Communicating off the record

Abstract

This article pursues three major goals. The first is a critical one. It confronts the widespread bias that off-the-record communication briefings are inferior – including professionally and ethically – to other techniques of communication, especially to its counterpart of on-the-record communication. The second goal is a practical one. Discussed are cases of both failed and successful off-the-record strategies, from which basic rules – prerequisites for such interaction – are extracted. And the third goal is a theoretical one. Off-the-record is conceptualised as more indirect and, in this sense, more strategic mode of communication than its counterpart. Affinity rather than trust is the core quality of the source-media relations here. A new distinction is made between advertising and public relations. On the record, one controls the message but due to the obvious self-interest of the source – attributable or unattributable – its credibility is low. Off the record, one cannot control the message, but other and more credible influencers take ownership of it and increase its impact. On the record is advertising; off the record is public relations.

Challenge or resist dominant discourses: Authenticity as a strategic component of activist public relations

“…At a time of growing inequalities observing the relevant contributions of PR to social change represents a challenge and an opportunity in listening and responding to what values and emotions inspire and motivate people to relate to each other. Current research results reinforce Dimitrov's (2020) observation that "there is a growing number of stakeholders who need the help of PR with such invisibleand invinciblestrategies of resistance, survival, meditation, affirmation and rebound" (p. 18).…”

“…The identity of the individuals and organizations analyzed – and their perception of the power they have to change reality – is constructed in opposition to what they consider to be social injustices, being the main reason for the solidarity at the origin of their collective action. Identification and affinity with causes and issues appears therefore as a communication strategy that allows this activist organizations an “indirect targeting of publics through the mediation of influencers” (Dimitrov, 2020: 14).…”

“…Developing trust is a crucial component in authenticity, and also involves the “perception of open and verifiable communication, or transparency” (Gilpin et al, 2010: 261). However, “one cannot become trusted by asking for trust” because trust is at the base of interpersonal relationships but has to be verified by experience (Dimitrov, 2020: 13).…”