For Immediate Release
Tuesday, December 9, 2008

Contact:
Ed Barks
(540) 955-0600
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Article in PRSA Publication Sheds Light on “Off the Record” Media Interviews

What are the guidelines for engaging in “off the record” media interviews? Barks Communications President Ed Barks clarifies some of the ground rules in the December issue of Public Relations Tactics.

The article, “War of the words: Can we talk off the record?,” is a follow up to his recently issued report, “Can We Talk Off the Record? Resolving Disagreements, Increasing Understanding Between Reporters and Public Relations Practitioners.”

As Barks explains in his commentary, he undertook the research “in hopes of 1) resolving disagreement among those who say that, used properly and professionally, off the record is a valuable tool vs. those who deny its worth (and, in some cases, its very existence) and 2) enhancing understanding between journalists and PR pros.”

Barks, whose consulting practice includes media training services, argues that public relations practitioners who ignore the value of using journalistic techniques such as off the record “place their spokespeople and clients at a distinct disadvantage in the media marketplace.”

He includes from his report “10 recommendations set forth in an effort to help PR pros and reporters utilize off the record, when appropriate, more effectively.” Among those recommendations: Establish consistent definitions; distribute those definitions to reporters, PR practitioners, and the professional societies to which they belong; and keep media interviews on the record unless there is a compelling reason to do otherwise.

Public Relations Tactics is the flagship publication of the Public Relations Society of America (PRSA).

“Can We Talk Off the Record? Resolving Disagreements, Increasing Understanding Between Reporters and Public Relations Practitioners,” is available for $9.95 from Barks Communications. The report’s executive summary is available for free at www.barkscomm.com/pdf/offtherecord.pdf.

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.