Tom Corfman is a senior marketing consultant with Ragan Consulting Group.
The 1999 film “Notting Hill” is a few London bookstore proprietor named William Thacker, performed by Hugh Grant, and a well-known American actress, Anna Scott, performed by Julia Roberts.
William brings Anna to a cocktail party the place his greatest buddy, Max, performed by Tim McInnerny, asks Thacker if he’s slept with Scott.
“That may be a low-cost query and the reply, after all, isn’t any remark,” Thacker says.
“‘No remark’ means ‘sure,’” Max replies.
Max jumped to the mistaken conclusion, which demonstrates one of many key the reason why many PR folks advise: “By no means Say ‘No Remark.” That’s additionally the title of a 2003 paperback by two Canadian media experts. Listed here are six temporary classes on one among public relations’ favourite video games: When to say, “No remark.”
Lesson 1. By no means say by no means. There are some events the place a no remark says simply what you need. Take into account the instance of President Joe Biden, who isn’t precisely often called a media maven. On March 31, 2023, earlier than the indictment in opposition to former President Donald Trump was launched, he was requested 5 occasions concerning the case.
With Marine One whirring on the South Garden of the White Home, right here was the alternate:
Your response to the indictment? “No.”
Will the indictment divide the nation? “I’ve no touch upon that.”
Was he anxious about protests? “No. I’m not going to speak concerning the Trump indictment.”
What does the indictment say concerning the rule of regulation? “I’ve no remark in any respect.”
Are the fees politically motivated? “I’ve no touch upon Trump.”
Watch the video and choose for your self: Was Biden suppressing a smile?
Lesson 2. Typically, the reporter is true. However for lots of causes the spokesperson can’t be the one to verify it.
There was an outdated New York public relations recreation, or at the very least there was an outdated New York PR one who performed the sport with me after I was a reporter. It went this manner:
- If I requested a query and the reply was sure, the exec would say, “No remark.”
- If the reply was no, the exec would say, “No remark, however off the document I’d verify your sources on that.”
- On uncommon events, the exec would say, “No remark, however off the document you’ve gotten good sources.”
- Typically the exec would say “No remark” regardless of whether or not I used to be proper or mistaken, simply to maintain me guessing.
I appreciated the steerage.
Lesson 3. Perhaps these little feedback violated journalistic ethics. Journalists wish to say they’ve a occupation regardless that the job doesn’t require any {qualifications} apart from a capability to sort.
Particularly, when you inform a reporter one thing anonymously, the reporter shouldn’t say you declined remark within the story.
Or because the Related Press places it: “We should not say that an individual declined remark when that individual is already quoted anonymously.”
This may very well be often called the “You Can’t Have It Each Methods Rule.” Solely reporters can have it each methods.
So, earlier than you say, “No remark,” take into account if there’s any useful ideas you’d like to supply pesky reporters.
Lesson 4. Some PR varieties aren’t bothered by not answering reporters’ questions. As a substitute, they get uptight concerning the phrases, “No remark.” There’s a long-running competitors to give you other ways to say “no remark” with out uttering these dreaded phrases. A couple of examples:
- We don’t have something to say, add, contribute…
- We haven’t learn the report, e book, criticism, indictment …
- We’re nonetheless gathering details, simply beginning our investigation…
- We’ll verify with our staff, our basic counsel, our CEO…
Lesson 5. Within the 1996 film “Jerry Maguire,” the title character is within the resort suite of faculty quarterback Frank Cushman on the night time earlier than the NFL draft, when “Cush” is predicted to be the primary decide.
When the cellphone rings, there’s this alternate between Cush, performed by Jerry O’Connell, and Jerry, performed after all by Tom Cruise:
Cush: Reporters, Jerry. They been callin’ all night time lengthy.
Jerry: Simply be pleasant and also you say, “No remark.” We’ll inform the world in 12 hours.
Cush: Talkin’ and sayin’ nothing, man, it’s an artwork I’ve not mastered.
When does speaking and saying nothing work? When the reporter and the viewers gained’t work out that the spokesperson isn’t answering the questions. In different phrases, by no means.
Lesson 6. “No remark” isn’t your best option of phrases. However the issue isn’t linguistic, it’s sensible. Regardless of the way you attempt to duck questions, all people acknowledges once you don’t reply. Making issues worse, reporters will get these solutions from anyone else. And the reporter will inform your story in a approach that you simply aren’t influencing.
Should you requested reporters which PR folks helped their shoppers probably the most, most reporters would say it’s those that answered their questions. That’s in reporters’ curiosity. However the savviest PR execs will even say that by answering questions, they supplied extra data that made it into the story. And that advantages the shopper. (Or at the very least makes a foul story not as unhealthy.)
As a rule, attempt answering questions. Begin with what reporters need. Give them that (or as a lot as you’ll be able to). Then, work towards what you wish to give them. It’s an method outlined by James F. Haggerty’s “In The Court docket of Public Opinion.”
After all, “No remark” isn’t Notting Hills’s most well-known line. That’s when Anna hesitantly says to William, “I’m only a lady, standing in entrance of a boy, asking him to like her.”
Answering reporters’ questions gained’t essentially get them to like you. That solely occurs within the films.
COMMENT
