How to Position Yourself as the Expert Journalists Actually Call

Have you ever noticed how the same experts seem to appear in news stories again and again?

This isn't luck; it's strategy. Journalists need credible sources, and according to a 2024 Muck Rack survey, they consider subject matter experts and researchers their MOST valuable sources.

Here's the thing: The goal isn't pitching your research off the bat. It's positioning yourself so journalists seek YOU out when they need expertise.

The traditional approach of blasting cold pitch emails fails because it misunderstands what journalists need. Journalists can receive 50-100 pitches weekly, and end up rejecting 95% of them!

Successful experts focus on relationship-building first:

• They personalize every interaction which includes individualized emails (the more people included on a pitch email, the lower the open rate)
• They communicate expertise without jargon
• They respond quickly to media inquiries
• They understand news cycles and relevance

So, here is a practical roadmap to becoming a go-to expert source for the media:

A Path to Becoming a Media Source:

Identify 3-5 journalists who regularly and recently cover topics related to your research area

• Research publications and writers where your target audience gets information
• Keep in mind that writers may cover your topic but are freelance and do not work for a specific publication
• Also, bear in mind the evolution of "the media" is well beyond tradiional mediums (e.g., TV, news print, etc.).
• Do a search to find who consistently covers your field (Google News, your university library, etc.)
• Review social media hashtags related to your expertise

Build a simple media contact database

• Create a system for tracking the journalists beats (the topic they cover), publications, and contact details (e.g., spreadsheet, doc, etc.)
• Note their recent articles and recurring themes
• Think about how they frame topics related to your expertise and make notes

Make yourself findable online

• Update your university profile, LinkedIn, Google Scholar, and ORCID
• Consider creating profiles on platforms like Qwoted and Featured so you can be alerted if there is a journalist looking for an expert in your field
• Make your publications accessible, if possible (94% of journalists read academic articles before contacting researchers)

Engage thoughtfully with their content

• Follow them on social media and share their work with thoughtful comments
• Respond to points in their articles with additional perspectives

Send a brief introduction email

• Keep it under 200 words (91% of journalists prefer pitches this length)
• Personalize with specific references to their recent work
• Position yourself as a resource rather than pitching a story
• Connect your expertise to a topic they've recently covered, focusing on relevance to their audience

Follow up strategically and sparingly

• Send one follow-up email if you don't hear back after 3-7 days
• Share timely insights when breaking news relates to your field
• Respond quickly to any inquiries (speed matters in the world of deadlines and current news!)

Stay Prepared

• Develop and maintain 2-3 clear talking points about your research area
• Practice explaining complex concepts out loud and in accessible/approachable language
• Prepare quotable statements that journalists can easily use
• Prepare counterpoints and be ready for questions

From Roadmap to Results

These strategic steps will help you elevate your profile, connect with the right journalists, and build comfort in translating your research for broader audiences.

The foundation you build now—tracking relevant journalists, making yourself findable, and preparing clear talking points—creates opportunities that compound over time.

Preparation is key. Small, consistent actions today lead to media calls tomorrow.

For more strategies, check out my blog posts on A Scientist's Guide to Media Pitching, Strategies for Researchers to Gain Media Exposure, and Media Pitching for Academics.