Why Balancing Comms Approvals with Media Urgency is Challenging

Why Balancing Comms Approvals with Media Urgency is Challenging

To an outsider, it may seem like corporate messaging just happens: a media release goes out, and the story is covered. But behind every carefully crafted communication is a complex, often painful process that’s invisible to the media.

For every major message, there’s a maze of approvals to navigate. And while journalists push for timely, straightforward updates, communicators are often juggling the urgent need for clarity with the reality of multiple layers of scrutiny. So why does it take so long to get a message to the media?

Inside Hurdles Most Don't Appreciate:

Legal:

Before a major announcement or response goes public, it’s scrutinized for legal risks. Legal teams are looking for issues that might expose the company to lawsuits or regulatory issues. If the message is sensitive, like layoffs or data security, for example, this process is even more intense. What may seem like unnecessary delays is really the company ensuring compliance.

Human Resources:

If it touches employees, HR is involved to check for tone and accuracy. The message needs to be empathetic, not just factual. HR is also anticipating how employees will react, which adds another layer of complexity that the media might not consider.

Executive Buy-In:

Every message must align with the company’s mission and vision. The executive team, including the CEO, needs to sign off to ensure it’s on-brand, supports the company's strategy, and doesn’t damage reputation. This step can take longer than journalists might expect, especially when leadership must align on the message’s broader impact.

Other considerations:

If the message impacts multiple teams, those teams need to weigh in. Marketing, finance, and operations may all have perspectives that must be considered. While media professionals want the “full story” now, department heads need to ensure their interests are reflected, and that takes time.

Time Pressures vs. Accuracy:

Communicators need to understand: journalists have tight deadlines. But corporate communicators can’t afford to prioritize speed over accuracy. Rushing approvals can lead to mistakes or missed details, and that leads to more media scrutiny and follow-up.

By no means am I suggesting that these considerations be used as excuses or delay tactics. However, crafting corporate messaging requires time, careful attention, and often multiple layers of internal approval.

While understanding these internal dynamics can help journalists appreciate the pace and complexity of corporate responses, it won't diminish their urgency to pursue timely information. Striking a balance between the communicator’s process and the journalist’s deadline-driven needs is essential to fostering mutual respect.

#corporatecommunications #mediatraining #mediacoach #spokesperson #mediarelations