Seattle Seahawks Head Coach Mike Macdonald thought he was simply sharing a confidence.

Instead, it became news.

During a conversation with journalist Graham Bensinger, Macdonald described a dispute with Denver Broncos Head Coach Sean Payton. Before the teams’ 2024 season opener, Seattle had reviewed roughly 100 videos of Denver’s training camp posted by fans on social media. According to Macdonald, Payton accused the Seahawks of cheating after learning about it.

The conversation later appeared in a published clip on Bensinger’s show. 

After the clip started making its rounds on social media, Macdonald quickly defended himself, saying his remarks were off the record and were not intended for public use. He even called Payton to apologize and publicly acknowledged his mistake.

Macdonald also said he believed the conversation took place before the official interview began, claiming Bensinger knew they were off the record.

That distinction did little to prevent the fallout. Even Bensinger acknowledged it was an off-the-record conversation.

A story Macdonald expected to remain between professionals now required a public explanation and an apology.

There is a public relations lesson here for anyone who speaks with the media: If you do not want to see it published, don’t say it.

A casual conversation is still a media conversation

An interview often starts before the first formal question.

There may be small talk while cameras are set up. A reporter may ask a follow-up while packing away equipment. A familiar interviewer may make the exchange feel more like a conversation between friends.

There is no guarantee parts or all those conversations will be kept private.

After several interviews with the same reporter, an interviewee may feel comfortable sharing an internal disagreement, criticizing a competitor or discussing an unannounced decision.

But familiarity does not change the consequences when those comments become public. The interviewee’s words can affect relationships, employee confidence and customer trust.

Macdonald’s experience shows how quickly an informal exchange can become the main story.

‘Off the record’ requires more than an assumption

Off the record is a reporting agreement that often starts with interviewer-interviewee agreeing to basic ground rules for that conversation. The Associated Press specifically advises discussing those terms explicitly because they are often misinterpreted.

The existing reporting on this story does not establish if such an agreement existed for Macdonald’s conversation with Bensinger.

The interviewee cannot assume a conversation is private simply because the formal interview has not started. Nor can they share something sensitive and then decide it should be off the record.

The safest approach is to stay on the record. If information is not ready to be public, don’t discuss it with a journalist for any reason. This approach removes the need to rely on an off-the-record agreement that could be misinterpreted. It also helps spokespeople maintain the same discipline throughout the interaction.

The private remark became the public issue

Once a sensitive comment appears in the media, explaining it was not intended for publication likely won’t resolve the issue.

The audience has already heard or read it. A competitor may want an explanation. Employees may question whether the remark reflects leadership’s position. Reporters may seek additional details.

An interview intended to highlight an organization’s good work can quickly spiral into a piece that questions its leader’s judgment.

Macdonald’s apology addressed his relationship with Payton. It could not make the published comments disappear.

Good PR teams will prepare interviewees for the entire media interaction with the following best practices:

• Treat every exchange as on the record. Maintain the same care before, during and after the formal interview.
• Set boundaries before speaking. Identify confidential information, sensitive relationships and topics that require an approved response.
• Avoid using interviews to vent. A candid complaint about a competitor, colleague or customer can become a damaging headline.
• Practice a simple response. Set a boundary without revealing the details.

Interviewees do not need to share every story or answer every question to build a productive relationship with a reporter. They can be personable, helpful and direct while bridging to protect information they are not prepared to discuss publicly.

The lesson extends well beyond football. Before sharing a sensitive remark, consider how it would read with your name and organization attached.

If you would have to explain why it should never have been published, the better decision is to leave it unsaid.