In PR, rapid response situations often arise. For example, inbound media inquiries often need a quick turnaround because of journalists’ deadlines. In addition, journalists posting queries on websites such as HARO and Qwoted often require responses within short timeframes.

These types of requests are common, so it’s a good idea have processes in place to effectively manage them. If these inquiries are addressed and executed correctly, PR professionals can secure important media opportunities for clients and demonstrate their ability to move quickly to meet media’s requests.

Here are a few best practices to consider as part of your rapid response process:

1. Evaluate the request: Determine if the request is relevant and if you or your client can add value to the discussion. Is the publication and audience a good fit? Will the information be beneficial? Can you offer an unbiased, fact-based, or original response? Can you realistically meet reporters’ deadlines and expectations?
2. Select a spokesperson: Determine who from the organization will serve as the spokesperson for each opportunity based on their job title and experience. Understand if they have the bandwidth to support interviews as needed or review written responses.
3. Coordinate briefings or provide a written response: Depending on the opportunity, you may want to schedule an interview or develop a written response such as a Q&A or quote. If it’s a complicated topic, you might also offer to develop a contributed article.
4. Ask for feedback: At the end of the interview, ask if the information was helpful and if it’s something the journalist plans to use. If so, find out when they think the story will publish. Feedback is a great way to improve performance, build stronger relationships and grow your skills.
5. Monitor for the coverage: After the content is submitted or the interview is complete, monitor for the coverage and flag it to the team once it is live.

By following these steps, you can ensure you’re equipped to handle media requests with urgent or short deadlines efficiently while also helping your clients secure even better editorial coverage.