You'd think that after years of dealing with television cameras that politicians would "get it" when it comes to dodging questions.
Nope. They actually think that "no comment" sends the reporter away with nothing. In reality, many sound bites without substance can speak volumes.
Here's something they didn't teach you in college... some sound bites don't need any words. They sure don't need any facts. And they don't need any answers to your question.
Case in point: Did you catch Obama's exchange with a reporter when talking about the Illinois Governor? Obama said, "I don't want you to waste your question," to the reporter. What he really said was, "I don't want to answer your question," and he didn't, but his tone, his body language, and the fact that he dodged the question was the "sound bite" that played everywhere. Good reporters smell blood in the water when they see things like this. Many times a non-answer is better than a real answer, as it was in this case. And every politician, Republican and Democrat, does this. It maybe the one non-partisan agreement in Congress.
I look back at the time I was assigned to ask a gubernatorial candidate about an extramarital affair (which turned out to be true) knowing full well I wouldn't get an answer. And I didn't get one. But his physical reaction (the death stare, twitchy lip that Elvis would envy) told viewers all they needed to know.
Got a tough question you know won't be answered? Ask it anyway. Chances are you'll get a "sound bite" that could be the money shot in your package.
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