Reactive Media Request Protocol

INTAKE PROCESS

Request Logging Form

MEDIA REQUEST LOG

DATE/TIME RECEIVED: _______________
RECEIVED BY: _______________

REPORTER INFORMATION:
Name: _______________
Publication: _______________
Email: _______________
Phone: _______________

REQUEST DETAILS:
Story topic: _______________
Questions/focus: _______________
Deadline: _______________
Format requested: ☐ Interview ☐ Written statement ☐ Data ☐ Background

STORY CONTEXT:
Other companies being contacted: _______________
Angle/thesis (if known): _______________
How they heard about us: _______________

URGENCY: ☐ Immediate (<2hrs) ☐ Same day ☐ Within 48hrs ☐ Flexible

LOGGED BY: _______________
FORWARDED TO: _______________

Initial Response Template

INITIAL ACKNOWLEDGMENT EMAIL

Subject: Re: [Their subject line]

Hi [Name],

Thank you for reaching out. I'm confirming receipt of your request
and will get back to you [by deadline/within X hours].

To make sure I connect you with the right person, can you share:
• The specific angle of your story?
• Your publication deadline?
• Any other companies you're speaking with?

I'll follow up shortly.

[Your name]
[Phone for quick response]

Information Gathering Checklist

BEFORE ROUTING REQUEST:

☐ Verified reporter identity (publication, byline check)
☐ Understood story angle
☐ Confirmed deadline
☐ Identified other sources being contacted
☐ Assessed opportunity vs. risk
☐ Checked for previous interactions with this reporter
☐ Noted any concerns or red flags

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ROUTING & ASSESSMENT

Urgency Assessment Matrix

Deadline	Publication Tier	Topic Sensitivity	Response Priority
<2 hours	Tier 1	Low	Immediate
<2 hours	Any	High	Immediate + escalate
Same day	Tier 1-2	Low-Medium	High
24-48 hours	Any	Low	Standard
Flexible	Any	Any	Standard

Routing Decision Tree

MEDIA REQUEST ROUTING

Step 1: ASSESS TOPIC
├── Within our expertise? → Continue
└── Outside our expertise? → Decline politely

Step 2: ASSESS SENSITIVITY
├── Routine/positive → PR handles
├── Sensitive topic → PR + Exec review
└── Crisis-related → Crisis protocol

Step 3: ASSIGN SPOKESPERSON
├── Product questions → Product/Engineering
├── Business/strategy → CEO/Executive
├── Customer success → Customer team
├── Industry trends → Subject matter expert
└── General company → PR/Marketing

Step 4: SET TIMELINE
├── Confirm deadline achievable
├── Schedule briefing if needed
└── Communicate timeline to reporter

Topic Sensitivity Guide

Topic	Sensitivity	Handling
Product features/news	Low	Standard process
Customer success	Low	Get customer approval
Industry trends	Low	Subject matter expert
Competitive	Medium	Careful messaging
Financial/business	Medium	Executive approval
Personnel/HR	High	HR + Legal review
Legal/regulatory	High	Legal approval required
Crisis/negative	High	Crisis protocol

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RESPONSE PROCESS

Response Options

Option	When to Use	Process
Full interview	Positive opportunity, good fit	Brief spokesperson, schedule call
Written statement	Limited time, control needed	Draft, approve, send
Background briefing	Complex topic, relationship building	Off-record conversation
Data/quote only	Simple request, tight deadline	Provide approved content
Decline politely	Off-topic, high risk, no value	Polite non-response

Approval Workflow

APPROVAL WORKFLOW

STANDARD REQUESTS (Low sensitivity):
PR drafts response → Spokesperson reviews → PR sends
Timeline: Same day

SENSITIVE REQUESTS (Medium sensitivity):
PR drafts response → Spokesperson + Exec review → PR sends
Timeline: 24 hours

HIGH-RISK REQUESTS (High sensitivity):
PR drafts response → Legal review → Exec approval → PR sends
Timeline: As needed (communicate with reporter)

Interview Coordination Checklist

INTERVIEW COORDINATION

BEFORE SCHEDULING:
☐ Confirm spokesperson availability
☐ Verify reporter deadline
☐ Determine format (phone, video, in-person)
☐ Estimate duration

BEFORE INTERVIEW:
☐ Brief spokesperson with:
   • Reporter background
   • Story angle
   • Key messages
   • Anticipated questions
   • Off-limits topics
☐ Confirm logistics
☐ Provide contact info for reporter

DURING INTERVIEW:
☐ PR on standby (if appropriate)
☐ Recording (if agreed)

AFTER INTERVIEW:
☐ Debrief spokesperson
☐ Note any follow-up commitments
☐ Track for publication

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RESPONSE TEMPLATES

Written Statement Response

Subject: Re: [Topic] - Statement from [Company]

Hi [Name],

Thank you for reaching out. Here's a statement from [Spokesperson Name],
[Title] at [Company]:

"[Statement text]"

Please let me know if you need anything else.

[Your name]

Decline Response

Subject: Re: [Topic]

Hi [Name],

Thank you for thinking of us for your story on [topic]. Unfortunately,
we're not able to participate in this particular piece.

[Optional: Suggest alternative source or offer to help with future stories]

Best of luck with the story.

[Your name]

Data/Background Response

Subject: Re: [Topic] - Background from [Company]

Hi [Name],

Here's some background information on [topic]:

[Data point or context - clearly labeled as background or on-record]

Happy to discuss further or connect you with [expert] if helpful.

[Your name]

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POST-REQUEST ACTIONS

Follow-Up Protocol

Action	Timing	Owner
Confirm interview went well	Same day	PR
Send any promised follow-up materials	Within 24 hours	PR
Thank reporter	After interview	PR (optional)
Track for publication	Ongoing	PR
Share coverage internally	When published	PR
Debrief on sensitive interviews	Same day	PR + Exec

Coverage Tracking

COVERAGE TRACKING LOG

REQUEST DATE: _______________
PUBLICATION: _______________
REPORTER: _______________

OUR RESPONSE:
☐ Interview ☐ Statement ☐ Background ☐ Declined

STORY PUBLISHED:
Date: _______________
Headline: _______________
Link: _______________

COVERAGE QUALITY:
☐ Positive ☐ Neutral ☐ Negative
☐ Key messages included
☐ Quote used accurately
☐ Concerns: _______________

FOLLOW-UP NEEDED:
☐ None ☐ Correction request ☐ Relationship building

Relationship Maintenance

Outcome	Follow-Up Action
Great coverage	Thank you note, build relationship
Neutral coverage	Note for future, no action
Negative coverage	Assess if correction needed, learn from it
Story didn't run	Check in, offer for future
Good interaction	Add to priority contacts

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Quick Reference: Which Resource for Which Challenge

Challenge	Recommended Resources
"Building PR function"	#190
"Need press coverage"	#191, #195, #196
"Executives need training"	#192, #200
"Building executive profile"	#193, #202, #203
"Crisis happened"	#194
"Internal comms issues"	#199, #204
"Measuring PR impact"	#201

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