We all jump at the chance to appear in an article, especially when it is written by an independent third party, as that kind of coverage carries built-in trust and authority. If a journalist believes you are worth quoting, the assumption is that your audience should too. It is credibility you simply can’t buy.
Yet between that initial yes and a comment going live, a supposedly simple response often has to pass through multiple departments, spokesperson approval, legal or compliance checks, and alignment with wider company goals. A 5.30pm promise slips to 9.00am the next day. A hard Friday deadline quietly becomes “first thing Monday”. Sometimes a well-crafted response never survives the journey at all.
Rarely is this down to one person. Even the most carefully designed sign-off process does not always work in practice. And for those stuck in the middle, pushing for approvals while trying to placate an increasingly frustrated journalist, the result is often stress, embarrassment and a relationship that takes a hit.
If you ever need to spell out exactly why missing a media deadline is such a problem, I have your back. Here are seven reasons why keeping your word matters, or why it is better to under-promise and perhaps let a journalist quote someone else, than over-promise and fall short.
Deadlines are not a suggestion
Journalists work to fixed editorial deadlines. If you reply after the agreed time, there is a very good chance your comments simply cannot be used. At that point, everyone has wasted time, including you. The article has moved on, the page has been filled, and your beautifully crafted quote is now surplus to requirements.
It is discourteous
Missing a deadline is impolite and discourteous, particularly when expectations have been clearly set. Journalists are usually very upfront about timing, not necessarily because they enjoy being so prescriptive, but because they need to manage their workload. Ignoring that deadline sends a message, even if it is unintentional.
Late replies create pressure
Late responses disrupt editorial planning and add pressure for journalists who are often simultaneously working on multiple pieces. Many journalists are also freelancers who choose that path specifically to manage their own schedules. That often means writing early in the morning or late at night, once children are in bed or other commitments are out of the way.
Missing that window can prevent a journalist from finishing an article on time. In some cases, it can stop the piece from being written at all. For freelancers, delays like this can have a knock-on effect, pushing back publication, disrupting carefully planned workloads and even delaying payment.
PR is about relationships, not one-off wins
Failing to meet deadlines makes journalists less likely to approach your organisation again. PR is, after all, built on relationships. If you or your organisation is consistently difficult to work with by missing deadlines, there will always be competitors who are easier to deal with and just as quotable. That is worth bearing in mind. It is one thing not to be quoted in an article relevant to your business, it is quite another to hand that opportunity to a rival.
It raises uncertainty and questions about your timeliness
Late replies can raise questions about both timeliness and reliability. Journalists may start to wonder whether future information will arrive on time, or whether a pitch reflects something genuinely new or simply old news repackaged. Missed deadlines can also signal uncertainty behind the scenes, suggesting a lack of coordination or confidence in the figures, facts or messages being shared. Any hint of uncertainty increases doubt, and doubtful sources tend not to get used.
Reputations travel with people
Journalists rarely stay in one place forever. Today’s junior reporter could be tomorrow’s editor-in-chief and bridges burned early have a habit of staying burned. So no matter how green a journalist might be, treat everyone with the same professionalism and respect their deadlines, and you are far more likely to have them on side if they reach the dizzy heights of the Today programme!
A final thought
Meeting deadlines helps position your organisation as a dependable contributor, which naturally leads to repeat opportunities. There are plenty of people and organisations willing to provide a quote, so it is never safe to assume a journalist cannot do without you.
Deadlines are not there to make life difficult; they are what make publishing possible. Treat them seriously, respond on time, and you become someone journalists trust and come back to.
Miss them often, and you may never notice the opportunities that quietly pass you by.