You can have the right message, but if you deliver it poorly, it won’t land. Reporters notice when an executive sounds rehearsed, dodgy, or like they’re reading from a brochure. It breaks trust before the quote even makes it into the piece.
The most effective interviews aren’t perfect. They’re clear, direct, and grounded in real voice.
Here are a few common phrases that should stay off the record, along with what to do instead.
-
“No comment.”
Sometimes legal constraints require a tight response. But “no comment” rarely helps your case. It reads as defensive or guilty, even when it’s not. Reporters and their readers assume you had the chance to say something and declined.
A better approach? Acknowledge the question and explain what you can say now.
For example: “We’re aware of the situation and are actively reviewing it. We’ll share more as soon as we’re able.”
Even a short, respectful response shows you’re engaged and taking the issue seriously.
-
“That’s a great question.”
It might sound polite, but this filler phrase doesn’t buy goodwill. It often comes across as stalling or scripted, especially when followed by a non-answer. In rapid interviews, this phrase wastes time and dilutes your message.
Instead, pause briefly and respond directly. If you need to reframe the question, do it with purpose, not fluff.
-
“What I’d like to say is…”
This phrase signals that you're steering the conversation away from the actual question. Journalists notice. Audiences do too. It suggests you’re more interested in delivering a message than offering insight.
When you need to pivot, do it cleanly. Reference the question, then bridge to your message without calling attention to the move.
For example: “That’s part of the issue, and what we’ve seen on the ground is…”
-
“We’re proud to announce…”
This belongs in a news release, not a live quote. If you say this in an interview, it immediately sounds promotional. Most reporters won’t use it, and if they do, it’ll be edited for tone.
If you're sharing news, let the facts speak.
Try: “Starting this month, we’ll be expanding our program into three new markets.”
That’s clearer, more useful, and gives the journalist something they can work with.
-
“Let me back up for a second…”
Unless you’re correcting a factual error, going backward mid-interview creates confusion.
If you misspoke or need to clarify something, do it simply: “To clarify what I said earlier…” or
“Just to be accurate, I should note…”
The goal isn’t perfection, it’s precision. Clean corrections build trust.
-
“We believe…”
This one’s tricky. It sounds harmless. But in some interviews, especially around policy, risk, or controversy, it weakens the message. “We believe” puts distance between your company and the action.
Stronger options include:
- “We’ve implemented...”
- “We’re investing in...”
- “We’ve seen results from…”
When you’re stating something as fact, own it with clear, active language.
The fix: Prepare, don’t memorize
Most of these habits come from nerves or over-preparation. Executives don’t need a script. They need media training that builds comfort, confidence, and message clarity.
That starts with understanding the journalist’s role, anticipating questions, and practicing real-time responses that sound authentic. It’s less about word choice and more about control without sounding controlled.
At Axia Public Relations, we help spokespeople earn trust. If your leaders need to strengthen their on-the-record presence, our MediaMaster training prepares them to handle interviews with clarity, poise, and credibility.
See also:
- Webinar: Media and Spokesperson Training
- How to best prepare for going on the record
- How to take your speaking skills to the next level with Allison Shapira, CEO of Global Public Speaking
Photo by Werner Pfennig from Pexels
Topics: press conferences, public speaking
Comment on This Article