How to become a useful source for journalists

Start with relevance, rather than a request for publicity

A journalist is working for their readers, listeners or viewers. Explain how your knowledge helps them understand a current issue. A specific insight, supported by evidence or direct experience, gives them something to assess. A general statement that you would like to raise your profile does not explain why the story matters.

Choose a small number of credible subjects

List the topics on which you have substantial experience, and the limits of that experience. Make your role and credentials easy to verify. If a subject falls outside your expertise, say so rather than guessing. That is especially important for health, legal and financial topics.

Prepare concise, usable material

Keep a short biography, accurate job title and appropriate photograph ready. Write comments in direct language, with the main point first. Attribute statistics, date time-sensitive claims and be clear when you are offering an opinion. An original example can help explain an idea, provided you have permission to share it.

Respect timing and editorial independence

Respond within the deadline when you can, and say quickly when you cannot. The journalist may shorten, contextualise or decline your contribution. Avoid assuming that supplying a comment creates a right to publication, a backlink or approval of the finished article.

Connect the opportunity to a wider plan

Consider whether the audience and subject support the profile you want to build. Record relevant coverage, referral visits and enquiries without assuming every result came from PR. If you want help shaping an expert or founder brief, contact JamPrime through this site.

Explore the personal branding PR approach or discuss your brief with JamPrime. Scope, fees and any deliverables are agreed separately.