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Category: PR Fundamentals

On Background

TL;DR: Information a reporter can use, but only with a pre-agreed attribution like "a company spokesperson."

What is On Background?

On background means a reporter can use the information you provide, but only with a pre-agreed attribution — typically a non-specific descriptor like "a company spokesperson," "a person familiar with the matter," or "a senior executive at the firm." Background is useful for context-setting and steering a story without putting an executive's name on a sensitive quote. The attribution must be negotiated before the conversation begins. Crackle PR uses on-background attribution carefully — it's a scalpel for context-setting on sensitive stories, not a way to sneak commentary into a piece without accountability.

Related terms

  • On the Record — Anything you say can be quoted by the reporter with full attribution to you by name and title.
  • Off the Record — Information shared with a reporter that cannot be published, quoted, or attributed.
  • Media Training — Coaching executives to handle interviews, on-camera appearances, and high-stakes communications.