The media can prove a great outlet for free press for your small business, as you have probably come to realize from reading this blog. A well written, well targeted press release can get you the publicity you require to get eyes to turn your direction and get your products moving. However, when something goes wrong in your company (or because of your company), you can also count on the media turning into your worst enemy. Why? Because it’s their job to report the news. And everyone knows the public loves to feed on the negative!
Why You Shouldn’t Say “No Comment”
So what happens when things turn south and the media is knocking on your door, asking those hard questions for which you may not have a good answer? In many cases, the unprepared figures they have Constitutional rights and they can reply with the old “no comment.” Well, yes you do have that right, but it’s ill-advised to exercise it.
From a public relations perspective, saying “no comment” is a very bad idea for several reasons:
- It often makes you look guilty or like you’re hiding something, even if you’re not. The public and media tend to interpret “no comment” as an admission of wrongdoing.
- It creates an information vacuum that others will fill – reporters will seek alternative sources who may be less informed or have their own agendas. You lose control of the narrative.
- It’s a missed opportunity to:
- Present your perspective
- Correct misinformation
- Show transparency and build trust
- Demonstrate leadership during difficult situations
What Does No Comment Mean to the Press and the Public?
No matter what you actually mean when you say “no comment,” what is heard by the press and the members of the public is something else. In other words, “no comment” is a lame attempt at a cover up. Here are a few things they are actually hearing in their heads instead of your reply:
-
I don’t know what you’re talking about —
Imagine the horror. Maybe there was a scandal that was just uncovered. And you as the business owner or PR person are confronted, caught off guard, and everyone thinks you have no clue what is going on. Now not only is the public witnessing the scandal unfold, but they also see you as uninformed.
-
We did the something wrong but are afraid to admit it —
You know exactly what you did, but you think admitting it will only make things worse. So now you’re just hiding something. And as far as the media is concerned, there’s probably more you’re hiding that hasn’t come to light yet. So they’re going to dig deeper. Watch out!
-
I’m defensive —
The average person’s response when accused of wrongdoing is to get defensive. In fact, it’s a natural defense mechanism. However, getting defensive only makes you look even more guilty.
-
We have no acceptable justification for what occurred —
You know exactly what happened and you simply have no response. Incidentally, this only makes the whole situation look worse. Rather than offering an answer to diffuse, the issue only grows larger in listeners’ minds.
-
We did nothing wrong —
Then there are those who believe your lack of comment means you really think you did nothing wrong. Not only that, you feel like you owe no one an explanation. Not a good PR move.
What to Do Instead of Saying No Comment
So we know you shouldn’t avoid commenting, but that leaves you trying to figure out what to say. While there is no one-size-fits-all response, here are several things you can say:
-
“Here’s what we can confirm right now…”
- This shows transparency and cooperation and establishes you as a reliable source
- Example: “We can confirm there was an incident at our facility this morning. Our emergency protocols were activated, and all employees are safe.”
-
“While [X limitation] prevents me from sharing specific details…”
- Legal matters: “While litigation is pending, I can speak to our general safety protocols…”
- Ongoing investigations: “During the active investigation, I can share our standard procedures…”
- Personnel issues: “Due to employee privacy, I can’t discuss individuals, but here’s our company policy…”
/ul>
-
Bridge to key messages:
- “What’s important to understand is…”
- “Let me put this in context…”
- “The bigger picture here is…”
- Example: “While I can’t discuss the specifics of the negotiations, what’s important to understand is our commitment to our workforce…”
-
Buy time professionally:
- “I’ll have more information at [specific time]”
- “We’re gathering facts and will hold a briefing at 2pm”
- “We’ll issue a comprehensive statement once we’ve verified all details”
-
Acknowledge without revealing:
- “We’re aware of those concerns and are addressing them”
- “We take these matters seriously and have a process in place”
- “We’re reviewing the situation and will respond appropriately”
-
Provide context or background:
- Share relevant history
- Explain standard procedures
- Offer industry context Example: “While I can’t speak to this specific case, here’s how our quality control process typically works…”
-
Redirect to available information:
- Reference public documents
- Point to previous statements
- Direct to official channels
- Example: “The public filings available on our website outline our position on this matter.”
The key is to remain:
- Helpful and cooperative
- Truthful about limitations
- Proactive in providing what you can
- Clear about next steps
- Professional and calm
Remember, every interaction with the press is an opportunity to build credibility and trust, even when you can’t share everything.
Have you ever been hit with a tough question from the media that you didn’t want to answer? Did you say “no comment?” Or did you respond differently? How did it work out for you?
This article is written by Mickie Kennedy, founder of eReleases (https://www.ereleases.com), the online leader in affordable press release distribution. Grab your free 160-page copy of the Big Press Release Book – Press Releases for Every Occasion and Industry here: https://www.ereleases.com/free-offer/big-press-release-samples-book/