Never Ever Say “No Comment”

No comment. It’s one of the absolute worst possible responses you can give when faced with a question from a reporter. We’ve all seen it on TV when the lawyer walking outside the courtroom says “no comment” on behalf of their client. This amps up the dramatic stakes and tension for the viewer — but it’s never ever ever ever a good thing.

Sure, there are times when a tin foil hat wearer throws out some bizarre conspiracy theory and you’re faced with a question you shouldn’t even dignify. But even then, you say something that demonstrates the lunacy of the question.

If you know you’re “guilty” and don’t have much of a defense, you still say something. Even “we intend to vigorously defend ourselves” — another of the ten worst comments you can give — is better than “no comment.”

There’s always something that can be said, something generic like “we’re horrified by these allegations and have begun a full investigation.” It says very little, but at least it makes you look like you have some shred of humanity.

This is why I always snicker when I see “no comment.” It makes it very clear that the CEO of the company is a useless leader. That may seem harsh. But if you’re the CEO of a company, like Glow Recipe, and you produce makeup for children that is potentially giving them horrible side effects and you completely ignore major news outlets that come calling with legitimate questions — you are out of your depth. Health and safety must always be paramount for your customers and team members. Period.

Maybe the comms team is weak, or the reporter didn’t give enough time. But gone are the days of receiving a media inquiry and having until the end of the day before it goes to print. They run the story and add a quote after it’s gone public. Horrible journalism. This is 2024 for you. And this story about Glow Recipe has gone five days without a comment. It doesn’t matter if it’s malice or malpractice, if you can’t do the bare minimum, your company likely has far bigger problems.

Every time you see it from a company that you know, take a moment to reconsider buying their products, partnering with them, accepting a job, etc. The “no comment” response is a bellwether that shouldn’t be ignored.