by Pattie Sullivan, Senior Vice President, B2B Practice Head, HAVAS Red U.S.
A recent PRsay article on the credibility problem with “no comment” reinforces something I’ve seen from both sides of the microphone. As a former reporter—and now as a communications professional — I can say with confidence that “no comment” has never been neutral. It’s a signal. And not a good one.
Data backs that up. Nearly 40% of audiences interpret “no comment” as an effort to hide something, according to research cited by PRSA. As a reporter, I didn’t need a statistic to tell me that. When a source declined to engage, it didn’t shut the story down — it broadened it. It introduced doubt, invited speculation and often shifted the tone from informative to investigative.
What’s more concerning is that in my current role, I still see leaders instinctively reach for “no comment” or its slightly more polished cousin, the evasive non-answer. When we media train executives and subject matter experts, this is one of the first instincts we have to unlearn. Because whether you say nothing or dance around the question, the outcome is often the same: You relinquish control of the narrative.
And that’s the real cost. Silence creates a vacuum. In the absence of facts, others — reporters, competitors, critics — will fill that space for you. As many media training experts point out, refusing to comment often fuels speculation and erodes trust rather than containing risk.
The better option is not to say more. It’s to say smarter.
A technique we teach our clients is the “Great Divide.” It’s simple, practical and powerful: Acknowledge the boundary, then pivot to what you can say.
“I can’t speak to that specific issue, but what I can tell you is …”
This approach does three critical things. First, it shows respect for the question and the audience. Second, it maintains transparency about limitations, whether they be legal, competitive or otherwise. And third, it ensures your voice, and your message, remain part of the story.
Because at the end of the day, every media interaction is an opportunity — not necessarily to answer every question, but to reinforce what matters most.
In today’s environment, “no comment” is a missed opportunity to lead.
Take the next step and reach out today.
