No comment? Let me comment on that!

"No comment!", a manager of a large company said today as only reply to an allegation bringing his company into the spotlights with a negative, explosive story. 
That poor man, under assault, chose the worst way out. He must be the one-millionth spokesperson doing so, immensely damaging the interest of all those he represents. 

“No comment” destroys any form of constructive coverage of a crisis. It opens the door for journalists to comment instead and really go at it, leaving you naked and without defense. When errors are made and damage is done, you must be careful. But not silent. “No comment” conveys only negative vibes, not even a hint of responsibility, credibility, or vision is shared. 

When the going gets tough, the tough get going. Also in PR. Be prepared. Be concise. Be honest as well. When you cannot comment, make sure you indicate that you want to examine the facts and that you will then give your view on them. Then make sure you really do so, in a way the audience (and the journalists) not only understand but appreciate.

See crisis as an opportunity. State the positive things your organization believes in. Share your strong points and your beliefs in the future. Show regret, when necessary, and mean it! It makes you human and dignified. When you are confronted with facts, kindly give yours in return. Be brief and clear and adapt to the medium you’re talking to, in size and style. This makes you look to the point and in control, and it radiates trust for the people you represent. 
And if you can swing in a constructive solution or even a beginning of one, you’ll look even smart and ahead of the game.

Mediatraining and crisis communications should be part of every companies’ daily survival kit.
“Be prepared” is the motto of the 100-year-old scouting movement.
It should be the motto of all communication managers, often truly "scouts" in rocky and difficult terrain.

Luc Malcorps

last modified October 4, 2007