One of our most popular blog posts reflects a question we occasionally get from clients: How can we decline a media inquiry and remain in good standing with the reporter? Our goal was to help clients and prospects establish boundaries while keeping the door open for future opportunities.
A lot has changed in media (and the world) since we first published that blog post, and in the current landscape of upstart publications, greater reliance on social media and AI, it can be hard to determine which opportunities companies should take and when they should decline a media request.
Here are eight reasons to consider declining a media inquiry.
1. The Outlet Doesn’t Align with Your Target Audience
There are more than 3,000 newsrooms across the United States, more than 600 million blogs on the Internet and an estimated 114 million active YouTube channels as of September 2023. While most of these blogs and channels are unlikely to have interest in speaking with your expert spokespeople, you might have more media inquiries than you realize just because of the sheer number of content creators in the world today.
Take your time reviewing a media inquiry to learn about the website or channel before you respond. If the outlet isn’t a good fit or if you don’t think you will benefit from reaching that audience, politely decline.
2. You Aren’t an Expert on the Topic
There are many niche media outlets that cover highly specific topics. While this is great for brands that need to reach specific audiences, operating in these niche fields can be difficult for reporters. These journalists don’t want to quote the same people in every article, and they might not know who to reach out to for insight on a particular topic.
It’s okay to decline a media inquiry if the topic is too far out of your scope. Moving forward with a bad fit will be uncomfortable for your spokesperson if they can’t answer the questions thoroughly and accurately. This will also frustrate the journalists who don’t get the insights they need. Know of an organization or expert who might be a good fit to help them? Sharing that suggestion can position you as a helpful resource and increase the odds you’ll hear from them again.
3. The Reporter is Making an Unreasonable Request
It’s not uncommon for journalists to have creative ideas for behind-the-scenes stories or unique hooks to engage readers. However, you are not required to agree to any request that you think is unreasonable. For example, if the reporter wants to attend closed-door finance meetings or interview your client in their home, it could be considered crossing a line. Or even more mundane requests like tight deadlines leaving spokespeople little time to prepare, gather data, etc., could be reason enough to thank the reporter for their enthusiasm and interest while declining their request.
4. The Outlet Has a History of Incorrect Reporting
Few things are more frustrating to companies than media coverage that is factually incorrect. It makes the company look sloppy and dilutes the brand when a story is published with errors, and it creates more work for everyone involved to get them fixed.
To err is human, but if you notice that a particular reporter or outlet frequently misses information, fails to fact-check, or leaves out key details, it is better to decline an interview instead of potentially attaching your expert’s name to misinformation.
5. Your Spokesperson Will Be Used to Attack Another Brand
Occasionally, you might get involved in a “gotcha” piece where they source your expert as an authority for commentary that another person or organization is doing something wrong. For example, if the article criticizes the actions of Company A, the reporter might reach out for comments to highlight how you do it better.
While this might seem like free publicity, decide whether it is right to be part of the mudslinging. There could be another time in the future when you are the one being criticized and a competitor speaks out against you. It might also be a valuable opportunity to differentiate your brand. Do your homework on the outlet, the reporter and the issue at hand so you can make an informed decision about how to proceed.
6. The Inquiry is For Sponsored Content
Sponsored content is harder to identify than ever. It might appear as an organic article or video with the words “sponsored by” or “powered by” in tiny text at the top. When you receive a media inquiry, make sure the request is organic rather than a sales representative trying to get you to buy a sponsored post.
These opportunities often result in time-consuming, low-quality content that isn’t worth the time, effort or cost.
7. Your Team is Overworked
While there is power in local journalism and small outlets play an important role in the media landscape, you only have a limited number of hours in the day. When Taylor Swift visits a city on tour, she doesn’t have time to meet with every local reporter for an in-depth interview. While your team might not be made of legendary pop stars, they also deserve boundaries.
It is okay to decline a media inquiry if you don’t have the time and energy to handle it. However, try to embrace a “no, but…” methodology. You might be able to provide an alternative option, like providing written comments instead of an interview or arranging an introduction to a different expert or partner organization.
8. Your Spokesperson is Out of the Office
Sometimes the best media inquiries come at the worst possible moments. You might receive a high-quality request from your dream outlet exactly when your expert spokesperson leaves for their wedding, departs on a cruise, or starts their maternity/paternity leave. The last thing you want is to disrupt their time away from the office and put work on their plate.
Fortunately, there are ways around this so you don’t have to outright decline the media inquiry. You can nominate a backup representative before the primary spokesperson leaves for their time off. We recommend media training a handful of team members in advance so they’re prepared to capitalize on opportunities in these kinds of circumstances. Alternatively, you can also ask about the reporter’s deadline to see if it would be possible to schedule the interview in a few weeks when the spokesperson is back in the office.
Declining a media inquiry doesn’t mean that you are ruining your relationship with an outlet. It simply means the interview isn’t the right fit at this time. As long as you handle your communications professionally you can still work with that journalist and channel in the future.
For more guidance on tricky situations with media or how to transform your corporate communication into a brand-building superpower, contact us today.