Attribution rules

While the vast majority of the time reporters aren’t trying to force a “gotcha” moment, it may be tempting to go “off the record” when speaking with a reporter to avoid potential personal or professional fallout. Here’s what you need to know about attribution rules, how they work, and what you can expect.

• Different outlets define things differently, so make sure you know the specifics of what you’re agreeing to. These definitions can vary, but generally speaking:
  • On the record means that something can be quoted and attributed to you by name.
  • On background (sometimes also called “not for attribution”) means that the reporter can use what you say, but not attributed to you by name. It may be paraphrased, or it may be quoted and attributed to someone in your position. For example, “a faculty member in the College of Arts and Sciences at Scientific Research University”.
  • On deep background means that the source can’t be identified in any way, so it may provide broader context to the story, or be reported as “Reporting News Daily has learned that…”
  • Off the record means that the information cannot be included in the story at all. Some reporters may use off the record information to direct the course of their reporting or as an indication that they should find a source with knowledge about a specific topic, or records or data relating to that topic.

• The default is that everything you say to a reporter is on the record.
  • This includes things said over email, and anything you say while casually chatting with a reporter before or after the interview begins.
    

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  • Any other attribution must be agreed to with the journalist ahead of time. If you just say “off the record” and immediately start talking, that’s not actually off the record, because the reporter hasn’t agreed to it.
  • You cannot retroactively make something on background or off the record.
  • Reporters strongly prefer on the record conversations. Part of their mission is transparency, which can be hard with anonymous sources, and most news outlets want to keep anonymous sources to a minimum. If you’re going to ask for alternative attribution, explain why it’s important to you and how it will help them get the best information possible.
  • Any public statements are also on the record, including social media posts or presentations posted on YouTube or conference websites.

• Attribution other than “on the record” can still be a risk.
  • Remember that attribution agreements aren’t legally binding. It’s rare that a reporter violates an agreement, but if it happens, there’s no legal recourse. The journalist may experience professional or reputational consequences, but you don’t have much recourse.
  • If you’re switching between on and off the record in a single conversation, it’s very possible for a reporter to get confused about what they can and can’t refer to in the article.
  • Reporters want to refer to anonymous sources with as much specificity as they can, so even if your name is left out of a piece, someone may still be able to identify you.
  • There are very few situations where requesting to go off the record will be to your advantage. Instead, if you don’t want to be quoted on a topic, simply say that you’re not prepared to talk about that subject, and leave it at that.

Further reading: Even journalists get attribution rules wrong and how to safely go off the record.