On the record or off the record? How much should you say in an interview?

Communication World, March, 1995 by John M. Knox

Rule number four:

Find out who is going to be interviewing you

In advance of the interview, even before agreeing to the interview, learn as much as you can about the reputation of the reporter and his or her news organization. Is the reporter itching for that big break to advance his or her career? Is he or she a seasoned interviewer who has a sterling reputation for courtesy and respect? Does the television station resort to "ambush" techniques to create sensational stories? Check with reliable colleagues who can advise you how much you can "trust" the reporter.

And rule number five:

Set the ground rules in advance of the interview

Determine with the reporter how long the interview will take, where it will occur, when the interview is actually beginning, if the tape is actually rolling or if you are actually being quoted, and when the interview or story will appear in print or on the air. Of course, remember that there are no rules, and don't ever take anything for granted.

RELATED ARTICLE: 'OFF THE RECORD' MERITS WORLWIDE CAUTION

In the U.S. a free press ranks just slightly below motherhood in the sacred institutions department. But the sanctity of a free press - and the hollowness of "off the record" - is not unique to the U.S.

"Some journalists regard off the record' as an unnecessary encumbrance," says Edward Townsend, head of Group Media Relations for National Westminster Bank, London. In the United Kingdom, "it is wise to expect that anything you say to the media can and will find its way into the public domain," he adds.

The Canadian Broadcasting Corporation's Journalistic Standards and Practices includes a section on rights of participants and interviewees, which says: "Care should be exercised not to take unfair advantage of members of the general public who may be ignorant of certain journalistic practices; for example, the difference between on- and off-the-record interviews, or the attribution of particular comments or opinions."

"Because we are a crown corporation, we probably have stricter journalistic guidelines and principles than other media organizations in Canada," says Glenn Lemchuk, CBC communication officer for the Saskatchewan region. "However, if I'm being interviewed by a reporter, I don't consider anything 'off the record.' I would consider the possibility that anything I say could be reported."

Experts in the U.S., U.K. and Canada agree that before entering into an "off the record" interview, there should be a high level of trust between the two parties.

John Knox is the owner of Knox Communications, a public relations and marketing communication firm based in San Francisco.