‘It comes down to trust’: Communicators on when to go on background, off the record

Knowing the rules of engagement with reporters is one of the most important things a PR pro can do – and counsel their clients on. But within the realm of on the record, on background and off the record, there can be a great deal of nuance and considerations.

We asked communicators on LinkedIn to share their best practices for navigating these treacherous waters. Here’s what they said.

Answers have been edited for style and brevity.

On background

Mike Nachshen is president and owner of Fortis Strategic Communications.

First, it comes down to trust. Do I trust the reporter and do they trust me?

Second, rules have to be established and mutually agreed to BEFORE the background or off the record portion of the conversation begins

Third, make sure everyone understands what they are agreeing to. Off the record is different than background. And background can be for or not for attribution.

E.g.:

Me: “Great question… I’d like to give you some context before I answer. OK if we go on background, not for attribution, first?

Reporter: “Can I list you as an ‘a contact close to customer X’?”

Me: “Sorry… no. No attribution at all, I’m afraid. But I’m giving you enough to go out and find this in the Congressional record if you need attribution.”

Alex Dudley is principal at Principal, Cloudbreak Communications.

I have found the “on background” tool very useful throughout my career. Often it is a way to help a journalist work a nuance into their story that would otherwise not make it because it is too difficult to source. This is particularly true in an era where the bland corporate statement rules the day.

Janice Mandel is a podcast host and founder of Janice Mandel.

A rationale of mine for going on background would be:I’m asked a question by a reporter and the answer requires context not directly relevant to question at hand. If I want to ensure the reporter understands that context I may ask if we can go on background. I find this helps communicate nuances the reporter may not know.

Off the record

Parry Headrick is the founder of Crackle PR.

Never say anything to a reporter that you wouldn’t want splashed on a neon sign in Times Square.

 Kevin Nolan is VP of marketing at Sagility.

This may be a basic step, but make sure you clearly state you’re going off the record before you do. Ensure the reporter agrees. Something like “this next sentence is for background and should be off the record.” There should never be a “why did the reporter write that? I thought we were off the record?” moment. Ever.

Mary Beth Popp is vice president, Corporate and Brand Communications at FIFCO USA.

I always say, remember that if you share information off the record – the reporter always knows it. So for example, if you go off the record about making a product for another company (contract manufacturing), and something happens with that product — they know you made it. You never know how it may impact your organization in the future. I only go off the record to provide context and background.

Linda Zebian is head of communications at Muck Rack.

Even if you say, “I don’t know,” that can be used in the story and attributed to you, which has implications, so be very careful to establish where you are on the record at the start of a conversation.

I really appreciate all of the comments here suggesting “nothing is off the record,” but I respectfully disagree. Investigative journalism would not exist if journalists did not commit to keeping conversations with sources private and sacred. Off the record interviews are a cornerstone of a free and independent press.

Katie Heinz Pfingsten is manager of media relations and training at Public Communications Inc.

In media trainings, we’ve been asked by spokespersons if there are any legal ramifications if they agree to speak off the record and a journalist publishes the material. Some have been surprised to learn that a verbal agreement to speak off the record or on background isn’t legally binding. We also remind them that anything that’s said before the camera is rolling or in an email exchange with a reporter — no matter how informal — could be quoted/published.

Erik Sherman is a freelance journalist and writer.

If you are considering off the record or on background, remember that it has to be negotiated in advance and both sides must agree on the exact definition to avoid unintentional misunderstandings.

Ben Craft is vice president of community engagement at the Center for Human Development.

Asking to go off the record too much or on trivial or irrelevant details punches big holes in credibility.

Sarah Kissko Hersh is founder of Type A Consultancy.

Don’t say it if you don’t want it published.

Erika Leigh is public relations account manager at LeadCoverage.

Ask yourself, “would it be OK if this actually got out and my name or my organization’s name was attached to it?” If yes, then proceed. If not, don’t disclose it no matter the circumstances.

Rebecca Burn-Callander is a freelance journalist, podcast host and director of communications at Build Concierge.

Over the 20 years I have been a business journalist, I have never printed anything that was told to me “off the record.” This means that find people tend to be extremely candid. They explain why something happened, how much it cost, how they felt about it — things they would never want published but can massively impact the tone of the final article. It’s a way of giving the journalist a glimpse of the struggle, the stress, and your personal feelings, knowing that your comms team would never allow it