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A Few Good Links

August 22, 2006

When Is ‘Off The Record’ Really Off The Record? (Bad Language) - Matthew has some good ‘off the record’ pointers from the journalist side of the interview. In my media training I usually say “there is no such thing as off the record” - especially if the client is known for overusing the phrase or we’re working with an unknown journalist.

Still, it’s a common tactic and a relatively safe one if you know and trust the reporter. Personally, I see it as a win-win proposition because the interviewee is recognized as resourceful and open (which is great for future opportunities), and the reporter gets the scoop, which can still be used in the story with some creative attributions.

However, like Matthew says, if you want to keep something secret, don’t say it. It’s just the safest way to go and will prevent the need for any clean-up or crisis control. I’ve facilitated hundreds of media interviews and have heard the words ‘off the record’ in about 15 percent of them. Fortunately, in all cases, the journalists respected our sources’ requests.

Even though PR people may not think it, journalists are human too. They have feelings. They respect people and their wishes. And, most importantly, they understand the value of relationships and the concept of burning bridges. Sure, there may be a few bad apples (just like there are in all walks of life), but we should all go into every new interview and reporter relationship with the glass half full.

How Do You Keep Yourself Motivated? (Blogging Me Blogging You) - I am big fan of Ed’s first method of motivation. I’ve been doing the same thing for several years now and tell my team to do the same. Except, I call it a “kudos” folder.

Whither The Embargo? (Media Orchard) - I can probably count the number of times I’ve used an embargo on one hand. Fortunately, they worked perfectly every time. No joke. But, as Scott suggests, they were for substantial stories that required a bit of up-front exposition.

Funny, Scott advises against advancing news in the wake of Sarbanes-Oxley and two of the embargos I executed were on the topic of Sarbanes-Oxley.

While some embargoes may work perfectly and pique a journalist’s interest, I’m sure many are met with sighs of frustration after high expectations are crushed by weak news. However, just because a reporter agrees to an embargo doesn’t mean the reporter agrees to write a story. Keep in mind that while an embargo affords reporters more time to write the piece, it also gives reporters more time to research, discuss, contemplate and ultimately decline to write a story.

Media interest in embargoes all depends on substance. PR people need to be honest with themselves and their clients as to the quality of the news at hand. If the news is weak, PR pros must manage the clients’ expectations and not feed junk to the reporters. Or else it’s the boy who cried wolf and the flack will have a painfully difficult time grabbing the reporter’s interest ever again.

Filed Under Links, Media, Public Relations

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