Talking to the Media

Important phrases and what they mean:

Quote:
This is what the journalist wants, the opportunity to quote someone, providing their article with additional authority and authenticity.

On the record: 
Speaking to a journalist remarks are automatically ‘on the record’ unless prefixed by a qualifying remark.

Off the record: 
This means that whatever is about to be said should not be quoted and is for the background information of the journalist only.  It is important that the intention to go off the record is made clear before making the remarks and that the journalist agrees to the condition.  Don’t forget that too much off the record can make an interview useless.

Non-attributable: 
There are times when someone might be happy to see something reported but less happy to have their name attributed to the remarks in print.  A quote may be attributed to ‘industry sources’ or a senior official.  It may be useful when commenting on a situation affecting an industry sector as a whole, especially if competitors are reluctant to speak.  Remarks must be prefixed with this condition and the journalist must agree before you go ahead.

No Comment:
There are still people who believe this is the right way to address a press enquiry.  In practice it leaves journalists and readers to draw their own conclusions.  Sometimes a comment cannot be made because of legal implications and this must be explained.  Customer confidentiality is another example when commenting is difficult.

Deadline: 
When a journalist calls with a question it is important to find out their deadline.  Even if the information is not available a phone call should be made before the deadline expires the explain this.  There is no need to be precise in the explanation – saying your organisation cannot comment on rumours on the stock market, or the finance director has gone away and you don’t know when they’ll be back might be the material for a front page news story and the end of someone’s career.

Scoop:
A genuine scoop is usually an ‘exclusive’ and it’s rare these days.  Giving one journalist a scoop can mean you offend rival publications.