Thanks to this newsletter, I’ve been introduced to so many new experts. It’s awesome! However, there is always some bad with the good. Before you submit your client as an expert or send their expert commentary, here are some tips:
Consider if the expert makes sense. While an entrepreneur may seem like a great fit for everything, they can’t comment on nutrition or health advice unless they have the resume or education to back up that expertise. When you’re sending back their response, please note their expertise in their title, too. Example: Jane Smith, founder of an energy-saving company. Not just, Jane Smith, entrepreneur.
Length is everything. In every single email I send for commentary, I always remind experts/publicists I need at least a few (3-5) sentences per tip. So if the question is ‘Please provide 2-3 ways…’, each of those ‘ways should be 3-5 sentences. If this requirement isn’t met, I delete the expert response. The goal of using an expert is to add character, depth and guidance to my stories. A single sentence is never, ever enough.
No first-person and no location-specific content, unless requested. All expert commentary should be in third person and should relate to the general public (not a specific population or city) unless specified otherwise. I don’t tend to write regional content, so always assume national.
The expert’s company should never be part of their response. While, of course, the expert is trying to promote their business, I’m never able to quote someone from a company who recommends to use said company. That’s called advertising or product placement, and isn’t earned media. Of course, most publications do link back to company websites, but remember, the advice should be general and not self-promotional.
Original commentary only. If the commentary has ever been submitted to another journalist, I can’t use it. If the commentary is pulled off the expert’s blog, I can’t use it. If the commentary is copied/pasted from another website or article, I can’t use it. I run all commentary through a plagiarism check.
Only one expert can be quoted from a company. No two people can say the exact same thing. If there are co-founders, please choose one to be quoted in the story.
Keep submitting experts and they aren’t getting used? I probably know why. Feel free to email me and I’m happy to give feedback.