The scene is familiar to anyone who has watched cable news: A reporter with a microphone catches a CEO outside of his office and asks about a recent company controversy; the CEO is surprised and annoyed; he shoves his hand in front of the camera and says, “No comment,” before scurrying away.
At Mack Communications, the phrase “no comment” makes us cringe. More often than not, the public assumes guilt when they hear it. “No comment” is now equated to, “Yes, we’re guilty, but we don’t want to admit it,” or “We have something to hide.”
In today’s interconnected world, it’s incredibly easy for companies to communicate with the public. A business can email, Tweet, or send a press release. It’s also very easy for the public to speculate and spread false information through these mediums, fast. Saying “no comment” provides no information, encouraging the media or public to create their own narratives.