Expert Interviews: 5 Myths Hurting Your PR

There’s an astonishing amount of misinformation swirling around the art and science of securing impactful expert interviews with PR professionals for marketing initiatives. Far too many marketers operate on outdated assumptions, severely limiting their brand’s visibility and credibility. It’s time to set the record straight on what truly works in 2026.

Myth #1: PR Pros Only Care About Paid Opportunities

The biggest misconception I encounter, especially from clients new to earned media, is the idea that PR professionals only facilitate interviews for a fee. “Can’t we just pay a journalist to talk to our CEO?” they’ll ask, eyes wide with naive optimism. This isn’t how legitimate media relations work, plain and simple. Journalists, particularly those at reputable outlets, operate under strict ethical guidelines that prohibit accepting payment for editorial coverage. Their currency is newsworthiness and unique insight, not cash.

We had a client last year, a fintech startup based right here in Atlanta’s Technology Square, who insisted on offering “sponsorship” to a reporter from the Atlanta Business Chronicle for an interview with their CTO. I had to explain, patiently but firmly, that such an offer would not only be declined but could permanently damage our relationship with that journalist and publication. A reporter’s integrity is their most valuable asset; compromising it for a paid mention is a non-starter. According to a 2025 survey by the International News Media Association (INMA), 92% of newsrooms globally maintain strict policies against paid editorial content, with 78% reporting immediate termination for violations. The evidence is overwhelming: journalists are not for sale. What they are looking for are genuine experts who can provide fresh perspectives, data-backed insights, or compelling narratives that serve their audience. Your job, as a marketer working with PR, is to position your expert as that invaluable resource.

Myth #2: A Great Expert Is All You Need

“My CEO is brilliant! Everyone will want to talk to her!” This sentiment, while admirable, often leads to disappointment. While a knowledgeable expert is foundational, it’s far from the only ingredient for securing high-profile interviews. Many brilliant minds struggle to articulate their insights concisely, connect them to current events, or handle tough questions gracefully. A truly “great” expert for media purposes is a different beast entirely. They need to be media-trained, articulate, and able to distill complex information into digestible soundbites.

I remember a time we were pitching a supply chain expert for a segment on WSB-TV Channel 2 Action News regarding port congestion. He had an incredible depth of knowledge, but his communication style was, shall we say, academic. During our prep session, he kept using jargon like “intermodal logistics optimization protocols” and “just-in-time inventory paradigms.” The producer, frankly, would have hung up. We spent hours refining his message, focusing on analogies and real-world impacts for the average consumer. We worked on his vocal pacing and body language, too. The interview went well, but it underscored that expertise alone isn’t enough; presentation and relevance are equally vital. A 2024 report by HubSpot Research on B2B media relations indicated that 68% of journalists value an expert’s ability to simplify complex topics above all else, even more than their specific credentials. This highlights the need for rigorous media training and crafting compelling narratives that resonate with a journalist’s audience.

Myth #3: One Pitch Fits All Media Outlets

This is where many marketing teams, especially those without dedicated PR support, fall flat. They craft a generic press release or a boilerplate email and blast it to a massive list of journalists, expecting a deluge of responses. This spray-and-pray approach is not just ineffective; it’s actively damaging to your brand’s reputation with the media. Journalists are inundated with hundreds, if not thousands, of pitches daily. A generic pitch screams “I haven’t done my homework” and will be instantly deleted.

The truth is, every media outlet, every journalist, and every segment has a unique angle and audience focus. What works for The Wall Street Journal‘s tech desk won’t fly with Wired, and certainly not with a local morning news show. When we were launching a new AI-powered diagnostic tool for a healthcare client, we didn’t just send one email. For Modern Healthcare, we focused on the tool’s impact on hospital operational efficiency and cost savings. For TechCrunch, the emphasis was on the innovative machine learning algorithms and future scalability. For a local reporter at WABE 90.1 FM, we highlighted how it could improve patient outcomes for residents in Fulton County. Each pitch was meticulously tailored, referencing recent articles by the journalist and explaining why our expert’s insights were perfect for their specific story. It’s about demonstrating you understand their beat, their audience, and their current editorial needs. A study by eMarketer in Q3 2025 revealed that personalized pitches are 7 times more likely to result in a response from journalists compared to generic mass emails. That’s a statistic no serious marketer can ignore.

Myth #4: Once the Interview is Done, Your Job is Finished

“The interview aired! Great, what’s next?” This is a common, and frankly, lazy, mindset. Securing the interview is a significant win, yes, but it’s not the finish line. The post-interview phase is just as critical for maximizing impact, nurturing relationships, and setting the stage for future opportunities. Many marketers completely miss this, leaving valuable goodwill and potential amplification on the table.

After an interview, especially with a prominent journalist or outlet, your work should shift to amplification and relationship building. First, always send a thank-you note to the journalist. A personalized email expressing gratitude for their time and the opportunity goes a long way. Second, actively promote the interview across all your owned channels: your website, blog, social media, and email newsletters. Don’t just share the link; pull out key quotes, create engaging visuals, and explain why your audience should watch or read it. We had a client, a logistics company headquartered near the I-285 perimeter, whose expert was interviewed by Supply Chain Dive. We didn’t just share the article; we created an infographic summarizing his main points, ran a LinkedIn campaign targeting industry professionals, and repurposed his quotes into a blog post expanding on his insights. This multiplied the reach and impact of that single interview tenfold. Third, monitor for follow-up questions or related opportunities. Sometimes, a journalist might reach out for a quick quote on a developing story because they remember your expert’s previous contribution. This kind of ongoing engagement builds trust and positions your expert as a go-to source, a truly invaluable asset for any marketing strategy.

Myth #5: PR Professionals Are Only Gatekeepers

Some marketers view PR professionals with a hint of suspicion, seeing us merely as obstacles standing between their expert and the media. They believe our role is to filter, control, and sometimes even block direct access. While it’s true that we manage access, our primary function is far from being a mere gatekeeper. We are, in fact, facilitators, strategists, and relationship builders.

My team, for example, spends countless hours cultivating genuine relationships with journalists across various beats. We understand their preferences, their deadlines, and the types of stories they’re actively pursuing. We know which producers at CNN Center are looking for specific angles, or which editors at Forbes are open to guest contributions from specific industries. We don’t just “have contacts”; we have established trust and credibility. When we pitch your expert, it’s not just a cold call; it’s often a recommendation from a trusted source, which immediately elevates your expert’s standing. Moreover, we provide the strategic counsel needed to craft a compelling narrative, prepare your expert for tough questions, and ensure the message aligns with your broader marketing objectives. Thinking of PR pros as gatekeepers misses the entire point: we are your advocates, your navigators through the complex media landscape, and your partners in building an expert’s reputation. Without that strategic partnership, many valuable opportunities simply wouldn’t materialize.

The landscape of securing expert interviews with PR professionals for marketing purposes is dynamic and filled with nuances. Dispel these myths, embrace strategic collaboration with PR, and focus on delivering genuine value to journalists and their audiences. This isn’t just about getting a mention; it’s about building enduring credibility and authority for your brand.