Look At Why "No Comment" Is a PR "Never"

We work in a field with a lot of gray. Relatively speaking, there aren’t many absolutes in the nuanced, situational world of PR. But here’s one “never” to remember… never use “no comment” as an answer to a reporter’s question.

A new example popped up today on ESPN – which still does its share of sound journalism in the midst of its hype and gab. The story I’m about to recommend is long – but worth watching if you’re like me and would be gripped by great investigative reporting about the underbelly of sports. The punchline, you’ll see, is a “no comment.” By thinking he didn’t say anything, the focus of the investigation actually said everything.

Check out the ESPN investigation when you have a few minutes for some good television and bad PR.