LifeLock founder proves “No Comment” equals “hiding”
One of the worst things you can say in the face of public scrutiny is “no comment.”
Sometimes, when you’re bound by legalities or a complete lack of information, you can’t comment on the record but there are always ways to let a reporter know that and attempt to work around it. Stonewall or avoid a reporter though and you’re toast.
The Business Journal is reporting that Robert Maynard, founder of identity theft prevention company LifeLock, has resigned.
Two weeks ago, Maynard was the subject of a New Times article about his past; it called into question the veracity of his personal, powerful ID theft tale, which formed the nucleus of the company’s marketing.
Reporter Ray Stern’s piece was well-researched. LifeLock CEO Todd Davis was quoted in the article and comes off polished. But the reporter was not offered, nor could he could get a hold of his subject — Maynard – who was clearly avoiding him; in one instance, Maynard even answers a call from Stern on his cell and hangs up.
After reading the story, I thought that some PR pro might have felt that “it’s just New Times” and that providing Davis — who’s also their “my Social Security Number is…” ad spokesman — would be suffiicent cover. The company would take their lumps and move on.
The alternative thought I had was that everything the reporter was questioining must be true and Maynard was avoiding Stern out of fear he’d expose a lie or perhaps deepen it.
(Inferring from what’s been printed, Maynard probably never told Davis or anyone else involved his story was bogus — so maybe it was a little of both).
This was an extreme case, but the moral is that in PR, “no comment” always comes off as “we’re hiding something.” You always want to try and get your side heard, otherwise the reader will take up the other side’s position. Perception becomes reality.
If you assume nobody internally knew his secret, Maynard could have delayed Stern and come clean to his lawyer or business partners and attempted a proactive approach. (Beg off due to legal issues but send an affirmative statement?) Instead, he was taken down and his avoidance put the company in a tough situation.
“Resigned” by the way, means “fired.”
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June 13th, 2007 at 9:10 am
In a similar vein, the Phoenix-based publication Ethisphere Magazine has named the 2007 Most Ethical Companies. This is a great resource for knowledge and company updates on corporate compliance issues and ethics standards. http://www.ethisphere.com/
June 13th, 2007 at 9:26 am
So what does “no comment” mean when it comes from their agency? “They knew”?
An executive with Scottsdale-based The Lavidge Co., LifeLock’s ad agency, would not comment on the matter.
June 13th, 2007 at 9:47 am
Oh the power of not saying anything!
I feel that PR practitioners ought to educate their clients on how to handle such situations with a little media savvy.
1. ALWAYS defer to the PR person if a reporter calls. We have the power to ask questions and find out the gist of the story.
2. If you’re the authorized spokesperson and you can’t talk because of a company policy — i.e. quiet period or similar, tell the reporter when you can talk. Don’t let them think it’s a standing order and you’re not ever willing to talk.
3. SEE NUMBER 1! And apply to ALL situations!
Even in the most innocent of situations, “no comment” can become the root cause of a crisis. No company or PR practitioner wants that!
June 13th, 2007 at 10:47 am
My guess is that Lavidge’s “no comment” was a “can’t comment”
June 13th, 2007 at 3:27 pm
You should be able to talk on any subject for 30 minutes without ever “commenting” on it.
When a reporter asks you to “comment,” you have two primary options:
1. Ask the reporter what s/he specifically wants to know. Make him/her do the work, ask a real question and not just toss out this “comment” net hoping you’ll get trapped in it.
2. Say, “Yes!” And then say whatever the heck you want to say.
Any variation on the “comment” statement still means “I’m guilty as hell but I’ll never admit it.”
Valley PR Blog » Blog Archive » Todd Davis’ Social Security Number is 457-55-5462 Says:
May 22nd, 2008 at 7:03 am
[...] company are Phoenix-based we probably get more news about LifeLock than most, and I for one have heard numerous rumors about Davis’ past legal discretions. Now it turns out some of those rumors may have [...]