The intersection of expert interviews with PR professionals and broader marketing strategies is undergoing a seismic shift. Traditional media placements are no longer enough. To truly break through the noise, PR pros need to become storytellers, content creators, and strategic partners, all while leveraging expert voices. But how do you actually do that? Are stale press releases really the best we can offer in 2026?
Key Takeaways
- By 2028, 65% of successful PR campaigns will incorporate original data gathered from expert interviews, according to a recent eMarketer report.
- Implement automated transcription and AI-powered summarization tools like Otter.ai to save up to 10 hours per expert interview.
- Use LinkedIn Sales Navigator filters to identify experts with specific skill sets and a demonstrated history of media engagement.
1. Define Your Objectives and Target Audience
Before you even think about contacting an expert, clarify your goals. Are you aiming to boost brand awareness, generate leads, or establish thought leadership? Your objective will dictate the type of expert you need and the questions you’ll ask. For example, if you’re launching a new cybersecurity product targeting small businesses in the Atlanta metro area, you might seek out a local IT consultant who specializes in SMB security solutions. Their insights would resonate more strongly with your target audience than those of a nationally recognized (but geographically irrelevant) expert.
Pro Tip: Don’t be afraid to get hyper-specific with your objectives. “Increase website traffic” is vague. “Drive 100 qualified leads from Atlanta-based SMBs to our product demo page within Q3” is much more actionable.
2. Identify and Vet Potential Experts
Finding the right expert is paramount. Don’t just Google “experts in [your field].” Dig deeper. Start with LinkedIn Sales Navigator. Use advanced filters to pinpoint individuals with specific skills, years of experience, and a history of media mentions. Look for people who are actively engaged in industry conversations and have a strong online presence. Check their credentials, publications, and past speaking engagements. Are they truly experts, or are they just good at self-promotion? I had a client last year who skipped this step and ended up interviewing someone whose “expertise” was largely based on anecdotal evidence. The resulting content was… unusable.
Common Mistake: Focusing solely on credentials and ignoring communication skills. An expert with a PhD who can’t articulate their ideas clearly is useless for a PR campaign.
3. Craft Compelling Interview Questions
Generic questions yield generic answers. Develop insightful, thought-provoking questions that go beyond the surface level. Ask about their predictions for the future, their biggest challenges, and their unique perspectives on current trends. Frame your questions to elicit specific, actionable insights that your audience will find valuable. For our cybersecurity example, you might ask: “What are the three most common security vulnerabilities you see in Atlanta-based small businesses?” or “What emerging threats should SMBs in the Southeast be most concerned about in 2027?”
4. Conduct the Interview (and Record Everything!)
Use a reliable video conferencing platform like Zoom or Microsoft Teams to conduct the interview. Ensure you have a stable internet connection and a high-quality microphone. Most importantly, record the entire interview. This will allow you to review the conversation later and extract key quotes and insights. Make sure to get explicit consent from the expert before recording, of course.
Pro Tip: Send the interview questions to the expert in advance. This will give them time to prepare thoughtful answers and make the interview more productive.
5. Transcribe and Summarize the Interview
Manually transcribing an hour-long interview is a soul-crushing task. Thankfully, there are AI-powered transcription tools like Otter.ai that can automate the process. Otter.ai accurately transcribes audio and video files in real-time. Once you have the transcript, use an AI summarization tool (many transcription services include this) to extract the most important points. This will save you hours of time and effort. We ran into this exact issue at my previous firm, where we were spending upwards of 15 hours transcribing and summarizing each expert interview. Switching to Otter.ai reduced that time by over 60%.
6. Transform Insights into Compelling Content
This is where the magic happens. Take the insights from the interview and transform them into various content formats, including blog posts, articles, social media updates, infographics, and even video clips. For example, you could create a blog post titled “3 Cybersecurity Threats Atlanta SMBs Need to Know About in 2027,” featuring quotes and insights from your expert. Or, you could create a short video clip of the expert discussing a specific security vulnerability and share it on LinkedIn. A recent IAB report found that video content featuring expert opinions generates 3x more engagement than text-based content alone.
Common Mistake: Simply regurgitating the expert’s words without adding your own analysis and context. Your audience wants your perspective, too.
7. Promote and Distribute Your Content
Creating great content is only half the battle. You also need to promote and distribute it effectively. Share your content on social media, email newsletters, and industry forums. Reach out to relevant journalists and bloggers and offer them exclusive access to the expert’s insights. Consider running targeted advertising campaigns on Google Ads and LinkedIn to reach your target audience. For our cybersecurity example, you could target small business owners in the Atlanta area with ads promoting your blog post or video clip.
8. Measure and Analyze Your Results
Track the performance of your content using analytics tools like Google Analytics and social media analytics dashboards. Monitor website traffic, engagement rates, lead generation, and media mentions. Analyze the data to identify what’s working and what’s not. Use these insights to refine your strategy and improve your results over time. If you’re seeing high engagement on LinkedIn but low traffic to your website, you might need to adjust your call to action or optimize your landing page.
Pro Tip: Don’t just track vanity metrics like likes and shares. Focus on metrics that directly impact your business goals, such as lead generation and sales.
9. Build Long-Term Relationships with Experts
A single expert interview can be valuable, but building a long-term relationship with an expert can be even more beneficial. Stay in touch with your experts, share their content, and invite them to participate in future campaigns. By building a strong network of expert relationships, you’ll have access to a wealth of knowledge and insights that can help you achieve your PR and marketing goals. Plus, they may become advocates for your brand. Here’s what nobody tells you: these relationships are investments. Nurture them. To that end, consider how PR secrets and expert insights can boost your brand.
Implementing these steps will not only enhance your PR efforts but also position you as a thought leader in your industry. The future of expert interviews with PR professionals isn’t just about getting quotes; it’s about forging partnerships and creating meaningful content that resonates with your audience and drives real results. Are you ready to move beyond press releases and unlock the power of expert insights?
How do I compensate experts for their time?
Compensation varies depending on the expert’s experience, the length of the interview, and the scope of the project. Some experts may be willing to participate for free in exchange for exposure, while others may require a fee. Industry rates for expert consultations typically range from $200 to $1,000 per hour. Always be transparent about compensation expectations upfront.
What if an expert says something controversial during an interview?
It’s important to have a plan in place for handling controversial statements. Before the interview, discuss potential sensitivities with the expert and agree on ground rules. If a controversial statement is made, you can choose to edit it out of the final content, provide additional context, or include a disclaimer. Consult with your legal team if necessary.
How do I ensure that the expert’s insights are accurate and reliable?
Thoroughly vet potential experts before conducting the interview. Check their credentials, publications, and past speaking engagements. Ask them to provide evidence to support their claims. Cross-reference their insights with other sources. If you have any doubts about the accuracy of their information, consult with other experts or conduct additional research.
What are the legal considerations for using expert interviews in PR and marketing?
You need to obtain explicit consent from the expert before recording and using their interview. You also need to ensure that you are not infringing on their intellectual property rights. If you are using their name or likeness for commercial purposes, you may need to obtain a release. Consult with your legal team to ensure that you are complying with all applicable laws and regulations.
How can I repurpose expert interview content for different platforms?
You can repurpose expert interview content in numerous ways. Create short video clips for social media, write blog posts based on key insights, develop infographics to visualize data, and create podcast episodes featuring the expert. Tailor the content to the specific platform and audience. For example, LinkedIn is great for professional insights, while Instagram is better for visually appealing content.
The days of relying solely on press releases are over. By embracing expert interviews as a core component of your PR strategy, you can create more engaging, informative, and impactful content that resonates with your audience and drives real results. Go find those experts and start building those relationships—your future PR success depends on it.
