Despite what you may see in Movies, never say - No Comment.

Because “no comment” isn’t neutral. It is an active communication choice that almost always creates damage.

Here’s why it consistently ranks as the worst possible response in public, media, and crisis communication:

1. It Signals Guilt or Something to Hide

Audiences don’t interpret silence as professionalism. They interpret it as avoidance.
Psychologically, “no comment” translates into:

“They know more than they’re admitting.” Even when nothing improper occurred, silence fills the vacuum with suspicion.

2. It Hands Control of the Narrative to Others

When you refuse to speak:

• Journalists still publish.

• Social media still speculates.

• Competitors still frame.

You lose authorship over your own story. Once that happens, regaining control becomes exponentially harder.

3. It Escalates Instead of Containing

Silence creates curiosity. Curiosity creates digging. Digging creates amplification. What could have remained a minor issue becomes a bigger story simply because you declined to engage.

4. It Breaks Trust with Stakeholders

Employees, partners, customers, and investors expect leadership to show presence, not disappearance.

“No comment” reads as:

• Lack of accountability

• Lack of empathy

• Lack of leadership

Trust erodes faster from silence than from imperfect honesty.

5. It Conflicts with How Modern Media Works

Today’s environment rewards speed and clarity. Silence is interpreted as outdated, defensive, and disconnected from reality. If you’re not part of the conversation, you become the subject of it.

6. It Is Rarely Legally Safer Than a Holding Statement

Many people assume “no comment” is the safest legal option. In practice: A carefully crafted holding statement is safer.

Example:

“We are aware of the situation, we’re reviewing the facts, and we will provide an update as soon as we can.” This acknowledges without admitting fault.

7. It Wastes a Valuable Strategic Moment

Every public issue is also an opportunity to:

• Show values

• Demonstrate responsibility

• Reinforce credibility

“No comment” throws away that opportunity.

What to Use Instead

• “We’re aware and assessing.”

• “We take this seriously.”

• “We’re cooperating/investigating/reviewing.”

• “We’ll share more when we have confirmed information.”

These responses:

• Buy time

• Show presence

• Reduce speculation

Bottom Line

“No comment” doesn’t protect you. It exposes you. In modern communication, controlled transparency beats silence every time.

About the Author

Steve Gardiner (exec MBA) is a senior marketing and commercial leader at Lighthouse PR, bringing global experience from Accenture, Electronic Arts, Virgin Media, Telekom, and Etisalat. As VP Business at Etisalat, he was responsible for $1.8B in revenue.

Today, Steve applies his strategic, marketing, and growth expertise to support Lighthouse PR clients as part of the agency’s service offering.