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

Thought LeadershipMarketingTechnologyInnovationStrategic Planning

You might also like...

Check out some other posts from ExpertFile

1 min

Covering Halloween?

Halloween, one of the most celebrated holidays worldwide, has a rich history rooted in ancient traditions, evolving through centuries of cultural exchange and adaptation. This topic is of public interest not only because of its widespread celebration but also due to its fascinating mix of religious, cultural, and folk origins that shape how Halloween is experienced today. From ancient Celtic rituals to modern festivities, exploring Halloween's origins offers insights into the lasting impact of folklore and tradition in society. Key story angles that may interest a broad audience include: The ancient Celtic festival of Samhain: Delving into the pagan roots of Halloween and its transformation over time. Halloween and religious traditions: Exploring the holiday's connection to Christian observances like All Saints’ Day and its integration with local customs. The commercialization of Halloween: Analyzing the economic impact of Halloween on the retail and entertainment industries, from costumes to candy. Halloween symbols and superstitions: Investigating the origins of classic symbols like pumpkins, ghosts, and witches, and their meanings in different cultures. Modern-day Halloween traditions: Highlighting how different countries celebrate Halloween uniquely, reflecting local customs and beliefs. The psychology of fear and fantasy: Examining why people are drawn to the spooky, the macabre, and the thrill of Halloween. Connect with an expert about the origins of Halloween : To search our full list of experts visit www.expertfile.com

2 min

#ExpertSpotlight - Remembering the invasion of Grenada

The U.S. invasion of Grenada in 1983 stands as a key moment in Cold War history, reflecting the complex dynamics of American foreign policy in the Caribbean. Known as Operation Urgent Fury, this military action was a response to political instability on the island and perceived threats to U.S. citizens and interests. The invasion not only shaped Grenada’s future but also influenced global perceptions of U.S. interventionism, raising questions about sovereignty, international law, and regional geopolitics. The significance of this event continues to resonate, offering numerous story angles for journalists. Key sub-topics include: Cold War Geopolitics and U.S. Foreign Policy: Exploring the broader Cold War context, the U.S.’s strategic interests in the Caribbean, and how the invasion shaped subsequent American foreign policy decisions. Debates on Sovereignty and International Law: Investigating the legal and ethical implications of the invasion, including debates about military intervention, national sovereignty, and international diplomacy. Impact on Grenada’s Political and Social Landscape: Examining the long-term effects of the invasion on Grenada’s political stability, economy, and society, and how the event is remembered locally. Media Coverage and Public Opinion: Analyzing how the invasion was covered by the media at the time, the public’s reaction in the U.S. and globally, and how it shaped perceptions of U.S. military power. The Role of Regional Powers and Alliances: Looking at the involvement of regional organizations like the Organization of Eastern Caribbean States (OECS), and how the invasion impacted relationships between the U.S., Latin America, and the Caribbean. Lessons for Modern U.S. Military Interventions: Reflecting on the invasion’s legacy and what it teaches about the risks, justifications, and consequences of U.S. military interventions in other nations. As the anniversary of the U.S. invasion of Grenada approaches, this event offers an opportunity to revisit critical discussions on international intervention, geopolitical strategy, and the balance between national interests and global governance. Connect with an expert about the 1983  U.S. invasion of Grenada : To search our full list of experts visit www.expertfile.com Photo credit: Encyclopedia Britannica

2 min

PACs ... What Are They and How Do They Work?

Political Action Committees (PACs) are organizations that collect and donate money to political candidates, parties, or causes. They are formed to pool contributions from individuals, corporations, unions, or other groups to support candidates who align with their goals or to oppose those who do not. PACs play a significant role in U.S. politics, allowing interest groups to influence elections and public policy through financial contributions. There are two main types of PACs: Traditional PACs: These are established by businesses, unions, trade associations, or issue groups. They can donate directly to candidates, but their contributions are limited by federal law. Traditional PACs can give up to $5,000 per candidate per election and up to $15,000 to a political party. Super PACs: Also known as "independent-expenditure-only committees," Super PACs can raise and spend unlimited amounts of money to support or oppose political candidates. However, they are not allowed to coordinate directly with candidates or their campaigns. Super PACs often focus on media ads and public messaging to influence elections. The significance of PACs lies in their ability to amplify the voices of certain interest groups, industries, and ideologies within the political system. However, they are also a source of controversy, with critics arguing that they can lead to undue influence from wealthy donors and special interest groups over elected officials. This has fueled debates about campaign finance reform and the transparency of political donations. In the complex world of campaign finance, Political Action Committees (PACs) play a crucial role in shaping the political landscape, serving as a vital link between private citizens, special interest groups, and elected officials. Understanding PACs is essential to grasp the broader implications of how money influences political decisions, election outcomes, and policy-making. This topic is newsworthy as debates around the transparency, ethics, and impact of PAC contributions continue to shape public discourse, particularly in light of recent elections and campaign finance reform efforts. Key story angles that may interest a broad audience include: The role of PACs in modern elections: Exploring how PAC contributions influence candidates, elections, and policy decisions. Super PACs vs. traditional PACs: Analyzing the differences, including spending limits, transparency requirements, and their respective influence on campaigns. Campaign finance reform: Discussing current efforts to regulate PAC contributions, address dark money, and improve transparency in political donations. Ethical concerns surrounding PACs: Investigating the influence of special interest groups and corporations on political decision-making and their alignment with public interest. The rise of grassroots PACs: Highlighting citizen-driven PACs and their role in amplifying smaller donors and diverse voices in the political process. The future of PACs in digital campaigning: Examining the evolving tactics PACs use in social media and digital advertising to sway voters and influence public opinion. Connect with an expert about PACs and campaign financing: To search our full list of experts visit www.expertfile.com

View all posts