The No Comment Pitfall

http://msmagazine.com/blog/blog/2012/04/05/masters-of-sexism/

          Never ever say “no comment.” It amazes me how fast people forget this concept, especially public relations professionals who have experience with crisis management. What shocks me more, though, is when the everyday average citizen uses the “no comment” way out of a sticky situation.

The most recent case I can think of is this years Masters golf tournament. As many of you know, IBM is one of the three sponsors for the tournament (the company handles the tournaments websites, apps, and media center). The issue was, Virginia Rometty, IBM’s CEO, is a woman. August National Golf Club does not admit women. So, the question burned in many individuals’ brains: would Rometty attend the tournament?

When Augusta Chairman Billy Payne was confronted with the issue, he stated, “All issues of membership remain the private deliberations of the membership. The statement remains accurate.” Reading between the lines, Payne essentially said the words, “no comment.”

As a public relations graduate student who has taken a course in crisis management, I am knowledgeable of the mistake Payne made in those statements. Wouldn’t an individual understand the desire for other average citizens to know the situation and what will come of it? Why on earth would Payne decide to make these statements? It boggles my mind.

What is worse is the fact that Augusta has refused to offer membership to Rometty, disregarding the history of offering membership to all IBM’s past CEO’s. While Rometty did attend the tournament this year, she was not offered membership to the club. In this day and age, sexism is viewed as a reprehensible perspective, one that must be defeated. I’m for one curious how Augusta will address this issue even now that the tournament is over (or if they will address it at all). What do you think the club with do?