Tom Corfman is a senior marketing consultant with Ragan Consulting Group.
The 1999 film “Notting Hill” is a couple of 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 good friend, Max, performed by Tim McInnerny, asks Thacker if he’s slept with Scott.
“That could be a low-cost query and the reply, in fact, is not any remark,” Thacker says.
“‘No remark’ means ‘sure,’” Max replies.
Max jumped to the unsuitable 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 experts. Listed below are six transient classes on certainly one of 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. Contemplate the instance of President Joe Biden, who isn’t precisely referred to as a media maven. On March 31, 2023, earlier than the indictment in opposition to former President Donald Trump was launched, he was requested 5 instances concerning the case.
With Marine One whirring on the South Garden of the White Home, right here was the change:
Your response to the indictment? “No.”
Will the indictment divide the nation? “I’ve no touch upon that.”
Was he nervous about protests? “No. I’m not going to speak concerning the Trump indictment.”
What does the indictment say concerning the rule of regulation? “I’ve no remark in any respect.”
Are the costs politically motivated? “I’ve no touch upon Trump.”
Watch the video and choose for your self: Was Biden suppressing a smile?
Lesson 2. Generally, the reporter is correct. However for lots of causes the spokesperson can’t be the one to substantiate it.
There was an outdated New York public relations recreation, or at the least there was an outdated New York PR one who performed the sport with me after I was a reporter. It went this manner:
- 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 verify your sources on that.”
- On uncommon events, the exec would say, “No remark, however off the file you have got good sources.”
- Generally the exec would say “No remark” irrespective of whether or not I used to be proper or unsuitable, simply to maintain me guessing.
I appreciated the steerage.
Lesson 3. Perhaps these little feedback violated journalistic ethics. Journalists wish to say they’ve a occupation regardless that the job doesn’t require any {qualifications} aside from a capability to sort.
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 particular person 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,” think about if there’s any useful ideas 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 concerning the phrases, “No remark.” There’s a long-running competitors to give you alternative 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, guide, criticism, indictment …
- We’re nonetheless gathering info, simply beginning our investigation…
- We’ll verify with our staff, our basic counsel, our CEO…
Lesson 5. Within the 1996 film “Jerry Maguire,” the title character is within the resort suite of school quarterback Frank Cushman on the evening earlier than the NFL draft, when “Cush” is anticipated to be the primary decide.
When the cellphone rings, there’s this change between Cush, performed by Jerry O’Connell, and Jerry, performed in fact by Tom Cruise:
Cush: Reporters, Jerry. They been callin’ all evening 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 gained’t work out 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. Irrespective of the way you attempt to duck questions, all people acknowledges while you don’t reply. Making issues worse, reporters will get these solutions from any individual else. And the reporter will inform your story in a means that you just aren’t influencing.
Should you requested reporters which PR folks helped their shoppers 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 also say that by answering questions, they offered extra data that made it into the story. And that advantages the consumer. (Or at the least makes a nasty story not as unhealthy.)
As a rule, attempt answering questions. Begin with what reporters need. Give them that (or as a lot as you possibly can). Then, work towards what you need to give them. It’s an strategy outlined by James F. Haggerty’s “In The Court docket 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 gained’t essentially get them to like you. That solely occurs within the films.
