Why Response Time is Everything In Media Requests

Here’s Why You Should Respond as Quickly as Possible to Media Inquiries

By Chris Pugh

Whether promoting an issue or handling a crisis, a prompt response is critical to getting your message in front of the public. 

With today’s 24-7 news environment, reporters and editors have little time to wait to post a story. They’ll either tell your story or the next person’s story. 

Suffice it to say, it is important to respond quickly to a media request. We recommend responding within 1-2 hours of the media inquiry, if possible.

Here are three reasons you should be available when media outlets come calling (and if you’re not receiving requests, see this video):

Prompt responses help ensure accuracy and credibility 

The stakes are high when the media seeks information. A lack of responsiveness can lead to incomplete narratives and gaps in context and understanding.  

A story without proper information could lead to a more significant crisis or legal action. 

If you respond promptly, you can help journalists verify information and ensure more accurate reporting.

Responsiveness ensures your story can be heard 

It’s infuriating to editors and reporters to be offered a story without being able to connect with the people who can help share it. When you are responsive, you help ensure your story is heard and amplified. You also lay the groundwork for a good relationship with the reporter who is engaging you. 

Responsiveness Supports Current and Long Term Relationship Building 

Relationships with editors and reporters often extend past the current story being told. Suppose you can develop a positive relationship with the media. In that case, they’re more likely to return for new stories if you can make their job easier.  

Responding quickly to media requests supports immediate and long-term relationship building with reporters. Reliable sources are key for journalists. If you develop a pattern and reputation of being responsive, reporters will come back to you time and time again.  

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Chris Pugh is a Media Relations Manager for Spotlight PR.