A Reporter Called. Now What? A Quick Guide for Executives

Early in my career as a TV reporter, I learned something pretty quickly.

The executives who handled media inquiries best weren’t always the most polished speakers. They weren’t necessarily the ones with the best talking points or the most media training.

They were the ones who understood how the process worked.

They knew what reporters were looking for, how stories come together, and how to deliver a clear perspective without overthinking it.

Today, when a reporter reaches out to one of my clients, the first reaction is usually the same:

“What do they want?”

Sometimes that question comes with a little nervous energy behind it. And that’s understandable. 

For most executives, media interviews aren’t a daily activity. When the phone rings or an email arrives from a reporter, it can feel like something urgent—or worse, something negative—is about to unfold. But the reality is much simpler. 

Most of the time, a reporter reaching out is an opportunity. It’s worth noting: this advice applies to routine media inquiries, not situations where your company is responding to a legal issue, regulatory matter, or active crisis.

The key is knowing how to handle that moment correctly. 

Here are a few simple do’s and don’ts I often share with executives when that call or email comes in.

First: Don’t Panic

When a reporter reaches out, many leaders immediately assume the worst.

They think:

• Something must have gone wrong

• Someone must have complained

• They’re about to be misquoted

In reality, most reporters are simply doing their job.

They’re usually trying to:

• Understand a trend

• Get expert perspective

• Add real-world context to a story

• Find someone who actually knows what they’re talking about

If a reporter reached out to you, it means you’re already on their radar.

That’s not a problem to solve. It’s a door that’s opened.

Do: Slow Down and Gather Information

One of the biggest mistakes executives make is responding too quickly.

Before jumping into an interview, take a moment to understand the situation.

A few basic questions can go a long way:

• What is the story about?

• What angle are they exploring?

• What is the reporter’s deadline?

• Who else are they speaking with?

You don’t have to treat this like an interrogation, but a simple response like this works well:

“Happy to help. Can you share a little more about the angle you’re working on?”

Good reporters won’t be offended by that question. In fact, most expect it.

Understanding the context helps you give a much better interview.

Don’t: Wing the Interview

This is where executives get themselves into trouble.

When someone says, “Sure, I can talk right now,” they often end up:

• Speaking off the cuff

• Rambling

• Speculating

• Sharing details that weren’t meant to be public

A much better approach is to take a few minutes to prepare.

You don’t need several hours. Often 15–20 minutes is enough.

Ask yourself two simple questions:

• What is the one idea I want readers to remember?

• What example or observation best illustrates that idea?

The best interviews usually come down to one clear insight delivered well.

Reporters are always looking for statements that are concise, specific, and easy for readers to understand.

Do: Speak Like a Human

One of the most common challenges executives face in interviews is language.

When people get nervous, they often default to corporate messaging. You’ve probably heard statements like this before:

“We remain committed to delivering innovative solutions that maximize stakeholder value.”

That may sound polished inside a boardroom. But reporters aren’t looking for polished. They’re looking for clear.

Compare that with something like:

“What we’re seeing right now is a lot of companies trying to do more with less, and that pressure is reshaping how they make decisions.”

The second version sounds like a person talking, not a press release. And that’s the kind of language reporters quote.

Don’t: Try to Control the Story

Another common mistake is trying to control the entire process.

Executives sometimes ask reporters:

• Can I review the article before it runs?

• Can you send me the questions in advance?

• Can I approve my quotes?

In most cases, the answer will be no. Sometimes there may be a bit more leeway with certain trade publications, but it’s best to steer clear of these requests.

Journalists operate under editorial independence, and they typically won’t allow sources to review stories before publication.

That doesn’t mean the process is adversarial. In fact, the best approach is much simpler: be helpful, be clear, and be honest.

The more useful you are as a source, the more likely that reporter is to call you again the next time they’re working on a story.

The Real Goal: Become a Trusted Source

The best media strategy isn’t landing a single article.

It’s becoming someone reporters trust and return to over time.

When that happens, a few things start to change.

• Reporters reach out earlier in the reporting process.

• They call you again when similar stories come up.

• Your perspective begins shaping how issues are covered.

And that’s where real visibility and credibility begin to build. But it starts with handling the first call the right way.

One Final Thought

If you ever find yourself staring at your phone after a reporter reaches out and thinking, “What should I do here?”—you’re not alone.

That moment is exactly where experience on both sides of the conversation can make a difference. Sometimes all it takes is a quick strategy conversation before calling the reporter back.

Having a seasoned PR advisor help you quickly assess the situation, shape your message, and prepare for the conversation can turn an uncertain moment into a real opportunity.

If you’d like help navigating media inquiries or preparing your leadership team for interviews, feel free to get in touch here. Handled correctly, those calls can turn into some of the most valuable visibility opportunities your organization will receive.