When covering a news story, it is a reporter’s professional obligation to seek out and present all points of view. In most cases, the reporter is not trying to trick or annoy you; the reporter is simply trying to do his or her job. If you say nothing or “no comment,” that is exactly the action or statement that will appear in the story.

In the eyes of the public, “no comment” has become synonymous with guilt. In addition, by refusing to speak to a reporter, you relinquish all control over the story. All of the information in the story will be provided by other – possibly adversarial – sources. Finally, you will alienate the individual reporter, who will then be less receptive in the future when the shoe is on the other foot and you are looking for positive publicity.

When working on a big legal case, be prepared with a media strategy – and a few statements that will appease a reporter while buying you more time. If necessary, work with a media relations consultant. Any statement at all shows respect and indicates that you take the role of the press seriously.

Depending on the context of your case, you can gain time by replying with one of the following statements – and then following up with a sentence or two discussing the background or next steps in the case. Often, this is enough to satisfy a reporter.

• Until we have a lot more information about the situation, we will need to refrain from any speculation.
• Out of respect for my client’s privacy, that is a question that I am not able to answer at the moment. But, we will address it at the proper time.
• We are still in the process of reviewing this lawsuit. Until our review is complete, any commentary would be totally premature.
• At this time, we are still gathering all of the facts. As soon as we have more information (and we still do not know when that will be), we will let you know.
• Unfortunately, that is a question that is best posed to (some other authoritative source). You should ask them that question.

There is nothing wrong with pointing out to a reporter that you are not an appropriate source for a question. Try to suggest a better source. It can be unwise and damaging to your client to discuss matters that are beyond your purview.

Another helpful tactic is to respond to a reporter’s question with a question of your own – seeking more details about the story. This helps you determine the angle of the story and shape your eventual response. It also helps you derail an aggressive line of inquiry.

Do not ignore a reporter’s questions in public and do not ignore his or her call to your office. (See adjacent article.) If you are neither able nor prepared to respond at the moment, determine the reporter’s deadline and promise to return the call. Do your research and prepare your comments. Get help if you need it. Then make the call.

It is always important to understand how you can work with the media to convey a client’s best interests. To be successful, you should listen attentively to a reporter’s questions, find a way to ask nicely for more time, carefully prepare and then respond in a timely fashion. Take your cue from what works – not from the movies!

As an account supervisor in the public relations group of Jaffe Associates, Tom Stanton is available to help you create strategies for responding to inquiries from the media. He can be reached at stantont@jaffeassociates.com or (773) 307-2336.