Part of an on-going effort to encourage those speaking with reporters to avoid the dreaded “no comment”
This is going to be a bit of an off shoot of This Week in “no comment.” Let’s talk about NOT saying something.
We do a few dozen training sessions a year on crisis communications and we start by establishing that the session will push participants to be proactive, but that it’s also possible to be TOO proactive. We use a funny video about over-sharing as an ice breaker and to reinforce the point.
As a communicator in a crisis, you’ll have to deal with media calls and public inquires. No comment isn’t a choice there.
If you’re NOT a communicator in a crisis and you’re not being actively sought out — perhaps it’s best to lay low.
A couple years ago, we were called on to help a local police organization put up a fundraiser on GoFundMe in the wake of two police officers being shot in the line of duty. It was a tragic case that filled the news. As that event unfolded, a small business owner in the area went on Twitter to complain that the coverage of the shooting was cutting into the golf tournament he was watching.
Bad idea. BAD. IDEA.
It was an unforced error that created its own separate incident. The small business owner was (rightfully) roasted on social media, and some went so far as to organize a boycott of his establishment. He had to respond and try to limit the damage of his comments.
Now that we’re in midst of the Coronavirus, everyone seems to have a hot take — and social media too often seems to encourage such bad behavior.
This week former (current? I’m honestly not sure…) Disney star, Vanessa Hudgens went on Instagram to complain about the President’s comments that restrictions might be in place until July. Here’s what she said:
“Until July sounds like a bunch of (expletive), I’m sorry, but like it’s a virus, I get it, I respect it,” Hudgens said. “Even if everybody gets it, like yeah, people are going to die which is terrible, but… inevitable? I don’t know, maybe I shouldn’t be doing this right now.”
She got the last sentence right, but it was way too little and way too late.
She, of course, apologized saying that she learned the significance her words have. She should have already known that. She should also already know that stupid stuff you say seems to always find a way out, whether you’re a small business owner in Ohio or the actress who played the shy, smart girl in High School Musical.
Bottom line — There are people who need to comment. Ohio’s daily coronavirus press briefing has made a star of the Department of Health’s Dr. Amy Acton whose transparent and open dialogue is leading the residents through this crisis.
But there’s a danger for too much transparency, and the victims there are usually those who feel the need to be heard despite a lack of demand to be heard from.
