The golden rule: the agreement must come before the information
An off the record agreement only exists if the journalist accepts it before you speak. Saying "that was off the record" after revealing information has no validity. The journalist is not bound by an agreement they did not accept.
Best practice: before discussing a sensitive topic, ask explicitly. "Can we speak off the record about this?" If the journalist agrees, you can speak freely. If they refuse or hesitate, do not say anything you wouldn't want to see published.
Off the record vs. background: a crucial distinction
These two terms are often confused by executives who are not used to media relations. The difference is fundamental:
- Off the record : the information cannot be published at all. The journalist cannot use it, even without citing you.
- Background (or "not for attribution"): the information can be used and published, but without being directly attributed to you by name. The journalist may write "according to sources close to the matter" or "according to an industry executive."
Confusing the two can have direct consequences. Information shared under the impression that it is "off the record" may be published if the journalist understood it to be "background." Should you talk to journalists? is a question many founders ask themselves: the answer depends largely on your mastery of these distinctions.
When to use off the record
Going off the record is genuinely useful in specific contexts:
- You want to provide context to help a journalist understand a complex situation without that context being published.
- You want to steer a journalist away from an inaccurate angle without being able to speak publicly on the matter.
- You want to flag an issue or tension in your industry without exposing yourself directly.
Going off the record is not a way to say anything without consequences. It is a tool for building a relationship of trust with a journalist by giving them access to a level of understanding they would not otherwise have.
What we see with our clients
Many executives confuse "off the record" with "background." Background information can be used without direct attribution. Off the record means it cannot be published at all. This distinction is crucial, and confusion can lead to a story being published that you thought was off-limits.
Another common mistake is assuming you are protected just because you said "off the record" at the start of an interview. The agreement must be re-established every time you switch to a sensitive topic.
To learn more
Relationships with journalists are based on specific codes. To understand how to navigate between what you can say, what you can provide context for, and what you must keep quiet about, read our article should you talk to journalists? and our guide on improving your media presence.
