Why is “no comment” a ‘no no’? – because nobody actually hears you say it. If asked in a TV interview, “When did you company know that its products had been tampered with, and what was the first thing you did about it” – a reply of “no comment” automatically translates into: “we didn’t find out soon enough and, when we were aware, we didn’t really do what we should have done”. This reply is automatically formulated in people’s subconscious whether it’s anywhere near the truth or not. And it’s not just the general public that becomes skeptical, but also the media – and a skeptical journalist see’s “no comment” as a big red waving flag saying ‘hello, look over here, dig deeper and don’t stop until you find something!’. If you’re lucky enough to have a journalist contact you and ask for comment on an industry issue, and you respond with “no comment” you are essentially saying to them, “we don’t take these issues seriously, we don’t care about these issues and I don’t take the media seriously” and you’d be lucky to get anything but a cold shoulder from the journalist in the future.
Even moments of conflict and crisis are opportunities to reinforce your business’ main messages, and continue to act in the responsible and credible manner that your business is (hopefully!) known for in less turbulent times. This comes down to knowing your main, core messages and calmly reinforcing them at every opportunity. If you can do this, then a crisis or conflict merely becomes another opportunity to spread your message.
So question: “Has the employee been formally arrested?” could be met with the response: “Unfortunately, that is a question you will need to confirm with the relevant authorities” ….followed by a positive reinforcement about how the business is internally handling the situation etc.
With a solid understanding of your messages, and sound media training, your business spokesperson can make the most of any situation.
To learn more about this author, visit Sarah O'Brien's Website.
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Sarah O'Brien
(Visit Sarah's Website)
Sarah O'Brien is an ex-journalist and
Senior Partner at Square One PR &
Communications.
Square One PR provides communication
solutions to businesses that want to stand
out in their industry.
Communication is an important part of
every business. When it's managed in a
strategic, proactive, and result-focused
manner the effect on the image, growth and
success of a business is astounding.
Square One also focuses on helping small
businesses and entrepreneurs make the most
of their PR on a tight budget, and has
recently launched Australia's first DIY
PR Pack, which includes a consult with a
Senior PR Account Manager.
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