Backgrounder

A backgrounder is one of many written public relations tactics that often supports and explains an accompanying news release. It is an in-depth document that provides an information base by offering relevant background information on the organization. Backgrounders can be a good reference tool for journalists, who want an explanation of main areas of interest relevant to their target audiences. They are often included as collateral materials in a press kit or distributed at a news conference.

Backgrounders are similar to a more detailed version of a fact sheet, usually presented in a brief “who-what-when-where-why” outline or bulleted format. The factual information is presented in that traditional list (the five W's) of journalist topics. The details are featured to make the writing of the story easier and more orderly. Both backgrounders and fact sheets are objective in nature, which makes them different from position papers, sometimes called white papers. Position papers usually take a stance or position on a particular issue. A position paper uses evidence to make a case for the specific viewpoint of the organization. A backgrounder, however, is a more neutral and thorough examination of either a specific topic or the organization in general.

Backgrounders normally appear on organizational letterhead and are between one and five pages long. They may be written in one of two styles: a concise, inverted-pyramid style; or a longer, more descriptive narrative style that provides more depth than a news release. It is important to avoid jargon and advanced, industry-specific language unless the backgrounder is designed for a specialized or technically oriented audience, as for a trade publication. Backgrounders are meticulously researched and often require the use of subheads or main points of interest so that the reader can skim and quickly digest the most relevant material.

The content of a backgrounder can include information on organizational management, organizational history, biographical information on the company CEO, target markets, products or services, testimonials, explanations or elaborations of the findings of a survey or other research, and the organization's Web site address. Because a backgrounder often provides supplemental information to an accompanying news release, it can contain material on any topic that would help a journalist write a comprehensive story. A backgrounder is usually longer and more general in content than a news release, which is limited to information announcing a specific news item.

When composed for an external audience (such as journalists), it is essential that the backgrounder appear in a journalistically approved style. As with a news release, no payment or compensation is made [Page 56]if the content of the backgrounder is published. Also similar to a news release, backgrounders are sent on the basis of news interest and timeliness for the audience. They can be very valuable for a journalist and are often kept on file for future reference by both journalists and public relations practitioners. However, they should be updated regularly to keep information current and accurate. Other external audiences for a backgrounder include opinion leaders, regulators, legislators, and special interest organizations. Backgrounders can also be used for internal audiences as an information resource for management and employees. They may supplement content for speeches, annual reports, or internal magazines, for example.

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