Paul Dixon’s PR blog

Newly appointed Chinese Health Minister, Chen Zhu, whilst concluding his media debut last week received a rare round of applause from the assembled journalists. Lauded as being part of a new generation of media-savvy Chinese leaders, the minister has received praise that includes his avoidance of using ‘no comment’. Instead, questions were met with a warm smile and a gentle persona.

For a journalist looking for a story, not necessarily a negative one, there is nothing more frustrating than hearing a ‘no comment’. For PR folks, it is equally disappointing when opportune moments present themselves for key messages to be delivered – only for them to be wasted. ‘Was not available for comment’ changes a story with the potential to be positive into one that leaves the negative image of a tall well-dressed faceless man, when confronted by a reporter armed with a voice recorder, swiftly making a bee-line for the revolving-door.

In fact, the voice recorder should be seen as an opportunity rather than a threat. I would bet that the faceless man’s external relations department knows this too. They will know, as PR professionals and experts in communications, that ‘no comment’ for the reader is akin to guilty as charged; the reader being led into believing there is something being hidden – when in fact, there isn’t. Even if there is, it’s up to the PR people to make sure that’s not the message in the newspapers the following day. (more…)