How to Become the Expert Journalists Call

There is a misconception that getting media coverage is all about having the biggest following.

It’s not.

I’ve spent more than three decades on the other side of the conversation—as an Editor-in-Chief, Chief Content Officer, journalist, and media executive. I’ve interviewed thousands of leaders, entrepreneurs, celebrities, physicians, authors, athletes, and innovators. I’ve also been the person deciding who would appear in print, online, on stage, and in front of millions of readers. And here’s what I can tell you with certainty:

The people journalists call repeatedly aren’t always the most famous. They’re the most reliable.

Don’t believe me? Read on.

Stop Chasing Fame. Start Building Trust.

When a reporter is on deadline, they don’t have hours to search for someone who might know the answer.

They need someone who can explain a complex topic clearly, confidently, and accurately. They need someone who responds quickly. They need someone who makes their job easier.

In journalism, trust is a form of currency.

Once you’ve earned it, you’ll often be invited back.

Expertise Is More Than Credentials

Yes, experience matters. Degrees matter. Results matter. But expertise isn’t measured by what hangs on your wall. It’s measured by your ability to help people understand something they didn’t understand five minutes ago.

For example, the best experts simplify. They don’t complicate. They educate instead of impress.

If every answer sounds like a sales pitch, journalists will move on to someone else.

Have a Point of View

One of the biggest reasons experts blend into the background is because they sound exactly like everyone else.

If I interviewed five leadership experts and every answer could be swapped between them without anyone noticing, none of those interviews would be memorable.

Journalists are looking for insight—not recycled talking points.

Ask yourself:

• What do I believe that most people in my industry don’t?
• What have I learned through experience that challenges conventional wisdom?
• What conversation am I willing to lead?

Those answers become your voice.

And your voice becomes your reputation.

Be Easy to Work With

This sounds obvious.

It’s surprisingly rare.

Journalists remember the experts who:

• Reply quickly
• Show up prepared
• Respect deadlines
• Stay on topic
• Provide thoughtful, quotable insights
• Avoid making everything about themselves

I’ve worked with sources who became my first call simply because I knew they would deliver exactly what I needed without creating extra work.

Professionalism gets remembered.

Speak Like a Human

One of my favorite interviews wasn’t memorable because the guest used complicated language. It was memorable because they made complicated ideas feel simple.

Readers don’t want jargon.

They want clarity.

If your grandmother wouldn’t understand your explanation, it’s probably too complicated.

The most quoted experts often speak in stories, analogies, and vivid examples.

That’s what makes interviews come alive.

For example, when I interviewed ABC’s Shark Tank investor Robert Herjavec for SUCCESS® magazine, I learned that the only entrepreneurs who become successful are those who take the leap and go for it. I remember his words so clearly.

Robert’s reasoning hit me like a sucker punch in the stomach, “If you don’t take a risk and trust yourself, then you’ll never know what you can and cannot do.”

The very next day, I quit my job and started building my media company.

Create Helpful Content Before Anyone Asks

Journalists don’t discover experts by accident.

They research.

• They search Google.
• They browse LinkedIn.
• They watch interviews.
• They read articles.
• They listen to podcasts.

And despite what some might think; they ask others in your field. Reputation counts.

If your online presence consistently demonstrates your expertise, you’ve already begun the interview before anyone reaches out. Think of every article, podcast appearance, keynote, or LinkedIn post as a portfolio of proof. Your body of work speaks long before you do.

Be Known for Something

That said, you don’t have to be the expert on everything. In fact, trying to be often weakens your credibility. The strongest personal brands are associated with a specific expertise.

When someone hears your name, what should immediately come to mind? The clearer your answer, the easier it becomes for journalists to remember you when they’re working on a story.

Your story is unique, so don’t overplay the thought that you need to compete with others.

What sets you apart will be you, your behavior and your memorability.

Relationships Matter More Than Press Releases

Some of the best media relationships I’ve developed over my career didn’t begin with a formal pitch. They began with genuine conversations.

• A thoughtful follow-up.
• A helpful introduction.
• A willingness to contribute without immediately asking for something in return.

Media is still a relationship business. Always has been and always will be.

In fact, MANY interviews I’ve conducted and articles I’ve published over the years were a result of meeting truly memorable people at events and through social media.

That’s why it’s imperative to become the source, not the story.

Many people chase media attention because they want publicity. That’s understandable. But the experts that journalists call have a different mindset. They focus on being useful.

Tip: Become the trusted voice who provides context, insight, and perspective. Ironically, that generosity often leads to far more visibility than aggressively pursuing headlines.

After all, the goal isn’t simply to appear in the media—it’s to become indispensable to it.

My Advice After Three Decades in Newsrooms

I’ve watched media evolve from print deadlines to digital publishing, from monthly magazines to 24-hour news cycles. Social media wasn’t even a dream when I started my journalism career back in Toronto. I guess you could say that I have been around the block a few times when it comes to what and who should be printed.

But one thing hasn’t changed: Journalists are always searching for credible people they can trust.

Not the loudest voice. Not the person with the biggest ego. Not the person chasing attention. The one who consistently provides value.

If you want journalists to call you, stop asking, “How do I get featured?”

Start asking, “How can I become the most trusted source in my field?”

That’s the question that changes everything. Because when you’ve earned that reputation, you don’t have to chase media opportunities. Many of them begin to find you.

Good luck and let me know if I can help.