I must confess, I have actually advised a client not to comment a time or two. This is a rarity. However, it is the way we said “no comment” that helped avoid a crisis.
“No comment” is usually another way of saying “I have something to hide that is extremely sinister and I’d like the entire world to know it.”
If you absolutely can’t comment, there are right ways and wrong ways to do it. Here are some of the right ways:
- “I’d like very much to answer your good questions, but now is not the right time.”
- “It is important to gather the facts first before I give you any information.”
- “I’m sure you would want me to get you the latest and most accurate information. As of now I do not have it.”
- “It is more important that we concern ourselves with the victims and their families first, before we start giving statements.”
- “It is not ethical for me to speak publicly right now. I’d like to refer you to the public record.”
You will notice that in the above examples I did not promise an interview, simply “statements”. This gives you the flexibility of a written statement or an interview.Of course, when you indicate that you will do an interview later, it is important that you follow through.
Quotes like “I am not at liberty to comment,” are heard a bit too often. It is important to let the reporter and the public know that you would like to be accommodating, but simply can’t at this time.
The Written Statement
Submitting a written statement to a reporter has advantages for those who don’t want to go on camera. If it is very brief it is difficult to edit. That means you have more control over the statement that eventually is broadcast or printed. However, a written statement is not as powerful as an interview, and a reporter can still say that you “refused to do an interview.”
Go Live!
If you are saying “no comment” because you simply don’t trust the editing process, consider doing a live interview. You can’t be edited unless the live interview is used later. A live interview has a tremendous impact on the audience.
If you chose this avenue, make sure you are properly trained to handle difficult reporter questions on-the-spot.
Even when turning down an interview, accommodation is the key word. If the reporter believes you want to cooperate, you will receive more balanced coverage.
Al Rothstein is a media trainer and consultant with Al Rothstein Media Services, Inc. Find out more at www.rothsteinmedia.com or contact Al via e-mail at: mediabrain@rothsteinmedia.com or phone at: 1-800-453-6352.
