“Off the record” is a phrase that often crops up in pop culture. For example, in the 2005 movie “Thank You For Smoking,” there is a scene where an ambitious reporter played Katie Holmes promises to Aaron Eckhart’s character that what he says when they’re, ahem, having sex is strictly off the record. Even if you’ve never seen the movie, you can probably guess that the pillow talk became front-page news.
Earlier this month, I was having a discussion with the owner of my gym on a Monday morning. Over the weekend, news spread that a popular trainer was let go. Social media was buzzing about what some members saw as an unjust firing. When I asked the owner about the situation, he told me that he couldn’t discuss personnel issues with members. Fair enough, I thought. But in the next breath, he proceeded to tell me everything I could have wished to learn about the situation – all after first stating, “Jenn, this is off the record, but … ”
I could hardly believe my ears. I had just read one of his articles in a popular fitness trade journal on how to deal with a crisis. He is an expert in his industry and a consultant and speaker at numerous events. Surely he knew better than to think the “off the record” disclaimer would ensure confidentiality.
During media preparedness sessions, we drill into our clients the importance of not saying “no comment” or “off the record” during an interview. Think about it: Aren’t both of these phrases really just flags to the reporter (or anyone in this day of social media) that something really newsworthy is about to be revealed? “No comment” will typically make a reporter think the interviewee is hiding something and compel him or her to dig deeper for the truth. As for “off the record” … let’s just call attention to the fact that we’re about to share something juicy that isn’t supposed to be public knowledge.
It seems basic but bears repeating: Nothing is off the record.
You want to tell your story; reporters want quotes and information that will make their piece strong. Everything you say to a reporter is fair game, so think before you speak. Be sure that every statement is something you’re willing to have printed, broadcast or posted online. Know what you can and cannot say to the media. Remember your key messages and stick to them. And always anticipate those tough questions and prepare solid responses so you never even consider resorting to “no comment” or “off the record.”