Principle 7: Never say anything is “off the record.” Journalists may quote sources even when both sides have agreed the conversation is “off the record” or “for background purposes.” A rule of thumb: “Off the record” can really mean “on the record,” especially during sensitive crises. “You shouldn’t say anything [in the presence of a reporter] that you wouldn’t want to read in a newspaper or see on the tube,” writes David Snell in his book, How to Succeed in Media Interviews When Mike Wallace Comes Calling.
Principle 8: Never say “no comment.” Studies have shown that when executives are quoted as saying “no comment,” 38% of the public will believe the company is guilty. Instead, executives should briefly state that they cannot provide the information at this time and explain why. The executives might say that the company is still obtaining the facts, an ongoing investigation hasn’t been finalized or that they cannot comment about an ongoing legal situation.