For Immediate Release
Monday, March 23, 2009

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Ed Barks
(540) 955-0600
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PRWeek Turns to Barks for “Off the Record” Expertise

Readers of PRWeek magazine gained insight into “off the record” interviews in the March 23 issue. As Barks Communications President Ed Barks explained in the publication's Toolbox column, “Experienced PR practitioners and reporters set the default switch for every interview to on the record.”

He was quick to add, however, that knowledgeable public relations practitioners know how and when to conduct off the record interviews. Barks told PRWeek, “some PR practitioners go so far as to argue there is no such thing as off the record. That is just plain wrong. Such a narrow viewpoint ill serves clients and internal spokespeople and, in fact, calls into question the sophistication of those who tout that misguided notion.”

Establishing ground rules is mandatory when going off the record, he noted. “Everything in an interview remains for public consumption until you hear the reporter reply, ‘yes,’ when you ask if you are off the record.”

Barks’ advice is based on his report, “Can We Talk Off the Record? Resolving Disagreements, Increasing Understanding Between Reporters and Public Relations Practitioners.” It includes 10 common sense recommendations in addition to definitions for off the record and other journalistic techniques. The report’s executive summary is available here.

PRWeek is one of the most widely read publications covering the public relations field.

Ed Barks works with corporate and association executives who need a magnetic message and sharp communications skills, and with public affairs and public relations experts who counsel their bosses and clients. The former radio broadcaster is the author of The Truth About Public Speaking: The Three Keys to Great Presentations. As President of Barks Communications since 1997, he has taught more than 3000 business leaders, association executives, government officials, athletes, entertainers, non-profit executives, and public relations staff how to succeed when they deal with the media, deliver presentations, and testify before government officials.