by Ed Barks

PR pros—particularly consultants who specialize in media training—often disagree about the value of reporters and sources conducting interviews “off the record.”

Barks Communications conducted research into how and when the phrase “off the record” is used 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 professionals.

We contacted veteran reporters and PR practitioners, asking them to complete an online survey, and solicited open-ended e-mail responses from similar professionals for additional qualitative input.

The result is a report titled, “Can We Talk Off the Record? Resolving Disagreements, Increasing Understanding Between Reporters and Public Relations Practitioners.” The report is designed to help both professions better understand one another and to offer insight into the value of holding interviews off the record.

Living in the real world
Some of the findings uncovered in the report are hardly earthshaking. For instance, there is little consensus on exactly what off the record means. Indeed, there is much uncertainty over how to define commonly used terms, such as off the record, “on background” and “not for attribution.” This is a sure-fire recipe for misunderstandings and, in some instances, lingering hard feelings and mistrust.

Another predictable finding: Trust about the use of off the record is fragile, particularly from the vantage point of PR pros. Thirty-nine percent told us that a reporter has broken a pledge to keep material off the record. In a striking reversal, not one reporter confessed to violating such an agreement. Clearly, either misperceptions abound or someone is fudging the truth.

Discovering the unexpected
The findings also led to some rather surprising discoveries. First, even those who claim to oppose speaking off the record have evidently used the tactic at some point. Forty-nine percent of total respondents to the online survey replied negatively when asked whether interviews should be conducted off the record. However, 78 percent of all respondents acknowledged that they have participated in off the record interviews.

The second—and I contend more important—unexpected result: PR pros with a journalistic background appear to place far more value in utilizing off the record interviews than their colleagues who lack reporting experience. This finding may be useful in helping to increase the understanding between reporters and PR practitioners if those with reporting experience can be persuaded to help educate their less experienced colleagues.

Even PR practitioners who argue against the use of off the record interviews must acknowledge that the practice is very real. It does, after all, have a long history as a media relations tool. Those who ignore this reality place their spokespeople and clients at a distinct disadvantage in the media marketplace.

Ten steps PR pros and reporters can take
The essence of the report is found in the 10 recommendations it set forth in an effort to help PR pros and reporters utilize off the record more effectively when appropriate. An outline of those 10 recommendations:

• Keep media interviews on the record unless there is a compelling reason to do otherwise.
• Develop and adhere to recommended definitions of off the record and other media relations standards.
• Distribute those definitions to reporters, PR practitioners, and to professional organizations to which they belong in an effort to achieve greater consistency and to minimize misunderstanding.
• Educate PR practitioners, especially those with no media experience, on both the meaning and the value of conducting interviews off the record when beneficial.
• Enter into off the record arrangements only with trustworthy reporters and sources.
• Agree to ground rules before beginning an interview.
• Ensure that both parties explicitly agree to abide by the ground rules.
• Confirm that both parties are empowered by their organizations to enforce the confidentiality of off the record interviews.
• Negotiate ground rules before every interview, even if simply renewing a conversation after a short break.
• Refrain from using such canards as “there is no such thing as off the record” or “off the record is a lie.”

Copyright © 2008, Ed Barks. All rights reserved.

For a free copy of the executive summary of the report "Can We Talk Off the Record? Resolving Disagreements, Increasing Understanding Between Reporters and Public Relations Practitioners," contact Ed Barks.

Ed Barks is the author of The Truth About Public Speaking: The Three Keys to Great Presentations and president of Barks Communications. Details: www.barkscomm.com.