Washington Network Group Event: Can We Talk Off the Record

CCG member Ed Barks of Barks Communications delivered a talk this week on his report, "Can We Talk Off the Record? Resolving Disagreements, Increasing Understanding Between Reporters and Public Relations Practitioners." The January 28 event was hosted by the Washington Network Group.

Barks noted the confusing jumble of definitions unearthed by his research. It turns out that many PR practitioners lack clarity with regard to such time-honored journalistic techniques as "off the record," "on background," and "not for attribution." He cautioned that such confusion can only lead to trouble. His report represents an attempt to find common ground that can help increase understanding between reporters and PR practitioners, as well as within the PR community.

The report issues 10 common sense recommendations to help facilitate off the record interviews. Among them: Keep interviews on the record unless there is a compelling reason to do otherwise, make sure you trust the reporter or source, and gain explicit agreement before entering into an off the record conversation. He also spelled out definitions designed to lend consistency and minimize misunderstandings for such interviews.

Barks challenged the crowd -- which included a host of veteran PR operatives, many of them with journalistic experience -- to help implement the report's recommendations. He placed a particular burden on the shoulders of those with newsroom backgrounds, challenging them to help educate fellow PR types who lack that critical insight. He urged them to distribute the recommendations and definitions to professional societies in which they hold membership, and even offered to co-present with them on the topic before their organizations. He also encouraged them to become advocates within their organizations and among their colleagues.

The executive summary to "Can We Talk Off the Record? Resolving Disagreements, Increasing Understanding Between Reporters and Public Relations Practitioners" is available at the Barks Communications web site.