When you’re writing an informative article, credibility is crucial. So, unless you’re already a true know-it-all in your subject matter, you need qualified sources to back up your points.
To be clear, qualified experts do not include your mother, your bartender or the loudest guy in your office. They’re people who, by virtue of education, research or experience, know what they’re talking about — and have official and tangible qualifications to prove it. That’s tangible, as in “I can look that up.”
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Yet, when any and everyone can throw up a blog or Tumblr and become Googleable overnight, how do you weed out the nobodies from the knowledgeable? I’ve written my fair share of “How To” articles, so my own two cents is worth something, but, naturally, I’ve also asked some real-life experts to weigh in.
Naturally, the Internet found a way to make the process of sourcing sources convenient, if not foolproof. There are websites that specialize in matchmaking writers and experts. My personal favorite is HARO (Help a Reporter Out), created by marketing executive Peter Shankman. HARO has a solid record of success, the online interface is clear and easy to use, and you can remain as anonymous as you like. Basically, you provide a headline, description, category and deadline, and the experts come to you. Similar sites include ProfNet from PR Newswire, Reporter Connection and Pitchrate.com. None of these sites charge writers a dime to advertise, so don’t fall for anyone who asks for a fee.
2. Rely on Writers
If someone published a book on your subject, that’s probably the person you want to talk to. But don’t just take my word for it. Louise Sloan, senior articles editor for Ladies’ Home Journal, said, “Search the topic on Amazon and see who’s written a book about it. Often books are written by journalists, not experts, but it can be a good starting point in your search for the right source.”
| “Social networks are an obvious avenue, but be strategic.” |
Journalists aren’t half-bad either, considering they’re also in the business of finding and sharing information. Look for magazines and journalistic websites that cover your topic in detail and search for contact information in the mastheads or in the “About Us” sections of their websites.
I recommend The Huffington Post for its strong diversity of topics and published experts, many of whom are better experts than they are writers. Each contributor also gets his own biography page as well, listing all relevant qualifications. If your article has a local angle, search for experts in your neighborhood or contact the editor of your community newspaper, blog or Patch.com site, or check Angie’s List or Yelp.
3. Tap Into Trade Organizations
Big industries, and many small ones, have professional organizations that you can plunder for good experts. “Each trade or industry has an organization behind it that serves as spokespeople for the industry,” explained Shankman. “They’ll always take your call.”
Sloan agrees. “Look for national organizations that represent your topic, whether it’s pediatric medicine or knitting, and ask their press office for referrals to expert sources,” she advised.
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Many industry experts make their living teaching at colleges or universities, which confers instant credibility. “We want sources who are true experts in the topic, so we generally start with researchers at respected universities,” said Sloan. “Most universities have websites listing staff and their specialties.”
4. Follow the Media
Did you see someone on The Daily Show or PBS who matches your focus? Even if you didn’t, TV talk shows are good places to look for experts. Visit websites for shows that regularly feature diverse guests and a strong interviewer. You’ll find particularly strong guest archive libraries at these TV sites: The Daily Show, Tavis Smiley, Moyers & Company (full disclosure: I’m the director of digital strategy for the show) and Charlie Rose. In response to complaints that there are too many male experts in the media, two sites specializing in female experts may also match your need: SheSource and the UK’s The Women’s Room.
5. Use Social Networks___ Wisely
Social networks are an obvious avenue, but be strategic. Gregory Galant, co-founder of Muck Rack, a searchable social network for journalists and marketers, breaks it down like this: “If you’re looking for a topic area expert, use Twitter and Quora. If you’re looking for someone who went to a given school or knows a certain person: Facebook. For someone who works at a certain place, try LinkedIn.”
| “When you quote someone with a flimsy reputation, if hurts your own standing as a writer.” |
Shankman says social networks are a good place to find experts, because you can “use the people you know,” which he said “brings a level of trust at the start.”
LinkedIn, in particular, has become a good place to make professional connections, even for article help. Just put your subject in the search box and see what — and who — comes up. “Most professionals on LinkedIn would be excited by the opportunity to appear in media, but many don’t actively look to do it,” said career coach Megan Pittsley-Fox. “Those who have a lot of connections with many endorsements and recommendations are good targets, plus you get to review their experience before reaching out.”
6. Verify Your Sources
Your sources should never mind a little extra verification. Ask what they’ve done, written, taught and anything else — that you can see with your own eyes — which proves they have expertise. Galant recommends going beyond email. “After you find them, get on the phone or meet in real life,” he advised.
Shankman agrees a little bit of scrutiny can go a long way. “Use the phone, so you can hear intent,” he said, “and Google your sources as well.”
Remember, when you quote someone with a flimsy reputation, if hurts your own standing as a writer. You always need to do your due diligence on any “experts” you cite to make sure their credentials and statements check out. As the Manti Te’o scandal reminded all of us, media outlets citing the same sources over and over doesn’t necessarily make the information, or person spewing it, legit.
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Joel Schwartzberg — who’s on call if you need an expert on horror movies or donut-eating — is a nationally-published writer and author of The 40-Year-Old Version, a collection of essays.
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