Phrases Seasoned Leaders Should Never Say On Camera

Seasoned executives are often expected to perform well under pressure. But even the most experienced leaders risk damaging their credibility with a few poorly chosen words. Phrases that seem harmless in casual conversation can come across as defensive, dismissive, or unprepared in a high-pressure media interview. 

Think about recent examples. In 2021, former CNN anchor Chris Cuomo’s “I’m not an advisor. I’m a brother” line during his scandal-hit interview raised more questions than it answered. Or when Peloton’s CEO John Foley said, “We own this,” during product recalls but only followed up with vague reassurances that frustrated investors. 

Here are 9 phrases leaders should avoid saying on camera (and what to say instead): 

“I Didn’t Prepare for This”

This phrase undermines authority immediately. It tells your audience that you're on autopilot or worse, that the conversation isn’t worth your time.

Even if a question catches you off guard, never announce it. Preparation is just a part of leadership and saying otherwise signals complacency.

Say this instead: “That’s an important point. Let me share what I can at this time.”

“That’s Not My Area”

You might mean to defer to a colleague, but this line makes you sound disconnected from your own organization. It gives the impression you don’t have a handle on the bigger picture.

Public leaders, especially in crisis, should project cross-functional awareness, not narrow expertise.

Say this instead: “Our team in that area has done critical work. I’ll give you a sense of how we’ve approached it.”

“That’s Just How It’s Always Been”

In today’s climate, where companies evolve faster than ever, tradition is not always a strength.   This phrase suggests you’re stuck in outdated thinking. It closes the door on innovation and casts doubt on your adaptability and displays resistance to change.

Say this instead: “We’ve followed that process in the past, but we’re always evaluating what serves us best going forward.”

“No Comment”

This classic line is now a red flag. Saying “no comment” makes it look like you're hiding something even when you're not. It frustrates journalists, disappoints stakeholders, and fuels speculation.

Crisis communication requires transparency and if you can't answer something, acknowledge it with professionalism.

Say this instead: “This is an ongoing matter, and we’re working through it with the right people. I’ll share more when I can.”

“We’re Doing Our Best”

You don’t want to sound defensive and vague on camera and this phrase is exactly that. And sometimes even emotionally deaf. It lacks the substance people expect from seasoned executives. Leaders must do more than reassure - they need to explain the actions behind the effort.

Say this instead: “We’ve taken specific steps to address this. Let me walk you through what that looks like.”

“That’s Not a Big Deal”

As a leader, it’s important to emphasize with your audience, including customers, employees,and stakeholders. Using this phrase can backfire immediately because it displays lack of emotional intelligence and undermines trust.

In 2022, Facebook’s then-Meta leadership faced backlash after brushing off layoffs as “a natural course correction.” Many employees and media voices viewed this response as cold and out of touch.

Say this instead: “I understand this issue has created concern. Let’s look at what’s being done to address it.”

“Let’s Not Get Into That Right Now”

Even if a topic is sensitive, brushing it aside creates tension and suspicion. Leaders don’t need to overexpose, but they should never deflect carelessly. In some situations, audiences value directness and deflecting only leads to vague complexity. 

Say this instead: “I want to give it the attention it deserves. We’ll be addressing that in more detail shortly.”

“This Wasn’t My Decision”

Even if true, saying this on camera puts blame elsewhere and damages team morale. It separates you, as a leader, from accountability, a costly mistake for anyone at the helm.

In 2020, multiple airline CEOs faced criticism for distancing themselves from operational delays and safety issues. The public doesn’t want finger-pointing. They want ownership.

Say this instead: “This was a team decision. I supported it based on the information we had at the time.”

“It Is What It Is”

This phrase signals helplessness or resignation and implies that no one is steering the ship. In a corporate or crisis setting, it leaves people wondering who is in charge. Strong leaders acknowledge reality but always point toward possibility.

Say this instead: “We’re facing a tough situation, but we’re making active decisions to move forward.”

Leadership today isn’t just about what you do behind closed doors. It’s about how you show up when everyone is watching.

Bulletproof Media Training offers executive-level coaching through its Influence The Outcome program, designed to help leaders communicate with clarity, authority, and control. Led by veteran media trainer Tara McCarthy, our bilingual team has over 20 years of experience preparing executives, founders, and spokespeople for high-stakes interviews and public appearances. Book a free consultation today.