‘How are you finding the canapés? Off the record, obviously’

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Nothing splits opinion so much in the regional corporate communications business so much as the “on/off record” divide. It really is the Marmite of the PR world – you either love off-the-record briefings, or you hate them.

A quick rule of thumb, from a journalist’s perspective: “On the record” means exactly what it says on the label. The media-source exchange will be a matter of history, quotable and attributable. It can even be audio-recorded for posterity, as well as for quote verification at a later date, in case of controversy.

“Off the record” is not so black and white. I take it to mean that the information that flows from source to journalist cannot be attributed, nor quoted, not even as a “sources close to” or “people familiar with” attribution.

But, crucially, it can be used as deep background knowledge by the journalist as he/she develops the story, and even – here is where it gets controversial – as reportable fact, as long as it is confirmed by two other sources, without reference to the original source.

This usage is especially important for columnists, who can use the information to frame and pitch opinion on an important current topic.

All clear? Well, apparently not, judging by two recent media interactions with big financial institutions in the UAE.

I won’t name them, because both instances were “off the record”. But they illustrate the frustrations, and the benefits, that on-off record exchanges can offer.

In the first, the in-house comms team had a real asset on their hands. The newly appointed global CEO was in town, and was open to a chat with local media. A “round-table” format press conference was arranged, and very informative it was, too.

The executive, a man of eloquence and intelligence at the helm of one of the most interesting and important institutions in the world, answered questions for an hour, and shed light on his thinking on a number of key questions. It was fascinating.

At the end came the frustration. No mention of the meeting, nor reference to the content was allowed, the comms team said, because it was “off the record”. That was hugely frustrating.

The second instance showed how it should be done.

Another large financial institution wanted to introduce members of its senior executive team to the media. There had been some changes at the top recently, and the comms people judged it to be the right time to let them get to know the media – and vice versa.

It’s remarkable how quickly inhibitions and natural wariness fall away when there’s a glass of something crisp, dry and white in the equation

Rather than the absurdity of an “off the record” press conference (as in case one), a congenial evening was arranged at one of the many up-market salons in Dubai International Financial Centre, and the two sides were invited to get acquainted over drinks and canapés.

This is how to do it. It’s remarkable how quickly inhibitions and natural wariness fall away when there’s a glass of something crisp, dry and white in the equation, and the conversation flowed.

I see these occasions as opportunities to lay the ground for further meetings, to take the first step towards a mutually beneficial relationship between opinion-formers (the executives) and opinion-deliverers (the media).

Informal though the environment is, even here there are rules. The etiquette of these occasions is subtle and unspoken, but should be observed, nonetheless.

Rule one is often difficult for those red-hot news hounds of the agencies to obey, but is probably the most important: don’t swarm the executives.

I looked over at one stage in the DIFC to see a desperate financial executive pinned against the wall by a frenzy of wire-agency hacks, fending off questions and looking for rescue. All she wanted was a pleasant chat and a glass of sauvignon blanc.

There are other elements to the etiquette from the media side. For example, your opening line in a one-to-one conversation with an executive should not be: “So, what price will you set for the XYZ IPO?”

It should be a more genial “How are you enjoying the new role at ABC Bank,” or something like that. References to country of origin, or families, or recent world events will all serve to break the ice, and get on to more meaningful conversations.

A chat over drinks is not a news conference, but an introduction. Exchange cards, make promises to meet over coffee, suggest themes that may be of mutual interest. “I’d love to know more about your new multi-currency revolving credit facility in Bahrain – let’s meet to discuss sometime.”

It will evolve from there naturally, and even if it doesn’t, you’ve both behaved like civilised human beings, rather than as predator and prey.

Frank Kane is Editor-at-Large of AGBI and an award-winning business journalist. He acts as a consultant to the Ministry of Energy of Saudi Arabia and is a media adviser to First Abu Dhabi Bank of the UAE