The Pitfalls of Clients Declining Confirmed Media Interviews
By Erhumu Bayagbon
I once had a boss who had an interesting way of explaining the difference between Public Relations (PR) and Advertising. He’d say, ‘Advertising is paid for, but PR is prayed for.’ Well, he wasn’t entirely right. Sure, PR doesn’t have a price tag like advertising, but you’ve got to do a lot more than just pray (or as some say, ‘spray and pray’) to get decent coverage. It’s called ‘earned media’ for a reason. And let me tell you, earning anything—whether it’s income, respect, or love—takes hard work. PR is no different.
When it comes to media coverage, it all starts with a mountain of research. You need to understand the subject and all its moving parts inside and out – your client, the journalist, the industry, the media landscape, and even broader things like the political and economic environments. Think of it like the famous ChatGPT catchphrase: you’ve got to ‘dive deep.’ That means hours of meetings, research, planning, and sometimes a few sleepless nights.
So, imagine you’ve done all this work and sent out a killer pitch that caught the eye of a journalist from a top global news outlet. This is where things get exciting. It’s the moment every PR professional dreams of – a famous journalist wants to interview your client! You feel like all the effort you put in is finally paying off. Naturally, you share the great news with your team, and everyone celebrates the win together.
The next step? You excitedly let your client know that the journalist has agreed to an interview. Your client is just as thrilled, confirms the date, and everything seems perfect. But then, 24 hours before the interview, you get a call. Something urgent has come up, and your client asks to reschedule.
Now you’re devastated, but you handle it gracefully and reach out to the journalist. Thankfully, they understand, and a new date is set. Crisis averted – for now.
But what happens if your client calls again, asking for another reschedule? Now, you’re in tricky territory. You go back to the journalist, but this time, they’ve had enough. They don’t respond. They’ve pretty much ghosted you.
Amongst all the nightmares imaginable for a PR professional, this is probably up there. PR is built on relationships—relationships based on trust. Once that trust is damaged, it’s tough to recover.
And when you lose trust, you lose relevance, which no one in PR can afford. If a client keeps putting you in this situation, it’s a big problem that needs to be addressed.
So, what can PR professionals do when clients drop confirmed interviews? Here are a few thoughts.
Set Clear Expectations with Clients from the Start
- When securing media opportunities, ensure that clients fully understand the importance of committing to interviews. Educate them about the potential consequences of cancellations or multiple reschedules – such as damaged relationships with journalists (for both the PR and the client), and lost media coverage. Laying this groundwork early helps clients appreciate the value of media engagements and the effort involved.
Have a Contingency Plan
- Unforeseen circumstances happen, but PR professionals need to be prepared for such situations. Always have a backup plan ready in case a client must drop out of a scheduled interview. This could involve working alongside the client in identifying a secondary spokesperson within the company or proposing alternative ways to engage with the media, such as providing written responses or offering an exclusive insight into an upcoming event. Having a Plan B can prevent total fallout with the journalist.
Maintain Strong Media Relationships
- Building solid, long-term relationships with journalists can serve as a safety net when things go awry. Journalists are more likely to be flexible with scheduling if they trust you and know you respect their time. Always keep the lines of communication open and transparent – explain the situation honestly and offer solutions where possible. Consistent, respectful communication will help salvage media opportunities even in difficult circumstances.
And for the ones who make this all worth it – the clients?
- Clients need to recognise that media opportunities are rare and valuable, and as mentioned, often the result of significant time, effort, and relationship-building by their PR team . Cancelling or rescheduling at the last minute not only risks damaging those hard-earned relationships but also affects their own credibility and visibility in the media landscape. Journalists, particularly those from top-tier outlets, work on tight schedules and may not grant another chance. So grab it with both hands when you can! It’s crucial to understand the importance of honouring commitments and, when truly unavoidable situations arise, for clients to work with their PR team to offer timely alternatives -whether that’s nominating a well-prepared spokesperson or rescheduling far enough in advance to maintain goodwill.
- By respecting the media’s time and acknowledging the effort behind securing coverage, clients can not only preserve but also enhance their reputation with journalists and the public. A proactive, solution-oriented approach shows professionalism and builds trust, ensuring media opportunities continue to come their way.
In the world of PR, the stakes are high, and every media interaction can shape or shift public perception. Clients and PR professionals must work together to respect the time and effort invested in securing media opportunities. By fostering trust, maintaining strong communication, and being prepared for the unexpected, both parties can ensure that these valuable opportunities are maximised, not lost.
After all, in PR, credibility and relationships are the true currency—and once they’re compromised, they’re incredibly difficult to rebuild.
