As tempting as “no comment” may sound when faced with a difficult reporter question, it can damage relationships and remove a sense of transparency. A public information officer (PIO) has a critical role in managing communication between their organization and the public, including regular interactions with reporters. Often, these interactions take the form of a press conference or “media availability” to use the less formal term.
And during these “avails” it is necessary to allow reporters to ask questions. Sometimes (ok maybe more than sometimes) a PIO is either not in position to answer a question, does not know the answer, or the agency is not ready to give a definitive answer to a question concerning a new or ongoing investigation. Some may instinctually think that saying “no comment” is the way to go. It is a clear and definite brush off, but is that necessarily the best approach?
At JGPR Academy, we teach our students to never utter the words “no comment” under any circumstance. This is reinforced in our media relations master class and in our live public relations overview courses. FEMA also discourages use of the phrase “no comment” in its IS-242 Effective Communication class.
A “no comment” is tantamount to “get lost.” It’s unfriendly and can cause reporters to believe a PIO may be hiding something. There are dozens of alternatives to “no comment” that can help maintain a positive relationship with the media, even when information is restricted or cannot be shared. Here are 10 alternatives a PIO might use:
- “We are currently gathering more information and will provide an update as soon as possible.” This response indicates that the organization is actively working on the issue and commits to future communication.
- “At this stage, we’re unable to provide specific details, but we will share more information once it’s confirmed.” This response promises openness and future updates without divulging premature information.
- “This is a developing situation, and we are focusing on ensuring the safety and security of everyone involved. Detailed information will be released as it becomes available.” This prioritizes safety and security while committing to future updates.
- “I don’t have all the details you’re asking for right now, but we can share what we know right now.” This offers an alternative by focusing on what can be shared, rather than what cannot.
- “This is an ongoing investigation, and we are limited in the details we can share at this time. We’re committed to providing updates when it’s appropriate to do so.” This response underscores the importance of protecting the investigation’s integrity.
- “As this is an active investigation, we must be cautious not to release information that could impede our progress. We appreciate your understanding and patience.” This highlights the need to protect the investigation while acknowledging the reporter’s role.
- “Our investigators are working diligently on this case. Releasing specific details now could jeopardize their efforts. More information will be made available at the right moment.” This emphasizes the ongoing work and the importance of not undermining it.
- “While I understand the desire for immediate details, it’s crucial that we do not share information that could alert suspects or compromise our investigative tactics. We are navigating this situation with the utmost care.” This highlights operational security concerns.
- “Given the ongoing status of this investigation, our comments are limited to what has been officially confirmed. We are striving to complete our inquiry efficiently and will update the public when it is responsible to do so.” This makes it clear that only verified information can be shared, emphasizing efficiency and responsibility.
- “We are in the early stages of an investigation and must refrain from sharing specifics to safeguard the process and those involved. Further details will be released when doing so will not compromise the investigation.” This is suitable for early inquiries when details are scant and investigative directions are still being determined.
Here’s the rub: Each of these 10 alternatives (and thousands more that you may generate in your PIO career) are NOT synonyms for “no comment.” Indeed, these are honest, truthful, forthcoming quotable answers that tell reporters and the public what you can say, what you can’t say and why. Those sound like comments to me!