Full Post: https://www.tcwacademy.com/2021/10/21/how-to-not-comment-without-saying-no-comment/ During a crisis – or anytime you must engage the media – you do not want to give the impression that you are withholding information from the public. It erodes trust. Be sure that ‘no comment’ is not included in any talking points or responses when engaging media or stakeholders in any capacity. The reality is that if you don’t comment, someone will.

1. HOW TO NOT COMMENT
WITHOUT SAYING “NO COMMENT”

2. INTRODUCTION
Too often we have witnessed
the following exchanges play
out on our television…

3. INTRODUCTION
Reporter: What do you think happened?
Spokesperson: No comment.
Reporter: Who is at fault?
Spokesperson: No comment.
Reporter: What could have been done differently
to prevent this from happening?
Spokesperson: No comment.
Reporter: What size shoe do you wear?
Spokesperson: No comment.

4. INTRODUCTION
We’re not certain the last example has ever
occurred…but some spokespeople don’t want to
say anything about anything and their standard
escape is ‘no comment’. It’s a poor choice for a
response. Let’s dissect why and how to not
comment without saying ‘no comment’.

5. ‘No Comment’
Meaning
‘No comment’ doesn’t mean:
• I don’t know
• I’m unable to provide that
information at this time
• We are looking into that
It means: ‘I don’t want to say’

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7. ‘NO COMMENT’ MEANING
During a crisis - or anytime you must engage the
media - you do not want to give the
impression that you are withholding
information from the public. It’s irresponsible
and lacks transparency and accountability. It
erodes trust.

8. ‘NO COMMENT’ MEANING
The worst outcome for your organization
during a crisis - or any event that elicits
media scrutiny - is dissolved trust. You must
demonstrate leadership anytime you engage the
media but particularly during a crisis.

9. The key is to provide a
comment without divulging
certain information.
You are still able to provide
understanding of the process
being followed or an
explanation of limitations
without appearing secretive.

10. We are continuing to collect information
and will provide additional insights as
soon as we are able.

11. There is an ongoing investigation and
additional details will be provided by
[appropriate entity] as soon as their
investigation allows.

12. We are unable to provide information
related to personnel issues.

13. We are aware that there are many
unknowns at this point and questions exist.
We will provide information [add platform where
information will be provided] as soon as it is
available.

14. Informing the public is our top priority during
this event and we will be sure to
communicate with our stakeholders and
community as soon as we have information
that may be shared.

15. CONCLUSION
The reality is that if you don’t comment, someone will.
Though you may not be able to provide the
details being sought, it doesn’t mean you can’t
say anything.

16. CONCLUSION
 Focus on the process you are following.
 Focus on your collaboration with responding agencies.
 Focus on the professionalism of your organization.

17. CONCLUSION
Generally, people can accept that there is information
which can’t be provided as long as they understand why.
Be sure that ‘no comment’ is not included in any
talking points or responses when engaging
media or stakeholders in any capacity.

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Communication Guides
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