Last week, we discussed: “My business is doing okay. I don’t need the media.” And that’s fair, but its always good to be prepared and we shared some tips on how to do so. This week, we’re going a step further — because in our experience, it’s not that people don’t want to speak to the media. Often, when a request for a media interview comes in — and usually with a short deadline to respond — it catches people off guard. And in the middle of everything else going on, the easiest decision becomes:
“Let’s not respond.”

Even if you’re not ready to share your story today, how you respond still matters.

If a potential customer asked about your product, you wouldn’t ignore them — even if you didn’t have capacity at the moment. You’d find a polite way to reply.It’s the same with media. This is relationship thinking.

And it’s the foundation of good communication.

You don’t need a big budget or fancy campaign to get this right. You just need a few simple systems to help you respond calmly — not in a frenzy.

Start with the Basics

1. Keep a little media book

Start a simple tracker. It can be a spreadsheet, notebook, or shared doc. You can keep it yourself — or have someone manage it. Track:

• Who reached out
• What outlet they’re from
• What they asked
• When you replied (or didn’t)
• Any follow-up notes

It doesn’t have to be perfect. But it helps you keep relationships warm and organised — and avoid last-minute panic.

2. Create a media-ready mindset

Getting into the habit of thinking and writing about your business regularly is one of the best things you can do.

Why? Because readiness gives you space to counter.
When a media query comes in, you’re not scrambling. You already know what your business stands for and what messages resonate.

In fact, propose your own angle — one that better reflects the space your business is currently in. That way, you’re not just responding. You’re guiding the narrative.

3. Always reply — even if it’s a “no”

A short, polite response is better than silence.

“Thanks for getting in touch. We don’t have anything to share at the moment, but happy to stay connected.”

That’s it. You keep the relationship open and leave a good impression.

4. Start your story bank

Even if you’re not press-ready, start collecting:

• Team milestones
• Product or service changes
• Customer feedback
• Small wins
• Community involvement

Chance to Collaborate

You’d be surprised how many “non-news” moments can turn into great media stories later. When you’re prepared, you’ll feel less nervous about speaking to the media — and more confident about sharing the right parts of your story. Most media do their homework before approaching you, so it’s always best to treat it as a chance to collaborate. If you’re unsure about things like whether you need to pay for coverage, or what areas the story will focus on, just ask — clearing up your doubts early makes the process smoother. And if you decide not to proceed, always reply. A simple message to say “maybe not now, but let’s keep in touch” helps maintain the relationship and shows respect for their time.

What we’ve shared is based on what has worked in our experience. Your business may differ, so make the tweaks you need with confidence. If you’d like support along the way, we’re here to help.