In public information, credibility is currency—and few things erode it faster than silence.

Whether you work for a state agency, a municipality, a corrections facility, or a healthcare system, you’ve likely been on the receiving end of a media request that came at the wrong time: mid-crisis, short-staffed, or as you were walking into another briefing. It’s understandable to feel overwhelmed. But as someone who’s managed information flow through hurricanes, high-profile incidents, and a global pandemic, I can tell you this: ignoring the media isn’t just unprofessional—it’s counterproductive.

It doesn’t mean you have to drop everything and rush out a quote. It means that the most basic gesture—a timely acknowledgment—can make all the difference.

A Simple “Got It” Goes a Long Way

When a reporter sends a question, asks for comment, or requests an interview, they’re often up against their own clock. Even if you don’t yet have an answer, acknowledge the request:

“Thanks for reaching out. I’ve received your inquiry and I’m working on gathering information. I’ll follow up with an update as soon as I can.”

This takes less than 30 seconds to send, and it does three things:

1. Confirms receipt so the reporter doesn’t keep calling.
2. Buys you time to gather accurate information.
3. Positions your agency as communicative—even when you can’t comment yet.

Set Expectations Early—Not at the Deadline

One of the biggest frustrations for journalists is not the word “no”—it’s hearing nothing until it’s too late.

If a deadline is unrealistic, say so right away:

“We want to provide accurate info, but we won’t have that ready by your 2 p.m. deadline. If we can provide a statement later today, is that still useful?”

Proactive communication allows the reporter to plan accordingly. Waiting until 1:59 p.m. to say, “Sorry, we won’t make it,” leaves them scrambling—and often annoyed. That frustration can show up subtly (or not so subtly) in their reporting.

PIOs often worry that if they can’t meet the deadline, they shouldn’t respond at all. That’s a mistake. Transparency about your timeline builds trust. And sometimes, reporters will adjust their own timelines just to include your agency’s voice.

Reporters Have a Job to Do—Just Like You

It’s easy to frame journalists as adversaries, especially when coverage feels critical or misinformed. But remember: most reporters aren’t out to get you—they’re out to get the story. And the more responsive and respectful you are, the more likely they’ll give your agency a fair, informed voice in that story.

That relationship is built over time—and responsiveness is the foundation.

A Real Example: Delaying Made Things Worse

A local agency once waited until five minutes before a hard TV news deadline to tell a reporter they wouldn’t be providing comment after all. The reporter aired the story without their input, leading to a one-sided, speculation-heavy segment. Worse, the delayed response made it look like the agency was dodging questions—even though they had a valid reason for not commenting.

Had they simply replied hours earlier with:

“We are not in a position to comment at this time, here is some information I believe is helpful for your story… [provide information]. I will try to follow up tomorrow,”

the story might have included that acknowledgment, and the narrative would have shifted from “they ignored us” to “they’re working on it.”

Quick Best Practices

✅ Acknowledge all media requests promptly (ideally within an hour)

✅ Set clear, realistic timelines for when a response will be available

✅ Let them know early if you won’t be able to meet the deadline

✅ Avoid over-promising—it’s better to under-promise and deliver

✅ Track requests so nothing slips through the cracks

✅ Respond even when you aren’t able to specifically answer their questions—explain why you have no comment without saying “no comment”

✅ Be polite, even under pressure—they’ll remember how you treated them

Final Thought

Being responsive to the media doesn’t mean being reactive or reckless. It means being present, transparent, and reliable. Even when you can’t say much, saying something builds goodwill—and that goodwill pays off during your next crisis.

Because if you don’t return the call, you don’t just lose a chance to shape the story—you may lose the trust of your audience, too.

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Looking to modernize your agency’s public messaging or train your team on tone, trust, and transparency?

PDR Strategies provides real-world training, messaging audits, and communication planning tailored for public safety and government professionals. Learn more at PDRStrategies.com.