Media requests, editorial requests, PR requests, or JournoRequests, whatever you call them, they’re a great way to connect with journalists by answering their specific questions. But many businesses miss out because they make simple mistakes when responding.
Whether you’re introducing a new brand, trying to get attention from a little-known executive, or promoting your business in a fresh market, the start is often the same: you send out lots of pitches but get very few responses from the media.
Building momentum takes time, and it can feel frustrating when journalists don’t reply. But once things start to pick up, you’ll notice some of those who ignored you before may start reaching out. You might even hear from new journalists and outlets wanting to ask questions.
So, how do you create that initial buzz? In this article, I’ll walk you through what media requests are, and how to respond effectively, to help you handle media requests strategically and build momentum effectively. Let’s get started!
Key Points
- Instead of rushing to answer a media request, take your time to ensure your response aligns with your brand’s values and objectives. Thoughtful responses build trust and prevent misrepresentation.
- Always investigate who’s asking. Learn about their previous work, tone, and audience to ensure they’re a good fit for your brand and values.
- Focus only on topics you know well. Highlight your knowledge with clear, impactful statements to position yourself as a credible source.
- Journalists have tight deadlines, so make your response brief, engaging, and directly tied to the story they’re working on.
- Maintain a cooperative tone but remain cautious about what you say, everything is “on the record.” Stay authentic and align your comments with your brand image.
What is a Media Request
A media request is when a journalist or media outlet asks a company or organization for information, a comment, or an interview to include your input in their story. These requests are often time-sensitive and can range from a simple email asking for a quote to a full-fledged on-camera interview.
Responding to media requests is a great way for organizations to get noticed and featured in newspapers, magazines, or industry-specific publications. It’s also a chance to:
- Show your expertise: Share what you know and stand out in your field.
- Increase visibility: Get your name and brand in front of more people.
- Build trust: Show your audience that you’re credible and reliable.
Don’t forget that journalists often share these requests on social media, forums, or special platforms and the stakes are high.
How you handle these requests directly impacts your brand’s image. If you’re unprepared or unprofessional, it can harm your credibility. On the flip side, a well-handled request can position you as an industry leader and open doors for future opportunities.
When I got my first media request for my brand, I was so excited, but I wasn’t ready. A journalist asked me to comment on a popular topic in my industry, and in my excitement, I quickly wrote a response and sent it off. Later, I was shocked to see my words taken out of context. The article didn’t match my brand’s values, and I felt helpless watching how it affected people’s perception of my business.
That experience taught me an important lesson: responding to media requests isn’t about being fast, it’s about being thoughtful and strategic. Since then, I’ve learned how to handle media requests in a way that ensures my brand is represented correctly.
Let me show you how you can select the right media request to respond.
How to Choose the Right Media Request
When you pitch a story to the media, you know what you want to achieve. But when requests come to you, the purpose isn’t always obvious. A simple-sounding interview could turn into something harmful if you don’t properly vet it.
So how do you decide which opportunities to take and which to skip? Keep these three points in mind to make the right call.
#1. Focus on Your Business Goals
PR requests can feel exciting and important, but they can also be a big distraction.
The goal of a good PR strategy is to make sure every action aligns with your business priorities. This stops you from wasting time on things that look appealing but don’t really help your brand grow.
When requests start piling up in your inbox, ask yourself and your team these key questions:
- What are our short-term and long-term business goals?
- Does this request support those goals?”
If you’ve recently made an announcement or gained media attention, you might see more PR requests coming in. If your priority is to build on that buzz, focus on these requests. However, vet each one carefully using the next steps.
#2. Research the Journalist
Not all publicity is good publicity, especially if it doesn’t align with your brand values. Before responding to a PR request, take time to learn about the journalist. Here’s how:
- Look them up: Check their social media, past articles, and LinkedIn profile.
- See their history: Use a media database to find out if they’ve covered your industry or your brand before.
- Understand their style: Look at their tone, the kind of stories they write, and whether their coverage aligns with your brand values.
Ask yourself, “Can I trust this journalist to represent my brand well?” Let the answer guide your decision.
#3. Consider the Relationship
PR is all about building strong relationships. When you receive a request, think about who it’s coming from:
- Have you worked with this journalist or media outlet before?
- Is this someone you’d like to build a connection with?
If the answer is yes, it’s worth saying yes to their request. If not, it’s okay to politely decline.
Don’t feel pressured to accept every request that comes your way. It’s better to say no to opportunities that don’t align with your goals or help build meaningful relationships. Staying focused on your brand values and priorities will lead to more strategic and impactful PR.
Here’s a quick tip: Use tools like a media database to make it easier to research journalists and track the media outlets they work for. This will save you time and help you stay organized as you manage your PR efforts.
Why Are Media Requests Important
Media requests matter because they give you a chance to share your story, grow your brand, and build trust. By working with journalists and media outlets looking for information, you can reach a larger audience and get your message out through a reliable and respected source. It’s a great way to increase awareness and credibility for your brand.
Let’s look at six key benefits of responding to media requests.
1. Boosts Your Visibility: When you respond to media requests, your brand can appear in news articles, broadcasts, or online publications. This helps more people learn about who you are and what you do.
2. Builds Trust and Credibility: Being featured by respected media outlets shows that your brand is trustworthy and reliable. It gives people confidence in your expertise.
3. Attracts New Customers: Positive media coverage can make people curious about your products or services, bringing in potential customers who may want to learn more.
4. Helps Manage Your Reputation: Media requests let you share your side of the story or clarify issues. This is a great way to protect and manage your public image.
5. Positions You as an Expert: By sharing your knowledge or insights in an interview, you can show people that you are a leader in your field, increasing your authority and influence.
6. Creates Networking Opportunities: Working with journalists can lead to long-term relationships, opening doors to future media opportunities and collaborations.
Responding to media requests isn’t just about getting your name out there; it’s about growing your brand, building trust, and creating new opportunities. By handling these requests wisely, you can strengthen your business and take it to the next level.
How to Prepare for Media Requests
Getting a media request is exciting, it’s a chance to showcase your brand and share your message with a bigger audience. But to make the most of these opportunities, you need to be prepared.
I remember being asked to share my thoughts on a trending topic for a big publication. The journalist had a tight deadline. This time, instead of rushing, I took a moment to gather my thoughts and made sure my response matched my brand values.
Taking the time to prepare paid off, I got accurate coverage and built a connection with the journalist, which led to more opportunities later.
This experience showed me how important it is to have a plan for handling media requests. You can’t just make it up as you go; you need a clear and thoughtful approach.
Getting ready for media requests is all about knowing your audience, understanding what makes your story interesting, and being prepared to share it clearly. Here are the steps to ensure you’re ready:
#1. Create a Media List
Make a list of journalists and media outlets that cover topics related to your expertise. Include their contact information and note how they prefer to be reached.
#2. Research the Journalists and Outlets
Learn about each journalist’s writing style, the topics they usually cover, and the audience they write for. This helps you shape your message to match their needs.
#3. Develop Key Messages
Prepare short, clear, and impactful statements that explain the main points of your story. These will help you stay focused during interviews or when answering questions.
#4. Anticipate Questions
Think about what questions journalists might ask and plan your answers ahead of time. Make sure your responses tie back to your key messages.
#5. Practice Your Delivery
Rehearse your answers out loud. Pay attention to speaking clearly, keeping your responses short, and using confident body language if it’s an in-person or video interview.
#6. Highlight What’s Newsworthy
Identify the most unique, relevant, or timely parts of your story. These elements make your pitch more appealing to journalists.
#7. Be Ready with Facts
Gather data, statistics, or examples to support your claims. Having evidence on hand builds credibility.
#8. Stay Updated
Be aware of what’s happening in the news and think about how your story fits into current trends or conversations.
#9. Designate a Spokesperson
If multiple people in your team might talk to the media, pick one person to act as the main spokesperson. This ensures your message stays consistent.
Preparing for media requests means being organized and proactive. By understanding your audience, crafting strong messages, and practising your delivery, you’ll be ready to handle media opportunities confidently and effectively.
Note- Responding to media requests can be exciting, but without preparation, it’s easy to feel overwhelmed or miss the opportunity to make a great impression. That’s why I’ve put together a simple Media Preparation Checklist to help you stay organized and confident.
How to Respond to a Media Request
Want to increase your chances of being featured in a journalist’s story? Here are five simple dos and don’ts to keep in mind:
Do:
- Keep it Short:
Journalists often receive hundreds of emails daily. They won’t have time to read long messages, so keep your response brief and to the point. - Stay Relevant:
Make your key points in the first few sentences. Explain who you are and why your input is important to their story, quickly grab their attention. - Show What Makes You Unique:
Highlight what sets you or your business apart. Let the journalist know why your perspective is valuable and worth featuring. - Read the Request Carefully:
Take the time to understand exactly what the journalist is asking for. Check for additional details and the deadline to make sure you’re giving the right response. - Include Your Contact Info:
Make it easy for the journalist to reach you. Always include your phone number and email address in your reply.
By following these tips, you’ll make it easier for journalists to see your value and include you in their stories!
Don’t:
- Be Boring:
You and your business have something unique to offer—make sure the journalist sees why you’re interesting and worth featuring. - Respond if It’s Not Relevant:
If your business doesn’t match what the journalist is asking for, don’t try to force it. You’ll only waste both your time and theirs. - Ask Questions:
This isn’t the time to ask the journalist about their audience, future stories, or other opportunities. Focus on answering their request, not asking your own questions. - Turn It into a Sales Pitch:
This is your chance to share your story, not to sell your product or service. Keep the focus on what’s newsworthy, not on making a sale. - Expect a Response:
Don’t be disappointed if you don’t hear back. Journalists get hundreds of emails daily and only respond when they need more information. It’s not personal—they’re just managing their workload.
By following this approach and keeping the ‘dos’ and ‘don’ts’ in mind, you’ll not only improve your chances of getting featured, but you’ll also leave a lasting impression. Journalists might even come straight to you next time they need someone with your expertise.
Here’s an example of a media response.
Expert Tips for Responding to Media Requests
Media requests can be a great opportunity to share your message, but handling them requires care and preparation. To make the most of these moments while protecting your organization’s image, follow these practical tips.
#1. Follow Your Organization’s Guidelines
Every organization has rules for dealing with the media. Know who is allowed to speak to journalists and inform the appropriate people, like the communications or public affairs team, when you’re contacted. They may have extra guidance to ensure the message aligns with your organization’s goals.
#2. Respond Quickly
Journalists often work under tight deadlines and value fast responses. If you can’t provide the information they need or don’t feel comfortable responding, let your media spokesperson know so they can assist. Quick replies help maintain a good relationship with the press.
#3. Ask for Details
When contacted, ask for the journalist’s name, the news outlet, their deadline, and the story’s focus. If you need more time to confirm details, ask if you can respond later by email or phone. This ensures your answers are relevant and accurate.
#4. Stick to Your Expertise
Speak only about topics you know well. Prepare two or three key points to share about the topic. If the conversation moves into areas outside your expertise, suggest other sources who can provide better answers.
#5. Use Simple Language
Avoid using jargon or technical terms that may confuse the audience. Journalists aim to make information clear for the general public, so keep your responses short, clear, and easy to understand.
#6. Be Friendly but Careful
Maintain a cooperative and professional tone, but remember that anything you say could be used in the story. Stick to “on the record” comments, meaning your statements can be quoted and attributed to you. Avoid saying anything you don’t want published.
#7. Notify Your Communications Team
After speaking with a reporter, inform your organization’s communications team. They might want to monitor the coverage, offer additional details to the journalist, or prepare for any follow-up requests.
By responding quickly, staying within your expertise, and working closely with your communications team, you can turn media inquiries into valuable opportunities for your organization.
Bottom Line
Handling media requests effectively isn’t just about saying the right things, it’s about being prepared, professional, and authentic. Every interaction with the media is a chance to reinforce your brand’s identity and build lasting relationships.
By following these tips, staying prepared, responding quickly, sticking to your expertise, and working closely with your communications team, you can ensure that your interactions with the media are professional, effective, and beneficial for your brand.
With the right approach, you can build trust with journalists, protect your organization’s reputation, and make the most of every media opportunity.
Frequently Asked Questions
What does media request mean?
A media request is when a journalist, blogger, or media outlet asks for information, comments, or an interview from a person or organization. Journalists often share these requests on social media, forums, or special platforms.
How do you handle media requests?
To handle media requests well, reply quickly, stay professional, and be ready. Check if the request fits your expertise, share your message clearly in simple terms, and choose which requests to accept carefully. Keep a friendly and respectful relationship with journalists, and always be honest and open in your responses.
How to decline a media request example?
Thank you for asking me to do an interview about [topic]. Unfortunately, I can’t take part right now because of [reason – e.g., current deadlines, the sensitive nature of the topic]. I appreciate your understanding and would be open to future opportunities.
Who Do Journalists Want to Hear From?
Journalists look for information from all kinds of sources, including businesses, universities, experts, government officials, charities, and think tanks. The type of input they need depends on the story they’re working on.
Who Can Respond to a Media Request?
Anyone who can provide helpful and accurate information for the journalist’s story can respond to a media request. Many organizations choose to work with PR agencies, as they specialize in handling and responding to these requests. However, business owners and individuals can also reply directly.
No matter how it’s handled, responding to media requests is a proven way to get coverage in newspapers, magazines, and online publications.
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