Sequel: more reasons PR pros “did not respond to a request for comment”

A few weeks ago, my newsletter presented an opposing view to a journalism trade piece lamenting the rising number of PR people who “won’t even say ‘no comment.’”

Many readers responded to share more cases where they find it prudent to not respond to a journalist’s request. (If you haven’t yet, please read the original piece to see all the disclaimers that, generally speaking, responses are warranted – these are exceptions overlooked in the original article.)

Here are quotes from readers who played along with my framing of “the responses PR pros write in their heads, but never send.”

• Based on questions asked, it appears you’ve already determined your approach to the story and we’re only being asked to comment so your story appears thorough.
  • (This was the second-most common theme in the replies.)
• We responded, you just didn’t like our response and it didn’t fit your narrative, so it was easier for you to say we didn’t respond.
• We’re going through a merger right now, and making comments will get us called to the principal’s (read:SEC) office, yet you continue to throw minor tantrums when I refer you to our initial statement.
• You told me your deadline was 10 a.m. Saturday morning, and I bent over backward to meet it, and now it’s Monday morning and you’re asking for another call with my spokesperson, and my CEO is losing trust in me.
• You’ve messed up facts and refused to make corrections to previous stories, and your editors don’t seem to care. We don’t trust you to get it right.

The most common response to my previous newsletter?

“Thanks for the validation.”

Now, let’s not end on a negative note. Here’s a reminder that the scenarios above are exceptions. In most cases, we assume journalists aspire to produce accurate, objective stories. Structural pressures on the journalism industry make it harder than ever for them to fulfill that goal.

So when they turn to us for help, and we can work together so they meet their professional obligations while we serve as loyal advocates for our employers . . . that’s a great feeling.