The Silent Treatment: Why Ignoring Media Inquiries is Riskier Than You Think
The Silent Treatment: Why Ignoring Media Inquiries is Riskier Than You Think
When reporters come knocking, the worst answer is no answer at all. Here's why silence can be deafening.
Every PR professional and corporate communicator has faced it: a difficult media inquiry lands in your inbox or voicemail, and the initial instinct might be to delay or avoid responding altogether. While “no comment” might seem like the safest course, it’s often the riskiest move a brand can make.
The Dangers of Silence
1. Loss of Narrative Control: When you remain silent, you forfeit the opportunity to shape the story. This leaves the narrative entirely in the hands of journalists and other commentators who may not have your organization’s best interests in mind.
2. Erosion of Trust: Stakeholders expect transparency, especially during crises. Silence can be interpreted as guilt, indifference, or incompetence, further damaging your reputation.
3. Amplification of Rumours: In the absence of an official statement, speculation fills the void. Unchecked rumours can spiral into larger crises, making eventual damage control more challenging.
Real-World Examples
Consider the infamous BP oil spill in 2010. The company’s delayed and inadequate responses to media inquiries during the early days of the disaster created a perception of indifference, which exacerbated public outrage. On the other hand, brands like Southwest Airlines have demonstrated the value of prompt, transparent communication. After incidents such as emergency landings, the airline has consistently issued immediate, empathetic statements, maintaining customer trust and minimizing reputational damage.
Why Timely Responses Matter
A timely and well-crafted response does more than just put out fires; it builds long-term credibility. Here’s how PR practitioners can turn challenging inquiries into opportunities:
1. Acknowledge the Issue: Even if you don’t have all the answers, confirming receipt of the inquiry shows you take it seriously.
2. Be Transparent Within Limits: While certain details may need to remain confidential, offering as much information as possible fosters trust.
3. Show Empathy: Acknowledging the human impact of the situation demonstrates your organization’s values.
The “No Comment” Myth
Many believe that saying “no comment” is a neutral stance. In reality, it often sounds evasive. Phrases like, “We’re investigating and will share updates as soon as possible” can achieve the same purpose without alienating your audience.
Proactive Preparation: Media Training
Ensuring that executives and spokespeople are media-trained is essential for navigating tough inquiries. Role-playing exercises, messaging workshops, and having a crisis communication plan in place can significantly improve response quality under pressure.
Takeaway: Silence Isn’t Golden
In today’s media environment, silence isn’t just risky; it’s costly. PR practitioners must embrace transparency, timeliness, and empathy to navigate challenging media inquiries effectively. By engaging thoughtfully and proactively, you can protect your brand’s reputation and turn even difficult situations into opportunities for growth.
