As communicators and strategists, we understand the importance of telling a story authentically and meeting a deadline. That’s why it is critical to maximize potential by aligning with the right media outlets—and perhaps more importantly, divesting from the wrong ones. In this article, the authors discuss several main reasons for declining media opportunities and offer some workarounds if you want to make it happen. And if you need to decline the opportunity entirely, they’ll also cover how to go about that.