By: Pete Peterson, Vice President

When we provide media training to clients, particularly individuals without a media relations background, one of the key points we emphasize to them is to never say “no comment.” Characters in television shows and movies are frequently shown saying “no comment” when confronted by difficult or tough questions from the news media. So it should come as little surprise that many believe “no comment” is the appropriate response to a question they cannot or do not want to respond to in a media interview.  

In reality, it is never a good answer.  While saying “no comment” may seem like a safe way to avoid responding substantively to a difficult or controversial question, the reality is that it has the opposite effect. For many, the phrase “no comment” is usually associated with guilt, wrongdoing, or an attempt to hide something. Think back to those same television shows and movies. In almost every instance, the character actually is trying to hide or cover up something.    

It is important to remember that you are not just speaking with a reporter. Your audience is the general public, board members, employees, customers, and others who are reading, listening, or watching the news story.  In essence, saying “no comment” is commenting.  It sends a message that the premise of the question is accurate or that you have additional information or knowledge that you are intentionally withholding.  The audience will then interpret the “no comment” response through their own filter based on their own personal biases and other information that is presented in the news story. In many cases, they may reach the wrong conclusion and that could damage your organization’s reputation.   

Yes, during interviews, especially during crisis communications situations, there will be times that you cannot share specific details or do not have the information being requested.  In these situations, “no comment” represents a missed opportunity to get your message out to the public.   

So how do you handle difficult or tough questions without saying no comment?  There are a few approaches you can employ depending on the situation. Preparing in advance for the interview is vital. That entails giving careful thought to your end audiences. Are you talking to employees, customers, the general public, elected officials?   

Once you identify your target audience, develop three key points that you want them to take away from the interview. Then, when faced with difficult or challenging questions, use bridging techniques that acknowledge the question and then transition to what you can discuss.  For example: 

Questions related to legal issues, ongoing investigations, or private matters: 

If you are being asked to comment on litigation, confidential company information, or a private situation related to an employee, you may be unable to discuss the situation. In that case say so and then bridge to what you can talk about.  “While we are unable to discuss ______ at this time because of _______, what I can tell you is that _____” or “I’m not at liberty to discuss that at this time, but what I can say is that __________.”  

Questions you don’t have the answer to: 

Most reporters and members of the public will understand if you don’t have the answers to every question.  In this case, be honest and tell the reporter you will look into it and get an answer for them in as timely a fashion as possible.  “I appreciate your question, but I don’t have enough facts to answer it at this point.  Let me look into that and get back to you.” Then provide a timeline for getting back to the reporter and follow up with them.  You can also refer them to another source who is more knowledgeable or better equipped to respond.  Alternatively, you can bridge to what you do know and can discuss. “I don’t know the specifics on that, but what I can tell you is ________.”  

The key with any interview is to be open, honest, and focus on communicating your key messages.  That is why saying “no comment” is never a good option.  It appears as if you are stonewalling or hiding something.  It also represents a missed opportunity to reiterate your key messages.  

Understandably, preparing for media interviews can often be intimidating for individuals who do not have a background in public relations or infrequently interact with news outlets.  If that is the case, Bellevue Communications Group has extensive experience providing media training sessions to a range of government agencies, non-profits, and companies across a broad range of business sectors.  If you are interested in learning more about scheduling a training program for you or your team, please contact us at 215-735-5960. 

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About the author 

Pete Peterson joined Bellevue Communications Group in 2000, bringing extensive experience in government, public relations, and political campaigns. Pete has an extensive governmental and political background, including five years as a press secretary on Capitol Hill for a Member of Congress. Pete represents nonprofit, governmental, association, and business clients, providing strategic communications, public affairs counsel, and integrated campaign support. He has led grassroots advocacy, media relations, and multi-channel marketing efforts across Pennsylvania and New Jersey. In 2014, PoliticsPA named him one of Pennsylvania’s “Top Political Operatives.” Pete holds dual degrees in Communications and Political Science from the University of Pennsylvania.