“Off the Record” in Media Relations: Understanding and Mastering this Practice

In media relations, the term “off” carries particular significance. It refers to the non-official communication of information to a journalist, often confidential and provided on a privileged basis. While commonly used, this practice can sometimes lead to confusion. Here’s a guide to understanding and mastering “off the record” interactions in media relations.

What is “Off the Record”?

“Off the record” is a technique used to share sensitive or confidential information with a journalist in a privileged manner, often before the information is officially announced. This approach allows you to provide additional details or context without being officially cited as the source, while also managing the timing of the information’s release.

Why Use “Off the Record”?

1. Protecting the Source: Going off the record protects the source’s identity, especially when the information is sensitive or could have negative repercussions if directly attributed.
2. Providing Context: Sometimes, offering broader context or additional details is necessary for journalists to fully understand a situation. “Off the record” enables this exchange without official publication.
3. Building Trust with Journalists: Sharing confidential information off the record helps build trust-based relationships with journalists, showing that you rely on their professional integrity to honor the agreement.
4. Controlling Timing: By confidentially disclosing information, you effectively “reset” its timeline. Off the record can thus become a strategic lever to influence the timing of an announcement in favor of your client or organization.

How to Use it Effectively

1. Clarify the Rules: Before sharing off-the-record information, make sure the journalist understands and agrees to the terms. It must be clear whether the information will remain unattributed or embargoed until a specific date you define.
2. Choose the Right Moment: “Off the record” should be used judiciously. Its value lies in its rarity; it should remain an exception reserved for situations where it is truly warranted.
3. Respect Confidentiality: Once you have shared off-the-record information, honor the confidentiality agreement. Do not backtrack or attempt to control how the journalist uses the information within the agreed boundaries.

Risks Associated with “Off the Record”

1. Loss of Control: Once disclosed, you lose control over how the information might be used. While rare, a journalist may choose not to respect the off-the-record agreement.
2. Reputational Risks: If off-the-record information is misused or taken out of context, it can damage your reputation or that of your organization. Importantly, “off” should never be used to disparage others, but rather to enhance and contextualize your overall message.
3. Relationship with Journalists: Misusing “off the record” can harm trust-based relationships with journalists. Adhering to the rules and avoiding overuse is crucial to preserving these valuable connections.

Conclusion

“Off the record” is a powerful media relations tool, but it requires cautious and strategic use. By understanding the rules and associated risks, you can leverage this practice to build trust with journalists and positively influence media coverage — at the right moment.