There are two words you never want say to a reporter. It has the potential to completely erase everything you say to a reporter, and remove your name and brand from the story.
By Mark Macias
Founder of MACIAS PR | Former NBC Executive Producer
In media relations, two simple words can quickly sabotage an otherwise great interview.
Those words are: “on background.”
The intention or desire for the phrase is understandable. CEOs and founders carry real responsibility. Their words can move markets, influence investors, shape reputations. No one wants to be misquoted or have a phrase taken out of context.
But when you tell a reporter something is “on background,” you’re also saying they can’t quote you. They can use the information for their story, but they can’t directly attribute the expertise directly to you. And if a reporter can’t quote you, you’re losing any opportunity to share your expertise on a larger scale.
Why “On Background” Works Against You
Most executives want two outcomes from media coverage:
- They want to share insight that adds value to the story.
- They want their expertise attributed to them or their company.
When information is shared on background, the journalist may still use the insight—but it will likely appear as something like:
“according to sources familiar with the industry…”
That means your insight helps shape the story, but your name disappears from it. For companies trying to build authority, credibility, or investor awareness, that’s a missed opportunity.
The Reality of Modern Newsrooms
There’s another dynamic to understand in this evolving newsroom.
Journalists today operate under intense time pressure. Newsrooms are smaller than they were a decade ago. Deadlines are faster. Stories move quickly.
Most reporters today won’t negotiate the nuances of background versus on-the-record conversations during an interview. If the ground rules are unclear—or overly restrictive—they may simply move on to another source who can speak openly.
Occasionally, a reporter will run quotes by a source before publication. But that’s rare. It typically only happens when legal sensitivities are involved.
In other words, if you’re relying on background protection, you may be creating friction that prevents the coverage from happening in the first place.
A Better Approach for Executive Interviews
Instead of defaulting to “on background,” executives should treat most reporter conversations the same way they would treat a live television interview.
Assume anything you say could appear in the story. That mindset simplifies everything.
If there are topics you cannot discuss—specific companies, financial positions, confidential partnerships—simply don’t bring them up. Instead, focus on themes, trends, and insights that illustrate your expertise without exposing sensitive information.
Final Thoughts
If you want your executives positioned as trusted sources for reporters covering your industry, MACIAS PR can help shape the narrative and prepare your team for high-impact media interviews.
Send me a note in the chat box at the bottom, or message me and we can schedule a call to identify a strategy to get your CEO into the national conversation.
ABOUT MACIAS PR
MACIAS PR was founded in 2009 by Mark Macias – an Executive Producer with NBC and Senior Producer with CBS in New York. City & State Magazine named Macias one of the top 50 best PR pros in New York in 2022 and 2024. Finance Monthly named MACIAS PR the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year.