In a newsroom, few phrases incite raised eyebrows like “No comment.”

The phrase invokes images of celebrities being led out of courthouses, sunglasses on, hood and hands up, while a team of lawyers and bodyguards elbow their way through the crowd of aggressive reporters and photographers.

But reporters in all areas encounter “no comment” all the time, and it’s not saying nothing. Rather, the comment “no comment” makes is that a person, corporation, business or other organization is unwilling to share information.

And when a person, corporation, business or other organization comes off as unwilling to share information, that tends to lead to more questions.

When people talk to reporters, they’re not just talking to that voice on the other end of the phone line or responding to an email. They are speaking through that reporter to the people who want to read about their message ? or lack thereof.

The message “no comment” sends is that it’s not those readers’ business.

People have all kinds of reasons for putting up this verbal roadblock.  Understandably, sometimes a person has had a bad experience talking to a reporter and so that person’s guard is up with all media people. Though it’s not fair to paint all reporters with the same brush, it’s fair to hesitate.

Sometimes the information is private and that’s why it can’t be disclosed. It is OK to tell a reporter that a comment to media is not permissable on a certain topic, but it comes off as more trustworthy if the reason for not sharing information is provided. That doesn’t have to be detailed or exhaustive, but simply stated.

Sometimes a person doesn’t have the answer to perhaps a tough question immediately. Instead of saying “no comment” a simple “I don’t know, I’ll find out, and I’ll get back to you” ? complete with follow-through ? is ideal, though it may not always be realistic.

Yes, some reporters are pushy, but so are some people in all industries everywhere. The point is, many reporters are reasonable people and their job requires them to ask questions that aren’t always comfortable for the people they’re asking or for them to ask, for that matter.

Reporters have a job to do, and it’s not public relations. If the comment is “no comment,” we reserve the right to write that. We can only give out what you give us. Our job is to tell what’s happening or what happened. A little respect for that goes a long way.

The takeaway comment on the phrase “no comment” is this: the loaded two-word phrase isn’t just delivered to the reporter. That message goes to readers, viewers, listeners, friends, family, neighbours, acquaintances, mortal enemies, and so on; whoever taps into that media source.

When people talk to us, they’re in charge of their own PR, but there’s no reason these people lacking comments for whatever reason can’t find a benefit in that conversation. An interview is, more often than not, more than just a Q&A. We get insight and information, and in return, we provide an opportunity for people to get their messages out.