EXPERT COMMENTARY

How Journalists Use Expert Commentary

Journalists don’t use expert quotes to fill space. They use them to:

  • Add clarity or context to a story

  • Strengthen credibility

  • Offer insight readers can trust

If commentary doesn’t clearly move the story forward, it’s ignored. That’s why most expert quotes never make it into copy.

Our role is to ensure commentary earns its place.

How We Secure Coverage That Cuts Through

We combine technology with newsroom relationships to make sure expert commentary reaches the right journalists, at the right moment, in the right format.

Journalist request platforms

We actively monitor platforms such as Qwoted and Sourcee, where journalists request expert input in real time.

These platforms are valuable because:

  • Journalists are actively looking for sources

  • Deadlines are clear and immediate

  • Relevance matters more than promotion

We respond selectively, only when an expert genuinely fits the request and can add value.

Speed matters, but accuracy matters more.

Direct journalist relationships

Not all opportunities come through platforms.

We maintain direct relationships with journalists across national, regional and specialist publications. This allows us to:

  • Proactively offer expert insight when stories break

  • Sense-check angles before pitching

  • Understand what individual journalists actually want

These relationships help ensure commentary feels helpful, not intrusive.

Selective by design

We don’t comment on everything.

Being selective protects expert credibility and improves long-term results. If a story doesn’t align with a brand’s expertise or adds little value, we step back.

This discipline is what leads to:

  • Higher usage rates

  • Repeat requests from journalists

  • Stronger authority over time

What Makes Expert Commentary Work

Effective expert commentary is:

  • Relevant to the specific story

  • Clear and easy to lift into copy

  • Backed by genuine expertise

  • Free from promotional language

We shape commentary to fit editorial needs, not marketing agendas.

Expert Commentary That Builds Authority

Expert commentary is one of the fastest ways to build authority — but only when it’s done properly.

Our approach focuses on:

  • Long-term trust with journalists

  • Protecting expert credibility

  • Supporting wider brand and search visibility

  • Avoiding tactics that damage reputation

The goal isn’t volume. It’s impact.

When Expert Commentary Is the Right Fit

Expert commentary works best when:

  • A brand has real expertise to contribute

  • Speed and availability are possible

  • Authority matters more than exposure

  • Commentary supports wider Digital PR or visibility goals

It’s not about chasing headlines. It’s about earning them.

Expert Commentary That Fits the Newsroom

Cupid PR delivers expert commentary designed to meet editorial standards, not marketing shortcuts.

If you’re looking for expert commentary that journalists trust and use, explore our Digital PR approach.

LEts Talk