In this age of tell-all and bare-all, there are many times in business and in life when it is just best not to share information. Within the context of media relations, while most people think about what they want to say ahead of any public statement or interview or discussion, they too often fail to anticipate how to answer the follow-up questions. Here’s where great media training and updates come in.
Not long ago, a client of mine finally got the call from a major news organization and was thrilled that his company would be featured in the big leagues. He’d worked hard to prepare, to gather the facts, and decide on the messages he wanted to deliver. And then the reporter asked him for specifics about a big deal he’d negotiated a few months ago. In his preparation, he hadn’t thought about what he didn’t want to disclose and so, in a moment of panic, ended up sharing some sensitive information. He tried to backtrack but it was too late. He was on the record. And when the story came out, everyone involved was angry. In fact, some wondered whether they should trust him in the future.
My client’s error is one that we see all too often. Not only didn’t he anticipate all the questions, but he wasn’t clear—even with himself—about what he would NOT say. There are many reasons not to answer questions. The information might be highly sensitive. You may be bound by a confidentiality agreement. Or you simply don’t want to share the information with the rest of the world. Former Secretary of Defense Donald Rumsfeld was a master at deflecting probing questions. During a press conference about the war in Iraq, he once responded, “I know, but I am not going to tell you.” He said it with a chuckle and it worked because he didn’t try to obfuscate. Very directly and honestly he simply responded that he wasn’t going to share the information. Here are some other ways to politely decline to answer questions.
1) “Unfortunately, I can’t share that with you.”
2) “I can’t give you the specifics of this deal but what I can tell is you is…” (then talk about your key message points).
3) “I really don’t have anything else that I can tell you.” (By the way, the operative and honest word here is “can.”)
4) “We have a confidentiality agreement and therefore are not able to share that information.”
5) “Don’t you know that a woman never reveals her age?”
Thinking about what you aren’t going to disclose is as crucial as knowing your key messages. Be honest. Don’t get defensive. And be pleasant, yet firm, when you decline to provide information.
