How To Handle Incoming Media Requests
Active PR campaigns are critical for building brand awareness, and one of their most valuable byproducts is a steady flow of incoming media requests. Unlike proactive pitching, where you pursue journalists with your own story ideas, incoming requests arrive when a journalist or producer is already working on a planned piece or angle that aligns with your expertise.
Managing these requests strategically is an essential part of any PR strategy, helping to expand media coverage, foster relationships with reporters and stay ahead of industry conversations. Here’s how to think about handling incoming media requests, and why doing it well can make a big difference for your brand.
What Are Incoming Media Requests?
Incoming media requests are opportunities that arise when journalists seek input, expertise or commentary for stories they’re already planning. These requests might come via email, social media, media databases or even through your company’s PR agency.
Unlike proactive outreach where you pitch your brand’s news, incoming requests are driven by the reporter’s editorial agenda. This difference makes them especially valuable, though sometimes tricky to navigate.
Why Building a Pipeline of Incoming Requests Matters
There are clear benefits to cultivating a consistent flow of inbound media opportunities:
1. Gain Insight Into Planned Coverage
Journalists are often working on developing stories before they’re public. Incoming requests offer early visibility into these storylines, helping you to stay informed and adjust your PR strategy accordingly.
2. Build New Media Relationships
Responding to requests from unfamiliar reporters or outlets is a great way to expand your media network. Even if you haven’t worked with a contact before, taking the time to engage can open doors to future coverage opportunities.
3. Expand Your Media Coverage
Fielding inbound requests allows you to secure placements that go beyond your planned outreach. It’s an opportunity to insert your brand into conversations you might not have targeted proactively, broadening overall media exposure.
Not Every Request Will Lead to Coverage
While incoming media requests can be valuable, it’s important to remember that not all will result in published coverage. Sometimes, tight deadlines or scheduling conflicts mean a spokesperson isn’t available in time. In other cases, the storyline may not align with your brand’s messaging or positioning, making it a poor strategic fit. Even when you do participate, editorial shifts can occur, and your contribution might ultimately be left out of the final piece. These variables are part of the media landscape, which is why having a clear, thoughtful process for evaluating and responding to requests is essential.
Best Practices for Handling Incoming Media Requests
Effectively managing incoming media requests starts with careful evaluation, as it’s important to avoid applying a blanket approach to every inquiry. Instead, take time to consider whether the topic is relevant to your brand’s area of expertise, whether the outlet’s audience aligns with your own and whether the reporter has a credible background. It's also worth assessing any potential risks or sensitivities associated with participation.
When working with a journalist or outlet you’re unfamiliar with, don’t hesitate to ask for more context. Understanding the angle of the story, the deadline and who else they’re interviewing can help you make an informed decision about whether, and how, to get involved. This clarity also positions your team to provide a more tailored and valuable response.
Timeliness and professionalism are also critical. Journalists are often operating on tight turnarounds, so aim to respond quickly, even if it’s just to acknowledge the request. A prompt, courteous reply helps build trust and strengthens your reputation as a reliable media contact.
Even if a request isn’t an ideal match, it may still be worth engaging. Sometimes, offering a brief comment or referring a colleague better-suited to the topic helps establish your brand as a helpful, collaborative source. Over time, these interactions can lay the groundwork for stronger, ongoing relationships with media professionals.
Lastly, know that it’s okay to say no. If a request doesn’t align with your brand, poses reputational risks or simply isn’t the right fit, respectfully declining is the best course of action. Making thoughtful, brand-aligned decisions in this way will ultimately ensure your media strategy stays focused and effective.
Handling incoming requests with professionalism will help build a pipeline for future media engagements. Even if you do decline an opportunity, doing so in a timely manner and providing an alternative source offers an avenue to build a lasting relationship with the media contact. Simply being responsive and helpful goes a long way, and will position the brand as a resource worth engaging with again in the future.
Turn Incoming Requests Into Strategic Wins
Handled well, incoming media requests are opportunities to amplify your brand, strengthen relationships with journalists and insert your voice into important industry conversations. By building a thoughtful process for evaluating, responding to and following up on these requests, your team can make the most of every opportunity that comes your way.