Off the Record

Pssst.  I need to tell you something and it’s strictly “off the record.”  Don’t tell anybody but… it’s probably not a great idea to make “off the record” comments to a reporter.

Pretty much everybody has heard the expression, “off the record.”  In fact, many people wrongly believe that just because they tell a reporter something is “off the record” it means their comments will never see the light of day.

That’s not exactly how it works.

Everybody loves a good secret. There's something tantalizing about the idea of whispers and revelations that are just for us so when you tell a reporter that something is “off the record,” you’ll certainly have their interest. 

But here’s the thing:  How do you know your “off the record” comments will remain “off the record?”

To be fair, many of the big media outlets try to abide by a code of conduct or journalistic standards and it’s true that everybody I’ve ever worked with in the news business has strived for accuracy and most try to be objective. 

However, as they say, there are no guarantees in life.  Reporters are human beings and human beings sometimes make mistakes.  The other thing to remember is that, although the news business is a noble profession, not everybody in the profession is all that noble.

Some people who haven't been media trained seem to think that before reporters are allowed to become members of the media, they need to swear an oath to maintain high ethical standards!  That may be the case with members of the medical profession, but with members of the media, not so much.

Here’s how “off the record” is supposed to work:  Before speaking to the reporter, you ask if your comments can be off the record.  At that point, the reporter can then accept or decline the offer.

If the journalist accepts the offer, ethically, the journalist should not publish or broadcast the information.  In fact, they shouldn’t even mention it to anybody.

But just because a reporter agrees to keep your comments “off the record,”  it doesn’t mean it’s legally binding. 

Just last year, there was an incident that sparked a big debate amongst journalists.  A reporter was sent an email with the subject line: “Off the Record.”   The reporter had never agreed to keep the contents of the email secret and the information was published.  The person sending the email to the journalist had assumed that the subject line, “Off the Record,” meant the information was safe.  They were wrong.

The term “off the record” was introduced way back in the 1930s when most people got their news from newspapers and newsreels in movie theatres.  There was even a song called “Off the Record,” performed by James Cagney in the 1942 film, “Yankee Doodle Dandy.”

In other words, the expression has been around for a while; long before people were able to share information in a nanosecond with the touch of a screen and way before everyone with a cellphone became a reporter.

In our media training sessions, we advise clients against telling a reporter something “off the record” because there’s a danger it could come back to bite them.

It’s safer to assume that everything you say to a reporter is fair game and that includes everything you say over the phone, email or text, even when the journalist is just reaching out to set up an interview.

Remember, every interaction with the media should be considered “hot.”

Getting Your Executives Media Trained

Professional communicators know about the importance of expert media training and selecting the right media trainer for your executive team is key.

The media trainer who works with your team should be an insider in the public arena, working directly with newsmakers on a regular basis. They should have deep knowledge of the media landscape and extensive first-hand experience as a news person. Your media trainer should also have the ability to help your team "translate" high-level political & business-speak into strong and memorable soundbites. With his or her help, your executives should learn how to navigate the media waters successfully, delivering key messages to improve and enhance your company’s reputation, without sounding like they are speaking in tongues.

Although communications professionals understand that media training is critical to the success of any business, they sometimes face executives who feel that getting media trained is like going to the dentist (It’s not. We have way more fun and rarely need to use a drill)!

Then there are those executives who first decide they need media training after something bad has happened on their watch. Although media training can certainly help ease some of the pain, the smart move is to be ready before there’s a crisis.

Media training is an ongoing process that should be done periodically. It's like getting into shape; it takes time and dedication to build the muscles needed for effective communication. Training should be seen as an investment in your executive team, not as a band-aid to fix problems caused by lack of preparation.

Holding effective training sessions is not enough; it's the follow-through that counts. Training takes place over a few hours or a full day max but, ideally, participants should continue to practice. Make sure you (or your communications team) organize media training for your executive team well before any media interviews and appearances to make sure they can practice to help build muscle memory and ensure success.

The reality is that it takes repeated practice to get good at media interviews. Just like you would improve your tennis game, public speaking, or baking skills, the more practice and training you have, the better you will become.