While more and more spokespersons in the business world seem to understand that “no comment” is a dangerous phrase to employ, still there are articles and advice columns being written on why these two little worlds can bring you big trouble. Yes, when you say “no comment,” a reporter typically is hearing that you’re hiding something, but even that misses the bigger issue that could develop.

The emotional climate of an interview often is critical to your success in communicating effective messages that get reported accurately. A regular, guiding theme of The Media Trainers workshops is how to maintain a calm demeanor and give the interviewer a sincere sense that you are there to cooperate and provide information for their story.

The Interview Environment Is Within Your Control

“There are specific things about the interview that you can control,” according to TMT’s Eric Seidel. “They are your emotional response to the questions and interviewer, and the words that roll off your tongue. ‘No comment’ has the potential of turning up the emotional temperature and triggering a downward spiral toward disaster. As a former reporter, I know that once I heard ‘no comment’ it was clear—at least to me—that there was a lot more that I wanted to know and would try to find a way to learn. But, in most cases, that’s not what the person I was interviewing meant at all. They simply didn’t have an answer, but they reflexively resorted to those two troublesome words.”

There are questions you legitimately may not be able to answer. Reporters usually can accept the reason why, whether it’s a personnel matter, a competitive issue, a matter in litigation, or, in the case of a public company, an SEC prohibition. Certainly, there may be other reasons, just as legitimate. All you have to do is say so. And use language that is positive and helpful.

Or, you may be confronted by questions that are simply off base or grounded on inaccurate assumptions, you get angry and defensive and you want the interview to end. Perhaps you think all you need to do is say “no comment.”

How To Get To Where You Want To Go

Here are some good rules to follow when you are confronted by either hostile questions, or questions that are not relevant to your messages:

v      Answer each question with a positive, stand alone statement. Don’t be defensive or try to debate. This is a message delivery environment you’re in, not a conversation. Every sentence out of your mouth has the potential of becoming a sound bite (quote). Make it count.

v      Listen carefully to the question for a word or phrase that you can use in your answer. This puts you in a clearly responsive posture. You are answering the question, but on your terms. You have that right!

v      Keep your ego out of it. The reporter might even be trying to tweak you to get a response that you otherwise wouldn’t want to give.

v      Keep your focus on your target audiences. In the final analysis, they are who you need to persuade and convince. Not the reporter.

v      You don’t have to have all the answers. You do have to be willing to say you don’t know when, in fact, you don’t know.