"NO COMMENT"

When I took this picture of N, what I thought of immediately was the phrase "No Comment ".

You have seen CEOs of large organizations dish out this phrase while looking away from the camera. Ha! Stop it!

When your organization is facing a crisis, one of the weakest responses you can give to your audience is the phrase "no comment".

Let me tell you why.

1. When you say "No comment", you are giving the audience a chance to make assumptions about the situation, rewrite your own story, and draw conclusions.

2. "No comment" makes you look incompetent and unprepared to face the issue.

3. It also makes you look like you are hiding something.

What should you do instead?
1. State the facts of the issue.

2. If you cannot disclose the facts, then tell your audience why you cannot make such disclosure. Maybe there is still an ongoing investigation about the situation or maybe you are still being briefed on the issue. But tell them the reasons why you cannot speak on the issue at that time.

3. Tell your audience that once you have the details, you will disclose it to them. (You must fulfill this promise).

Why must you do this?

1. It portrays your organization as credible.

2. It builds the level of trust your audience has in the organization, which automatically boosts your reputation.

3. It shows you are cooperative and enthusiastic about resolving the issues at hand.

So, please avoid the phrase "no comment " and don't stay silent either.

If you want to say "no comment", pinch yourself and restrategize on the spot.

I know most times people say no comment to avoid liability especially based on the recommendation of a lawyer. That is why organizations need a good crisis team that comprises of a lawyer , a communications professional and other key members that collaborate to draft appropriate statements/responses for tough situations.


Nene Folorunso