Tom Corfman is a senior guide 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 finest 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 flawed conclusion, which demonstrates one of many key explanation why many PR folks advise: “By no means Say ‘No Remark.” That’s additionally the title of a 2003 paperback by two Canadian media professionals. Listed here are six transient 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. Think about the instance of President Joe Biden, who isn’t precisely referred to as a media maven. On March 31, 2023, earlier than the indictment towards former President Donald Trump was launched, he was requested 5 instances in regards to 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 fearful about protests? “No. I’m not going to speak in regards to the Trump indictment.”
What does the indictment say in regards to 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 decide for your self: Was Biden suppressing a smile?
Lesson 2. Generally, the reporter is true. However for lots of causes the spokesperson can’t be the one to verify it.
There was once an previous New York public relations recreation, or no less than there was an previous New York PR one who performed the sport with me once I was a reporter. It went this fashion:
- 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 file I’d examine your sources on that.”
- On uncommon events, the exec would say, “No remark, however off the file you’ve gotten good sources.”
- Generally the exec would say “No remark” irrespective of whether or not I used to be proper or flawed, simply to maintain me guessing.
I appreciated the steering.
Lesson 3. Perhaps these little feedback violated journalistic ethics. Journalists prefer to say they’ve a career though the job doesn’t require any {qualifications} apart from a capability to kind.
Particularly, in the event 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 could possibly be referred to as the “You Can’t Have It Each Methods Rule.” Solely reporters can have it each methods.
So, earlier than you say, “No remark,” contemplate if there’s any useful suggestions you’d like to supply pesky reporters.
Lesson 4. Some PR varieties aren’t bothered by not answering reporters’ questions. As an alternative, they get uptight in regards to 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 number 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 examine with our workforce, our common counsel, our CEO…
Lesson 5. Within the 1996 film “Jerry Maguire,” the title character is within the lodge suite of school quarterback Frank Cushman on the night time earlier than the NFL draft, when “Cush” is anticipated 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 received’t determine 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 if you don’t reply. Making issues worse, reporters will get these solutions from any person else. And the reporter will inform your story in a means that you just aren’t influencing.
For those who requested reporters which PR folks helped their purchasers probably the most, most reporters would say it’s those that answered their questions. That’s in reporters’ curiosity. However the savviest PR professionals may even say that by answering questions, they offered extra data that made it into the story. And that advantages the shopper. (Or no less than makes a nasty story not as dangerous.)
As a rule, strive 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 Courtroom of Public Opinion.”
In fact, “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 received’t essentially get them to like you. That solely occurs within the motion pictures.
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