By Ioana Good and Natalie Magierski
Media opportunities come and go, so don’t stress if an opportunity does not work for you! The worst thing to do is not meet a deadline without providing adequate notice, which will tarnish your relationship with the media.
We’ll discuss two main reasons for declining media opportunities and some workarounds if you want to make it work. And if you need to decline the opportunity entirely, we’ll cover how to go about that.
You don’t have enough time
If you get a media opportunity but are unsure whether you can complete it by the deadline, communicate this early on. You can’t rely on the possibility of an extension later. In this situation, your options are to ask for an extension immediately, co-author it with a colleague, 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. If you don’t get a reply within 24 to 48 hours, find someone else in your firm to participate. Or get creative! Find an industry partner or client who has the capacity. The hassle of finding someone else to take over at the last minute is worth it compared to losing your and your firm’s reputation with a media outlet.
You may consider exploring automated writing tools such as ChatGPT, which can be a great way to get started. It’s important to author pieces using your own voice with specific examples that relate to you; you are showcasing your expertise, after all. While partnering with a co-author is preferred, AI can be a great launching pad to help craft a version if you are under a tight deadline. Remember that the prompt is just as important as the output, and it is your responsibility to validate the content with your own research and edit it to establish your unique perspective on a topic.
You’re not particularly interested in the story the outlet wants you to write
Maybe you had something in mind when you pitched your idea, but the piece they want you to write isn’t quite what you’d hoped for. If you don’t think it’s worth it to write the piece, you are not under any obligation to do so. Maybe someone in your firm would be better suited and you can pass it on to them. If not, your options are to co-author or decline the opportunity.
You decided to decline the opportunity. What should you do?
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 editors or work with your PR team to outline the reasons that led to your decision and tell them 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, tell them 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, as noted earlier, don’t rely on this — modern media moves very quickly!
Declining an opportunity can be scary, whether a job offer, media opportunity, or even a social event. We understand that it feels both that you’re letting them down as well as passing up an opportunity for yourself. But everybody understands that people have commitments, and sometimes, it just doesn’t work. 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.