Have you ever had the opportunity to go off-the-record? A common question in my seminars: "Is there really such a thing?"

The safest answer is no. However, some "media savvy" people have had success when going off-the-record. They were able to supply reporters with credible information without being quoted. This helped them establish credibility among media representatives.

To be successful when going off-the-record, I recommend that you ask yourself the following questions:

• Do you trust the reporter?
• Do you want the information to be made public?
• Do you have a clear understanding of what the reporter means and does the reporter have a clear understanding of what you mean by off-the-record? For example:
1. Giving the reporter background that is not to be used in the story.
2. Giving the reporter background to be used in the story, but not attributed to you.
• Did the reporter agree before you made your statement that you are off-the-record?
• Can you be sure that your colleagues, competitors or the target of the story won't guess that you are the confidential source?
• Will going off-the-record serve a purpose for you or your industry?

If the answer to any of these questions is "no" then it's not a good idea to go off-the-record. It's not worth the risk.

The Florida Police Chief’s Association had some important issues they wanted the public to know about, such as prison expansion, longer prison sentences and more authority for juvenile judges. The chiefs were so concerned about it that they called a news conference. I had the opportunity to observe and critique it in Orlando at the association’s request. 

Calling a news conference isn’t an easy decision. You don’t know which reporters will show up, especially in an unfamiliar city, and quick-fire questions from reporters can be intimidating. If you make one mistake, it could be tweeted and broadcast. However, a news conference can have its advantages if you know how to maintain control.

The Set-Up

A news conference must be set-up for you to have maximum control over what the media captures. At their mid-winter conference, the association members had to sit at one end of a long conference table while reporters sat at the other. For the chiefs, this creates  two problems:

1. The table is a barrier.
2. Sitting down can make you look too relaxed.

To grab your audience’s attention you have to look alert, excited and ready. It's preferable to stand, with the spokesperson in the middle. Instead of a desk or conference table, use a podium. It will also give the broadcast media a place to put microphones for good sound quality.

Strength in Numbers?

There were five participants at this news conference and all did an excellent job of stating their case.

Most of the time, however, holding a news conference with more than one spokesperson is risky. The more speakers, the less control you have over the information that appears on the six o’clock news. Remember, “control” is the key word. If you have five spokespersons, the reporter has too much to decipher, increasing the chances of being unintentionally misquoted. Also, if the reporter has questions later in the day, it’s good to have a designated spokesperson.

More than one spokesperson can work to your advantage at times.  An example occurred way back in 1994 (20 years ago!) during a news conference held by the U.S. Figure Skating Association, when they announced that there was enough evidence to warrant further investigation of skater Tonya Harding. They set up a podium, where each member took a turn making a brief, prepared statement. Following that, only the association president answered questions from the media. This way, the association had almost complete control over what aired that night.

At the beginning of their news conference, an association employee set the ground rules. The reporters heard statements, then asked questions for ten minutes only. And sure enough, once that time was up, the president thanked everyone and stepped away. 

So You Think You Know It All?

During the news conference, while the cameras were rolling, a reporter had requested some statistics. The exact figures were not known. The best solution to tell the reporter that you will get the information after the news conference. Then make following through a priority. As the chiefs reiterated to me later, “It’s important to establish that kind of relationship with the press.” The next time around, the reporter will rely on you as the expert for their story.

The worst thing you can do is to act like you know something when you don’t. You will be inviting trouble. Remember, video lasts for years; a reporter can use your misquote over and over.

Remember that a reporter’s job is to gather news. So the more control you have over what is released, and the better relationship you have with that reporter, the more accurate the coverage will be.

When I get that phone call from an organization wanting media relations or spokesperson training for its key representatives, many times it’s because there is an impending critical issue. “We need to let the public know how this issue affects everyone,” the caller says.

A prime example is an association of judges whose members were threatened by new merit-retention elections. Instead of needing only a majority of votes to retain their seats, the judges needed more than sixty percent. So some veterans were being thrown out by voters because of a perception that the judges were not responsive to the average person.

When is the last time you saw a judge personally campaign for election? Judges like to be above the political fray and rightfully so. However now, in order to get votes, they were being forced to participate in the political process. That meant speaking at campaign rallies, marching in parades, and being more aggressive about seeking campaign dollars.

The Impact of Training

The judges association wanted spokesperson training for its members to make their campaign messages clear and concise. After all, they now had to seek media interviews and public appearances. The training emphasized turning perceived negatives into positives, for example:

• The judges’ image of “stodgy and unresponsive” was now more accurately described as one of “toughness and independence”.
• Instead of being “forced to campaign”, the judges now had “the opportunity to get to know their constituents better” and vice versa.
• The judges were now able to present their excellent records and show how their decisions had positively affected the public. This built credibility with the public and the news media.

Before any association member can deliver your message effectively, it is important to follow these tips, as the judges did:

• The most effective way to get your message across is through credibility.
• Don’t wait for a crisis to build your relationship with the news media.
• Be as open as possible.
• Remember that a reporter is paid to be cynical, so you must be able to document what you say.
• Stay away from negative words, even if the reporter uses them.

In the judge’s example, attitudes were changed. The result was the judge’s association helping its members build a more positive and accurate image through openness and credibility. The judges, its association and the public benefited. And yes, the rest of the judges were re-elected.