EXPERT PITCHING 101: The Power of Spotlights

Dec 10, 2019

5 min

Peter Evans

Of all the angles and perspectives, when pitching your experts, you need to figure out how yours stands out amongst the rest.


  • How are you getting the perspectives of your subject matter experts out there?
  • Have you figured out your 'bench strength' to know who can comment on what and how?
  • Do you have a good way to get your people out there to the public?


Sadly, when asked these questions, most PR and Marketing professionals struggle to give you a straight answer with confidence on how they get their people to comment on certain storylines.


With a defeated tone, I often hear, “Well – we have our resident rock star, Professor Jones, who does most of our media interviews” often followed by, “but he’s not always the best person for the story.”


Although, most organizations have a list of subject matter experts, they are often over-reliant on the same ‘go-to’ people. Here’s why:


First, these people are tried and true. For media, it’s a big deal when contacting an expert for comment - especially if the interview will be conducted on camera. So, why risk the chance of speaking with someone new?


The second thing, it’s time consuming. It’s easy to find a previous expert pitch in an email and forward it on to someone new. However, gathering this content for each new person every time an individual is being pitched is very time consuming and difficult to manage. Especially, when this content is strewn across the web and you need to add links for videos on YouTube, books on Amazon, articles on ResearchGate, presentations on SlideShare etc.


Once you’ve found the right person for the story, and you’ve aggregated the necessary background content to send, you must tie the loose ends and make the person contextual and relevant.


Why is this person the best individual to comment on the story? What angle is this person going to provide? What sort of background qualifies this person to being the subject matter expert on the topic?


Don’t worry, help is on the way


At ExpertFile, we’ve heard the stories about organizations missing out on opportunities to get national or international media coverage because of their small team. These understaffed teams don’t have enough bandwidth to continuously pitch their people and comment on storylines. Their websites don’t paint a full picture of their experts’ abilities and knowledge.


So, we got together with these PR, Marketing and Comms people, and looked to develop a solution.


Then we created “Spotlight” - putting all of the necessary tools into the hands of PR, Marketing and Communications teams.



Spotlight allows you to contextualize the relevance of your expert with a the story. Write your expert pitch to explain why that person is the best to comment on that topic, and the angle they’d be able to provide.


Combine that with rich media profiles created by the ExpertFile team, you now have a central home for all of your experts’ content, and it provides a more engaging representation. So, when the media are vetting, they can now watch a video of that individual speaking in front of a camera, see their latest Media Appearances to know they have experience talking to reporters, and a Contact button for the quickest way to reach that individual, while simultaneously routing to any other internal stakeholders.




This last part is important to consider as every story has many angles. Take the recent United Airlines debacle, where a passenger was viciously pulled out of his seat due to the plane being overbooked. Aside from the traumatic events from the video that surfaced of the incident, after the dust settled media are left scrambling to find out more on the protocol for overbooked flights, the global impact (there was a big uproar in China due to initial reporting that he was of Chinese descent), and the economic impact on the company. Which means, you don’t need to limit yourself to an aviation expert in order to comment on an aviation story. Every story has multiple angles - this lets you offer up a unique perspective, pitch a concept others are not covering and insert your expert into an already crowded narrative.


Spotlight helps you grow those invisible experts into great sources, and it helps you efficiently pitch when you have resource constraints.


Spotlights in Action


Since the launch of the ExpertFile News Digest service, we’ve seen some significant results for our customers.


We've only been with ExpertFile a short time. We've been using Spotlights from the News Digest and have noticed a lot more attention from media. They're easy to request - and the turnaround is fast. We recently were asked to comment on the Supreme Court nominee and booked a radio show thanks to a Spotlight. It’s been a great way to get additional exposure for Augusta University.


We've only been with ExpertFile a short time. We've been using Spotlights from the News Digest and have noticed a lot more attention from media. They're easy to request - and the turnaround is fast. We recently were asked to comment on the Supreme Court nominee and booked a radio show thanks to a Spotlight. It’s been a great way to get additional exposure for Augusta University.

     -Kelly Jasper Senior Digital Media Coordinator - Augusta University


With Spotlights we are seeing immediate pick-up of the stories we want to be part of. It’s letting us tell the Cambrian College story to a wide audience. As well, we’re noticing one Spotlight generates multiple media contacts. Once one outlet sees or reads our expert weighing in on a trending topic - the others follow. It’s an earned media coup.

     -Shawn Poland  Associate Vice President, College Advancement - Cambrian College


Once I integrated my Spotlights onto the Emory University business school website, it was so simple for me to have the ExpertFile Newsroom team whip up a pitch and publish it. Especially with limited resource on my team, it’s been a huge help to get my people out there in a more efficient manner.

     -J. Michael Moore  Senior Communications Manager, Emory University - Goizueta School of Business


Want to see an example of how to pitch your expert? Send your storyline to success@expertifle.com and we will have our Newsroom team send you a draft Spotlight ASAP.

Is there anything that I missed? I’d love to hear what’s worked for you to get your people speaking with the media.




Connect with:
Peter Evans

Peter Evans

Co-Founder & CEO

Recognized speaker on expertise marketing, technology and innovation

Strategic PlanningAngel InvestingOnline MediaSoftware as A Service (Saas)Technology

You might also like...

Check out some other posts from ExpertFile

2 min

What is an Open Convention?

In the ever-evolving landscape of American politics, the concept of an open convention stands as a pivotal event that can reshape the trajectory of a presidential election. This topic is particularly newsworthy because it signifies a departure from the traditional, predetermined nominating processes, opening up a dynamic and potentially unpredictable political battleground. Understanding an open convention is crucial for the public as it underscores the democratic principles of debate, decision-making, and party unity, or lack thereof. The implications of an open convention extend to voter engagement, party strategies, and the broader political discourse. Key story angles for journalists could include: Historical Context and Precedents: Exploring past instances of open conventions in American history, their outcomes, and how they have influenced subsequent elections. Mechanics and Process: Detailing how an open convention operates, the rules and procedures involved, and the roles of delegates and party officials. Political Strategy and Maneuvering: Analyzing the strategies employed by candidates and their campaigns during an open convention, including coalition-building, negotiations, and power plays. Impact on Voter Perception: Investigating how an open convention affects public opinion, voter trust, and engagement with the political process. Potential Outcomes and Scenarios: Examining the possible scenarios that can emerge from an open convention, including contested nominations, brokered deals, and unexpected candidacies. Expert Insights and Analysis: Featuring commentary and analysis from political scientists, historians, and party insiders on the significance and implications of an open convention. By focusing on the intricacies and potential ramifications of an open convention, journalists can provide the public with a comprehensive understanding of this critical aspect of the American political system, offering diverse and compelling angles for coverage. Connect with an expert if you need to know more about Open Conventions: To search our full list of experts visit www.expertfile.com Photo credit: PBS Learning Media

2 min

ExpertSpotlight: History of the Ancient Olympics

The Ancient Olympics, originating in Olympia, Greece, over 2,700 years ago, hold profound significance not only as a cornerstone of ancient Greek culture but also as a foundation for the modern Olympic Games. This topic matters to the public because it provides insights into the origins of organized sports, the cultural values of ancient civilizations, and the historical continuity that connects past traditions to contemporary global events. Understanding the history of the Ancient Olympics offers a unique perspective on the evolution of sportsmanship, competition, and international unity. Key story angles for journalists could include: Origins and Cultural Significance: Exploring the roots of the Ancient Olympics, their role in Greek society, and the religious and cultural rituals that accompanied the games. Athletic Events and Competitors: Delving into the various sports and athletic competitions that were part of the Ancient Olympics, and highlighting notable athletes and their achievements. Political and Social Impact: Investigating how the Ancient Olympics influenced political dynamics and social structures within ancient Greece, including the games' role in fostering unity and diplomacy among city-states. Religious and Mythological Connections: Examining the religious significance of the games, including their dedication to Zeus and the mythological stories associated with Olympia and the origins of the games. Legacy and Evolution: Analyzing how the traditions and values of the Ancient Olympics have shaped the modern Olympic movement, including the continuity and changes over millennia. Archaeological Discoveries: Reporting on recent archaeological findings and research that shed new light on the Ancient Olympics, including discoveries of artifacts, structures, and inscriptions. By focusing on the history of the Ancient Olympics, journalists can provide the public with a richer understanding of how these early games laid the groundwork for modern sporting events, offering diverse and compelling angles for coverage. Connect with an expert about the History of the Ancient Olympics: To search our full list of experts visit www.expertfile.com Photo credit: Chris Karidis

2 min

ExpertSpotlight: The History of the Modern Olympics

The modern Olympics, a revival of the ancient Greek tradition, have become a global phenomenon that transcends sports, uniting countries in a celebration of athleticism, competition, and international camaraderie. This topic is newsworthy not only for its rich historical context but also for its profound impact on global culture, politics, and society. The Olympics provide a unique lens through which to examine issues of national identity, geopolitical dynamics, and the pursuit of excellence. Key story angles for journalists could include: Origins and Evolution: Exploring the revival of the Olympics in 1896 by Pierre de Coubertin, and how the games have evolved over time, including significant milestones and historical events. Economic Impact: Analyzing the financial implications of hosting the Olympics, including the costs, benefits, and long-term economic impact on host cities and countries. Political Influence: Investigating the intersection of the Olympics and politics, including instances where the games have been used as a platform for political statements, boycotts, and international diplomacy. Cultural Significance: Examining how the Olympics promote cultural exchange and understanding, highlighting the role of the games in showcasing the traditions and achievements of participating nations. Technological Advancements: Assessing the impact of technological innovations on the Olympics, from advancements in sports science and athlete training to improvements in broadcasting and viewer engagement. Social Issues: Exploring the social dimensions of the Olympics, such as gender equality, inclusivity, and the representation of minority groups, as well as the efforts to address doping and maintain the integrity of competition. By focusing on the history of the modern Olympics, journalists can provide the public with a deeper understanding of how this international event has shaped and been shaped by broader historical and contemporary trends, offering rich and diverse angles for coverage. Connect with an expert about the History of the Modern Olympics: To search our full list of experts visit www.expertfile.com Photo credit: Luca Dugaro

View all posts