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NO COMMENT?

by PR Pro
I've answered thousands of questions from reporters, some of them extremely irritating. But you learn to work through tough questions and to work with tough-minded reporters. If you ask why, I'll bend your ear about engaging with reporters so you or some other someone can tell your company's or your organization's side of the story, share perspectives on issues and maybe build knowledge and understanding. That is, of course, if someone's available, prepared and ready when reporters call.

But unfortunately, more than usual now, we're seeing 'No comment' in stories rather than a response to questions posed by reporters. Spokespersons aren't speaking that much, they aren't returning reporters' calls, they can't be reached, they're not available for comment. You could see this coming years ago when commentary was encroaching more on the news, creeping and seeping into it.

Maybe because plain old news just wasn't compelling enough to boost readership and ratings. Who knows? You can debate this any which way, but still, it sure seemed this was happening. And as a result, spokespersons we're becoming even more paranoid than usual.

Those spokespersons, let me tell you...they're like first responders. They have to react to breaking news, often at the spur of the moment. They have to quickly plan what to do about reporters and their questions. With 'little things' like brand image, reputation and public opinion of their business or organization on the line, they become extremely risk averse. While shaping opinion is in their DNA, they shape even harder when they're more paranoid. They're more guarded. They fiddle around much more with words and thoughts.

And what often results is angst on all sides. With reporters grousing about the pablum they're getting from spokespersons and spokespersons grousing about the raw deal they're getting from the media. But, you know who suffers the most? We the people, that's who. Because when there's paranoia and misunderstanding between seekers and speakers, communication becomes increasingly filtered, convoluted and confusing.

That's why we're at where we're at right now. When perhaps more than ever, we need to get back on track by engaging with one another constructively and intelligently.

(PR Pro's been at it for a long time doing what PR people do. You can even contact PR Pro through hoastategic@gmail.com.)

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