College Sports Information Directors of America

Bud Grebey is the SVP, Consumer Marketing & Corporate Communications/GM - New York at Waggener Edstrom Worldwide. Waggener Edstrom is one of the largest independent public relations firms in the world. This appeared on the company's Crisis & Issues Management blog.

I can’t count the number of times I have counseled colleagues and clients over the years that there really is no such thing as “off the record.” It is best to assume that everything you say can and will be used against you.

History is brimmed with examples of private or off-the-record comments that have ended up in the headlines. There are some classics, such as the time former House Speaker Newt Gingrich’s mother Kathleen (thinking the comment was off the record despite the rolling cameras) whispered to Connie Chung on national television that she can’t say what her son thinks of Hillary Clinton, “…but it rhymes with witch.”

Or more recently when L’Oreal heiress Liliane Bettencourt was slammed for alleged tax evasion in France after secret recordings made by her butler found their way into the press. (The butler did it.)

Even more dumbfounding, is when someone makes reproachable or down-right stupid comments on the record.

Helen Thomas managed to end a legendary career as a journalist by making anti-Semitic comments to a rabbi at a Jewish-American Heritage Month celebration.

Brooklyn Dodgers great Al Campanis talked himself out of Major League Baseball when he offered his personal thoughts on why there are not more African American managers in baseball. Nightline with Ted Koppel is not the best place to launch into your personal view on anything, let alone race.

And now most recently, General Stanley McChrystal was dismissed from duty after chumming it up with a reporter from Rolling Stone. This guy is a decorated four-star general. I guess they don’t give out medals for common sense.

What are these people thinking? Or were they thinking at all?

One more time, here are some fundamental tips on how keep your foot out of your mouth:

• Assume that everything is on the record and that the walls have ears. This adage takes on added importance in a world where social media is gaining dominance and information travels instantaneously. Case in point: President Obama had made the decision to dismiss McCrystal before the Rolling Stone article hit the street
• Be prepared. Know who you are talking to; craft a cogent and succinct narrative, and stay on point.
• Stay focused. It is important to set the agenda and control the discussion. Have a conversation, and don’t let yourself be interrogated.
• Keep your personal opinions to yourself. It is called a “personal” opinion for a reason. And, don’t talk about things you don’t know about.
• Speak with purpose. Keep comments brief and to the point. Don’t pontificate, and avoid verbosity.

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