Attribution
The level of identification attached to a source quoted in media coverage.
Definition
Attribution defines how a source will be identified when quoted in coverage. Options range from on-the-record (fully named) to background (information usable but not attributed) to off-the-record (not publishable).
Understanding attribution levels helps spokespeople navigate sensitive conversations with journalists.
Why It Matters
Misunderstanding attribution can lead to executives being quoted when they expected anonymity, or information appearing that wasn't meant for publication.
Clear attribution agreements protect both sources and journalists while enabling substantive conversations.
Examples in Practice
An executive goes on background to explain industry context without being named as criticizing competitors.
A PR team negotiates that technical details come from "a company spokesperson" rather than the CEO personally.
A journalist clarifies, "Can I use that on the record?" before including a candid comment in their story.