How not to do PR

http://www.guardian.co.uk/media/greenslade/2010/aug/12/newsquest-pensions
If Newsquest was a person, how would you describe him or her if they behaved this way? Aloof, probably.
‘No comment’, or here none, never looks good and should only be a last resort.
If you have a position, it must be justifiable. So make the argument, even if you know others won’t like it or accept it. To not comment can be perceived as accepting you don’t have a good argument for your position.
And that’s the point — silence can be interpreted any way. A statement only has so many.