Media Relations: Off the Record - What does the Peter Costello experience mean for business?

Published 2007

Is speaking ‘off the record’ a common and accepted practice in media relations? Can media be briefed and given background about a situation ‘off the record’ on the understanding that they won’t publish it?

These are questions that businesses and organisations might be asking following the revelations in August 2007 about comments Australian Federal Treasurer Peter Costello made about the Prime Minister and the Government’s election prospects that he believed were ‘off the record’ and should never have been published or broadcast by the journalists he was speaking to.

1. What does ‘off the record’ mean?

‘Off the record’ refers to facts and information that are told to a journalist as part of an interview or discussion that is given for background information on the clear understanding and agreement that it must not be reported.

The dinner/discussion/interview that Peter Costello allegedly gave to three political journalists was supposedly (according to the Minister) all on an ‘off the record’ basis.

‘Off the record’ can also arise where, in the course of an interview, questions are asked which the person being interviewed feels he or she cannot be quoted on, but which it is felt are necessary to give in order to put the interview, or the specific questions, in perspective. In short by giving additional facts and information it supposedly helps the reporter put the story in context or report it more accurately (or sympathetically).

2. Politics is different

The media-political relationship is different, simply because the two are so intertwined. The extent to which ‘off the record’ is used, practiced or accepted in reporting on politics is not relevant in a business environment.  Politics has its own rules and conventions and they are not part of this discussion.

3. The purist view - don’t engage in it!

The purist view from a journalists perspective is - “my job is to report what I am told. If you want to tell me things that you don’t wish me to report, then don’t tell me”.

Richard Farmer, from Crikey.com, one of the ‘old school’ Canberra political journalists, told ABC Radio after the Costello affair, that his long-standing practice was that he refused to engage in ‘off the record’ briefings as a matter of principle. He felt he was compromised by such practices as he might find out the same information from another source, and then have a moral difficulty in reporting it.

Likewise the purist view from a public relations perspective is - “always assume everything you might say to a reporter at any time is ‘on the record’ and may be quoted in any story that results”. It’s the equivalent of the Second World War saying ‘that loose lips sink ships’ i.e. you never know who might be listening.

In media training exercises, it is common to give examples of how in television interviews any comment made in the studio before or after the ‘camera lights’ can, be  used in the subsequent item.  It’s bordering on being immoral, but seasoned PR people and media trainers can provide examples.

4. There are exceptions.

While ‘off the record’ is seen as dangerous and not recommended within a business environment, there are exceptions where it can be used.

This is where:

• A company (e.g. a major public listed company) is subject to constant and intense media reporting and, as in politics; there are long-standing commentators who provide opinion and perspectives and whose reputation and discretion is well established.
• A company is operating within an industry sector where one or more journalists are regarded as ‘experts’ or ‘authorities’ and also have a track record.

For these types of journalists/reporters/commentators, their reputation relies on their discretion and trustworthiness. They become authoritative because part of their success relies on getting information ‘off the record’.

5. Some general guidelines

•  ‘Off the record’ is a dangerous practice, that only the very skilled, experienced (and very senior), in business should even think about.
• If you only deal with media occasionally, or you are junior in the organisation, don’t even think about it.  Regard everything you say to the media - even over a coffee- as potentially reportable.
• The first prerequisite in even thinking about talking ‘off the record’ is to make a judgement on the journalist, and their reputation. To do this you should have built some personal rapport, and have first hand experience of how he/she has reported your comments over a period of time.
• Don’t assume all journalists are prepared to go down the ‘off the record’ track. Some (ala Richard Farmer) will be insulted at the suggestion. And some media organisations may prevent their journalists talking off the record!
• You should be a confident and seasoned media ‘performer’ as it’s often difficult to switch from ‘on the record’ to ‘off the record’ in an interview. If you don’t manage this well it can have disastrous consequences - through a genuine misunderstanding.
• If you do indulge in ‘off the record’ the biggest mistake is to make a statement and say - “of course, that’s off the record” - because it isn’t. If you want to say something ‘off the record’ then you state that you are prepared to make an ‘off the record’ comment, ask the journalist if they will agree to you making this, and will agree not to report on what you say. Only then do you then make your comment confirming when you have finished ‘off the record’ comment and saying that everything from now on is ‘on the record’.
• ‘Off the record’ is a technique to be used sparingly and with great discretion. And you play this game with the knowledge that it is like Russian roulette - there’s a chance that, as Peter Costello experienced, it can all go horribly wrong.