Using “no comment” might feel like a safe option, but these two words are often anything but.
I spent years on the other side of this as a journalist. And I can tell you exactly what “no comment” communicates to the person asking the question.
It says you have something to hide.
It says the story just got more interesting.
Because journalists don’t hear “no comment” and move on.
They hear “keep digging, there’s something here.”
I understand why organisations default to it. Nobody has briefed the spokesperson. Legal hasn’t signed off. The full picture isn’t clear yet.
But there is always something you can say.
- “We’re aware of the situation and we’re looking into it urgently.”
- “We’ll have a full response by [time]. Here’s what we can confirm right now.”
- “This matters to us and we’re working on the response this situation rightly deserves.”
None of these expose you.
All of them are infinitely better than two words that tell the world you’ve got something to hide.
“No comment” isn’t a communications strategy.
It’s the absence of one.
Handling a media enquiry correctly can make the difference between a resolved issue and a full-blown crisis. If you need help developing a clear communications strategy, please explore our crisis management services.
