Between 1961 and 2001, the use of experts in media increased 700 %. In this presentation for PR professionals, we explain why journalists started using more and more experts, how they pick experts, and how you can use that knowledge to become one of the go-to experts for journalists to call.

1. “How to
become a
media
expert in
5
simple steps”

2. http://getmustr.com | @getmustr | fb.com/getmustr

4. In this presentation, we will explain :

5. In this presentation, we will explain :
1. Why journalists use experts.

6. In this presentation, we will explain :
1. Why journalists use experts.
2. How they choose experts.

7. In this presentation, we will explain :
1. Why journalists use experts.
2. How they choose experts.
3. How you can become an expert for
the media.

9. Let’s start with the why. For that, we
rewind to 1960.

11. Until the ‘60s, journalists choose
sources based on their political
standing. The politician decides
what’s important. The newspaper
journalist writes it.

13. Most of the experts interviewed are
‘hard scientists’: biologists, doctors,
physicists.

15. The rise of television changes that.

17. Because newspapers can’t compete
with the speed of live television,
newspaper reporters reinvent
themselves.

18. Because newspapers can’t compete
with the speed of live television,
newspaper reporters reinvent
themselves.
Instead of reporting what happens,
they explain why things happen.

20. Also, journalists become aware of the
existence of “spin”.
(Image: Ron Ziegler, Nixon’s press aide during Watergate.)

22. So increasingly, journalists need
experts, for two reasons:

23. So increasingly, journalists need
experts, for two reasons:
1. To voice the opinions that the
journalist can’t voice

24. So increasingly, journalists need
experts, for two reasons:
1. To voice the opinions that the
journalist can’t voice
2. To help the journalist understand
current events (sparring)

25. Between 1961 and 2001, the number of
experts quoted in print journalism increased
700 percent.
+ 700 %
1961 2001

27. So how do journalists pick these
experts?

29. Turns our there is research about that
too.

30. In 92 % of cases, it’s the journalist who
chooses the expert.

31. And this is how they find them:
50 % of the times, journalists call
someone they know or have seen
quoted elsewhere!

32. And this is how they find them:
Only 10 % of the time it’s someone they
find while surfing the internet.

34. It’s called the Matthew Effect

35. It’s called the Matthew Effect
“For to all those who have, more will be given, and they
will have an abundance”
(Matthew, 25:29)

37. More numbers: in 35 % of the cases,
journalists call experts that they
never mention in their final story.

39. This happens for 2 reasons: “there’s no
room for more quotes” and “the
expert says the same thing as all the
others”. (It’s the polite way to say:
they are boring!)

41. What if… I don’t know what all that
means for me?

43. We think it means 5 things:

44. Journalists seem to work mostly from memory (or
speeddial, which is the same). So it’s important to
stay on their radar.
That means checking in with them regularly, by e-
mail, Twitter, Facebook, Google+ or whatever
channel they prefer.
It can be as simple as favoriting a Tweet of theirs.
Thing 1

45. Likewise, it’s important to stay visible in media. The
easiest way to do so is to be very active in trade
press and/or local press.
Often, journalists follow local and trade publications
to stay up to date with new trends.
The local and trade press is your best friend.
Thing 2

46. Start a blog. While 10 % online search isn’t much, it
is a way to be recognised.
Also, blogs are an excellent way to stay in touch with
journalists. You can tweet them a link to your blog,
asking their feedback or input. (Or you can quote
them in your blogs).
You might also send them your blog before
publishing it – maybe they’re interested in running it
as a guest contribution.
Thing 3

47. Be original and bring perspective.
The research shows that your quotes will end up on
the cutting floor if you don’t come up with something
surprising to say.
Prepare your media interventions. Try to think what
other experts will add, and try to come up with a
novel idea, a surprising reference or a strong
metaphor for what’s happening.
Thing 4

48. Lastly, try to have an opinion.
An expert is someone who knows his stuff, but who
is also not afraid to call the game.
Remember: journalists call experts to voice the
opinions that they themselves can’t (because they
need to stay objective). If you refuse to do this, they
will stop calling you.
Thing 5

49. Source:
http://www.finn.be/blogs/how-journalists-
choose-experts-matthew-effect
Author: @kris10vermoesen

50. Would you like us to create a fun presentation of your
best blogs on media relations? Send us a tweet or e-
mail us:
@getmustr
info@getmustr.com
http://getmustr.com
“Media relations made easy”