Pleading the Fifth

This week, Dr. Anthony Fauci made headlines by pleading the Fifth to every question during a Senate Homeland Security Committee hearing. While that may have been the safest legal strategy for the man who became the face of the government’s COVID-19 response, the court of public opinion may see it differently.

Most of us will never find ourselves in that kind of hot seat. But many executives and spokespeople face a similar dilemma when a reporter calls: Do you answer the questions or decline the interview? If you refuse to engage, the story may simply note that you “declined to comment”—a phrase that can come across as evasive, whether that’s fair or not.

Here are three ways to avoid the dreaded “declined to comment” line in a print story:

#1 — Assess the risk
At DMG, we train people to speak with the media—even when the questions may be difficult or the reporter seems skeptical. If the inquiry is coming from a legitimate journalist at a credible news outlet, it’s usually better to provide a comment than leave the reporter with “declined to comment.”

That doesn’t mean you should engage with everyone. Avoid responding to satirical publications or websites that prioritize clicks over credible reporting. But if the outlet is legitimate and the story doesn’t appear to be a predetermined hit piece, consider participating—provided you’re properly prepared. That’s where media training makes all the difference.

#2 — Set parameters
You don’t have to accept a reporter’s terms without question. It’s often possible to establish ground rules before the interview begins.

You may be able to respond by email, although many reporters will prefer a phone interview. If you’re on the phone, set a time limit. The longer an interview lasts, the more opportunities there are to wander off message or fall into a trap. You can also have a communications director or another member of your team on the call to help keep the conversation focused and wrap it up if necessary.

#3 — Focus on your answers—not their questions
Reporters can ask anything they want, but they can’t make you say something you don’t want to say.

In most print stories, readers won’t see the reporter’s questions—they’ll only see your answers. That’s why it’s important to focus on the messages you want to communicate rather than getting drawn into the wording of the questions. You can’t control what you’re asked, but you can control how you respond.

At the end of the day, a quote that includes your perspective is almost always better than a story that simply says you “declined to comment.”