No matter which famous interview you are watching, you will notice the interviewee getting jittery at one point and retorting with a trite “no comment.” When we were children, we often thought it was cool to say that to a reporter or a sneaky classmate, who wanted to pry on our personal matters. However, once we grow up and enter the professional world, we realize that those two words can kill PR, media relations, and public impression. In fact, if you ask any esteemed reporter and media trainer, they will rarely be able to say anything worse than two words.
During an interview, it is easy to believe that you are in control. However, a reporter does not come brandishing his or her weapons. Reporters always carry a hidden arsenal with them when they go to meet a business personality. Apart from asking routine questions, they love to sneak in a question or two about compliance issues and ethics violations. It is not uncommon for journalists to try and pit two cotemporary entrepreneurs against each other to find a good scoop. Smart people resort to “no comments” in these instances, but smarter people use the six alternatives to it.
- “I should start by explaining…” that should give you a bridge to begin talking on a related issue without mentioning the name of a contemporary or a competitor brand. You can express your view on a critical topic without sounding too evasive or snooty.
- “You must consider the following to find the answer to that…” this will give you the chance to explain your current standing on the situation.
- “That relates to another important issue…” that is one of the smartest ways to bypass an unpleasant question or jibe and guide the audience to another topic that might be contemporary or related.
- “What you are saying is correct, but the real problem is…” you will be giving the speaker his or her due credit, and at the same time you can begin talking about what concerns you the most in a related area.
- “I am unable to answer this question for legal issues, but I can tell you…” you are not only saying that even as a business owner or CEO you are not above the law. And just like your fellow law-abiding citizen, you would like to share some insider story with the media. (although, you don’t necessarily have to)
- “I don’t have all the facts that can answer your question correctly. However, I can say that…” that gives you the perfect break-off point to begin and deliver your key message.
The success of a brief interview depends on how respectful you were towards the interviewer and your audience. Not answering questions coming from the audience or the reporter looks terrible for anyone on the hot-seat. You can offer them other answers by bridging them with your inability or unwillingness to answer a particular question. No matter how stressed and annoyed you are, you should never utter the two words “no” and “comments” together in a sentence.
