No Comment? We Have Something to Say
When it comes to responding to media inquiries, one of the worst things a company can do is nothing at all. Avoiding the dreaded and notorious “no comment” with even a short reply can go a long way in impacting public image: according to a recent analysis of 200 news articles focusing on tech companies by Valentine Advisors, replacing “no comment” with a simple response can improve sentiments by an average of 5-7%.
Something is Better than Nothing
The significance of responsiveness in PR is not something that can be understated. How a company responds to circumstances, positive or negative, speaks to its values and how it engages with key stakeholders. “No comment” often implies that there is something to hide, while a firm and concise response demonstrates openness and credibility.
After Lyft, a ridesharing company, mistakenly announced a few weeks ago in their earnings release, that their margin expansion would go up by 500 basis points - accidentally adding an extra zero - their team sprung to action in correcting and apologizing for the mistake. The CEO took full responsibility and promised that the team would work to make sure the clerical error would never happen again. Lyft’s proactiveness and transparency successfully led them out of this negative news cycle.
Every interaction with the media is an opportunity to showcase the market positioning and identity of a business. When organizations respond thoughtfully - even or especially in challenging situations - they demonstrate authenticity and a commitment to transparent communication. Engaging with the media offers companies the opportunity to control the narrative - instead of letting it control them.
Building Relationships with Reporters
Businesses want reporters on their side, and ignoring or evading questions can be a mistake with lasting implications. Building relationships with media professionals requires consistent time and effort. Even if a particular inquiry cannot be fully addressed, directly addressing a reporter or editor to acknowledge the question and express a commitment to provide more information in the future keeps the lines of communication open. This approach not only helps manage the current situation at-hand but also lays the foundation for positive interactions in the future.
Conclusion
In a media landscape that demands transparency and responsiveness, businesses must embrace the power of communication. If you need help with media relations and crafting responses to press inquiries, reach out to Emerson Street Media - you can rely on our communications expertise to help you shape your narrative.
