Responsive, not Defensive: Public Relations Without “No Comment”

Accredited Senior Practitioner of Public Relations, Stafford Wood is President of Covalent Logic, a corporate communications agency, and the author of "On the Record: The Essential Guide to Public Relations." Watch her PechaKucha here.

When it comes to press coverage, being reactive isn’t necessarily a bad thing. It’s inevitable at some point. But it is a different skill set that requires preparation and practice. Reactive media relations mean knowing how to respond quickly, accurately and strategically when your organization is in the spotlight or when you’re an expert on a topic that is trending. Whether it’s addressing an unexpected inquiry, correcting misinformation or providing expert commentary on a developing story, being prepared to react ensures your message is clear, controlled and correct.

Strong, reactive media strategies build credibility, demonstrate transparency and position your organization as a reliable source. While proactive press is about shaping the narrative, reactive press is about navigating it effectively—turning challenges into opportunities and maintaining trust with your audience and the media alike.

WHEN TO “NO COMMENT”

Is the proverbial phrase a thing of the past, or experiencing a revival in the era of a divisive and polarizing media landscape?

In the past, it’s been widely suggested to respond to nearly every media inquiry—even a cautious “no comment” was rarely advised. As media relationships formed, communications professionals prioritized engagement and responsiveness to help shape and own the narrative, over the small risk of something being taken out of context.

However, the media landscape has shifted dramatically: distinguishing between a “journalist” and an “advocate” has grown murky, and a single blogger or influencer can now wield as much power as traditional news outlets once did.

With limited time and resources, communications professionals must now be more selective, focusing only on the relationships that are genuinely worth the effort...and are trustworthy enough to ensure a fair and balanced message.

You have three options to weigh when deciding whether or not to respond to a media inquiry:

Speak Up!

If you trust the outlet, the reporter has a good reputation and you know your subject matter backwards and forwards, it’s safe to respond to a reporter with gusto.

Example Scenario:

You’re an economist, and Bloomberg contacts you for your take on interest rate changes. You know your subject inside and out, and the reporter has a great track record of accurate reporting. This is a great opportunity to share your expertise and establish yourself as a go-to source for a major outlet! 

Tread Lightly

If the requested information isn’t widely accessible or the media outlet is lesser known, you’re advised to weigh the pros and cons of responding. We suggest consulting with your PR team and crafting a careful, deliberate message. Perhaps consider responding with a written statement rather than an on-camera interview.

Example Scenario:

A niche, home-grown blog asks for comments on an ongoing legal dispute that involves your organization. The details are complex, and you don’t want to say anything that could be misinterpreted or impact the case. Instead of a real-time verbal response, you consult with your legal and PR team and provide a carefully worded written statement.

Zip It!

If the outlet has a small reach, the reporter likely isn’t reputable or trustworthy or you’re being asked misleading questions, it’s best to simply stay quiet.

Note: This is the only time we advise ghosting.

Example Scenario:

A journalist from a sensationalist or partisan website emails you with a request for comment on an unverified rumor about your CEO. The articles on their site suggest they’re more interested in clickbait than facts. The questions are phrased in a way that assumes guilt or wrongdoing. In this case, engaging could do more harm than good—best to stay silent and let the story fizzle out.

This quiz can help decide whether or not it’s appropriate to engage with a reporter or not.

Putting Together Strong Key Messages

Sources with a great deal of knowledge or a strong perspective on a topic can be an asset to their organizations and to the reporters who cover them. However, a wealth of information does not make a good interview. Pulling the best points from a person’s vast knowledge base to develop speaking points not only helps you get your message across, it makes you more quotable.

KNOW YOUR AUDIENCE

Before you pick your priority messages for an interview, consider who will ultimately read or see the reporter’s final product. For example, are you being interviewed for the evening news, or are you speaking with a trade publication? Understanding who you are speaking to and how much base knowledge they have about your topic helps you determine what to say. Always assume your audience knows far less about the topic than you.

PRIORITIZE YOUR POINTS

You have a small window to insert your key points into an interview, so going in with an idea of the most critical messages you have is a good idea. Remember, in most interview scenarios, you are one of several sources, and your involvement in a story could be brief. Use your time wisely to ensure quality sound bites and quotes.

SIMPLIFY COMPLEX TOPICS

Take some time to work through complicated ideas or concepts, and distill them to their essence when you’re preparing. Do this by starting with the major point your audience needs to understand and working back from that, removing details along the way. You can talk about complex ideas in an interview, but if you don’t simplify or narrow your message, your brilliant insights might never end up in the final product.

ALWAYS HAVE A ‘GO-TO’ MESSAGE

You may alter your key message to fit an audience or occasion, but you should always have a general base point that you can use to sum up your perspective. Carrying this with you from interview to interview not only makes it easier to prepare, it also makes you sound consistent and honest.

USE BRAND-FRIENDLY LANGUAGE

Think about your company’s overall mission and message. How can you align your major points with these sentiments? Many organizations have key phrases or ideas that guide their work. Referencing these in your key messaging points helps advance your company’s message.

PRACTICE

Can you say your message aloud? Read it to yourself a few times to make sure. Sometimes sentences that seem perfect on the page come across poorly when spoken aloud. Make sure you can deliver the points you’ve written, and you won’t trip over clumsy terms or unnatural-sounding phrases.

Off the Record vs. On Background

You’ve probably heard the phrase “off the record” when it comes to reporters, and you may be familiar with the term “on background.” But what do these phrases mean? Let’s look at the Associated Press guide, which is considered by many to be the standard for reporting and writing news articles.

ON THE RECORD

The information can be used without caveats, quoting the source by name.

OFF THE RECORD

The information cannot be used for publication, but this understanding must be agreed upon beforehand.

ON BACKGROUND

The information can be published, but only under conditions negotiated with the source. Generally, the sources do not want their names published but will agree to a description of their position. AP reporters should object vigorously when a source wants to brief a group of reporters on background, and try to persuade the source to put the briefing on the record. These background briefings have become routine in many venues, especially with government officials.

DEEP BACKGROUND

The information can be used but without attribution. The source does not want to be identified in any way, even on condition of anonymity. In general, information obtained under these circumstances can be pursued with other sources to be placed on the record.

Source: http://www.ap.org/company/news-values