Never, under any circumstances, utter the words “no comment” to a member of the media.
Let me repeat: never, ever, in any situation, are you to say the words “no comment” to a reporter, cameraperson, or other member of the working media (or blogosphere).
There are variations you can use, depending on the situation. They mean the same thing without implying some sort of coverup.
In a nutshell, here’s my advice:
- Don’t use the phrase itself.
- Develop and practice a few different stock phrases that stand in for “no comment” such as: “I’m sorry, but that information is confidential/proprietary.” or I’m sorry, but I’m not able to answer that question at this time.” or “I’d like to help you but unfortunately I can’t.”
- Once you’ve answered, stand your ground.
And thus endeth today’s soap box moment.