frustrating to the reporter and their news outlet, making them less inclined to cover you when you have news you want them to share. It doesn’t benefit your media relations strategy. “No comment” can encourage a journalist to dig deeper, making you lose control of the message. We have seen reporters express sarcasm and frustration on air in response to being told “no comment,” which makes the spokesperson appear uncooperative. It also invites your audience to be skeptical and suspicious. At worst, they will get the impression that you have something to hide. At best, they will assume you’re unprepared for the interview and question your professionalism.
There are various ways we advise clients to navigate questions to which they can’t quite offer a detailed answer. These approaches are less dismissive than an evasive “no comment” that doesn’t serve anyone well. They also make for a quotable response. Here are some alternatives that will allow you to keep your reputation intact among the media and your audience.
- If the question is something you don’t have the knowledge to answer, respond with: “I appreciate the question, but I need to research this thoroughly and get back to you with appropriate information.”
- When being asked about an accusation, crisis, or controversy: “We are taking this matter seriously and are investigating it. We will have details as soon as they are available.”
- If you can’t speak to the specifics of a matter, you can pivot and say, “While I can’t respond with specifics at this time, what I can tell you is…”
- When being asked about confidential or proprietary information, it is ok to respond, “That information is proprietary, but I can say that we have seen a rise in sales and tremendous results.”
- If a reporter is seeking details ahead of your planned announcement, consider replying, “It’s premature to release that information, but we are looking forward to doing so shortly.”
Hopefully, this gives you some ideas for how to respond to sensitive questions or ones that you don’t have the answer for. The responses above successfully avoid the “no comment” verbiage that doesn’t satisfy the journalist or audience. The general rules are keep it brief, quotable, and genuine. The next time your instinct tells you to respond with “no comment,” think again.
If you need help managing your media relations, we’ve got you covered..and the press will cover you too!
Just Say ‘No’ to ‘No Comment’
As a public relations agency, it is one of our biggest pet peeves when clients suggest responding to reporters’ questions with the
simple, but heavily loaded phrase, “no comment.” What kind of impression does a “no comment” response make on you as a viewer or reader? Does it instill trust or foster credibility? We believe this phrase that is too often resorted to opens the door to doubt. In this day of social media prevalence and ‘round the clock news, transparency is crucial.
Responding to a question with “no comment” is frustrating to the reporter and their news outlet, making them less inclined to cover you when you have news you want them to share. It doesn’t benefit your media relations strategy. “No comment” can encourage a journalist to dig deeper, making you lose control of the message. We have seen reporters express sarcasm and frustration on air in response to being told “no comment,” which makes the spokesperson appear uncooperative. It also invites your audience to be skeptical and suspicious. At worst, they will get the impression that you have something to hide. At best, they will assume you’re unprepared for the interview and question your professionalism.
There are various ways we advise clients to navigate questions to which they can’t quite offer a detailed answer. These approaches are less dismissive than an evasive “no comment” that doesn’t serve anyone well. They also make for a quotable response. Here are some alternatives that will allow you to keep your reputation intact among the media and your audience.
Hopefully, this gives you some ideas for how to respond to sensitive questions or ones that you don’t have the answer for. The responses above successfully avoid the “no comment” verbiage that doesn’t satisfy the journalist or audience. The general rules are keep it brief, quotable, and genuine. The next time your instinct tells you to respond with “no comment,” think again.
If you need help managing your media relations, we’ve got you covered..and the press will cover you too!