We’ve all seen the scene in a movie or on the news: the corrupt politician, shady CEO, or disgraced celebrity getting rushed out of the courtroom while reporters swarm and shout questions. And what do they say as they’re hustled to the car? “No comment.”
I used to think that was such a boss move. Like — yeah, you tell ’em.
No. Nope. Not even close.
Now I know: “No comment” is always the wrong answer.
When a crisis hits, our instinct is to go quiet. But that’s the worst thing an organization can do. And yet, time and again, leaders, spokespeople, and brands fall back on that tired old phrase: “No comment.” (Which honestly might be even worse than complete silence.)
But why is it so bad?
It feels like the safe route. Like it’ll buy you time and keep you from saying the wrong thing. In reality, it’s a strategic misstep that erodes trust, fuels speculation, and makes recovery way harder.
Think back to that shady politician or CEO at the beginning. How did you feel watching them say “no comment”? Probably thought they were guilty. Hiding something. Just digging the hole deeper.
And guess what? That’s exactly what your audience thinks, too.
1. Silence Says More Than You Think
In the absence of information, your employees, consumers, and the general public will always fill the void with assumptions. “No comment” can be interpreted as an admission of guilt, indifference, or incompetence. It signals that you either don’t care or have something to hide.
2. You Lose Control of the Narrative
In today’s 24/7 news cycle and social media ecosystem, information moves fast. If you’re not providing answers, someone else will and those answers may be inaccurate or damaging. A proactive response helps shape the narrative and keeps misinformation at bay.
3. Stakeholders Want Transparency
Employees, customers, investors, partners all want to know where you stand and what you’re doing. A crisis is an opportunity to demonstrate your values and commitment to accountability. Saying “no comment” erodes that trust and can lead to long-term reputational harm.
4. Regulators and Media Take Notice
A lack of responsiveness can draw even more scrutiny from regulators and media outlets. Journalists will press harder. Regulators may assume noncompliance. A thoughtful, timely response shows that you’re engaged and taking the situation seriously.
5. There Are Better Alternatives
You don’t have to have all the answers in the moment, and you shouldn’t speak beyond what you know. But there’s always something you can say:
- Acknowledge the issue: “We are aware of the situation and are actively working to understand what happened.”
- Express empathy: “Our thoughts are with those affected. We take this very seriously.”
- Commit to transparency: “We will share more information as soon as we are able.”
These responses communicate engagement, concern, and integrity without locking you into specifics too early.
Final Thoughts
People want honesty, accountability, and some sign that you’re taking the situation seriously. You don’t have to have all the answers right away (and you probably won’t), but you do need to show up. Acknowledge what’s happening. Show empathy. Commit to sharing more as you know more. It’s not just good PR, it’s good leadership. And it’s how you start to rebuild trust when it matters most.
Crisis communications is about trust. When in doubt, remember: silence is seldom neutral. Say something because saying nothing can speak volumes.