We start by choosing your experts. These might be founders, senior practitioners, doctors, engineers, designers or advisers who know a topic deeply and can speak plainly. For each, we gather a short biography, qualifications, years of experience, areas of confident comment and topics they should avoid. We agree what each expert is willing to discuss in public and what needs approval. Next we define topics. Good commentary topics sit where your expertise meets the news: changes in law or tax that affect your customers, price movements, safety issues, technology launches, seasonal trends and industry reports. We write a short statement of view for each, including two or three points that add something beyond the obvious, and any data or experience that supports them. We then map the media. For each topic, we list publications, journalists, podcasts and newsletters that cover it: national and city press, trade magazines, business sites and specialist blogs. We study recent articles, noting who writes about what, how they use quotes and what they have asked for before. We monitor for opportunities. Sources include journalist requests posted on platforms, alerts on keywords and companies, press calendars, scheduled data releases and your own news. When an opportunity appears, we move quickly: we check that it fits, draft a quote in the expert’s voice, get approval and send it within the journalist’s deadline, which can be hours. We also pitch proactively. A pitch is short and personal: the hook, why your expert is qualified, two lines of the view and an offer of a call. We avoid mass emails and follow-ups that nag. We prepare experts for interviews with a one-page brief, likely questions, key messages, facts to confirm and things not to say, and for podcasts and video, we advise on setting and audio. After publication, we thank the journalist, share the piece through your channels, add it to a media page on your website and record it. Where links appear, we note them; see digital PR campaigns for the link side. We also log opportunities that did not result in coverage and learn from them. Quarterly, we review what was published, where, and the topics that attracted interest, then refine the plan. We cannot control whether a journalist uses a quote, nor guarantee any mentions in a given period, and some beats are crowded, but steady, accurate and fast responses build relationships over time. For the overall approach, see digital PR strategy.
