Got an Unexpected Media Inquiry? Don't Panic — Do These 4 Things Instead. When a reporter calls out of the blue, many people panic — or worse, they hide. Instead, take a deep breath and do these four things so you can determine the best way to respond.
By Michelle Garrett Edited by Chelsea Brown
Opinions expressed by BIZ Experiences contributors are their own.
Have you ever gotten an unexpected call from a reporter? What did you do first? If you answered, "panic," you're not unlike many clients I've encountered. Why is our first response to a media inquiry to panic? And how can we calm down and marshal our resources to answer their questions — without the desire to head for the hills?
Why do we panic when we have to talk to the media?
There's something about an unexpected media request that strikes fear in people. It may be because we've all seen those "gotcha" segments on the news — stories in which a company or its spokesperson looks like the bad guy. When a reporter gets in touch unexpectedly, it can make someone feel as though they're being put on the spot, and they worry they'll say the wrong thing.
Even in industries that aren't fraught with scandals, there are times when ANY business can find itself in the position of responding to a media inquiry they didn't know was coming their way.
Here's an example: Recently, a brand new client I was working with got a call from a local TV news reporter about a story they were going to be featured in. The story was, let's say, not necessarily casting those featured in a favorable light — but that was due to the nature of their business. The company had ignored the first couple of attempts the reporter had made to contact them, but she was now on deadline, attempting one last time to contact them for a comment. They had a decision to make: Should they participate and take the opportunity to explain their side of the story? Or should they allow the story to air without their statement?
Instead of panicking, the client and I put our heads together to strategize. I quickly wrote a statement to send to the reporter. They reviewed it, adding their edits, and I was able to get it to the reporter in time to be included. The story aired that night on the local evening news. The reporter read a portion of our statement. Then she mentioned that they'd attempted to get another business featured in the story to comment. They'd declined, which cast them in a suspicious light.
What can we take away from this example? Here are four things to keep in mind if you're ever contacted by the media:
Related: What to Do When You're Getting Bad Press
1. Take the opportunity to present your side
If you're asked to comment on a news story about your company, it's always better to take advantage of the opportunity to present your side. Otherwise, the story will air or be published without your input — which certainly won't do you any favors. It's better to appear as though you're not hiding anything, even if the news is less than favorable for your business. The longer you put off commenting, the worse it could be.
2. Respond promptly
If a reporter contacts you, you should respond as promptly as possible. You may think ignoring them will make them go away, but that's rarely the case. Responding promptly by acknowledging the reporter's message not only makes you appear as though you have nothing to hide, but also gives you time to formulate a response. In the example I mentioned above, the client didn't even know for sure what the reporter was going to ask. The call came in, and the client panicked — then ignored it.
When I contacted the journalist on their behalf, she explained what information she would be referencing and asked if they had a comment. Once we had that knowledge, we understood the objective and could put together a response that answered the question while explaining the steps they were taking to ensure fairness for all parties involved.
Related: 5 Things You Should Never Say to a Journalist
3. Invest in media training
Invest in media training so you and your team can be ready if you get an unexpected media inquiry. This is like buying insurance — you never know when you might need it. Be sure to revisit it from time to time. Also, prepare a crisis communications plan, especially if you work in an industry that may be high risk in some way.
4. Utilize these quick tips when you're short on time and resources
No time for media training? No PR consultant to call? Here are some quick tips to help in the moment:
Prepare for the interview by doing a little research on the reporter. What types of stories do they usually produce?
Determine what your key message is for this particular interview or story. Then you'll want to try to bring every question back to that.
Know when to stop talking. When someone is nervous or under pressure, they may have a tendency to ramble, which can result in saying something they may not want on the record. Answer the question, then stop.
Be ready to provide whatever it is the reporter may need — whether it's following up on a question they asked (you may need to double-check a number, for example, if they asked about financials or timing), B-roll footage or a logo.
Ask when the story or piece will appear so you can watch and review how your messaging came across. That way, you can make any adjustments for the next opportunity.
Related: Could Your Company Benefit From Media Training?
Whatever you do, you'll want to make sure to handle media requests with the care they deserve. If you need help, consider hiring a professional to handle media requests and responses — and counsel you as needed. Stay prepared, because you never know when you may be asked to respond to a reporter's inquiry.
