I look for your war stories about this posts topic. In my estimation, when dealing with the press, “Off the record” is usually “On the record.” 
Many, many years ago when I wanted every reporter to be my friend, I was in the sports industry. I was serving on the committee of a boxing dinner that among others, was honoring promoter Don King. Obviously King has had controversy follow him his entire life, and especially in the 1980’s, was great fodder for the press.
I was on the phone with a reporter from New York’s famed Village Voice. He was a congenial type of guy and the interview went very well as I stayed on point and concentrated on generating PR for the boxing dinner.
The guy was so nice he asked me a personal question about King that I was more than willing to answer “off the record.”
For the record, my comment not only appeared in the Voice, but also every major daily in New York. I was a dumb kid who learned about never going “off the record” at an early age.
Back then the reporter, Allan Barra, if I recall, really taught me a lesson that followed me through my entire career. “Off the record” to a reporter in the 1980’s usually meant just that in my dealings with the media. He showed me differently. Today, in the 21st Century, “off the record” is really “on the record.” It is rarely honored.
It is our job as PIO’s to present factual concise and accurate information to the media. We are not here to embellish or provide anecdotes.
Many reporters still try the “I’ll be your best friend” brand of journalism, especially the younger ones, looking for their first big hit by finding the story behind the story. I can read them instantaneously, give them a grin of wisdom, and watch them wonder how this old dude is reading their mind.
To make a long story short – You are NEVER off the record!
Here are some tips I have learned that I hope you will follow –
1. Even if you ask to be off the record, that doesn’t guarantee you will be.
2. When a reporter is ‘warming you up’ with casual conversation and niceties – consider that you are still on the record. This can be the most dangerous part of the encounter, because you are more relaxed and your guard is down. Some reporters wait for this opening.
3. When the reporter says they are finished with the interview, that doesn’t mean the reporter won’t print anything you say after that. Again, your guard is down.
4. If you are dealing with broadcast media, consider the camera ON and the microphone HOT until you see the reporter and crew leave the fireground or your fire house or office.
Don’t get me wrong, I am not looking to vilify reporters. The vast majority of media I deal with are wonderful and great long term relationships develop. I am always asked for new stories, fire and emergency tips at different times of the year, human interest tales about our members etc.
Best advise – the facts and just the facts!
Also on The Fire PIO…
- Ambush Journalism – Don’t be caught off guard! – April 1, 2010
- Bells and Whistles Press Release Falls Flat – June 17, 2010
- PIO’s should be Repetitive to get their message across to the Media – March 4, 2010
- A Public Information Office relic of the past – the Telephone – March 7, 2010
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