Police and fire officials and first responders have a crucial role in communicating with the media during emergency situations and major incidents. Understanding the terminology that media outlets use can help you effectively convey important information to journalists, who can quickly spread information and details to the public during these incidents.
Let’s explore some common media terms!
On–the–Record – At any point that you’re speaking to a reporter, you are on-the-record. On-the-record is a common media term used in everyday reporting. Stating that any information you provide can be and will be attributed to you. Always assume you are on-the-record! A journalist will directly quote this information from you. Reporters will use your first name, last name and title when siting an official in their reporting. If you do not wish to speak on the record, you and the reporter have to both agree BEFORE you start talking. It’s your responsibility to make it clear that information is either on or off the record. (Example: Lt. John Johnson said the suspect has been arrested.)
Off–the–Record – The term off-the-record has been given several meanings. Being well-versed in the definition will greatly aid police and fire officials before speaking to any member of the media. Any information given off-the-record cannot be attributed to the source. When a police or fire PIO provides information to a reporter without specifying they would like to be off-the-record, the information is fair-game and can be used for reporting. In order to use the information, a reporter must obtain it from a source on-the-record. Officials often use this term when they want to provide context or background information that is not public knowledge at the time.
As an official, it is important to note that while most journalists will protect the identities of their confidential sources, they are not required by law to honor off-the-record conversations, or their personal sources’ identities. So officials should be cautious when speaking off the record. Officials should also be hesitant when providing info if they could easily be recognized as the reporter’s source (i.e. Only you and one other person has this sensitive information). (Example: Sgt. Nick Nickerson told the reporter off-the-record that the fire was considered suspicious. The reporter spoke to someone from the Fire Marshal’s office on-the-record and confirmed that the fire was suspicious and attributed the information to the Fire Marshal’s office.)
On Background – Similar to off the record, speaking on background can provide reporters with information or context about a situation. However, unlike off the record, journalists can use this information as long as they don’t identify the source by name. (Example: Capt. Peter Peterson told a reporter on background that the deceased victim in the case was a single mother with three young kids. The reporter put the information in their story but attributed it to a “law enforcement official with knowledge of the situation.”)
Embargo – An embargo is an agreement between a source and a journalist to provide information ahead of time, but to withhold reporting that information until a specific date and/or time. Embargoes allow for information to be released in a controlled manner and allow for officials to give reporters ample time to prepare their story. (Example: A police department is announcing a new body-worn camera program at a press conference tomorrow, but is still working on some of the final details. An embargoed media advisory provides media outlets background information and details, to benefit media outlets who are attending the press conference to prepare ahead of time. Media outlets agree to withhold the information regarding the event or conference, until the embargo has been lifted at the specified date and time. This is typically before, during or after a press conference.)
Exclusive – An exclusive is a type of news story that is given to one journalist or media outlet. An exclusive is often very beneficial when building and maintaining a relationship between a department and a particular reporter or media outlet. It’s also a good tool to entice media outlets to cover a story you want covered because of their competitiveness with other outlets. (Example: A fire department wants to invite a reporter to do a story on their live burn training to help them highlight their recruitment efforts. They offer it exclusively to one TV news station who comes and does the story.)
Sound – TV reporters will ask officials for sound or to give sound, meaning they would like an interview or to be able to ask a few questions on-camera. (Example: A police chief gives sound to a TV reporter on an arrest they made earlier in the day)
Presser – A press conference, also referred to as a media availability or media avail. (Example: A fire department holds a press conference about the baby they delivered in the back of their ambulance.)
Package – A TV news story, typically a minute and 30 seconds long that includes interviews (sound) and video. (Example: The segment that airs on the evening news about an incident)
Live-shot – When a reporter will be live on-camera and on live TV or streaming platform, also referred to as being live/going live. (Example: When TV reporters are on-camera for a live newscast.)
As a former Assignment Editor at two Boston TV News stations, I have a wealth of knowledge from my TV newsroom years. The one thing to keep in mind is that the reporters are not there to make your life more difficult, but they are there to help your department get accurate information out in a timely manner and provide a transparent and communicative process. Learning basic media terminology can make your PIO experience easier and benefit your relationship with the news media.