Attribution

 Attribution means telling your readers where the information in your story
comes from, as well as who is being quoted.
 It is essential in all the media, including radio and television. Journalists do it
so that your readers or listeners can know who is speaking or where the
information in the story comes from.
 Generally, attribution means using a source's full name and job title if that's
relevant.
Types/Levels of Attribution
On-the-record

 “On-the-record” attribution means that everything the source says may be

published and quoted directly, and the source may be fully identified by
name and title.
 Reporters should try to keep as much as possible of every interview on the
record.
 This allows readers to see or hear the source’s exact words and know who
the source is.
 This is the most valuable type of attribution.
On background

 “On background,” which is sometimes referred to as “not for attribution,” means

the reporter may quote the source directly but may not attribute the statements
to the source by name.
 When reporters use on-background information, they try to describe the source
as fully as possible.
 To say the information came from “a government employee” is meaningless.
Saying the source is “a member of Textile Ministry” gives readers more
information.
 Sources often will try to keep the identification as vague as possible; reporters try
to make it as specific as possible.
 On background can be helpful when you want to put pressure on a political
target without potentially disrupting your working relationship with the target.
On deep background

 “On deep background” is a variation of the backgrounder.

 A source on deep background may not be quoted directly and may not
be identified in any way.
 A reporter must publish the information without any attribution or with a
phrase like, “It has been learned that. . . .”
 Unless reporters have a high degree of confidence in the source and the
information and the approval of their supervisors, they should stay away
from information given on deep background.
Off the record

 “Off the record” is the final level of attribution.

 It generally means a source’s information cannot be used, but that is often
misunderstood. Some people say they are speaking off the record when
they really mean they are speaking on background.
 Also, reporters and sources sometimes disagree as to exactly what “off the
record” means.
 Reporters, however, sometimes use off-the-record information as leads to
other sources. Almost every secret is known by several people, sometimes
hundreds of people.
 Once reporters know what they are looking for, they usually can locate
public records or sources who can verify the information on the record or
on background.
 Some reporters refuse to listen to off-the-record statements. If one cannot
publish or broadcast the information.
 Others see it as an opportunity to gain insight into official thinking. Or it may
help them put the information they can publish in a more accurate
context.