should i comment if a news outlet asks me for comment?

The New York Times recently published a valuable behind the scenes look at what happens when reporters seek comment. Read it if you work in comms.

https://www.nytimes.com/2026/03/02/insider/journalism-reporting-seeking-comment.html?unlocked_article_code=1.SFA.p1te.8iVPpCEFyk-M&smid=url-share

At the outset, I’d say that the situation for every company is different, and the NY Times has an obvious interest in getting more people to comment. Ask for advice if you’re worried about it.

That said, I think they make some valid points in this article.

Tl;dr:

1️⃣ Journalists reach out for comment because they want to get it right, and if you’re faced with a controversy, this is usually the best opportunity to put forward your case.

2️⃣ Scurrying off and burying your head in the sand ostrich-style is rarely the winning move if you don’t like a story. The media won’t stop for you.

3️⃣ Spoiler stories (ie, leaking a toned down version of a story to the competition) rarely work, and they force journalists to use countermeasures (you’ll have half the time to respond next time).

4️⃣ There’s a fashionable idea at certain comms agencies that the media is irrelevant in 2026 because executives can go direct. That’s delusional. You don’t have a bigger following on social than they do. And even if you do, a spicy story might get picked up by half a dozen other outlets.

Every situation is different, but if legal issues don’t prevent you from speaking, saying your piece is very often the best move.