How to reply to journalist call-for-sources to guarantee the best results

We recently introduced our PR Opportunities Slack channel – a place where we share journalist requests we spot across different platforms, as well as other publicity opportunities to help you gain media coverage.

A quick recap on how it works:

A journalist is writing a story and wants to enrich it with an expert comment, a real-life experience, or an illustrative example. To find sources, they post a public call for sources – whether on social media or PR platforms – seeking people and companies that fit the angle of the story.

It’s important to note that these opportunities are free (unless stated otherwise in the request). It’s a way to help a journalist out and earn your business publicity at the same time.

You can (and we encourage you to) respond to these requests. If the reporter likes your submission and thinks you’re a good fit for the story, you win publicity for your business. 

The catch?

Since these requests are public, many other businesses see them and also respond. The more general the request, the more potential sources it attracts. And the more prominent the media outlet, the more pitches they receive.

In other words, you need to stand out. The best way to do that? Write clear, concise, and high-quality pitches. Here are 5 must-follow tips on how to do just that.

1. Write descriptive subject lines with a reference to the request

Very often, journalists ask the sources to pitch them via email. In such cases, the subject line helps them quickly spot emails related to a specific request – which is very helpful considering that many journos receive hundreds of emails each day.

Let them know right in the subject line what the email is about. It’s really that simple – and yet, often overlooked.

Here are a few examples:

Request: Twitter/X

Subject line: #journorequest pitch: Gen Z worker struggling with working remotely

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Request: Twitter/X

Subject line: Your #journorequest: TikTok's US future – a creator’s comment

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For even better results, you can also mention why you might be a good fit for the specific request. For example:

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Request: Twitter/X

Subject line: Your #journorequest – aviation expert (ex-Emirates, EasyJet)

• Reference to request: Your #journorequest, aviation expert
• Proof of expertise: ex-Emirates, EasyJet

2. Don't assume you’re a fit – explain why you think so

I’m a contributor at several media outlets, and I, too, occasionally look for sources via social media. Most of the time, the pitches I receive are something like “I’m a fit” or “happy to chat”.

That is not enough. 

Only I can know for sure you are a fit. And to evaluate that, I need to know the details. So, to every DM or email that says “I’m a fit”, I must reply with follow-up questions – why do you think so? Can you tell me about yourself/your experience? When did it happen?

It’s already a pain in the butt if you receive one or two pitches. But some journalists get dozens. Imagine them having to follow up with every single person? Thus, they automatically ignore such pitches – even if you are, indeed, a great fit. They will never know for sure.

Long story short – be specific and explain why you are the source they are looking for. Here’s one example:

Request:

Pitch:

The result:

3. Just answer the questions (all of them!)

Journalists are often on tight deadlines and don’t have time for a chat if all they need is a quick comment or a few expert answers. In these cases, they'll usually ask for written responses via email.

To stand out:

• Answer the question. Skip the self-promotional intros and avoid vague commentary that “dances” around the topic without actually answering the question. If the journalist is asking for personal experience, don’t submit an opinion. If they want data, give them the data. If they’re asking for a comment, don’t offer to “hop on a call.”

• Answer all of the questions. Or at least 80%. If one or few are clearly outside your area of expertise, it’s fine to say so. But if you can only answer one out of ten, you're probably not the right source.

• Make your replies easy to use. Offer direct quotes the journalist can plug in as-is. Include links to your website and LinkedIn profile. Add a photo – your headshot, team pic, or company logo. It saves the reporter time. And earns you bonus points.

4. Leave AI alone

Seriously – if you submit some AI-generated crap, chances are the journalist won’t want to hear from you again.

They’re looking for your experiences, your opinions, your expertise. Using ChatGPT or any other AI tool to answer a journalist’s questions is not only disrespectful, but it’s also a waste of time for both of you.

Let’s be honest – if they wanted AI-generated answers, they wouldn’t have asked for expert input in the first place. I follow many journalists, and I can see the growing frustration around this.

I know you’re busy. But if you don’t have time to define your own opinions and insights, then it’s better to skip the opportunity. However, if you do choose to respond, take the time to write the answers yourself. These days, THAT is what will help you stand out.

5. Don't ghost journos if they come back with follow-up questions

The higher the quality of the outlet it is, the more editing rounds an article goes through. Thus, very often, journalists can come back to you with follow-up questions, fact-checks, clarifications, and more.

Don’t ghost the journalist. And make sure to answer any follow-up questions as thoughtfully as you did the first time. If you don’t, the editor might decide to cut your comments from the piece altogether.

If it’s a feature article – the kind of article that features you or your company exclusively – the story will likely still run. But your relationship with that journalist may not last after it’s published. That’s your loss, as PR is a relationship game. It’s in your best interest to be responsive and show that you’re an easy, reliable source to work with.

Are you ready to turn requests into results?

We created the PR Opportunities Slack channel to help boost your business’s visibility. We source relevant media opportunities and share them here with the community. And if you need help crafting your pitch, our entire team is there to help.

Want to learn how to make the most of our PR opportunities channel? Take a look at this article!

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