Saying “no comments” might have worked in the past, but now it increases the storm all the more. And what about saying something to media “off the record”? Try once and you, most likely, will see that one “off the record” statement blaring in your face the next day. It’s like giving out the secret and expecting others to still keep it.

Why don’t these statements work?

Let’s discuss about “no comments” first. Why is it an ineffective way to respond in crisis? Because employees label it unofficial termination, public perceives it as inactivity, media calls it ignorance, government calls it negligence, and the shareholders call it a doom. Want to know more? Read on.

Brands crave to stay in buzz and “no comments” does give them this, but in the most dreaded form. It converts their dream into a nightmare. Consumers, and even competitors, begin talking about the brand, or we may say begin criticizing the brand. This statement can lead the brand to lose reputation, and even die. Brands might never get a chance soon to restore the damage done due to these two little words.

Now let’s move on to the other juicy statement, “off the record”. Some people just can’t control their tongue. They get trapped when the media flatters them and end up leaking truths off the record. But there’s a spin to this.

Sometimes interviewees intentionally say this statement to add importance to something that they want others to know and don’t want it to get lost in the usual conversation. Isn’t that a very strategic way?

There may be times when saying nothing is the best decision, but any such decision needs careful contemplation. And for this media training is a must. Although effective speaking is an innate talent, media training can go a long way in saving blunders that occur on camera.

What are your opinions about the use of these statements in the present times? Do you think they can help organizations in any way? Or do you think such statements fuel crises?

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