Expert Interviews: Bridging the 38% Relevance Gap in 2026

Only 38% of journalists believe that most press releases they receive are relevant to their beats, a stark statistic that underscores a significant disconnect between public relations professionals and the media they aim to engage. This gap is precisely why mastering expert interviews with PR professionals isn’t just an advantage, it’s a non-negotiable skill for anyone serious about effective marketing. How can we bridge this relevance chasm and ensure our expert insights truly land?

Only 38% of Journalists Find Most Press Releases Relevant

That 38% figure, according to a recent Statista report, hits hard. It tells us that the old spray-and-pray method of PR outreach is not just inefficient, it’s actively damaging. When we, as PR professionals, send out generic press releases or pitch expert interviews without a deep understanding of a journalist’s specific needs, we’re essentially shouting into the void. My interpretation? This isn’t just about bad targeting; it’s about a fundamental lack of respect for a journalist’s time and their audience. When I started my career, we were taught to cast a wide net. Now, that approach is a recipe for being ignored, or worse, blacklisted.

What this number truly signifies is the absolute necessity for hyper-personalization in every interaction. We need to stop thinking about “media lists” and start thinking about “individual relationships.” Before I even consider pitching an expert for an interview, I spend considerable time researching the journalist’s recent articles, their beats, even their social media activity. What are they writing about? What trends are they tracking? What kind of sources do they typically cite? If I can’t answer these questions, my pitch isn’t ready. For example, I had a client last year, a fintech expert, who wanted to discuss the future of blockchain. Instead of sending a general announcement, I identified three journalists who had recently written about regulatory challenges in crypto and tailored each pitch to directly address how my expert’s insights could illuminate those specific challenges. The result? Two interviews and a feature article, far more impactful than a hundred generic emails.

Stories with Data are 30% More Likely to Be Shared

This statistic, often cited in internal marketing discussions at agencies I’ve worked with, highlights the critical role of data in making expert interviews compelling. In a world awash with opinions, facts backed by solid data cut through the noise. It’s not enough for our experts to simply share their perspective; they must be able to ground that perspective in verifiable information. My take on this is straightforward: data transforms an opinion into an insight. It gives journalists something concrete to report, something their audience can trust and, crucially, something that makes their story more credible and shareable.

When preparing an expert for an interview, I insist on them having a few key data points at their fingertips. These don’t have to be proprietary studies; they can be industry reports from organizations like eMarketer or Nielsen, or even publicly available government statistics. The trick is to present them in a way that supports the expert’s narrative. For instance, if an expert is discussing the rise of sustainable packaging, citing that “consumer demand for eco-friendly products has increased by 25% in the last two years, according to a recent IAB report,” makes their point significantly more impactful than just saying “people want green products.” We ran into this exact issue at my previous firm where an expert was brilliant but struggled to quantify his claims. We spent weeks gathering relevant statistics and rehearsing how to weave them naturally into his responses. The improvement was dramatic; his subsequent interviews were not only more engaging but also led to more authoritative coverage.

This emphasis on data also aligns with effective data storytelling, which can significantly boost earned media in today’s landscape.

75% of Journalists Prefer Direct, Established Connections Over Generic Pitches

This figure, which I’ve seen echoed in various surveys of media professionals, including one I remember from HubSpot’s research on PR trends, is a direct challenge to the transactional nature many PR pros adopt. It tells us that relationships are the ultimate currency in media relations. A journalist is far more likely to respond to someone they know and trust, someone who consistently provides valuable, relevant information, than to a cold email from an unknown sender. This isn’t rocket science, but it’s often overlooked in the rush to secure coverage.

My professional interpretation is that we need to play the long game. Building these relationships takes time, effort, and genuine interest in the journalist’s work. It means following them on professional platforms, commenting thoughtfully on their articles, and even sharing their work when it aligns with our interests. It means offering them exclusive insights or access to experts even when there isn’t an immediate story to push. It means being a resource, not just a pitch machine. I always advise my team to think of each journalist as a potential long-term partner. When we have a new product launch or an expert with a groundbreaking perspective, my first thought isn’t “who can I send this to?” but “who have I cultivated a relationship with who would genuinely find this valuable?” This approach minimizes the “cold” in cold pitching and significantly increases the chances of securing meaningful expert interviews with PR professionals.

Lack of Preparedness is a Top Frustration for Journalists

While I don’t have a specific percentage for this, anecdotal evidence and direct feedback from journalists consistently place “unprepared spokespeople” at the top of their frustration list. This isn’t just about knowing the talking points; it’s about understanding the journalist’s angle, anticipating difficult questions, and being able to articulate complex ideas concisely and clearly. My interpretation is that a poorly prepared expert wastes everyone’s time and damages future opportunities. It reflects poorly on the PR professional who arranged the interview and, more importantly, on the organization the expert represents.

I am unapologetically firm on media training. Every expert I work with undergoes a rigorous preparation process. This includes mock interviews, review of potential questions (including the really tough ones), and practice articulating key messages in soundbites. We discuss body language, tone, and the importance of active listening. I once worked with a CEO who was brilliant but tended to ramble. We focused on the “rule of three” for every answer: state the main point, provide one or two supporting details, and then stop. This disciplined approach transformed his interviews from meandering monologues into crisp, impactful conversations. It’s not about scripting; it’s about empowering the expert to confidently navigate the conversation while staying on message. Remember, a journalist’s primary goal is to get a good story. If your expert makes that difficult, they’ll simply move on to someone who doesn’t. (And trust me, there’s always someone else.)

For PR professionals looking to refine their approach, understanding the role of PR specialists as new marketing architects is key to preparing experts effectively.

Challenging Conventional Wisdom: The “More is More” Fallacy in Media Outreach

Conventional wisdom in some corners of PR still dictates that sheer volume of outreach will eventually yield results. The idea is that if you send enough emails, make enough calls, and pitch enough experts, something will stick. I strongly disagree. This “more is more” approach is not only outdated but counterproductive. It contributes directly to the low relevance rate journalists experience and erodes trust.

My argument is that “less is more, when ‘less’ is highly targeted and deeply researched.” Instead of aiming for 50 pitches a week, I’d rather my team send 5 exceptionally well-researched, personalized pitches to journalists who are genuinely interested in the topic and have a track record of covering similar stories. The ROI on those 5 pitches will invariably be higher than on a mass mailing. Furthermore, the relationships built through this focused approach are invaluable. You become a trusted source, someone journalists turn to when they need an expert, rather than just another email in their overflowing inbox. It’s about quality over quantity, always. This isn’t just my opinion; it’s a strategy that has consistently delivered superior results for my clients, leading to higher-tier placements and more impactful media coverage that directly supports their marketing objectives.

Mastering expert interviews with PR professionals demands a strategic, data-driven, and relationship-focused approach that prioritizes relevance and preparedness above all else. By understanding the media landscape and respecting journalists’ needs, we can transform expert insights into compelling narratives that truly resonate. This approach is vital for maximizing earned media visibility and impact.