Posts

“No comment.”

/in , , /by

There are very few times when we recommend you respond to a reporter’s question with “no comment.” But it’s especially poor form when you’re the President of the United States and your citizens are experiencing a total loss of life and livelihood.

Instead of “no comment,” here are a few compassionate ways to respond to a tragedy without getting ahead of the story:  

#1 — Demonstrate empathy. When people are suffering, it’s important to show that you care. If you’re a person of faith who wants to pray for the injured or those who have lost loved ones, offer your prayers. If you’re not a person of faith, you can always say you’re “heartbroken over the news and tragic loss of life.” Whatever your background is, the key is to demonstrate empathy in an authentic way.

#2 — Timing matters. Every tragedy is different, but choosing the right time to talk about solutions and how you’ll work to prevent it from happening again is important. If it’s a natural disaster and there is an ongoing recovery effort, make it clear that you will discuss future preventative measures once everyone who needs help has been helped. In other situations—like 9/11—it’s necessary to communicate that those responsible will be held accountable immediately.

#3 — Show up. The best way to show you care is by showing up. For President Biden, that means traveling to Hawaii to meet with state and local officials as well as the residents who lost loved ones, their homes, and/or their livelihoods. Showing you care always trumps saying you care.

B²: “No comment.”

/1,774 Comments/in , , /by

Blame it on the holiday weekend, or DMG’s goal to rid every client of all the bad habits, but this week’s B² (block and bridge) is less issue-specific and more best practice.

Few things in life are guaranteed like responding “no comment” in a media interview and writing your on-the-record statement.

Why?

Because so many have used it and abused it. “No comment” doesn’t mean “no comment,” or at least no one thinks it does. Instead, the phrase is an undeniable WARNING that you are guilty or clueless. Either you did it, you know who did it, you legally can’t share information that confirms that accusation, or you have no idea what the reporter is talking about.

Happens to the best of us. So what’s the right way to answer a question you absolutely don’t want to answer and not make headlines?

Good thing it’s Tuesday, B² day.

Here is this week’s likely media question and the B² (block and bridge) that sets the narrative straight:

Q: “<Insert probing/accusatory question you don’t want to answer>.”

B²: “Here’s how I’d put it – <rephrase the question> <insert talking point>.”

Wherever you take the conversation next, know that you have options. It’s ok to refuse the interview if you fear the reporter asking you questions you don’t want to/can’t answer. You can also rephrase the question. Your goal should always be to control the interview, and that goal doesn’t change if you’re asked a “gotcha” question. Be mindful of the reporter or host and his/her angle, then decide if the interview is beneficial to your organization, cause, or candidate. If not, politely refuse. If so, proceed with a B² in your back pocket.

But whatever you do, don’t say “no comment.”