Between producing quick daily articles and investing in long-term reporting to churn out an excellent cover story, reporters have a lot on their plates.   

But as ideas turn into stories, a reporter will quickly need to find what’s coming next to meet the following deadline. Good sources are the lifeblood of journalism. A trusted source helps reporters craft more accurate, insightful and compelling stories. In turn, these sources enhance their reputation, solidify their industry authority and increase their public profile.  

I’ve written thousands of stories as a business beat reporter. The best ones I’ve told were always a product of strong sourcing, whether it was a heads-up on an exclusive deal or a source helping me understand a complex industry trend. 

As I continued to break news that was accurate, timely and informative, I gained trust with my audience. My network grew as existing sources introduced me to their peers who saw the value of being in my stories as a thought leader and an effective dealmaker.  

Here’s how you can establish yourself as a go-to industry expert, and how a PR agency can facilitate these relationships: 

Why It’s in Your Best Interest to Be a Reliable Source

Media coverage isn’t just about visibility – it’s about credibility. When you consistently provide journalists with valuable insights, you become a go-to expert, shaping industry conversations and strengthening your professional reputation. 

  • Build Credibility & Influence: Frequent media exposure establishes you as a thought leader and expert in your field. 
  • Increase Brand Awareness: Consistently being quoted in reputable publications boosts visibility for you and your organization. 

Why Reporters Rely on Great Sources

A great source must first possess knowledge on a certain topic, then know how to deliver that knowledge in the right depth, at the right time. Reporters juggle tight deadlines and evolving stories, so they rely on responsive, articulate and well-informed experts who:  

  • Improve Access to Reliable Information: A knowledgeable source provides accurate, well-informed perspectives on industry trends and developments. 
  • Save Time: Reporters are often on tight deadlines, and strong sources reduce the need for excessive cold calling and research. 
  • Enhance Story Quality: Strong sources add depth, nuance and credibility to reporting, making stories more compelling. 

3 Key Characteristics of a Repeat Source

Reporters are constantly looking for clear, insightful and reliable information, and sources who can deliver it effectively enjoy mutually beneficial and lasting relationships. A repeat source should: 

Share Valuable Insights & Expert Industry Knowledge

Business leaders can work with PR professionals to arrange introductory conversations and share industry insights to keep their expertise top-of-mind when reporters are searching for stories. When it comes to major news, consider offering a reporter an early heads-up under an embargo to promote coverage and build trust. 

Adapt your communication approach based on the reporter’s focus – some specialize in specific beats, while others cover a range of topics. Understanding this distinction and adjusting communication accordingly ensures the message is clear and accessible. 

Demonstrate Reliability & Help Ensure Story Accuracy

Journalists rely on sources who provide accurate information and are responsive throughout the reporting process, reducing the risk of miscommunication. 

If interviewed, understand the reporter’s timeline for publishing their story. Publications do not share unpublished work ahead of time, but you can ask if the reporter can talk through, in general, what to expect when the story goes live.  

As the interview concludes, a reporter will likely ask if you are available to briefly touch base before their deadline if they need to clarify anything said. This decreases the likelihood of errors, as this window can clear up any misunderstandings before the publication.

Engage Regularly & Build Relationships with Journalists

Reporters often start their next feature considering sources they already know, who can help convey the bigger picture in a succinct, engaging and entertaining manner to their audience. 

Proactively maintaining relationships with journalists helps establish familiarity and builds trust over time. This can include: 

  • Following a reporter’s work and sending an email with your thoughts. 
  • Providing value outside of direct interviews, like sharing relevant industry insights or flagging upcoming trends. 
  • Offering to connect them with other experts in your network when a topic falls outside your expertise.

How PR Professionals Can Help

Becoming a go-to source doesn’t happen overnight – it takes strategy, consistency and the right media connections. The Aker Ink PR team can help you build strong relationships with key outlets and prepare you for all types of media interviews. Learn more about our PR services.