Not understanding journalism terms like, off the record and no comment, could leave your organization extremely vulnerable. A communications mistake, whether by a communications department, a CEO, or a board member, could cost a lot of time and money to fix.
It’s easier than you think to pass on private information to the media. Often, a scoop is unintentionally given to a reporter. Some organizations are at risk due to poorly shared or defined communication policies.
As a former broadcaster, I understood the rules of the game and knew you might not. That knowledge gap opened the door for me to use questions to make you or others reveal information you wanted to keep private. It’s like someone trying to win a court case with little knowledge of the law.
Consider these practices to improve your communications team and your organizational communication policies:
No Comment
No comment means that you’re not answering the question. This doesn’t prevent a reporter from asking you another question on the same subject. You see this a lot at press conferences.
It’s possible that a “No comment,” reply could become the basis of a story. Saying “No comment,” can give you a chance to check your facts, consider strategy, and develop a response.
Does the phrase imply guilt or some sort of problem? It’s possible and some prefer to say, “No comment. We’ll have a response at a later time.”
If you’re saying, “No comment,” to something, then make sure everyone in your organization understands that no one is to speak about it. A reporter may hang out the sidewalk, in front of your business, asking the same question to any employee who passes by. If one of them says something, even if they are a low-level member of the organization, the reporter now has a “company source.”
Keep in mind that a reporter is supposed come back with something from a story and will keep trying to get a response.
Off the Record
Off the record is a good tool to use when you want to provide some background information through unofficial channels.
For instance, a reporter might ask when a new product will be released. It may not be time for a formal announcement but you may want to give the reporter the information for planning purposes. It can also prevent the reporter from feeling like he or she has to ask the same question every day.
So you could say something like, “Off the record, we think it could be released in time for Christmas.”
Off the record can also help clarify an unusual situation. A CEO might announce a resignation and a reporter might think that he or she is being pushed out of the job.
Let’s say that’s not the case but you don’t want to publicly release the real reason for the departure. You could use off the record information to unofficially clarify the situation and prevent fishing expeditions by the reporter.
You could say, “Off the record, our CEO is leaving because he wants to spend more time with his grandchildren. It’s an amicable parting but the CEO wants to keep it private.”
The information is true but you’re not officially giving it out in a way that could be used for a story. The reporter now knows that there really isn’t a story to cover in regards to the resignation.
Off the Record Sneaky Scenario
Off the record comments do not prevent a reporter from asking other people the same questions. Sometimes the questioning can be a little sneaky.
Let’s say, Pat, the CEO is not at a company event. A reporter is curious about the absence. You respond by saying, “Off the record, Pat just has a bad case of the flu but doesn’t want that information to be public.”
At this point, the reporter can’t use the information in a story. But the reporter can continue to ask about the CEO’s absence because off the record doesn’t erase the information from his or her brain.
The reporter could ask someone else, “Why wasn’t the CEO at the event?” The inquiry could go to people outside your communication department, like board members, leadership staff, and administrative assistants. Have they been briefed on what to say?
A more sneaky approach could have a reporter say to someone, “I heard the flu is going around at your office and that your CEO was really suffering from it.” Any response you make could be an on the record remark.
At this point, the other person shouldn’t say anything or just say, “Our communications department handles all media questions.” If you do that, then the reporter has no news to report.
But some people try to be helpful, think they’re having a private conversation, and will say something like, “Yes, I heard the flu kept Pat up all night.”
Bingo! The reporter has now confirmed, on the record, that Pat has the flu. The comment was made on the record and can be put in a story.
Say the Words
Make sure off the record comments are understood as off the record. Yes, you need to say the words, “Off the record.” Don’t leave any room for misunderstandings.
Sometimes a conversation can go on and off the record. Again, if you’re talking about private information, make sure you have said it is off the record. If it’s private, then bookend your remarks with the phrase.
For an extra level of protection, I suggest recording the interview with your phone. If the interview is over the telephone, state law may require you to tell the other party that you’re recording. In person, I’d visibly take out your phone, hit record, and put it in plain sight. The reporter may already be doing the same thing.
I’m not suggesting reporters will get the facts wrong but he or she may not know everything about your world and may jump to an incorrect conclusion. Also, different people, who are not on the story, may write headlines or teases, which could lead to errors.
It’s a practice NFL quarterback, Aaron Rodgers, follows so his remarks cannot be taken out of context. It’s a smart move because a misquote, from him, could become instant global news.
Conclusion
Whether you’re involved in crisis communication or want to protect your brand, you must control the flow of information coming out of your organization. Define your message, identify those who may comment, and have proof of your remarks. While most members of the media are very fair, don’t leave your communication to chance.
Is it time to bring Ken Okel to your next meeting…
