Executive Summary
- Ghosting reporters creates an information vacuum and your critics will fill it.
- Acknowledge inquiries quickly so you can buy time for facts without sounding evasive.
- Use a holding statement to stay in the story while you verify details and align internally.
Reporters publish on deadline with or without you. If you don’t respond, the public record becomes “Company declined to comment.” That line follows you, gets quoted and can show up in search results for years.
Silence also signals disorganization. Even if the situation is complex, a short acknowledgment shows you are engaged and acting responsibly.
1) Confirm receipt
Send a quick note that you received the inquiry and are reviewing the facts.
2) Gather the essentials
What happened, when it happened, who is impacted, what is confirmed, what is still unknown.
3) Align internal stakeholders
At minimum, align leadership, legal and communications so you do not contradict yourself later.
A 3-step media response that protects you
Step 1: Acknowledge receipt
Acknowledge without over-explaining. You are not admitting fault. You are signaling you take the inquiry seriously.
Step 2: Align on verified facts
Decide what you can confirm now. Decide what you cannot share yet and why. Make sure internal teams agree.
Step 3: Issue a holding statement
A holding statement keeps you present in the story while you verify. It also reduces speculation because it replaces silence with a clear process.
Copy and paste holding statement
“We are aware of the situation and are reviewing the facts. We take this seriously and will share an update as soon as we can confirm accurate information.”
How to answer tough questions without making it worse
If you cannot answer a speculative question, pivot to process and commitments.
Example:
“We cannot speculate. What we can say is we are reviewing the facts, cooperating with the appropriate parties and will provide an update by [timeframe] once we can verify details.”
If legal limits what you can say
Avoid “no comment.” Use a cooperative explanation.
Example:
“We are unable to comment on specific details due to ongoing legal matters. We can share that we are [action], we are [action] and we will provide the next update by [timeframe].”
How to avoid the most common media mistakes
Do not argue with a reporter.
Do not send an unvetted statement from a personal email.
Do not let multiple leaders respond independently.
Do not guess. If you guess and later correct, the correction becomes the story.
Internal checklist: what your team should have ready before any crisis
A designated spokesperson and backup.
A short list of approved holding statements by scenario.
A media inquiry intake process with one inbox and one owner.
A fact gathering process so comms is not chasing details in public.
A review path that is fast enough to meet deadlines.
FAQ
Avoid it. If you cannot share details, say why and what you can share.
Acknowledge within about one hour when possible. Do not rush unverified details.
Yes. Focus on facts, process and what you are doing next.
Next step: : If media inquiries are coming in and you need a steady, senior-led response plan, book a consult with CIM Inc PR.
Marisa Vallbona, APR, Fellow PRSA, is the founder of CIM Inc PR and a communications strategist with more than three decades of experience helping organizations build credibility, protect their reputations, and strengthen their visibility in traditional and AI-driven search through strategic public relations and digital marketing.
