How to handle Media Request: A Guide for Startups
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For Startups, media requests are more than just emails or calls—they’re your chance to tell the story of your brand to the world. How you respond can shape public perception, build trust with journalists, and even open doors to new customers and investors. The good news? Handling media requests doesn’t have to be stressful.
With honesty, preparation, and relevance, you can turn every interaction into a credibility‑boosting moment. This guide shows you how to respond confidently, whether by email, phone, or in person, and make your Startup stand out in the press.
Key takeaways - Checklist on how to handle a Media Request
1. Respond fast: reply quickly and clearly—first impressions matter, and journalists value timely responses.
2. Know the journalist’s perspective: research their work and tailor your responses.
3. Outline your key messages: have 2–3 clear points ready before responding.
4. Say no strategically: decline politely if the request isn’t a good fit.
5. Get PR support when needed: involve an expert to manage requests and refine messaging.
1. What is a Media Request?
A media request happens when a journalist contacts your startup for information, commentary, or an interview. It can come in the form of:
- Emails asking for details
- Phone calls requesting quotes or insight
- On-the-spot requests at events or conferences
Handled the right way, media requests can turn into real press opportunities—putting your startup in the spotlight and building credibility and trust with your audience.
2. Why Media Requests matter for Startups
Media requests usually arrive via email, and knowing how to respond effectively to each journalist can make or break a valuable brand opportunity.
That makes well executed, timely email responses critical for Startups looking to get coverage.
According to a UK industry poll, 92% of journalists prefer to receive pitches via email on a one‑to‑one basis — the most favoured channel for professional contact. prweek.co.uk.
1. Respond quickly—but strategically
Journalists work on tight deadlines. A slow response can mean your Startup misses out on coverage. But speed doesn’t mean rushing in blindly.
Our advice:
- Respond within 24 hours (even if it’s just to acknowledge the request).
- Ask clarifying questions if the request isn’t clear: the topic, angle, deadline, and word count.
- Check if the story aligns with your Startup’s message before committing.
Think of this first step as setting yourself up for a successful interaction—fast, clear, and professional.
2. Understand the Journalist’s perspective
A good media response starts with understanding what the journalist needs. They’re looking for insight, expertise, and an engaging story.
Journalists also use social media extensively for professional tasks. In fact, 96% of UK journalists use social media daily—to source information, publish or promote content, and network (PRmoment.com).
Following journalists on LinkedIn or X (Twitter) can give you valuable insight into their interests and coverage areas, helping you tailor your response.
Tips to keep in mind:
- Provide data, examples, or anecdotes that support your angle.
- Keep your answers concise; long-winded explanations rarely make it into the story.
- Offer visuals if possible—charts, screenshots, or product images can make your story stand out.
By thinking like a journalist, you make their job easier—and increase your chances of positive coverage.
3. Write out your core brand messages
Every media interaction should reinforce your Startup’s story. Before you speak, outline 2–3 key messages you want to communicate.
Key message tips:
- Make them simple and memorable.
- Avoid jargon or overly technical explanations.
- Ensure they align with your brand values and current goals.
This preparation helps you stay on point, whether the interview is via email, phone, or in-person.
4. Know when to say 'no'
Not every media request is worth pursuing. Sometimes a story may misalign with your brand or focus, or it might come from outlets that don’t reach your target audience. Avoid common pitfalls by checking out 10 PR Mistakes for Startups to Avoid.
Here’s how to handle it:
- Politely decline while keeping the door open for future opportunities.
- Offer an alternative, such as another team member or a different angle.
Saying no strategically protects your Startup’s reputation and ensures your PR efforts remain focused.
5. Follow up and maintain relationships
The story doesn’t end once you send a quote or sit for an interview. Follow-ups are essential:
- Confirm deadlines and fact-checks.
- Send a thank-you note after the story runs.
- Keep in touch with journalists for future opportunities—they’ll appreciate the professional relationship.
Long-term journalist relationships are one of the smartest moves for sustainable PR growth.
6. Use a PR partner when needed
Handling media requests can be overwhelming for a Startup team juggling multiple priorities. That’s where a PR agency can help:
- Screening requests to identify high-value opportunities.
- Crafting talking points and key messages.
- Ensuring your brand is represented accurately and positively.
A PR partner allows your team to focus on growth and product, while still getting the press coverage your brand deserves. If you’re wondering whether your Startup is ready for PR support, check out How to know you’re ready to work with a Startup PR Agency for guidance.
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Want to make every media request count? Connect with our PR team to see how we can help your startup shine in the press
FAQs: How to handle media requests
1. What is a media request and why does it matter for my Startup?
A media request is when a journalist contacts your company for information or insight. For startups, it’s often the first public introduction. Email is usually the best way to ensure your message is noticed.
2. How should I respond to a journalist’s email?
Check facts, respond clearly, and stay relevant to the journalist’s focus.
3. Is social media useful for pitching journalists?
Yes, mainly for research and networking. Use it to understand what journalists cover. Email remains the preferred channel for initial outreach.
4. How do I make sure my media responses are effective?
Check facts, stay concise, and be relevant. Understanding the journalist’s audience improves your chances of coverage.
5. When should a Startup consider hiring PR support?
If media requests are frequent or you want strategic visibility, a PR agency can help refine messaging and manage outreach.
