How to handle media requests: A guide for startups

Understanding media requests

Before reaching out to a journalist, it's crucial to understand how to respond when a journalist contacts you. Whether it’s via email, phone, or in person, your response to a media request shapes your brand’s reputation. For startups, this may be a potential customer’s first interaction with your brand, making it essential to respond strategically and professionally to journalist requests. For a deeper understanding of PR and its role in media interactions, check out What is PR.

How to respond to a Journalist’s email

Email is the most common way journalists initiate media requests. While they may later request a phone or video interview, email allows you to carefully craft your response, fact-check your information, and defer to a colleague if necessary. For instance, if a journalist inquires about your company’s financials, it’s best to have your finance director respond. Learning how to manage journalist requests effectively takes experience, which is why many companies hire PR agencies. However, early-stage startups can follow these key principles:

1. Be honest

Always tell the truth. Misleading or fabricating information can backfire and damage your brand’s credibility. Even in difficult situations, honesty demonstrates integrity and protects your reputation. Journalists rely on credibility when offering media coverage, so being transparent is essential. Read more about best practices in How should I handle a request from a journalist?.

2. Focus on solutions

Your company exists to solve a problem—apply the same mindset to your media interactions. While it’s important to provide context about industry challenges, position your brand as a solution provider to maintain a positive image. Having a strong presence in a media database can also improve your media coverage opportunities. Learn more about PR strategy in Who should do PR?.

3. Review your response

Before hitting send, ask a colleague to review your response. A fresh perspective can help refine your message, catch potential misunderstandings, and ensure factual accuracy. Journalists will scrutinisze your words, so make sure they’re polished and precise. Using PR insights from past media interactions can also help refine your approach. For further guidance, read How should I share company news and information with a journalist?.

How to respond to a Journalist’s email

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Handling phone and in-person media requests

In some cases, a journalist may call before emailing. If caught off guard, politely request that they send their questions via email or schedule a meeting. This gives you time to prepare thoughtful responses and avoid unintended statements.

At events or conferences, impromptu media requests may be harder to defer. A quick 30-minute prep session before an event can help you stay on message. Focus on these key areas:

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1. Company news

Determine what information you can share and ensure all team members align on messaging. Keeping a well-maintained media database can help ensure consistency across all media coverage. To better prepare, read How should I prepare for an interview with a journalist?.

2. Industry insights

Journalists are always looking for compelling stories. Offering unique insights or highlighting overlooked trends can position you as an industry thought leader. Leveraging PR insights can help craft responses that stand out. Gain insights into media engagement with Who are the traditional media?.

3. Stick to your plan

Decide in advance what you’re comfortable discussing. If a journalist asks for additional details, it’s perfectly fine to say, “I’ll need to double-check and get back to you via email.” Keeping a record of past journalist requests can help inform future responses. If you're looking to refine your media outreach, explore How can I find relevant journalists to share company news with?.

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Final thoughts on how to handle media requests

Your response to a media request can significantly impact your brand’s perception. By being truthful, strategic, and well-prepared, you can turn media opportunities into valuable brand-building moments. Stay in control of your narrative, leverage PR insights, and always aim to position your company in the best possible light. If you’re considering professional PR support, take a look at How can I find the right PR agency