Many industries rely on lingo – slang references, acronyms, terms of the trade, and more. The media uses tons of this language, and not being fluent can get you in trouble if you're a public-facing brand leader, a company spokesperson, or a comms pro working regularly with reporters. Why? Because misunderstanding a key term could lead to cringey quotes, inadvertent media leaks, or even a brand PR crisis. Here are four key terms to know when working with the media, plus a definition for "editfluencers" – one of the newest bits of lingo on the scene.
Off the record This one's important because using off-the-record conversations is one of the best ways to build relationships with influential media outlets. But it's often a misunderstood term. The Associated Press, the stylebook publisher and arbiter of standards for media, published its own definition to make things clear. According to the AP, off the record means that "the information communicated cannot be used for publication." But here's the thing: before an interview begins, the source must clearly set rules that a conversation will be off the record, and they should ask for and receive explicit confirmation from the reporter that a conversation will be off the record. Otherwise, the reporter can assume the conversation was on the record, and use the information. See next definition for what "on the record" means.
On the record The AP defines on-the-record conversations to be those where "information can be used with no caveats, quoting the source by name." Again, understanding and committing to rules of engagement with media is so critical when having conversations about important topics. Team Bond always tells sources to define the rules up front for EVERY conversation. And have your publicist or comms partner join you on a call or for an IRL interview if there's any question about the conditions of a conversation.
On background The AP defines on-background conversations to be those where the "information can be published but only under conditions negotiated with the source." It's common for sources to ask for an on-background conversation if they do not want their names published but will agree to a description of their position, (like "a senior sustainability analyst within the commercial airline industry") However, many journalists do not believe in "on background" and see only two options - on the record, and off the record. It's important to have clear conversations with reporters to understand if they are comfortable agreeing to a no attribution situation. Many publications will not allow unnamed sources – i.e., citations that read something like, "sources familiar with the situation". Why? Because it erodes a reader's trust in the statements being made; and it opens the door for comms pros to use on background terms as a way to provide information to the media while deflecting accountability for providing such information. That said, there are a few instances in which an editor may allow an unnamed source, like if a whistleblower provided a reporter with verifiable information of national importance.
Embargo
A news embargo or press embargo involves a source requesting or requiring that information or news not be published until a certain date, or until a time when certain conditions have been met (like a product being released.) Comms teams often negotiate embargoes with reporters in order to give them details of a buzzworthy launch, or to provide them with the full text of an important new study so that the reporter has time to develop a thoughtful story (instead of hunting for a scoop or racing to get a quick piece out once the news breaks). Embargoes are not valid unless negotiated with clear terms. Reporters who break embargoes they agreed to may risk ruining a relationship with a source – for themselves and for the outlet they work for. It's a serious breach and not a good look for the media industry, which is already struggling with a mounting crisis of public trust.
Editfluencers This is the newest term to describe those acting as journalists but not employed by traditional media outlets. They've been in the news a lot lately as the presidential race throttles toward November 5. Vice President Harris recently appeared on Alex Cooper's Call Her Daddy podcast, and former President Donald Trump sat down with the hosts of Flagrant, a comedy podcast, earlier this week. The campaign moves raised eyebrows for many working in traditional media circles, but the podcasters' high-profile bookings reveal a truth about strategic communications today: Those who want to get their message out have to embrace a shattered media landscape. It's no longer sufficient to do a national magazine cover and a major network's morning show to get the reach you want. Consumers have millions of choices and are increasingly engaging with niche media that reflects their geography, generation or stage in life, and affirms their politics, passions, and more.
But before you race toward a comms strategy that prioritizes non-traditional media, know this: Many of these so-called "editfluencers" do not have training as journalists, so they may not be familiar with industry lingo and the media's typical rules of engagement. Tread very lightly when working with podcast hosts, bloggers, social media personalities and provocateurs. It's important to clearly lay out the rules of your conversation and ensure that they fully understand what they're agreeing to.
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