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"No Comment" Can Actually Speak Volumes


Article for The Detroiter

Yet, more often than not, when faced with the possibility that themedia is pursuing a potentially damaging story, the inclination by manyis to attempt to avoid the problem; perhaps uttering a terse, 'nocomment," or, making themselves "unavailable for comment" altogether.

Unfortunately, in today's society where the media holds so muchinfluence over public opinion, such a modus operandi typically doesmore damage than good. After all, what do you think when you read thatsomeone, "could not be reached for comment?" The very phrase, for most,implies avoidance and guilt.

Rather than hiding and or forced to be reactive, it is much moredesirable to be prepared, proactive and seek to 'manage the messages'of a particular story that is being prepared.

This can often be accomplished by meeting with the inquiring reporterin order to walk them through the issues in question, or, by issuing aprepared statement. Your goal with both avenues is to educate andaccurately relay your perspectives. Additionally, it is vital that youare forthcoming and truthful in your communications.

Two recent examples illustrate my points:

Last year two local, high profile incidents occurred where allegedshoplifters lost their lives while scuffling with retail chain securityguards. In the first case, the out-of-town-based retailer, faced withthe possibility of a lawsuit from the deceased's family, chose to sayand do nothing publicly. As such, the company was repeatedly portrayedin the media as being 'unavailable for comment.' Their seeming lack ofemotion or action enraged the community, inspiring mass picketing and adreaded Mike Wallace '60 Minutes' segment.

In reality, the management of this retailer was, most likely, deeplytroubled by the death and resolved to investigate. By remaining silent,however, the perception that they did not care became the reality, asfar as the general public was concerned.

Not more than a few weeks later, a similar tragedy occurred at anotherarea retailer. This time, by contrast, the president of the company wasimmediately accessible at the scene of the incident. Later, via awritten statement, he further expressed 'sympathy' for the familymembers of the individual while vowing to cooperate fully with theon-going investigation. Follow-up editorials praised the company andpresident for its handling of the crisis situation.

These are textbook examples of how saying 'nothing' can actually speakvolumes in a negative sense, while, saying 'something' can help to easepotentially negative public perceptions.

That said, every situation is different and often fraught with danger.As such, it is prudent to proceed with caution and forethought. Often,it makes sense to seek counsel on the proper course of action from amedia or communications consultant.

And while a positive piece is never guaranteed, which would you rathersee in print or over the public airwaves? A story in which you had atleast some input as to content, or, one in which you were not involvedwhatsoever?

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