How to Position Your Expert as a Trusted Source for Journalists

We love a good journalist request, whether from Twitter (sorry, we refuse to say x!), quoted, haro, or from the relationships you’ve built yourself!

They’re fast, reactive, and one of the easiest ways to land your client some quality coverage, if you know how to handle them right.

But in the rush to hit “send,” it’s easy to forget the small details that make the biggest difference. So, before your next #JournoRequest reply goes out into the abyss, here are a few quick Croissance-approved tips to help your pitch stand out (and get used)

1. Give the journalist what they actually need

• Journalists are busy. They don’t have time to Google your client or chase down a credible quote.

• When replying, make it as easy as possible for them to say yes to your comment.

• Include your spokesperson’s full name and job title.

• Add relevant qualifications or experience that back up their authority.

• If the topic’s about sleep hygiene, “Dr. XX, Clinical Psychologist” is going to land before “Jess from a mattress brand.” Authority = trust.

  
  2. Context is everything

• Don’t assume they know who your client is. A short paragraph explaining what the brand does and why it’s relevant to the story saves the journalist time.

• Think of it as setting the scene: who they are, what they stand for, what credentials they have and why they’re worth quoting.

  3. Spot trends, not just tweets

• If you’re seeing the same types of media requests pop up again and again, say, AI anxiety, bad sleep habits, or the rising cost of oat milk - that’s a sign.

• Build yourself a comment bank: a handful of go-to quotes or insights from your spokesperson that can be easily tailored and sent out fast.

• That way, when the next wave of requests hits, you’re ready to go before everyone else even finishes reading the hashtag.

  4. Be quick, but don’t rush

• Speed matters, but quality still wins. A clear, well-written, on-brand quote that adds something new to the conversation will always beat a rushed response that says nothing at all.

  5. Journalists remember the PRs who make their life easier.

• When you provide clear, credible, and ready-to-publish quotes, you become their go-to contact, and that’s how consistent coverage starts.

• So next time you see a #JournoRequest pop up, don’t just hit reply. Think context, credibility and clarity, and you’ll be golden.

  🥐 Croissance Tip: PR is part speed, part storytelling. You don’t need to shout the loudest, just sound the most useful.