As a business owner or PR professional, you’ve likely experienced the unexpected—an email or phone call from a reporter that catches you off guard. The first instinct? Panic. But here’s the truth: being contacted by a reporter doesn’t need to cause stress, and handling it with care can actually elevate your business’s reputation.At Level Up PR, we believe that reputation management is about staying proactive, even when faced with media inquiries that you didn’t see coming.
Why Do We Panic When a Reporter Reaches Out?
The thought of an unexpected media request often sends people into a spiral of anxiety. After all, we’ve all seen those TV news segments where a spokesperson is caught off guard, and the company is left scrambling to manage their image. It’s a natural reaction to worry about saying the wrong thing and potentially being misrepresented.
Even if you’re not in an industry typically plagued by crises, every business at some point may find itself needing to respond to media inquiries. The key is knowing how to handle it when it happens.
A Real-Life Example
Take this scenario: a small business client of ours received an unexpected call from a local TV reporter. The reporter was working on a story that wasn’t exactly flattering, based on some research that was seen as biased by some industry insiders. The reporter had attempted to reach out multiple times for a comment, and with a looming deadline, this was their last shot.
Now, the business had a choice: should they respond, even if the story might not portray them positively, or should they decline and risk being left out of the narrative?
Rather than panicking, we worked with the client to create a strategy. We decided it was best to provide a response, even if the story wasn’t entirely in their favor. I quickly drafted a statement, the client reviewed and adjusted it, and we sent it to the reporter in time to be included.
That night, the story aired with a portion of our statement read aloud. The reporter also mentioned that a competing business had declined to comment, which ultimately cast them in a less favorable light.
What We Can Learn from This Experience
Here are four key takeaways that can help you navigate the next time you’re faced with an unexpected media request:
- Always Respond: If a reporter reaches out, don’t ignore them. If you fail to comment, the story will go ahead without your side. It’s always better to present your perspective, even if it’s a tough story.
- Respond Quickly: Ignoring the request won’t make it go away. A timely response shows that you’re transparent and gives you the opportunity to craft a thoughtful reply. The quicker you respond, the better.
- Invest in Media Training: Preparation is crucial. Media training ensures that you and your team are ready to handle unexpected inquiries. Having a crisis communication plan and holding statements in place is also a good practice, especially in high-risk industries.
- Quick Tips:
- Research the Reporter: Understand the reporter’s style and past stories.
- Know Your Message: Stay focused on your key message throughout the conversation.
- Provide Follow-Up Information: Be ready to offer additional details or assets like B-roll or logos.
- Ask When the Story Will Air: Knowing when the piece will be published lets you monitor how your message is presented.
Be Prepared to Protect Your Reputation
By preparing in advance for media inquiries, you reduce the risk of panic and make it easier to handle situations with grace. Your business becomes known for its transparency and professionalism—qualities that help build a solid reputation.
If your business is struggling with handling media inquiries or you need help managing your reputation, working with a PR consultant can be a game-changer. At Level Up PR, we’re here to guide you through the process, ensuring that you’re ready to respond to the media and any crisis that may come your way.
Need help fielding media inquiries? Contact us at Level Up PR to discuss how we can create a personalized PR strategy for your business.
