“No comment.”

It’s a phrase many professionals lean on when faced with tough questions from the media. The logic seems sound: by staying silent, you avoid risking a misstep that could escalate into a bigger problem. You cut the conversation short, close the door, and move on. But is this really the best move?

From a strategic communications perspective, saying “no comment” can be a significant miscalculation. A persistent reporter will write their story, whether or not they have your input. By choosing silence, you’re surrendering the opportunity to shape the narrative and may even be giving your opposition a platform to frame the story in their favor.

The reality is simple: in the court of public opinion, the adage “he who creates the narrative controls the narrative” holds true. Refusing to engage isn’t neutral—it’s passive, and it leaves room for speculation and, worse, someone else’s version of events to dominate.

Why “No Comment” Sends the Wrong Message

When you opt out of a conversation with a reporter, it’s not just about losing control of the story. The implications of silence can be damaging, especially in a world that values transparency. Here’s why “no comment” often fails to serve your interests:

1. Perception Equals Reality: When you decline to comment, people might assume you have something to hide. Silence can imply guilt or wrongdoing, even when that isn’t the case. The public may not be consciously aware of their bias, but skepticism grows when questions go unanswered.

2. A Missed Opportunity for Trust-Building: Engaging with a reporter, even if it’s just to provide background information, can foster a positive relationship and give them essential context. This can lead to more balanced coverage and sometimes even cause a reporter to hold off on publishing a story until they have a fuller picture.

3. Someone Else Will Speak: If you don’t contribute to the story, someone else will. And their version may not be flattering or accurate. By saying “no comment,” you’re effectively handing the microphone to your detractors.

What to Do Instead

Saying “no comment” doesn’t have to be your only option. Here’s how to respond when faced with challenging media inquiries:

  • Reframe and Respond: If you feel confident talking to the media, reshape the conversation in a way that highlights your key points and reinforces your organization’s stance. This shifts the dialogue and lets you present your narrative proactively.
  • Appoint a Spokesperson: If direct engagement isn’t feasible, designate a trained spokesperson who can answer media questions thoughtfully and strategically. This ensures the response is deliberate and aligns with your overall communication plan.
  • Hire Strategic Communications Experts: Partnering with a communications firm skilled in media relations and crisis PR can be invaluable. They can help craft messaging that positions your organization favorably and manages potential risks.

The Strategic Advantage of Engaging

Understanding the benefits of media interaction can be a game-changer. Providing insight, even off the record, helps reporters see the bigger picture. This transparency can make them reconsider the angle of a story, delay its publication, or even abandon it if it turns out to be less compelling than originally thought.

Building relationships with the media and working collaboratively—even during tough times—can allow you to press the truth, influence public perception, and regain control of the narrative. After all, sometimes facts presented without context don’t tell the whole story. By engaging, you offer the missing pieces that could shift the perspective in your favor.

Rethinking “No Comment”

Organizations that don’t understand the strategic importance of clear communication may default to “no comment” as a safe response. But the power of public opinion is immense, and silence can be costly. Strong talking points and well-crafted messaging can reshape how a story unfolds, ensuring your voice is heard and your side of the story is told.

Remember, “no comment” shouldn’t be your automatic answer. By speaking on your terms, you maintain influence over the narrative instead of letting others dictate the conversation.

Evan Nierman is Founder and CEO of Red Banyan, a global crisis PR firm, and author of The Cancel Culture Curse and Crisis Averted.