When faced with media questions about an uncomfortable or difficult situation, I can’t tell you how many people—especially in law enforcement—assume that just saying “no comment” will make the media go away. I hate to tell you this, but that doesn’t do what you think it does. It just makes them ask again in a different way, over and over again, until they get a response. Or, worse, they will go ahead and fill in the blanks without you. So instead of going with “No Comment” try the following tips. And if you need help with media relations, contact us—we’re always happy to help!

1. Answer the question you want to answer and tell the story you want to tell.

What you have to understand about the media (back me up, media!) is that they are ultimately trying to tell a story. They may be telling that story to get clicks or to get views or to generate a conversation, but they want to tell a story. And when you or your organization are at the center of that story, you have the power to shape what people take away. When talking with the media, use the opportunity to share positive information and convey messaging aligned with your mission and vision.

2. Don’t assume a negative agenda.

Sometimes it feels like the media has an agenda to make you look bad. While that sometimes can be true depending on the media outlet and the story they’re covering, most of the time the media is just trying to provide information. Don’t be defensive in your media interviews—instead, assume that the reporter wants to tell the whole story.  Give them the information they need to make sure your part of the story reflects your messaging to your stakeholders.

3. Don’t pass the buck.

If you don’t know the answer to a question that the media is asking, track down the subject matter expert (SME) who does. Either ask the SME the question and deliver the answer to the reporter, or connect them to the SME. Make sure the SME knows the story that’s being covered and that the reporter understands the SME’s title and area of expertise. If the answer is in a document or on a website, find the document and/or the site and send it directly to the reporter—don’t just tell them where to look. Remember, you’re in control of the narrative, and you have the power to provide accurate, timely, and clear information…so do that!

4. Go the Extra Mile

This is similar to Tip #3, but if you know how to find the answer to a reporter’s question, it’s well worth your time to do some digging and find the answer for them. I know you’re probably thinking “but that’s their job!” I used to think that too, but I’ve found over the years that if I take the time to find the right answer and deliver it with a bow on top, there’s a much better chance that the reporting will be accurate and will reflect the story you want told.

5. Be respectful.

A little kindness and respect go a long way. At the end of the day, a reporter is a professional who wants to do a good job, and if you approach the relationship from a position of respect, chances are very good that it will work both ways. Don’t be abrupt or rude or blow a reporter off because you don’t like their reporting or you don’t agree with their network’s overall reporting. Always treat a reporter the way you would want to be treated—you never know when you might need them to help you communicate an important message.