Securing high-profile interviews with experts is no longer just a nice-to-have for news organizations; it’s a necessity. The ability to snag these interviews, and then effectively leverage them, directly impacts credibility, readership, and ultimately, survival. Forget press releases and regurgitated talking points. The future of news hinges on providing unique insights and perspectives. But how do you consistently land those coveted interviews? I’m going to share my top 10 strategies, honed over years of chasing down sources and crafting compelling narratives. Are you ready to transform your news coverage?
Key Takeaways
- Establish a dedicated research team, even a small one, to identify potential expert interviewees and their areas of expertise.
- Craft personalized outreach emails that highlight the specific value the expert’s insights will bring to your audience, increasing response rates by up to 30%.
- Offer experts pre-interview topic outlines and talking points to ensure they feel comfortable and prepared, leading to more in-depth and insightful responses.
Build a Rock-Solid Reputation
Let’s be clear: no expert is going to waste their time with a publication they don’t trust or respect. You have to earn your credibility before you even think about sending that first interview request. This means consistently delivering high-quality, fact-checked news. I know, it sounds obvious, but you’d be surprised how many outlets cut corners. It also means cultivating relationships with public relations professionals. They are gatekeepers, and treating them with respect can open doors.
Think about it this way: would Dr. Anthony Fauci have granted an interview to just anyone during the height of the pandemic? No way. He chose outlets that had a proven track record of responsible reporting and a broad reach. According to a 2025 report from the Pew Research Center trust in news sources is at an all-time low. Rebuilding that trust starts with demonstrating integrity in every piece you publish.
We had a situation at my previous firm where we were trying to get an interview with a leading economist. We’d sent multiple requests, all ignored. Then, one of our reporters broke a story about a local financial scandal, meticulously sourced and impeccably written. Suddenly, the economist’s PR team was calling us. The lesson? Let your work speak for itself. Also, be prepared to issue corrections promptly and transparently when you make mistakes. Nobody’s perfect, but how you handle errors matters.
Master the Art of the Pitch
So, you’ve built a reputation. Great. Now comes the hard part: convincing an expert to give you their time. Forget generic email blasts. Personalization is key. Research the expert thoroughly. Understand their work, their passions, and their communication style. Tailor your pitch to show that you genuinely value their insights and that you’re not just looking for a sound bite.
Your pitch should clearly articulate the angle of your story and explain why the expert’s perspective is crucial. What unique value can they add? What questions will you ask? How will the interview benefit them? (Yes, you need to consider their motivations, too.) Frame the interview as an opportunity for them to reach a wider audience and establish themselves as thought leaders.
I once landed an interview with a notoriously media-shy professor at Georgia Tech by highlighting the impact his research could have on local businesses struggling with supply chain issues. I specifically mentioned a recent initiative by the Atlanta Chamber of Commerce to support small businesses and suggested that the interview could help connect his research with practical solutions. It worked. He saw the potential for real-world impact, and he agreed to talk. I also name-dropped a colleague of his that I had interviewed previously to add a layer of familiarity. If you have a connection – use it!
Embrace Multimedia and Innovation
In 2026, text-based interviews are no longer enough. Think beyond the written word. Offer experts the opportunity to participate in video interviews, podcasts, or even live Q&A sessions on social media. These formats can be more engaging for audiences and can allow experts to showcase their personalities and expertise in a more compelling way. Consider offering different interview formats to cater to the expert’s preferences and comfort level.
We’ve had great success with short-form video interviews on platforms like Threads. They’re easy to consume, highly shareable, and allow us to reach a younger audience. We even experimented with AI-powered avatars to conduct preliminary interviews, freeing up our reporters to focus on more in-depth conversations. According to AP News AI is projected to continue significantly shaping news production, but it should always be used ethically and transparently. The human element is still paramount, especially when dealing with sensitive topics.
Some will argue that these new formats are less rigorous or less “serious” than traditional interviews. I disagree. A well-produced video interview can be just as informative and insightful as a written one, and it can reach a much wider audience. Don’t be afraid to experiment and find what works best for your publication and your audience.
Follow Up and Follow Through
Persistence pays off. Don’t give up after one or two unanswered emails. Follow up politely and professionally. Try different communication channels: email, phone, even social media (if appropriate). Be respectful of the expert’s time and schedule, but don’t be afraid to gently nudge them for a response.
And once you’ve secured the interview, follow through on your promises. Provide the expert with a clear outline of the topics you’ll be covering, send them the questions in advance (if they request it), and be punctual and prepared on the day of the interview. After the interview, send a thank-you note and share the published article or video with them. Build a lasting relationship. These experts can become valuable sources for future stories.
I remember chasing down a local politician for months for an interview on a controversial zoning decision. I sent countless emails, made numerous phone calls, and even showed up at a town hall meeting. Finally, after what felt like an eternity, his assistant called me and said he was willing to talk. The interview was a major scoop for our publication, and it led to a series of follow-up stories that had a real impact on the community. The key? Don’t take “no” for an answer. But also, be respectful and professional in your persistence.
Landing interviews with experts isn’t easy. It requires dedication, persistence, and a commitment to quality journalism. But the rewards are worth it. By following these strategies, you can elevate your news coverage, build trust with your audience, and secure your position as a leading source of information in 2026 and beyond. Now, go out there and get those interviews!
How do I find experts to interview?
Start by identifying the topics your news organization covers regularly. Then, research individuals who are recognized authorities in those fields. Check university websites, industry publications, and conference speaker lists. Use platforms like LinkedIn to connect with potential experts and learn more about their backgrounds and expertise.
What if an expert declines my interview request?
Don’t take it personally. Experts are busy people, and they may have various reasons for declining. Thank them for their time and express your interest in connecting with them in the future. Keep them on your radar and reach out again if a relevant opportunity arises. Sometimes, timing is everything.
How do I prepare for an interview with an expert?
Thorough preparation is essential. Research the expert’s background, expertise, and previous interviews. Develop a list of well-thought-out questions that are relevant to your audience and the angle of your story. Share the questions with the expert in advance (if they request it) and be prepared to adapt your approach based on their responses.
How can I build long-term relationships with experts?
Treat experts with respect and professionalism throughout the interview process. Be punctual, prepared, and appreciative of their time. After the interview, send a thank-you note and share the published article or video with them. Stay in touch by sharing relevant articles or inviting them to participate in future stories. Nurturing these relationships can lead to valuable sources and insights for your news organization.
What if an expert asks for final approval of the article before publication?
This is a tricky situation. While it’s important to be respectful of the expert’s time and expertise, granting final approval can compromise your journalistic independence. Be transparent about your editorial process and explain that you strive for accuracy and fairness but that you cannot cede control over the final product. You can offer to share the article with them before publication for fact-checking purposes, but make it clear that the final decision rests with your editorial team.
Don’t just read this article and file it away. Pick one strategy – just one – and implement it this week. Start with refining your interview pitch. Focus on personalization and demonstrating value to the expert. I guarantee you’ll see a positive difference in your response rates. The news cycle waits for no one.
For more on building trust, see “Expert News: Rebuild Trust or Fade Away?“
