The two most dangerous words you can ever tell a reporter are “no comment.” Utter them, and you might as well scream “We’re guilty!” “No comment” renders you powerless over your own story. It invites reporters to talk to other people who might not hesitate to put their spin on your issue. Worse yet, it makes you look wimpy. See www.publicityhound.com/publicity-products/marketing-tapes/media_wolves_atbay.html. How then, should you respond when a reporter asks a tough, angry or hostile question that you clearly cannot answer, or don’t want to answer? Here are alternatives to “no comment.”
The Bridging Technique
Bridging is valuable because it helps you get your main point across when you’re asked a question you don’t want to answer. You “bridge” from the reporter’s question to your message as subtly as possible, by using one of several phrases.
Question: “Why is turnover so high on your management team?”
Answer: “I think that would be clearer if I first explained a little about the labor shortage here in the
Some reporters, particularly those with little experience, might forget about the original question they asked you. Other bridges include: “I don’t have all the facts to be able to answer that question accurately. But I can tell you that…” Then continue with your key point. “I agree we’ve got a problem and I’d like to go directly to our solution.” Then state your key point. “We have our share of challenges, just like everyone else does, but it’s important to remember that…” Then state your key point. “Actually, that relates to a more important concern…”
Tough, Hostile Questions
When a reporter asks a tough, angry, hostile question, here some ways to respond:
“I wouldn’t use that choice of words. If you are asking whether (rephrase the question), I can tell you that…”
“Your question points out a common misconception we hear all the time. The real problem is…” Then restate the problem.
“That question is insulting, and I’m not going to answer it.”
When the reporter’s question has nothing to do with your organization, here’s a good response:
“What you are asking about has nothing whatsoever to do with our organization. But thank you anyway for giving us the opportunity to be a part of your story. Have you perhaps thought about calling…” Then give the reporter the name of someone who you think can help—a good way to get a reporter off your back.
By the way, it’s surprising the number of people who tell a reporter “no comment” when what they really mean is “I don’t know.” Think about it. When was the last time you saw a reporter quote someone saying “I don’t know”? Hardly ever. That’s because it’s a boring quote.
There’s nothing wrong with telling reporters you don’t know the answer to a question, or that you need time to track down the information they need. Ask about their deadline, then return the call promptly. See www.publicityhound.com/publicity-products/marketing-tapes/printandbrodcastsecrets.html.
The Worst Question
In my media training workshops, I often give audience members the following exercise. Write down the worst question you could imagine being asked. It could be an embarrassing question about your management style, a tough question about your personal opinion on a controversial issue, or an out-of-bounds question about your nasty divorce or your three drunken-driving convictions, which might or might not be relevant to the story.
Then take all the time you need to craft an intelligent answer to the question. Keep it succinct, and don’t ramble. Practice reciting the answer until you can say it smoothly and clearly. Ask friends and co-workers—or better yet, a public relations expert—how they think it sounds.
This will help you accomplish three things:
