What happens when spokespeople can’t commit to news interviews?

In the fast-moving world of news, securing earned media coverage often hinges on speed. Newsrooms operate on tight deadlines, and reporters scramble to find credible sources who can comment on breaking news. 

However, challenges arise when journalists seek immediate confirmation of a spokesperson’s availability before confirming a story. This creates a cart-before-the-horse dilemma where neither side can commit before the other does.

Audio: Listen to this article.

The media’s perspective: Timing is everything

Journalists work under immense pressure, especially in breaking news scenarios. When a major story unfolds, reporters must secure expert commentary fast. They must act decisively, knowing another media outlet may publish first. 

From their standpoint, a PR firm pitching a spokesperson who can’t immediately commit feels like an unnecessary delay — or worse, an unreliable source.

Journalists’ frustrations are understandable. When a PR team offers a spokesperson, newsrooms expect swift follow-through. Delays or last-minute cancellations can disrupt a news cycle and leave a reporter scrambling.

The spokesperson’s reality: High-stakes scheduling conflicts

Executives and subject-matter experts can’t always sit and wait for a journalist’s call. Many are high-level decision-makers, C-suite leaders, or specialists who have limited availability, and rearranging their schedules for a potential media opportunity carries an opportunity cost.

Some key factors influencing a spokesperson’s ability to commit include:

• Prior business commitments or speaking engagements
• Travel schedules
• The risk that an interview could be canceled last minute due to breaking news
• Needing to prepare key messages before speaking on the record

The PR challenge: Striking the right balance

PR professionals act as the bridge between media and spokespeople, balancing the need for responsiveness with realistic scheduling constraints. However, they face a dilemma:

• If they confirm a spokesperson’s availability too early, they risk wasting the client’s time if the interview falls through.
• If they wait until the journalist confirms the story, they risk missing the opportunity entirely.

This dynamic has led some PR firms to shield their clients from potential media inquiries until there’s a solid commitment, while others push for a rapid response despite uncertainties.

How breaking news complicates the equation

Breaking news events make this even more unpredictable. When a major story emerges, newsrooms pivot their coverage in real time. They may cancel a confirmed segment with a spokesperson to make room for urgent developments.

This unpredictability is why many high-profile spokespeople hesitate to drop everything for an interview. They weigh whether a news opportunity justifies disrupting their schedule, knowing the segment might never air.

How PR teams, newsrooms, and expert sources can align

To improve this process, PR professionals, journalists, and expert sources should take proactive steps.

For PR teams:

Educate executives on the realities of media timelines and why quick responses matter.

Instead of securing a firm commitment, PR teams can gauge general time blocks when a spokesperson might be available.

Ensure executives understand that news moves fast, and availability can make or break coverage.

If a primary spokesperson isn’t available, consider secondary experts who can step in quickly.

Ensure executives understand the risk of a segment being canceled or rescheduled due to news shifts.

For journalists:

Recognizing that high-level executives can’t always drop everything fosters better relationships.

If a story is solid, give PR teams clear signals to increase cooperation.

Viewing PR teams as allies in securing great sources leads to better outcomes.

For expert sources and spokespersons:

Have key messages prepared in advance so you can respond quickly without extensive prep time.

The faster you confirm availability, the higher the chances of securing the opportunity.

While scheduling conflicts are inevitable, understand that missing media opportunities can have long-term consequences.

If they advise you on timing or positioning, it’s because they understand both media needs and your strategic priorities.

Even small adjustments in availability can make the difference between being included in a story or missing out.

We can create a more effective, mutually beneficial media environment by aligning PR professionals, journalists, and expert sources.

Axia PR’s approach: Helping clients navigate media uncertainty

At Axia Public Relations, we work to balance these competing interests, helping our clients secure meaningful media opportunities while respecting their time. Our approach includes:

• Preemptive media training to help executives respond quickly and effectively
• Strategic availability planning so last-minute requests are more manageable 
• Clear communication with journalists to set expectations on spokesperson availability
• Proactive pitching to align the right experts with the right media at the right time

Final thoughts: Why responsiveness matters

For companies investing in PR, understanding these constraints is essential. The fastest, most responsive spokesperson often secures the opportunity. Especially in breaking news situations, seconds matter.

By bridging the gap between media expectations and spokesperson realities, PR professionals play a crucial role in ensuring both sides get what they need. The best outcomes happen when clients, PR teams, and journalists work together with realistic expectations.

Need expert guidance on media relations? Read Axia’s "Learn Media Relations from the Media” e-book for insider tips on pitching and earning media coverage.