Media Relations 101: Don’t Comment with “No Comment”

Creates perception of guilt…

If you’re a spokesperson, don’t say this: no comment.

Uttering the term “no comment” to a reporter is the journalism equivalent of pleading the Fifth Amendment against self-incrimination.

The phrase is pitiful for PR and a misstep in media relations. It conveys the wrong perception with journalists and the public alike. It’s also a journalism code for lack of transparency.

That’s because “no comment” implies guilt and wrongdoing, whether true or false. PR pros and savvy communicators know that “no comment” creates a bad perception in the media — and perception is often equated with reality for news consumers.

“No comment” is the last thing any journalist wants to hear, especially from a corporate spokesperson. Don’t say it!

Ironically, while repeated use of the term “no comment” may feel like a security blanket to you, it has the opposite effect on reporters. The term can cause journalists to consider you a toothless mouthpiece.

Here’s a small sampling of what others have said about it:

“It seems obvious after the fact, but ‘no comment’ is, in and of…