This is what makes a great expert, from the eyes of a journalist

If you look at any article, there’ll usually be an expert involved. They make the article credible whilst adding extra knowledge and information, that the journalist or copywriter (in this instance, me) wouldn’t know. As a health, fitness and wellness journalist and copywriter, I rely on great experts to give me sound advice, which I can include in articles. I usually use two experts per article - such as here - to add balance to the piece and for even more credibility.

Most days, I am on the hunt for experts. From doctors to nutritionists to divorce lawyers (yes!) and even bowel specialists. Honestly, I have gleaned so much knowledge from some of the industry’s best voices.

But, what makes a great expert? And, if you’re an expert or a PR who looks after experts, what are the dos and don’ts that will make your expert stand out?

1. Don’t use AI: Honestly, I cannot tell you how many experts now use AI when writing up their comments/expert quotes. It’s a daily thing. And us journalists are getting more attuned to what’s AI and what’s not. I’d rather hop on a 15 minute call (or even receive voice notes to my personal Whatsapp) than receive a load of comments written by AI which have no personality, sound robotic and I feel may also be incorrect and unsafe to use. HUGE no from me.

2. Be yourself : What I mean by this, is that if you’re emailing over comments, feel free to type as you talk; make it friendly, chatty and real. Remember, the reader needs things broken down and explained simply.

3. Qualifications are key: This is pretty obvious, but a surprising number of PRs will try to ‘sell’ experts who have very few qualifications. Whatever qualifications you have, include them in your pitch. Being registered is also a huge plus. Ultimately, good experts improve credibility and engage more readers. This means that a publication or a brand’s blog will become more of an authoritative voice, which in time helps improve its Google ranking. Higher ranking on Google = more clicks.

   
   

4. You can be controversial: When it comes to health pieces,  facts are facts. But, if you have something new to say or something that might spark some controversy (or a phenomenal headline), say it!

5. Don’t always expect backlinks: These days, they are becoming less common. So don’t necessarily expect to have your links added to digital pieces. If this is a non negotiable, a journalist might be less inclined to use you.

   
   

   Go crazy.

   
   

6. Avoid too many brand mentions: In the past, I’ve been sent expert credits that take up two or three sentences. These will not be included in an article so ideally, keep it minimal with the brand mentions and descriptions.

   
   

7. Go into detail: Journalists need explanations and details for their piece, so if you're answering via email, tap away and go in-depth. A one line answer won't cut it (usually) and will tend to mean that there needs to be a lot more back and forth to get more of an answer.

   
   

   Coming soon…how to pitch experts to media

   

   Me, lapping up sunshine through the window as I work