Comments on: LifeLock founder proves “No Comment” equals “hiding”

By: Valley PR Blog » Blog Archive » Todd Davis’ Social Security Number is 457-55-5462

Thu, 22 May 2008 14:03:50 +0000

[...] 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 [...]

By: Wilma Mathews

Wilma Mathews — Wed, 13 Jun 2007 22:27:24 +0000

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.”

By: danwool

danwool — Wed, 13 Jun 2007 17:47:23 +0000

My guess is that Lavidge’s “no comment” was a “can’t comment”

By: Robyn

Robyn — Wed, 13 Jun 2007 16:47:52 +0000

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!

By: jenydowlin

jenydowlin — Wed, 13 Jun 2007 16:26:13 +0000

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.

By: jenydowlin

jenydowlin — Wed, 13 Jun 2007 16:10:56 +0000

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/