The Right Way to Decline a Media Opportunity and Preserve the Relationship

According to a recent study shared by Cision, “45% of communications leaders identified content creation as a top priority; however, only 33% rate themselves as ‘excellent’ at articulating a compelling brand story.” 

As communicators and strategists, we understand the importance of telling a story authentically and meeting a deadline. That’s why it is critical to maximize potential by aligning with the right media outlets — and perhaps more importantly, divesting from the wrong ones. 

Media opportunities come and go, so don’t stress if a media interview does not work for you or your client. The worst thing to do is miss a deadline without providing adequate notice, which will tarnish your relationship with the media. 

In this article, we’ll discuss several main reasons for declining media opportunities and offer some workarounds if you want to make it happen. And if you need to decline the opportunity entirely, we’ll cover how to go about that.

You Don’t Have Enough Time

We recently secured a media opportunity with the Wall Street Journal for a legal client regarding the legal intricacies of TikTok, Inc.’s looming ban on January 19, 2025, which had a tight deadline — a couple of hours at best. As PR practitioners, we’re used to fast deadlines, but sources may not always be. In this instance, the client working on the matter shuffled their schedule (Wall Street Journal is a great place to be an expert source, after all) and participated in the interview with the reporter.

However, schedules don’t always align, especially when news breaks and deadlines are incredibly tight. If you have a media opportunity you’ve committed to but are unsure whether you or your client can complete it by the deadline, communicate this early. In some situations, you can ask for an extension immediately, partner with a colleague, suggest another source or politely decline the opportunity.

If that deadline is fast approaching and it’s too late to back out, the first thing to do is ask for an extension. You may need to find someone else in the company to participate in order to preserve the relationship with the media outlet. Or get creative; find an industry partner or client who has the capacity. The hassle of finding someone else at the last minute is worth it compared to losing your and your firm’s reputation with a media outlet. 

Legal Ethics Prevent Participation

Of course, attorneys must balance their relationship with the media and ethical obligations. There will be times when ethical obligations to a client or firm prevent participation in an opportunity. It’s important that attorneys respond to their legal marketing, PR teams or the media and explain that “ethical considerations prevent them from commenting on ongoing litigation.” This makes it clear why you cannot be a source and reinforces your adherence to the ethics of the profession. Express your willingness to help with other topics in the future that don't pose ethical conflicts. This keeps the doors open for future media opportunities.

If you're unsure about the ethical implications of participating, seek guidance from your firm's media relations team or ethics counsel before responding. It is appropriate to respond to the initial inquiry that you are verifying whether your ethical obligations will allow you to be a source for the report and you will let them know as quickly as possible if you can participate or not. 

It’s advised to keep a record of the media request and your response, including your reasons for declining. This can be helpful if questions arise later about your declines and provide a record.

You’re Not Particularly Interested in the Story the Outlet Wants You To Write

Sometimes the request is just not the right fit. In fact, per the 2024 Global Comms report, “only 22% of corporate comms leaders rate their teams as ‘excellent’ in their ability to identify and collaborate with the right journalists to tell their stories.” 

Maybe you had something in mind when you pitched your idea, but the piece the reporter wants to focus on isn’t quite what you’d hoped for. If you don’t think it’s worth it to write the piece or prepare for the interview, you are not under any obligation to do so. Maybe someone in your company would be better suited, and you can pass it on to them.

What if You Can’t Go On the Record?

Sometimes, even if ethics allow, you simply can’t go on the record with the media. Be mindful of any comments you make in the interview, even when explaining why you can’t go on the record. If you interact directly with the reporter and they tell you they will keep whatever you say off the record, it is still best not to provide any information. Questions can arise as to whether or not a portion of what you may say could be used, and the media could still include it in a published piece. It's best to direct them to any publicly available information about the topic and explain that you simply don’t have additional information available at this time, but you will let them know right away if this changes.

You Decide to Decline the Opportunity 

If you have exhausted all your options and think the opportunity is just not right for you, there’s no harm in declining if you’re still early in the process. Just reply to the editorial team and outline the reasons for your decision. Let them know you are still open to more opportunities in the future. 

The key to declining a media opportunity is remaining straightforward and honest with members of the press. They will not hold it against you so long as you do not waste their time. If the opportunity just isn’t right, communicate early; you might open yourself up to more chances in the future. They may offer you an extension or a different topic if they are particularly excited about your piece, but don’t rely on this — modern media moves quickly!

Declining an opportunity, whether a podcast interview, an op-ed or even one quote for a breaking U.S. Supreme Court ruling your client is involved in can be scary. It can feel like you’re letting the media down. As you face the inevitable moments of having to say no, remember that it’s not just about declining an opportunity; it’s about doing so politely and thoughtfully, ensuring that everyone involved can move forward with respect and appreciation — while helping grow the media relationship.